Market research agency Screen Engine has confirmed the acquisition of ASI Entertainment, the company that pioneered dial testing research for television programming. The combined entity will become one of the largest US entertainment research firms.

Screen Engine will continue to focus primarily on film related research, and ASI, which will now be known as Screen Engine/ASI, will service the television and advertising industries.

Screen Engine Founder and CEO Kevin Goetz said, “ASI wrote the playbook on television programme testing. It is a great honour to be entrusted to uphold the brand legacy of a company I’ve so long admired. This will be a game changer for all of us and especially for our clients. Our hope is that we become true industry disrupters as we fuse the innovative products that our two companies have built to form the industry’s ‘go-to’ firm for all media and entertainment needs.”

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