Nielsen launches new tool to accelerate diversity transformation

Gracenote Inclusion Analytics provides new demographic insights across TV talent and audience

Global measurement and data analytics company Nielsen has announced the launch of a new tool that will provide the media industry visibility into diversity and representation in TV programming. Called Gracenote Inclusion Analytics, the new tool offers data and insights around gender, race, ethnicity and sexual orientation of on-screen talent in broadcast, cable and SVOD TV programmes, as well as the audiences watching the programmes.

“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 toward better balance and a more equitable future.”

The tool combines Gracenote’s entertainment metadata and Nielsen’s audience measurement data to deliver three metrics to assess the extent to which different identity groups are represented in programming and among viewing audiences. “Share of Screen” measures an identity group’s representation among the top recurring talent; “Inclusion Opportunity Index” compares an identity group’s share of screen to their representation in population; and “Inclusion Audience Index” compares an identity group’s share of screen to their representation in the programmes’s viewing audience.

Nielsen maintains that future enhancements to Gracenote Inclusion Analytics will expand coverage to include theatrical movies as well as behind-the-camera talent including directors, producers, writers and other key roles. The tool will enable content creators, owners, distributors and brands to make decisions around content and ad investment that are better informed.

A recent report by Nielsen demonstrated that although women make up 52% of the U.S. population, they comprise only 38% of top recurring cast in popular broadcast, cable and streaming programming. Similarly, whereas People of Colour constitute 40% of the U.S. population they are massively underrepresented, comprising only 27% of top TV roles.