Name Change for Czech Media Researcher

Czech audience research agency Mediaresearch has changed its name to Nielsen Admosphere, reflecting its majority ownership as well as its origins.

Mediaresearch works with Polish company Gemius to provide Internet audience ratings in the Czech Republic and in Slovakia. It has been 51% owned by AC Nielsen Netherlands since last summer.

Chairwoman Tereza Simeckova (pictured) said the company wanted a name expressing its belonging to the Nielsen group, and had decided against the name Nielsen Mediaresearch as that had already been used by the data giant as a brand in other contexts, especially in the US. Admosphere by contrast is an established brand used by the Czech company for a number of years and will now 'find a broader context'. Vice Chair Michal Jordan chips in: 'Admosphere represents the original owners of the Mediaresearch group as well, so the new identity reflects the partnership of the multinational and local members of the joint venture'.

The agency's English language site is at www.nielsen-admosphere.eu .