VNU's $2.7bn buy

VNU, THE Dutch publisher with such UK titles as Computing and Accountancy Age, agreed yesterday to acquire Nielsen Media Research of the US, the leading North American TV ratings agency, for $2.7bn (pounds 1.56bn) in cash and debt.

The deal creates a media marketing information powerhouse. Nielsen's information about TV viewers will complement VNU's research data on consumer demographics and lifestyle, and advertising performance. The acquisition is VNU's second recent foray into the US business information market after its $2.1bn buy last year of ITT World Directories.

"Market research is an increasingly important area for media companies," said Anthony de Larrinaga, media analyst with WestLB Panmure. "Nielsen gives VNU proprietary information, it is exhibiting strong growth and there are synergies."