A next-generation analytics platform that combines minute-by-minute Nielsen ratings with Gracenote Real-Time Smart TV viewership data is now available for broadcast TV owners.
Introducing Nielsen Grabix, a cloud-based intelligence platform gives TV programmers and advertisers insight into viewership trends for the top 56 U.S. TV markets and 400 local stations and national networks.
The move comes on word that Nielsen’s Oldsmar, Fla., facility in the Tampa Bay area is saying farewell to 328 employees, many of them research interviewers, as it phases out TV diaries used in medium- and small-sized U.S. markets. To the south in North Venice, Fla., nearly 400 Nielsen staffers are to be laid off, with the closure of a diary verification center, the Tampa Bay Business Journal reports.
“By leveraging Gracenote Real-Time Smart TV data, Nielsen is delivering powerful analytics capabilities, previously available only for digital media, to local TV and advertisers,” the company said ahead of a series of meetings and demonstrations scheduled for the 2018 NAB Show in Las Vegas. RBR+TVBR will be receiving an exclusive presentation on Gracenote’s latest capabilities for TV.
“Viewership insights from Nielsen Grabix have given programmers and advertisers a competitive edge,” said Kelly Abcarian, SVP/Product Leadership for Nielsen. “The new addition of Gracenote Smart TV viewership data pushes Grabix to the next level.”
A new interactive geographic heat map also allows users to analyze audiences by zip code. This, Nielsen notes, provides programmers “an immediate understanding of trending news stories and topics as well as access up-to-the-minute competitive analysis, enabling quick evaluation of audience ratings against their competitors.”
Gracenote Real-Time Smart TV viewership data uses Gracenote’s patented Video Automatic Content Recognition (ACR) technology to identify TV programs, movies, advertisements and video games.