Nielsen Buys IAG Research for $225 Million
The deal is expected to close in the second quarter of 2008 and will provide Nielsen with a platform to begin offering new measurement metrics.
The Nielsen Company announced in April that it signed an agreement to acquire privately-held and New York-based advertising and engagement measurement firm IAG Research for $225 million.
Nielsen plans to finance the transaction through the issuance of notes, existing facilities and cash on hand. IAG stockholders will receive cash for their shares.
The deal is expected to close in the second quarter of 2008 and will provide Nielsen with a platform to begin offering new measurement metrics. IAG's specialty is in measuring the effectiveness of TV advertising and product placement, and viewer engagement with TV and the Internet. “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 Calhoun, chairman and CEO of The Nielsen Company, in a statement.
IAG’s executive team will join Nielsen following the merger.
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