Audience measurement specialist GfK has become the majority shareholder in viewer data analytics specialist Genius Digital, continuing a strategic partnership established in September 2013.
According to GfK, the investment better positions it to meet the needs of pay TV operators it serves with its audience measurement platforms by using Genius Digital’s data capture and analysis technology.
“Working with Genius Digital over the past six months has exceeded our expectations. We are impressed with the strength of the team and their unique solutions for the collection, integration and deep analysis of TV data,” said Nick North, global lead, media and entertainment, GfK.
“Genius Digital’s innovative technology enables us to offer our customers insights which are most relevant to them, and crucially, the capability to understand what it means for their business. By taking a majority share in Genius Digital, we can leverage strong synergies between our market research business and related offerings from Genius Digital’s own real time data analysis technology.”