Nielsen bolsters data bank

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The Nielsen Co. said Thursday that it has acquired TV analysis company Audience Analytics and its Audience Watch software, which will help it to report and process large quantities of audience measurement data.

The technology acquired from the Utah-based Audience Analytics will become the primary delivery mechanism for Nielsen's DigitalPlus product, which will provide metrics on interactive television data and VOD transactions. In addition, with this purchase, the company will develop a single platform to process TV, Internet, mobile and consumer data sets.

The acquisition was announced during Nielsen's annual Client Meeting on Audience Measurement in Las Vegas. Financial details were not disclosed.

In addition, Audience Analytics founder and president Mark Cannon will join Nielsen, the parent company of The Hollywood Reporter, as senior vp analytics technology.

Cannon spent 10 years at General Electric's research and development center.
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