Nielsen acquires Audience Analytics


NEW YORK -- The Nielsen Co. has acquired TV analysis company Audience Analytics and its Audience Watch software, the company said Thursday, 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 video-on-demand 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 Thursday in Las Vegas during Nielsen's annual Client Meeting on Audience Measurement. 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. In this role, he will lead the team that will further develop the Analytics platform.

Cannon previously spent 10 years at the GE's research and development center.