Nielsen Holdings NV (NYSE: NLSN) will buy media and marketing research firm Arbitron Inc. (NYSE: ARB) for $1.26 billion.

Arbitron is a media and marketing research firm serving the media, the mobile industry and advertising agencies. Its businesses include measuring network and local market radio audiences, surveying retail, media and product patterns of U.S. consumers, providing mobile audience measurement and analytics and developing application software used for analyzing audiences.

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