Want to ask Nielsen about this campaign

Don't totally understand the why and wherefore of this seemingly pricey campaign that Nielsen is running for justasknielsen.com. Saw it first in The New York Times' Olympic-focused Play magazine this Sunday—I believe it was the sole sponsor—and again this morning opposite an NYT story about the mind games that take place in the swimming pre-race room. The campaign is actually a lot of fun, since it involves a bunch of pop-culture questions that Nielsen can answer, but it's also really consumer-friendly, and I don't think Nielsen is trying to attract John Q. Public with this campaign. Mousing over the questions revelas the answer. (BTW, the answer to this question pictured here is True.)