NIELSEN'S GRACENOTE TO MEASURE INCLUSION ANALYTICS ON TV SHOWS

Nielsen announced the launch of Gracenote Inclusion Analytics, a measurement system set to track the visibility of gender, race, ethnicity, and varying sexual orientation appearances within TV programming and consumers. The initiative is intended to enable additional inclusive content to be released by content creators. “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. 

Using the tracker, distributors can highlight its most diverse content, while brands can determine appropriate ad placement, and a studio can determine whether its content meets the Diversity, Equity, and Inclusion (DE&I) benchmarks. The metrics used to analyze the data include the ability to “Share of Screen,” which counts a specific identity group’s exposure among the talent. The Inclusion Opportunity Index compares the share of a screen for each identity group, as well as population estimates. The Inclusion Audience Index compares the share of screen representation for the program’s viewing audience.

The system will offer data and insights around gender, race, ethnicity, and sexual orientation of on-camera talent appearing in “popular broadcast, cable, and SVOD TV programs,” though Nielsen plans to expand coverage to include theatrical movies and other creatives, including directors, producers, writers, and other “key roles.” The data will be garnered through a combination of Gracenote Global Video program metadata and Studio System celebrity race and ethnicity data with currency grade Nielsen television ratings and Nielsen SVOD content rating data.

The researcher’s recent “Being Seen On Screen: Diverse Representation & Inclusion on TV” report indicates that women make up 38% of the top recurring cast in popular broadcast, cable, and streaming programming. People of Color account for 40% of the broader population but are present in only 27% of top TV roles. Upon launching, the Gracenote Inclusion Analytics will offer data and insights around gender, race, ethnicity, and sexual orientation of on-camera talent appearing in popular broadcast, cable, and SVOD TV programs. “By democratizing information around representation in content, Gracenote Inclusion Analytics holds the power to push the industry toward better balance and a more equitable future," Sims-Williams said.

Future modifications are scheduled to expand product coverage to include theatrical movies as well as behind-the-camera talent including directors, producers, writers, and other key roles. “Audiences today actively seek out programs 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 underrepresented 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.”