Nielsen has played a defining role in shaping how companies understand consumers, media audiences, and global markets. From the invention of “market share” in the early 20th century to pioneering audience ratings and digital measurement today, Nielsen’s journey reflects the evolution of marketing and media analytics itself.
The Origins of Nielsen and the Birth of Market Share
Founded in August 1923 by Arthur C. Nielsen, the company originally focused on engineering performance surveys. But it was in 1932, with the development of a retail index, that Nielsen introduced the world to the concept of market share – a revolutionary way for brands to quantify their performance relative to competitors.
Innovations in Audience Measurement
Radio: Audimeter and Ratings
In 1936, Nielsen acquired the Audimeter, which laid the foundation for national radio ratings by 1942. By tracking radio usage in 1,000 homes, the company gave manufacturers and advertisers unprecedented insight into consumer behavior.
Television: The Birth of the Nielsen Ratings
In 1950, Nielsen brought its methodology to television, transforming how networks and advertisers measured success. A blend of mechanical tracking and viewer diaries introduced the now-famous Nielsen Ratings.
People Meters and the Digital Era
The 1980s saw the debut of the people meter, a handheld device used to gather individual viewing data. In the 2000s, Nielsen expanded into digital and cross-platform measurement, launching initiatives like the A2/M2 Three Screen Report and Digital Content Ratings.
Corporate Restructuring, Acquisitions, and Growth
Nielsen’s business history is marked by several key structural and ownership changes:
- 1984: Acquired by Dun & Bradstreet
- 1996: Split into Nielsen Media Research and AC Nielsen
- 1999–2001: Dutch media giant VNU acquired both halves and recombined them
- 2006: VNU was acquired by private equity firms and rebranded as The Nielsen Company
- 2011: Nielsen became a public company, raising $1.8 billion in its IPO
Major Acquisitions (2000s–2020s)
Nielsen expanded aggressively into neuroscience, mobile media, programmatic advertising, social media analysis, and more through acquisitions such as:
- Buzzmetrics (social media)
- Telephia (mobile media)
- NeuroFocus (neuroscience)
- Gracenote (entertainment metadata)
- Exelate (programmatic data)
- Harris Interactive (polling)
- Arbitron (radio ratings)
A Truly Global Footprint
Today, Nielsen operates in over 50 countries across Americas, Asia-Pacific, Europe, and Middle East & Africa, offering localized insights backed by global standards. Key operational regions include:
Americas
- United States
- Brazil
- Canada
- Mexico
- Puerto Rico
Asia-Pacific
- Philippines
- Australia
- India
- Japan
- China
- South Korea, and more
Europe
- United Kingdom
- Germany
- France
- Italy
- Netherlands
- Spain, among others
Middle East & Africa
- United Arab Emirates
- Saudi Arabia
- South Africa
- Israel, and more
Each region contributes to Nielsen’s broader mission of providing consistent and accurate consumer intelligence across formats and platforms.
Nielsen and Global Events
Nielsen has also played a role in measuring engagement for some of the world’s largest events. For instance, it partnered with FIFA to provide official market research for the 2017 Confederations Cup and 2018 FIFA World Cup, demonstrating the company’s scale and capability on a global stage.
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