GfK to Sell Consumer Panel Business to YouGov

GfK has entered into an agreement to sell its European Consumer Panel (CP) business to YouGov, as part of its deal to merge with NielsenIQ (NIQ). Terms of the CP sale have not been disclosed.

Yesterday, NielsenIQ (NIQ) and GfK received clearance from the European Commission to merge, conditional on the divestment of GfK's CP business to an independent third party - the YouGov sale addresses the competition concerns behind this.

Once complete, NIQ-GfK says it will offer the 'most complete and clear view of consumer buying behavior', while its broader Consumer Panel business will remain a 'top priority', irrespective of the divestment of GfK CP.

Lars Nordmark (pictured), GfK's interim CEO and CFO, comments: 'After careful consideration of all options and following approval from our shareholders, we decided to offer this remedy in order to move forward with the combination of NIQ and GfK. With YouGov, we firmly believe we have found the perfect future owner for GfK CP and a solution in the best interests of all parties involved - especially for our clients and employees'.

Web sites: www.gfk.com , www.nielseniq.com and www.yougov.com .