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UPDATE 2-Nielsen IPO could price in January-CNBC

* Nielsen deal set to be up to $1.7 bln

* Toys R Us IPO could follow Nielsen (Updates with details of underwriters, background)

NEW YORK, Dec 23 (Reuters) - Nielsen Holdings BV, a data company best known for TV viewership ratings, could begin its initial public offering roadshow the week of Jan. 10 and price by the end of January, CNBC reported on Thursday.

In a Dec. 13 filing, Nielsen said it hopes to raise up to $1.73 billion, revising down its earlier target of up to $2 billion.

Underwriters are led by JPMorgan Chase JPM.N and Morgan Stanley MS.N, and one of them said they expect the IPO to price in 2011.

CNBC also reported that retailer Toys R Us Inc [TOY.UL], which has filed to raise up to $800 million, could follow suit soon after Nielsen.

In late September, a source familiar with the situation told Reuters that the Toys R Us IPO will most likely happen in 2011 rather than in 2010.

The retailer, which was taken private in 2005 by Kohlberg Kravis Roberts & Co KKR.AS, Bain Capital, and shopping center operator Vornado Realty Trust VNO.N in a $6.6 billion deal, had filed in May to raise as much as $800 million in an IPO.

Its underwriters are led by Goldman Sachs & Co GS.N, JPMorgan Chase and Bank of America Merrill Lynch BAC.N.

“As you know, we cannot comment on any aspect of the IPO process. We are focused on the remaining days of the holiday season,” Toys R Us spokeswoman Kathleen Waugh said in an e-mail to Reuters.

Nielsen spokeswoman Marisa Grimes also said she couldn’t comment on the potential IPO. (Reporting by Alina Selyukh and Dhanya Skariachan, editing by Dave Zimmerman)