New York - The Nielsen Company and advertising giant WPP announced that they have agreed to swap certain assets, in a deal that will among other things give Nielsen full ownership of AGBNielsen Media Research, the television audience measurement business.

Under the terms, Nielsen will acquire the 50% of AGBNielsen Media Research currently owned by WPP.

In return, Nielsen will transfer to WPP its SRDS unit, which provides media rates and data to the ad industry; PERQ/HCI, its healthcare industry media planning business; and its 11% share in Brazil-based media and opinion research firm IBOPE.

Financial terms of the transaction, which is expected to close by the end of the year, were not disclosed.

The deal originally rose out of a regulatory need for WPP to dispose of either its stake in Nielsen's or TNS's TV audience measurement businesses.

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