Nielsen-IAG Research Deal Done

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Nielsen said Friday that it closed on its purchase of "consumer-engagement" researcher IAG Research.

It will be rebranded Nielsen IAG and continue to be run by co-CEOs and founders Alan Gould and Ken Orkin, who will report to Nielsen executive vice president Susan Whiting.

The purchase is part of Nielsen's larger strategy of combining ratings with demographic and psychographic information to help advertisers better gauge how those eyeballs translate into sales.

Nielsen announced last month that it was ponying up $225 million for the company.

John Eggerton
John Eggerton

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.