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Shares of television ratings provider Nielsen Holdings (NLSN) - Get Free 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 Free 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.

A Nielsen spokesperson told 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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