Nielsen Completes Acquisition of Gracenote

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Nielsen has completed its acquisition of Gracenote, the company announced on Wednesday (Feb. 1)

It was formally announced in December that Nielsen would purchase the industry's leading media and entertainment metadata provider from Tribune Media Co. for $560 million in cash, subject to customary purchase price adjustments. 

With the deal, Nielsen significantly expands its footprint for data measurement via Gracenote's global database and technology solutions that spans across multichannel video programming distributors, smart televisions, streaming music services, connected devices, media players and in-car infotainment systems. Gracenote holds reference information for over 12 million movie and television listings and 200 million music tracks, driving the interfaces of the major streaming digital media services and the infotainment systems in over 75 million automobiles. 

There is likely also the 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. 

Karthik Rao, president of expanded verticals at Nielsen, explained in a statement how this will advance Nielsen's ability to provide clients with more specific insights, allowing companies to better optimize their content for targeted audiences. 

"Bringing Gracenote under the Nielsen umbrella creates an industry-leading media discovery, metadata and measurement business strongly positioned as the market shifts to greater personalization," he said. "This acquisition combines Nielsen's audience measurement and analytics with Gracenote's data and technology, providing clients with deeper resources to capture consumer engagement across the evolving content ecosystem."

Going forward, Gracenote will be referred to as "Gracenote, a Nielsen company" and will operate as a business unit within Nielsen's Watch segment. It will continue to operate from its headquarters in Emeryville, California.

"We're excited to join the Nielsen family and look forward to leveraging the combined data expertise of both organizations to deliver new innovations to our clients and more engaging experiences to the millions of fans and viewers who connect with and discover TV shows, sports, movies and music they love through Gracenote-powered platforms," said Gracenote CEO John Batter in a statement.