Nielsen buys Audience Analytics technology

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The Nielsen Company announced it has acquired Audience Analytics and its Audience Watch software, which will significantly strengthen the company’s ability to process, integrate, analyze and report large quantities of audience measurement data. Nielsen says the transaction, announced during its annual Client Meeting on Audience Measurement in Las Vegas, will provide Nielsen clients with several immediate benefits.


The Audience Watch software will become the primary delivery mechanism for the company’s Nielsen DigitalPlus product line which will provide analytics on tuning and interactive television usage based on set top box data, as well as measurement of video on demand transactions.

Nielsen will develop a single platform to integrate complex and varied data sets.  This includes the company’s television, Internet, mobile and consumer data, which are integrated for NielsenConnect products, and the TV/Internet convergence panel, which will provide a single source view of the interactions between television viewing and in-home Internet usage.

Audience Analytics founder and leader Mark Cannon will join The Nielsen Company as Senior Vice President, Analytics Technology.