The Stagwell Group announced its acquisition of “certain assets” from Nielsen related to television pilot products and services, including pilot testing services and the promotional testing and consumer tracking of those pilots.

“In the last seven years, the number of original scripted shows created has doubled. This acquisition puts us at the epicenter of data-driven consultation for original programming,” said Mark Penn, Managing Partner and President of The Stagwell Group, LLC.

The assets will be managed and overseen by Jon Penn, CEO of the National Research Group. National Research Group, a pioneer in Hollywood research, is a leading provider of global research and strategic consultation to the film, gaming, and OTT industries. The acquisition expands their capabilities in the dynamic and expanding original content landscape.

“The future of original content is to experience it anytime, anywhere, on any screen,” said Jon Penn. “Adding this deep expertise in episodic content and program testing expands upon our strategic mission to provide insights to bold storytellers everywhere.”

This acquisition is Stagwell’s 14th investment in under two years. Other members of the Stagwell Group family include: entertainment research pioneer National Research Group (NRG), media innovator MMI Agency, healthcare and consumer experts SCOUT, research leader Harris Insights & Analytics, performance marketing firm PMX Agency, creative digital leader Code and Theory, strategic communications agency SKDKnickerbocker, public relations firm Finn Partners, communications agency Wye Communications, digital advocacy shop Targeted Victory, creative advertising consultancy Wolfgang and technology innovator Stagwell Technologies.

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