New York-based IAG 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, TV and cable networks, and other content providers.
"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, chairman and CEO of Nielsen.
Nielsen said that the acquisition will be completed via a merger of IAG and a wholly owned subsidiary of Nielsen, in which IAG stockholders will receive cash for their IAG shares.
The transaction is subject to regulatory reviews and other typical closing conditions. Nielsen currently intends to finance the transaction through the issuance of notes, existing facilities and cash on hand.
Nielsen said it expects the transaction to close in the second quarter, and the IAG executive team will join Nielsen once the merger is completed.
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