Nielsen to split into two companies, gets backing from investor Elliott

(Reuters) - Nielsen Holdings Plc said on Thursday it would split into two publicly traded companies as the market research firm pushes to increase shareholder value, a year after activist investor Elliott Management urged for a sale of the company.The split, which is backed by the hedge fund, sent the company's shares up 5% in premarket trading.Its Global Media business will cater to media and advertising clients, while Global Connect business will provide research data to consumer goods..