Nielsen has relaunched its Grabix system, based on automatic content recognition, which will allow it to track TV viewing habits directly from Smart TVs by analysing on-screen video in real-time.
The technology is being rolled out to 40 million Smart TVs from eight manufacturers and will enable Nielsen to gauge how viewers react to certain programmes and adverts, amongst other things. Data can be transmitted to Nielsen from any source at any time, including HDMI-connected devices containing private videos and images, as long as the TV is connected to the internet.
Grabix has provided analysis capabilities to TV stations for years. Nielsen’s acquisition of entertainment data company Gracenote last year has brought about the technology’s integration into Smart TV hardware.
