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BizReport : Research : April 08, 2008
$225m buys Nielsen a research firm
The Nielsen Company has announced the addition of IAG Research to its growing list of acquisitions.
Nielsen will soon be able to offer their clients “greater insight and clarity” after the acquisition of IAG Research Inc. is completed later this year. For $225 million, Nielsen will add IAG Research’s research capabilities and clients to their own.
The move will give Nielsen access to more data as IAG measure consumer engagement across TV, national commercials and product placement. IAG clients include Ford, Microsoft, GM, Anheuser-Busch, P&G, Verizon and eBay, along with major film studios, broadcast networks and cable properties.
“By working within Nielsen we will also be able to make the company’s services available to a wider base of clients,” said IAG co-founders and co-CEO’s Alan Gould and Ken Orkin. “In an increasingly fragmented media landscape, we believe strongly that advertisers and media companies need the insight that Nielsen and IAG can provide together.”
Nielsen acquired mobile ad market measurement firm Telephia mid-2007, and also has a stake in NeuroFocus, a firm that uses neuroscience to analyze the effect of advertising and products on the human brain.
Tags: consumer engagement, metrics, online advertising, research
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