Nielsen in Advanced Talks to Purchase Media Data Specialist Gracenote: Report

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Nielsen

Nielsen is reportedly in advanced talks to acquire entertainment metadata specialist Gracenote. 

Variety first reported the news that Nielsen was discussing the purchase from Tribune Media for $450–500 million, citing unnamed sources. An announcement could come as soon as this month, it claimed. 

If the acquisition does happen, Nielsen will use Gracenote's automatic content recognition technology that's integrated into most TVs from major manufacturers to more accurately measure what consumers are watching with a larger sample size. As well, there's likely hope that this could provide a window into viewership for online video services such as Netflix and Amazon Prime Video, which do not publicize their data. 

Tribune Media acquired Gracenote from Sony in 2013 for $170 million. 

Neither Nielsen nor Tribune Media have publicly commented.