TV 프로그램 출연자 및 시청자에 대한 새로운 인구통계학적 인사이트를 통해 엔터테인먼트 업계는 더욱 포용적인 콘텐츠를 제작할 수 있게 됩니다.
Emeryville, Calif. – Feb. 17, 2021 – Nielsen (NYSE: NLSN) today is launching Gracenote Inclusion Analytics to deliver unprecedented visibility into the gender, race, ethnicity and sexual orientation of talent appearing in TV programming and the audiences watching it. The new solution empowers content creators, owners, distributors and advertisers with much-needed data around on-screen diversity and representation to enable more inclusive content.
Leveraging Gracenote Inclusion Analytics, a distributor can highlight content within its catalog featuring diverse female leads for Women’s History Month or fuel recommendations connecting fans of diverse content with programs they’ll enjoy. A studio can evaluate whether its content meets Diversity, Equity and Inclusion (DE&I) benchmarks and highlight programs 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 democratizing information around representation in content, Gracenote Inclusion Analytics holds the power to push the industry toward better balance and a more equitable future.”
According to Nielsen’s recent “Being Seen On Screen: Diverse Representation & Inclusion on TV” report, women make up 52% of the U.S. population but comprise only 38% of top recurring cast in popular broadcast, cable and streaming programming. At the same time, People of Color account for 40% of the broader population but are present in only 27% of top TV roles. These data points highlight significant imbalances between representation in content and key audience groups which, by addressing, would serve to accelerate equity in entertainment.
Gracenote 인클루전 분석은 업계를 선도하는 Gracenote 글로벌 비디오 프로그램 메타데이터와 스튜디오 시스템 유명인사의 인종 및 민족 데이터를 통화 등급의 닐슨 텔레비전 시청률 및 닐슨 SVOD 콘텐츠 시청률 데이터와 결합합니다. 이러한 입력을 기반으로 이 솔루션은 다양한 정체성 그룹이 프로그램에 등장하는 정도와 시청 시청자를 얼마나 고르게 반영하는지를 평가하는 새로운 독점 지표를 제공합니다. 여기에는 다음이 포함됩니다:
- Share of Screen quantifying an identity group’s (e.g., women, LGBTQ, Black) representation among the top recurring talent
- 포용성 기회 지수 comparing share of screen for an identity group (e.g., women) to their representation in population estimates
- Inclusion Audience Index comparing share of screen for a group to their representation in the program’s viewing audience
"오늘날 시청자들은 자신과 닮은 인물과 자신의 경험을 반영하는 프로그램을 적극적으로 찾습니다."라고 닐슨의 분석 책임자 티나 윌슨은 말합니다. "이러한 상황에서 엔터테인먼트 업계는 소외된 집단과 공감할 수 있는 진정성 있는 콘텐츠를 제작하는 것이 중요합니다. 닐슨과 그레이시노트는 콘텐츠와 시청자 간의 의미 있는 연결을 보장하는 새로운 데이터 분석 솔루션을 통해 업계가 이러한 기회를 포착할 수 있도록 지원할 수 있는 독보적인 위치에 있습니다."
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 programs. 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. Combining Gracenote’s unparalleled entertainment metadata with Nielsen’s trusted audience measurement data, this suite will provide the entertainment industry with a powerful toolset to inform critical decisions on what to produce, whom to attach, where to place programming and how to buy advertising to maximize resonance with key audiences and return on investment. For more information, visit 그레이스노트 포함 분석.
닐슨 소개
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. NielsenIQ (formerly known as Nielsen Global Connect) provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in nearly 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
그레이스노트 정보 Gracenote, a Nielsen (NYSE: NLSN) company, provides music, video and sports content and technologies to the world’s hottest entertainment products and brands. Gracenote is the standard for music and video recognition and is supported by the largest source of entertainment data, featuring descriptions of more than 100 million tracks, TV listings for 85+ countries and statistics spanning more than 70 sports and 300,000 competitions per year. Gracenote is headquartered in Emeryville, Calif. and supports customers around the globe. For more information, visit www.gracenote.com.
Contact
닐슨
마크 야마다
mark.yamada@nielsen.com
