Texas Instruments Inc. (TXN) said it will transfer its stock listing to the Nasdaq Global Market from the New York Stock Exchange at the start of next year, ending a run of nearly 60 years on the Big Board and giving the tech-heavy exchange a high-profile score in the ongoing listings contest.

Both stock exchanges have battled for years to bring in, or poach, listings by offering promotions and other incentives. Texas Instruments is the second household name to switch to Nasdaq OMX Group Inc. (NDAQ) this week. On Tuesday, fast-food restaurant chain Wendy's Co. (WEN) said it was also leaving the Big Board to join Nasdaq. The companies cited cost savings for the moves.

Texas Instruments' move to Nasdaq "is a natural fit," said Ron Slaymaker, head of investor relations at the global semiconductor company. Texas Instruments has been listed on the New York Stock Exchange since 1953.

A Texas Instruments spokeswoman said the transfer would be more cost effective, but she wouldn't disclose specific cost-saving amounts.

Last week Texas Instruments lowered its fourth-quarter earnings guidance, citing broadly lower demand across most of its markets. Shares were recently up 1.3% at $28.40. The stock is down 13% this year.

Texas Instrument shares will begin trading as a Nasdaq-listed security on Jan. 3. It will continue to trade under the current ticker symbol, TXN.

"It's been a privilege to serve the company and its shareholders," an NYSE Euronext (NYX) spokesman said regarding Texas Instruments.

The switch comes at a time of year when more companies typically transfer their stock listings from one market to another. Annual listing fees are typically paid at the beginning of the new year.

Viacom Inc. (VIA, VIAB) earlier this month switched to Nasdaq from the Big Board. The media company, which operates channels like MTV and Comedy Central, also cited cost savings for the transfer.

Meanwhile, Prosperity Bancshares Inc. (PRSP) late Wednesday announced intentions to transfer listings to the New York Stock Exchange from Nasdaq.

In addition to traditional market-quality issues such as liquidity and bid-ask spreads, so-called visibility issues now play a key part in the listing equation. Promotional efforts to raise corporate profiles, including events like the NYSE's or Nasdaq's opening bell ceremony, largely factor into a company's decisions on where to list its stock.

Much of the rivalry between the exchanges this year has focused on grabbing the listings of newly public companies, including the high-profile crop of technology initial public offerings. The New York Stock Exchange recently landed professional social-networking site LinkedIn Corp. (LNKD), internet radio site Pandora Media Inc. (P) and Chinese social networking site Renren Inc. (RENN).

Nasdaq scored Groupon Inc. (GRPN), social gaming company Zynga Inc., which is expected to start trading on Friday, and the planned Expedia Inc. (EXPE) spinoff TripAdvisor Inc.

-By Steven Russolillo and Tess Stynes, Dow Jones Newswires; 212-416-2180; steven.russolillo@dowjones.com

--Brendan Conway contributed to this report.

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