New York - The Nielsen Company, a provider of media audience ratings and market research, announced on Monday that it will acquire IAG Research, a firm that conducts research to determine the effectiveness of TV advertising, for $225 million.

IAG reported over $35 million in revenue in 2007, and counts all the major TV networks, as well as Warner Bros., Paramount Pictures, Sprint, Ford and GM among its clients.

"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 Nielsen chairman and CEO David L. Calhoun.

The company expects to close the deal in the second quarter.

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http://www.nielsen.com

http://www.iagr.net