The Nielsen Company and Google announced today that they have established a multi-year, strategic relationship, with the first step being to leverage Nielsen's experience in television audience measurement to bring demographic data to the Google TV Ads advertising platform.

By combining Nielsen demographic data with aggregated set-top box data, Google can provide advertisers and agencies with comprehensive information to help them create better ads for viewers and maximize the return on their advertising spending.

This is the first time that advertisers and agencies will have this level of detailed measurement available in a single place and at such a large scale. This information is available through the existing Google AdWords report center.

"As we continue to expand our TV advertising program, it is important that we provide advertisers and agencies with data that will help them reach their target demographic with the right ad," said Eric Schmidt, chief executive officer at Google. "Working closely with Nielsen, the industry leader, improves our measurement capabilities by adding a demographic layer on top of existing set-top box data."

Google launched its TV ads program, an automated system for buying, selling, delivering and measuring the impact of TV ads, back in April.