Google strikes deal with Nielsen

Google has arranged a deal with media monitor Nielsen to purchase detailed information on which demographics watch certain TV shows.

The move is part of Google´s attempt to ramp up its TV advertising offering and will be announced next week, reports the Associated Press.

It will allow Google to tailor its TV advertising to the audience most interested in certain products or services.

Brad Adgate, Horizon Media director of research, said the move was a significant one for the search engine.

He commented: "This is another indication that Google is very serious about selling more ads in the mainstream media."

Google already collects audience data through set-top boxes from its satellite and cable partners.

David Calhoun, Nielsen chairman, said: "The relationship with Google...is a prime example of the ways Nielsen is embracing new technologies, platforms and relationships worldwide to serve clients more completely."