The Nielsen Co. has agreed to acquire IAG Research, Inc. for $225 million.
The privately held IAG measures consumer engagement with television programs, national commercials and product placements. The company is based in New York.
The acquisition will be effected through a merger of IAG with a wholly-owned subsidiary of Nielsen in which IAG stockholders will receive cash for their IAG shares, the company said.
The deal is expected to be completed in the second quarter of 2008.
IAG’s executive team will join Nielsen following the merger.
IAG Research conducts research with viewers to measure the effectiveness of advertising and program engagement across television and the Internet. Its clients include major advertisers, advertising agencies, Internet providers, telecommunications services, television and cable networks and other content providers.
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