In order to deliver unprecedented visibility into the gender, race, ethnicity and sexual orientation of talent appearing in TV programming and the audiences watching it, Nielsen has launched Gracenote Inclusion Analytics.
The new solution is said to empower content creators, owners, distributors and advertisers with data around on-screen diversity and representation to enable more inclusive content.
Leveraging Gracenote Inclusion Analytics, a distributor can highlight content within its catalogue featuring diverse female leads for Women’s History Month or fuel recommendations connecting fans of diverse content with programmes they’ll enjoy. A studio can evaluate whether its content meets Diversity, Equity and Inclusion (DE&I) benchmarks and highlight programmes for licensing opportunities. Similarly, a brand can identify and target the most inclusive content to inform its ad investment or product placement decisions.
“The entertainment industry has a massive challenge ahead – to ensure the talent associated with popular TV programming mirrors today’s increasingly diverse viewing audiences,” said Sandra Sims-Williams, SVP, diversity, equity and inclusion at Nielsen. “By democratising information around representation in content, Gracenote Inclusion Analytics holds the power to push the industry towards better balance and a more equitable future.”
Gracenote Inclusion Analytics marries industry-leading Gracenote Global Video program metadata and Studio System celebrity race and ethnicity data with currency grade Nielsen Television Ratings and Nielsen SVOD Content Ratings data. Based on these inputs, the solution delivers new proprietary metrics assessing the degree to which different identity groups are featured in programming and how evenly this reflects viewing audiences. These include Share of Screen, which quantifies an identity group’s representation among the top recurring talent, and the Inclusion Opportunity Index, which compares Share of Screen for an identity group to their representation in population estimates.
“Audiences today actively seek out programmes that highlight people who resemble them and experiences that reflect their own,” said Tina Wilson, head of analytics at Nielsen. “Under these circumstances, it’s critical that the entertainment industry create authentic content which resonates with under-represented groups. Together, Nielsen and Gracenote are uniquely positioned to help the industry seize upon this opportunity by way of new data analytics solutions ensuring meaningful connections between content and audiences.”
At launch, Gracenote Inclusion Analytics offers data and insights around gender, race, ethnicity and sexual orientation of on-camera talent appearing in popular broadcast, cable and SVOD TV programmes. Future enhancements will expand product coverage to include theatrical movies as well as behind-the-camera talent including directors, producers, writers and other key roles.
Gracenote Inclusion Analytics is the first solution to launch from the new Gracenote Content Analytics suite, which combines Gracenote’s entertainment metadata with Nielsen’s audience measurement data.