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Shares of television ratings provider Nielsen Holdings (NLSN - Get Report) surged more than 7% in Wednesday on rumors the company is close to a deal to sell itself to a private-equity firm.

Nielsen shares jumped $1.73 to $26 in early afternoon trading on the New York Stock Exchange.

The New York Post reported last Thursday that Blackstone had opted against making a final offer for Nielsen, citing the struggling company's problematic financials. Another private-equity firm, Apollo Global (APO - Get Report) , was also reported to have lost interest in making a bid for the troubled company, the Post said, citing sources close to the situation.

The news sent Nielsen's shares plunging almost 10%.

Expectations that those reports may have been premature sent shares climbing on Wednesday. According to reports, two private-equity firms have, in fact, submitted offers, and a deal in the "low-$30 range" could be forthcoming as soon as this week.

Consumers aren't rational beings—they're emotional beings who occasionally act rationally. Our new Behavioral Sciences Institute not only shows you why, but what it means for your organization and brands. https://t.co/xrh91MId0J

— Nielsen (@Nielsen) April 3, 2019

A Nielsen spokesperson told TheStreet.com on Wednesday that the company was continuing to review its strategic options, including operating as a standalone public company, a separation of its divisions, or a sale. 

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