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Home Communications Opinion

Nielsen exit: Hard to ignore implications

This spirit of collaboration, even in competition, is what makes this loss so profound.

by Oresti Patricios
September 4, 2025
in Opinion
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Nielsen exit: Hard to ignore implications

A Nielsen South Africa engagement/Nielsen

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Yesterday, we received the news that Nielsen, a global leader in data and analytics, is closing its operations in South Africa. While some may see this as an opportunity for competitors, it’s hard to ignore the broader implications of this departure.

Nielsen has been more than just a competitor. They’ve set a global benchmark for data and analytics, helping South Africa align and compete on the international stage. Their presence has elevated the standards of our industry, fostering collaboration even among competitors.

In moments when systems faltered, we’ve relied on each other to ensure clients had access to the critical data they needed. This spirit of collaboration, even in competition, is what makes this loss so profound.

Disheartening move

Beyond the industry, this closure is a stark reminder of the challenges our country faces. It’s disheartening to see a global giant leave, taking with it jobs, expertise and the potential for further foreign investment.

Instead of moving forward, attracting global companies, and creating opportunities, we’re witnessing a step back, a loss that impacts not just our industry but the broader economic landscape of South Africa.

Our thoughts are with the employees affected by this closure, as well as the many businesses and individuals who have relied on Nielsen’s services. This is a moment for reflection, not just on what we’ve lost, but on what we can do to ensure South Africa remains a place where global companies want to invest and thrive.

Let’s work together to build a future where such losses become a thing of the past.

Reaction to Patricios’ post

Alastair Otter: DataDesk founder, Outlier Editor. On a mission to mainstream African data and visualisation.

This is not good news Oresti Patricios for all the reasons you mention. And especially to see a global data brand leave our shores.

Mardilise Burger: Experienced Digital Strategy Leader On a Path of Exploration | Empowering Innovation with Continued Education

Well said, Oresti. Competitor or not, Nielsen helped shape the playing field. In a fragmented media and data environment like South Africa’s, consistent benchmarking has been essential to keeping us aligned – not just for agencies and brands, but for the health of the entire ecosystem.

Vadette Radford: ★ Humaneer ★Sustainable Impact ★ Creative Economy Driver ★ co-Founder , ★ Brand & People Connector , ★ Facilitator, Consultant ★ catalyst ★ Connecting ecosystems & brands to township & inner city initiatives ★

Oresti Patricios this is shocking 😮 I’m reading your post in disbelief 🫢 we need growth and renewal , SA doesn’t need this , our industry needs a global data brand’s presence 😳😳

Michelle Constant (M.Phil Corp Strat): CEO American Chamber of Commerce in South Africa; Public Speaker, Weekend Broadcaster on NPR-SAFM, Non Exec Board Member BUSA, National Arts Festival, Indlulamithi

This is extremely problematic, and feels as though it’s coming on the back of so many other closures

Heidi Brauer CM(SA): Consulting CMO | The Brand Mama | I Help You Fall in Love with Your Brand

Whaaaaat????

Katherine Madley CM (SA): Executive: Marketing, Brand & Digital at Pick n Pay. 

This is a major problem. Dreadful news this.

Oresti Patricios is chief executive officer at Ornico. The company offers creative monitoring, media monitoring, ad spend measurement, creative evaluation analysis, reputation management, crisis and risk management and competition analysis – all in one place. 


 

Tags: analyticsaudience measurementBRCBroadcast Research Council of SAdataNielsenOresti PatriciosSouth Africa

Oresti Patricios

Oresti Patricios, CEO of Ornico Group, has long been on the cutting edge of the media, advertising and branding industries. From a teenager, pioneering wedding videos in the 1970’s to doing his MBA at GIBS with his thesis on Social Media when Twitter was barely a twit, he has always driven his vision of dominating African media and brand intelligence.

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