Nielsen Media Research Buys South Korean Firm

US-based Nielsen Media Research International has acquired South Korea's largest advertising monitoring and intelligence companies - Korea Advanced Digital Data (KADD) and its subsidiary BasisNet.

South Korea is the tenth largest advertising market in the world, with expenditures of US$6 billion. Both companies have historically provided advertising expenditure databases to AGB Nielsen Media Research for use in its TV audience measurement in South Korea. The new acquisition means Nielsen Media can now measure ad trends across all media in all major Asian markets.

KADD, which was established 20 years ago, provides information about ad spend and occurrence across 300 media nationwide, including TV, radio, newspapers and magazines. BasisNet provides print media reports as well as advertising models to help clients analyse and formulate strategies.

A ceremony to mark the acquisition was held in South Korea on Tuesday, attended by Nielsen Media's Asia-Pacific MD Richard Basil-Jones, AGB Nielsen Media's Korea MD Duck Hyeon Hwang, KADD Chairman Nam Sang-Jo, and KADD Director Byoung Sun Cha.

Robert McCann, Chairman and CEO of Nielsen Media Research, says that the new acquisition, together with existing TV audience measurement services in the region, will help the company provide 'the most comprehensive, most integrated picture of South Korean, Asia Pacific and worldwide media consumption patterns'.

The company is online at www.nielsenmedia.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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