NEW YORK ( TheStreet) - NLSN filed to come public back in June, 2010, with many on Wall Street expecting the debut of this stock to set the tone for the new issues market in 2011. However, there are two ways in which an investor can view NLSN, and depending on which side of the road you stand on, this will determine your posturing on this deal.There is no dispute that NLSN is an iconic brand, a pioneer in the industry, with the term market share born out of the market research and media measurement tools developed by the company. Currently NLSN maintains a presence in 100 countries, with its business broken down into three segments: what people watch, which represents 34% of its revenue; what people buy, 62% of revenues; and exposition 4%. Watch "provides viewership data and analytics" to media and advertising industries across television, online and mobile screens, with ratings the primary metric used to ascertain the "value of programming and advertising." Turning to Buy, NLSN derives the majority of its revenues from this segment, providing transactional measurement data, consumer behavior information and analytics to businesses that operate in the consumer packaged goods industry. Moreover, this service tracks billions of sales transactions per month in retail outlets, spanning 100 countries worldwide.
- Nielsen Holdings (NLSN)
- Lead Underwriter: JP Morgan
- Offering: 71,428,572 common shares
- Current Price Range: $20 to $22
- Deal Size to the mid-range - $1.5 billion
- Week Due: Jan. 24, 2011
- Sector: Publishing -- Periodicals