Nielsen acquires IAG in $225 million deal

Share this content:

Media research firm The Nielsen Company has signed a definitive agreement to acquire IAG Research, which measures effectiveness of television advertising, product placement and viewer engagement. Nielsen will use cash, notes and existing facilities to finance the $225 million deal. IAG stockholders will receive cash for their shares.

“IAG accumulates data to better understand how engaged people are with programming as well as the effectiveness of advertising.” said Nielsen spokesman Gary Holmes. “It's more qualitative, and Nielsen is the leader in quantitative data. By joining, we hope to provide a more comprehensive understanding of how advertising is working.”

Following the merger, the IAG executive team will join Nielsen, which expects the acquisition to be completed in the second quarter of 2008. "IAG will operate as an independent entity within Nielsen," said Alan Gould, CEO of IAG.

Holmes went on to say that after Nielsen's acquiring and investing in several companies in the past year, “a major focus is on continuing to integrate those companies with each other."

“We want to come up with a more robust service and a deeper understanding of customer behavior,” he continued.

"In the past 25 years, media owners and agencies determined metrics of currency and effectiveness. Now advertisers have a more active roll in determining metrics for themselves, so it's a big tectonic shift," Gould added. "We have very deep advertiser relationships, which is an important reason for this partnership."

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here