Nielsen acquires audience research firm
By Erina Lin, Tuesday 8 April 2008 at 23:28 :: General :: #1507 :: rss
The Nielsen Company announced Monday it has agreed to acquire New York-based IAG Research for US$225 million in cash, another acquisition underlining its growing interest in advertising measurement.
IAG, which reported more than $35 million in revenue last year, measures the effectiveness of television and online advertising for marketers and networks, the New York Times reported.
According to the chief executive of IAG, Alan Gould, the company will operate as a unit of Nielsen.
“Everything stays the same. The only difference is we’re going to have access to more data, which for us was a huge selling point,” Gould said, according to the New York Times.
Other recent Nielsen acquisitions include Telephia, which focuses on mobile marketing, and also a stake in NeuroFocus, a company specialising in consumer research.
The data IAG gathers includes how much viewers like and recall television commercials. It also works with broadcast and cable television networks, the New York Times reported.
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