Google is to sharpen its strategy with access to information from Nielsen, it has been reported.
Google will pay Nielsen for access to its data so that it can see which demographic watches certain TV shows. Nielsen, based in New York, measures age, marital status, gender and other factors and is the universally-accepted benchmark for gauging viewer figures. The overall goal of Google in buying the Nielsen information is to more specifically target its television advertisements.
Michael Steib, director for television ads at Google, told the NY Times: "We want to bring all the advantages that we see in online advertising - like more accountability, a better sense of the audience, better tools to optimize a campaign - and bring them to television to make TV advertising more effective." Nielsen ratings first started being used in the 1940s and since then have become the most important factor in gauging advertising rates and content. For more information on digital products and services visit www.broadbandnational.com
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