SAN FRANCISCO — Determined to sell more television ads, Internet search leader Google Inc. is sharpening its focus on the medium with demographic data from the influential Nielsen Co.
Under an agreement to be announced today, Google will pay Nielsen an undisclosed amount to obtain detailed information about the kinds of people who watch specific TV shows.
The breakdown, drawn from Nielsen’s rating service, typically provides viewers’ ages, gender, marital status and other personal data that help advertisers choose the audience most likely to be interested in their product or service.
New York-based Nielsen has been selling demographic data to television stations and advertisers for years.
Google’s access to the information is significant because it gives the Mountain View, Calif.-based company more tools to draw upon as it tries to target television ads as effectively as it has aimed them on the Internet.
Because it processes more than 1 billion search requests per day, Google hasn’t needed as much outside help to learn about the interests of its Internet users.
