IAG Signs Three Clients
May 20, 2002, 12:00 AM
Intermedia Advertising Group (IAG), which monitors the performance of primetime ads on the six major broadcast networks, announced it has signed three more media agencies: Initiative Media, Mindshare and OMD. IAG’s service was developed with Charter Partners Unilever, Coke, Bristol-Myers Squibb, Tricon, and Nabisco/Kraft. IAG sells its data to advertisers, agencies, and the broadcast networks. IAG clients use the information to identify the most effective ads and ad campaigns, and the most effective shows and show genres while campaigns are in flight. "IAG offers something completely new," said David Marans, Senior Partner, Director of Media Research at Mindshare. "With its ongoing measures, huge sample and unique approach, IAG may well push us far ahead in understanding the connection between viewers, programming and commercials."