Nielsen Acquires Media Measurement Firm IAG Research For $225 Million


Privately held Nielsen will acquire IAG Research, a firm that measures consumer media engagement, for $225 million. Specifically, IAG measures how consumers react to TV shows, commercials and product placements. It also has an internet practice, measuring the effectiveness of online ads, and promising advertisers info on the efficacy of their internet campaigns. IAG’s co-founders and co-CEO’s Alan Gould and Ken Orkin will join the company. Release.



From my blog, "The Digital Looking Glass":

The most intriguing possibility lies in the idea of assessing effectiveness of sequential messaging for a single advertiser in a single program. Also, the exact same ad spot can be evaluated in both the TV viewing environment and the online viewing environment to compare branding effect and relative cost effectiveness between them.

free press release

So what does Nielsen get out of this deal. New line of business or just new clients and accounts? For example, Nielsen Netrating is already an online metrics wing for Nielsen.

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