Nielsen Holdings, a $7.5 billion company known best for its decades-long position as the leader in television measurement, announced Thursday that it would spin off its retail measurement business, called Nielsen Global Connect, into an independent, public company. Nielsen's Media Connect business, which measures media and advertising consumption, would remain as its own independent, publicly-traded business.
Why it matters: Despite criticism about whether its TV measurement tactics are outdated, Nielsen's media arm has been outperforming its retail counterpart lately, which measures consumer sentiment about goods and retail sales. That division has been negatively impacted by the decline in traditional retail and increased competition. Meanwhile, competitors to Nielsen's media business, like Comscore, have struggled.