Experian did its research and decided to acquire Simmons Market Research Bureau.
Simmons' National Consumer Study -- which consists of five individual segments: kids, teens, adults, Hispanics and households -- “measures virtually every TV network and cable-television show, more than 40 radio formats, over 200 magazine titles, all major national newspapers and the top 75 Internet sites,” the companies said.
Experian provides information solutions to organizations and consumers.
"Simmons data is the standard for many marketers with its media-neutral and consumer-centric focus,” Experian Marketing Services president Deborah Zuccarini said in a prepared statement. “Their experienced management team and innovative use of consumer-research information are impressive."