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Nielsen acquires IAG Research


April 07, 2008 The Nielsen Co. has agreed to acquire IAG Research, whose clients include many entertainment industry players, for $225 million in cash in the latest move to beef up its ability to gauge how well advertising messages work. Nielsen is the corporate parent of The Hollywood Reporter, AdWeek, Billboard and other trade media brands. IAG is a privately held firm based in New York that measures consumer engagement with TV programs, national commercials and product placements.

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