Nielsen Adds Gracenote's Smart TV Data to Grabix

Nielsen has added Gracenote's real-time Smart TV viewing data to its Grabix TV moment-by-moment viewing analytics platform, to enable users see when viewers are watching and when they tune out.

With the addition of Gracenote data, Grabix now provides instant access to viewing trends for the top 56 US markets and 400 local TV stations and national networks. Nielsen says this allows it to deliver analytics capabilities previously available only for digital media, to local TV stations and advertisers. Programmers, advertisers and news directors can now instantly access audience behaviour data and trending topics to determine gains and losses for their programming and that of their competition; while pinpointing the moment of audience tune-in or tune-out.

In addition, Grabix now offers a search capability that enables programmers, newsroom staff and advertisers to measure the number of mentions of a particular news event, politician, celebrity or trend. For programmers, Nielsen says its new platform makes it easy to separate different portions of a program into various segments, such as weather, news, ad breaks, pre-game or half-time shows - and assess viewing changes. A new interactive geographic heat map also allows users to analyze audiences by zip code.

Kelly Abcarian (pictured), SVP of Product Leadership, comments: 'Viewership insights from Nielsen Grabix have given programmers and advertisers a competitive edge for years. But the new addition of Gracenote Smart TV viewership data, which provides real-time insights and complements Nielsen's industry standard ratings, pushes Grabix to the next level. The latest iteration of the product gives TV programmers and advertisers more power than ever to make data-driven business decisions that help them grow and build their audiences'.

Web sites: www.nielsen.com and www.gracenote.com .