US research firm Arbitron is to acquire London-based Continental Research whose clients include the COI, AMV.BBDO and Royal Mail.
The move represents the first stage of Arbitron’s plans to expand beyond North America, focusing initially on Britain and continental Europe. It is also hoped that Arbitron will now have an improved chance of winning the contract to run the RAJAR survey, which will put up for tender within the next few months.
Continental Research will keep its name and its founders and senior management will continue to manage and direct the UK business.
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