Internet giant Google has signed an agreement with rating firm Nielsen, the Associated Press (AP) reports.The deal, to be announced today, will enable the search engine to obtain more detailed information concerning the type of people who watch particular television shows.
Such information usually includes viewers' marital status, age and gender, among other factors.
The move by Google is part of its bid to gain a greater understanding of the television-viewing audience as it furthers its move into advertising on the medium.
Brad Adgate, director of research for television advertising firm Horizon Media, commented: "This is another indication that Google is very serious about selling more ads in the mainstream media."
Google has been delivering ads via television for approximately 14 million subscribers to EchoStar Communication's dish network and Astound's broadband cable service since May, according to the AP.
The set-top boxes used by these companies enable Google to monitor when adverts are viewed and for how long.
Keval Desai, Google's director of product management for television advertisements, stated: "This was a missing piece of puzzle for us," adding that Google is "thrilled" with its progress so far in the television advertising market.
Meanwhile, Nielsen chairman David Calhoun 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."
Headquartered in New York, Nielson is a provider of marketing information, business media products and audience measurement services.
