Group's AGB Group, a European competitor which provides similar services. 2006 VNU acquired a majority stake in Buzzmetrics, a company which measures consumer-generated media online. Under the new ownership, Nielsen bought the remaining shares of the company in 2007. In the same year, Nielsen acquired Telephia, which measures mobile media, and Bilesim Medya, a Turkish advertising intelligence firm. VNU was acquired by a group of six private equity firms: the American Kohlberg Kravis Roberts, Thomas H. Lee Partners, Blackstone Group, Carlyle Group and Hellman & Friedman, and Dutch equity firm AlpInvest Partners for £5bn. In the same year, the group hired David L. Calhoun, formerly of General Electric, as CEO. He renamed VNU as The Nielsen Company in 2007. VNU sold its business publications division for €320m (£210m) to venture capital group 3i, which then sold the UK division (VNU Business Publications Ltd) to Incisive Media. 2007 In June, Nielsen acquired Telephia, a provider of syndicated consumer research to the telecom and mobile media markets. 2008 Nielsen acquired IAG Research which measures viewer engagement with TV commercials. The same year, Nielsen made a strategic investment in NeuroFocus, a California firm applying neuroscience brainwave techniques for consumer research. The firm was later fully acquired by Nielsen in 2011 In 2009 and 2010, Nielsen sold its business magazines; its well-known entertainment properties went to the new company e5 Global Media. 2009 Nielsen acquired The Cambridge Group, a management consulting firm headquartered in Chicago. The firm researches latent and emerging consumer demand. 2010 In June, Nielsen paired with McKinsey & Company to create the social media consulting company NM Incite. NM Incite had operations in 13 global markets, including: US, UK, Germany, Spain, Italy, Australia, New Zealand, China, Japan, India, Brazil, Canada and Korea. 2011 In August, Nielsen acquired Marketing Analytics, Inc. 2012 In February, Nielsen launched The Demand Institute in collaboration with The Conference Board. The Demand Institute is a non-profit, non-advocacy organization. In July, Nielsen acquired the advertising tech company Vizu. The acquisition was made so that Nielsen can better analyze the effectiveness of online advertisement. In November, Nielsen acquired SocialGuide, a provider of social TV measurement, analytics and audience engagement solutions. On December 17, 2012, Nielsen disclosed that it would acquire Arbitron, a company primarily involved in radio audience measurement, for $1.3 billion. The successful acquisition was completed on September 30, 2013. 2013 On June 17, 2013, Nielsen announced that