IAG collects metrics about ads, product placements, and program sponsorships across all broadcast and major cable networks during primetime. The company conducts over 100,000 surveys each day about the television programs that survey participants watched the night before. This information gives marketers the ability to optimize the performance campaigns while these campaigns are running. The company also collects data about advertising campaigns that include performance metrics, attribute measurement, and demographic profile information. These metrics are then effectively used by marketers to enhance and fine tune marketing efforts. IAG was acquired by Neilson in May of 2008.