The Stagwell Group announced today its acquisition of certain assets from Nielsen related to television pilot products and services, including pilot testing services and the promotional testing and consumer tracking of those pilots.
"In the last seven years, the number of original scripted shows created has doubled. This acquisition puts us at the epicenter of data-driven consultation for original programming," said Mark Penn, Managing Partner and President of The Stagwell Group, LLC.
The assets will be managed and overseen by Jon Penn, CEO of the National Research Group. National Research Group, a pioneer in Hollywood research, is a leading provider of global research and strategic consultation to the film, gaming, and OTT industries. The acquisition expands their capabilities in the dynamic and expanding original content landscape.
"The future of original content is to experience it anytime, anywhere, on any screen," says Jon Penn, CEO of National Research Group. "Adding this deep expertise in episodic content and program testing expands upon our strategic mission to provide insights to bold storytellers everywhere."
This acquisition is Stagwell's 14th investment in under two years. Other members of the Stagwell Group family include: entertainment research pioneer National Research Group (NRG), media innovator MMI Agency, healthcare and consumer experts SCOUT, research leader Harris Insights & Analytics, performance marketing firm PMX Agency, creative digital leader Code and Theory, strategic communications agency SKDKnickerbocker, public relations firm Finn Partners, communications agency Wye Communications, digital advocacy shop Targeted Victory, creative advertising consultancy Wolfgang and technology innovator Stagwell Technologies.
About National Research Group
Founded in 1978, National Research Group pioneered the Hollywood research industry. Since then, NRG has played a leading role in transforming and modernizing the business of making and selling movies around the world. Today, NRG's expertise in brand management, content strategy and storytelling in the film, gaming and OTT industries puts the agency at the intersection of entertainment and technology. NRG was acquired by the Stagwell Group in 2015. www.nationalresearchgroup.com.
About Stagwell Group
The Stagwell Group LLC is a registered investment advisory company formed by Mark Penn who serves as the Managing Partner of Stagwell Media LLC, a private equity fund. The Stagwell Group portfolio includes more than a dozen collaborative, digital-first agencies. The fund previously announced it has raised $250 million in capital and may leverage that to make up to $750 million in acquisitions. www.stagwellgroup.com.