If a TV spot isn’t working, advertisers don’t want to wait until the end of the week or even the end of the day to find out. Thanks to the newly updated Nielsen Grabix, they don’t have to.
Nielsen Grabix, a tool that offers moment-by-moment data on what viewers are watching, has gotten a major upgrade thanks to the inclusion of Gracenote video automatic content recognition (VACR) technology. Forget waiting for overnight ratings, Nielsensays; the web-based Grabix lets users see when viewers are watching and when they tune out. This partnership is definitely a family affair, as Nielsen acquired Gracenote in February 2017.
Originally built on Nielsen ratings data, Grabix is now smarter thanks to real-time connected TV data from Gracenote, which includes measurements for the top 56 U.S. TV markets and 400 local stations. Users can get both wide-angle and detailed looks on viewer numbers, switching easily between the two thanks to the redesigned web interface. Getting up-to-the-minute data lets users make instant decisions on programming, scheduling, advertising, and on-air promotions based on how viewers respond. Plus, they can check out results for their competitors.
The overhauled Grabix interface lets users search for mentions of a certain newsmaker, celebrity, or topic within a program. They can search just one segment of a program, and note viewing changes. They also can use a new heat map view to visualize audience size by zip code.
“The integration of Gracenote real-time smart TV viewership information into Nielsen Grabix will empower marketers to leverage early insights on audience behavior to better inform their advertising decisions, as well as to understand any changes in audience behavior for lead-in and lead-out,” says Kelly Abcarian, senior vice president of product leadership for Nielsen.
Gracenote’s VACR technology is currently part of the firmware for over 40 million connected TVs from 8 manufacturers. The system uses digital fingerprinting, getting pixel information for each frame and matching it against a database to identify what’s on the screen. The technology can identify TV shows, movies, ads, and games.