Nielsen has completed the acquisition of TV ad effectiveness firm IAG Research, which will be re-branded as Nielsen IAG.
Under the terms of the deal, which were first announced last month
, IAG co-founders and Co-CEOs Alan Gould and Ken Orkin will continue to lead the service as Co-CEOs of the re-named firm, reporting to Nielsen EVP Susan Whiting.
Through the acquisition, Nielsen aims to enrich its in-depth TV and Internet analytics services. The new firm will collect metrics from viewers about every ad, product placement, and program sponsorship occurring across all broadcast and cable networks during primetime. More than 100,000 daily surveys are used to gather information on the TV programs panellists watched the night before. Clients include major advertisers, ad agencies, Internet providers, telecoms services, TV and cable networks and other content providers.
‘The firm already provides unique insight into how viewers are interacting with television and commercial content,’ said Nielsen Chairman and CEO David Calhoun. ‘As the service is integrated into The Nielsen Company, it will be able to draw on an unparalleled reservoir of data and information to deliver a greater perspective on the relationship between consumers and media.’
Earlier this month, Nielsen outlined its plans
for the transition to digital-only TV broadcasting. Web sites: www.nielsen.com