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."
