Nielsen Holdings said it completed its $1.3 billion acquisition of Arbitron Inc., a competitor in media and marketing research.
In order to get approval for the acquisition Nielsen agreed to conditions including allowing another company to use Arbitron's personal people meter technology.
Arbitron is being rebranded as Nielsen Audio. It will be integrated into Nielsen's U.S. Watch business segment, which provides information to the media and advertising industries about television, online, mobile and radio. By adding Arbitron Nielsen now measures eight hour a day per person of media consumption.
"Arbitron will allow us to analyze and understand an additional two hours of the U.S. consumer's day while bringing us another opportunity to provide advertisers with metrics on the effectiveness of the mediums that they advertise on," David Calhoun, CEO of Nielsen said in a statement. "Our combined capabilities offer opportunities to measure unmeasured areas that are important to the industries and clients we serve, like streaming audio, out-of-home measurements for television consumption and deeper measurement of multicultural audiences in the U.S."