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Nielsen announced today that it will buy IAG Research Inc. for $225 million. IAG co-founders and co-CEOs Alan Gould and Ken Orkin will join Nielsen following the completion of the acquisition in the second quarter.
IAG measures the effectiveness of advertising and program engagement on TV and the internet, writes Adweek. Clients include GM, Ford, Microsoft, Anheuser-Busch, Procter & Gamble, Verizon, eBay, most major film studios, the major broadcast networks and many cable properties.
“IAG will add a new dimension to Nielsen’s media business and will be the cornerstone for a new analytics practice that will provide our clients with even greater insights and clarity,” said David L. Calhoun, Nielsen chairman and CEO, in a statement. “We are excited by the energy the IAG team will bring to the multiple opportunities they will have at Nielsen. Overlaying their perspective with the vast array of industries and technologies we touch gives us an opportunity to bring greater clarity and creativity to our work on behalf of clients.”
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