Google has announced a deal with Nielsen that will see the TV ratings company provide it with demographic data for TV audiences, strengthening its plans to become a significant player in TV ad sales. In April Google revealed it was conducting trials of TV ad serving along with partners EchoStar and Astound Cable.

The Nielsen deal will now allow Google to obtain data from set-top boxes from households across the US that use Echostar’s Dish Network, letting them understand the effectiveness of ads and viewer information, such as gender and age.

David Calhoun, chairman and CEO of the The Nielsen Company, also hinted that the deal might be extended to see Nielsen provide data for other areas. “The relationship with Google – which we expect will expand significantly in the months ahead – is a prime example of the ways Nielsen is embracing new technologies, platforms and relationships worldwide to serve clients more completely, to provide companies with its insights and to help expand the base of potential advertisers everywhere.”

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