comScore + Rentrak: Good For Researchers, Not Bad For Nielsen

BOTTOM LINE: comScore and Rentrak announced an agreement to merge on Tuesday. Our view is that the two research companies will undoubtedly continue to grow, but not necessarily at Nielsen's expense. We see the role of third party measurement becoming increasingly important to large marketers. This allow for growth opportunities from different providers such as Rentrak and comScore, who can offer new services within growing markets and new services that are complimentary to more mature ones without necessarily taking away from Nielsen.