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Nielsen signs up as London 2012 research provider

June 16, 2009, 10:48 a.m. (ET)

LONDON(AP) The Nielsen Company has been selected as the market research provider for the 2012 London Olympics.

Nielsen tracks consumer purchasing decisions. London 2012 chairman Sebastian Coe said Tuesday the company will test the organizing committee's ideas through market studies and online surveys.

Coe said Nielsen will help organizers connect with young people in the marketing push leading to the Olympics.

Nielsen is the London Games' 10th “Tier Three” sponsor, a designation give to companies spending about $15 million. It is the 20th domestic commercial sponsor overall.