Stats giant Nielsen Company has snapped up IAG Research, for US$225 million.
IAG is a privately held New York-based company that measures consumer engagement with tv programs, national commercials and product placements.
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 shares.
Nielsen said it expects to complete the acquisition in Q2 2008.
IAG Research conducts research with viewers to measure the effectiveness of advertising and program engagements across tv and the internet. Its clients include major advertisers, advertising agencies, internet providers, telecommunications services, television and cable nets and other content providers.