Pivotal Research Group analyst Brian Wieser on June 4 upgraded Nielsen Holdings to "buy" from "hold," calling recent negative investor sentiment on the stock "overdone."
The analyst said he does not think Nielsen's age- and gender-based metrics are under as much threat as investors seem to fear, adding that he sees Nielsen's traditional measurement offerings as complementary to newer, more targeted advertising metrics and tools. He also said he expects Nielsen will eventually share its data on nontraditional ad-supported TV services, "demonstrating the company's relevance into the future."
"There are many negative factors understandably weighing on Nielsen stock," Wieser said. "However, we think they are likely overdone as the long-term durability of the business remains in place."
The analyst maintained his $35 price target on the company's stock.
