ACNielsen, the US market research company, has acquired the privately held UK advertising measurement firm, Media Monitoring Services, for an undisclosed sum.
MMS tracks advertising activity, spending and creative content across print, television, radio, direct mail, cinema and outdoor channels. It had income last year of $10 million.
Michael Connors, vice chairman, at ACNielsen, said: "Our purchase of Media Monitoring Services significantly strengthens our advertising expenditure measurement business in the UK. It also enhances our position as a leading provider of international media measurement services."
Earlier this week ACNielsen eRatings.com, a joint venture with US net audience tracking firm NetRatings, launched the UK arm of its global effort to shadow the worldwide Web community.