Gracenote, the content data division of Nielsen, today released a new report quantifying the visibility of different racial, ethnic, gender and disability groups in lead casts of new TV shows across major streaming platforms and linear channels in 2024. Leveraging Gracenote’s inclusion analytics data, the report highlights opportunities for media buyers to invest in programming that authentically represents diverse characters and stories to complement diverse media ad buys.
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As major streamers and networks release new slates featuring diverse talent, new opportunities are emerging for marketers to leverage ad inventory within inclusive programming. Gracenote’s “Cast Share” data quantifies the cast representation of a show’s top 10 primary cast members across various aspects and crossover groups. Key findings from the new Gracenote report include:
- Hulu is the most inclusive with an Asian American Pacific Islander cast of 32.2%.
- Disney+ leads among streaming platforms and linear networks in terms of Hispanic inclusivity, with 31.2% of the cast.
- NBC leads among linear networks and streaming platforms in inclusion of Black people, making up 30% of the cast.
- Paramount+ and CBS are roughly equal in terms of LGBTQ cast members, at 9.2% and 9%, respectively.
- Fox led the way in disability inclusivity among linear networks and streaming platforms with an 11.3% cast share.
According to data from Gracenote, when it comes to focusing on Black, Indigenous and People of Color (BIPOC) characters, 68.5% of all TV shows premiering this year are considered inclusive. For streaming shows, the presence of BIPOC characters jumps to 75.3%. So the outlook for diverse content scheduled to premiere this fall looks promising.
“Gracenote’s reports capture useful data and insights that can be applied to strategic planning, media buying and activation, reporting and analysis.” Jennifer GarciaMark Schwab, SVP of data science and research at Publicis Media, said: “From providing deeper insights into consumers’ media habits to helping understand talent across the content value chain to providing further opportunities for diversified content/creative investments in places with supply and inventory challenges, this report provides a powerful overview on optimizing diversified ad spend in TV.”
“A diverse cast of leading new TV shows in 2024 has the potential to help brands make authentic connections with diverse audiences,” Hale Kianfa“Gracenote Inclusion Analytics gives media buyers a clearer understanding of these opportunities, empowering them to make data-driven investment decisions on behalf of their clients and helping to increase inclusion in advertising spend more broadly,” said Mr. Gracenote, vice president of product at Gracenote.
Grace Note Inclusion Analysis Leveraging their unmatched content metadata, the company uncovers the gender, race, ethnicity, sexual orientation and disability of talent appearing on hit television shows. The solution provides media buyers with critical information about on-screen diversity and representation, enabling more inclusive advertising investments.
Gracenote is Nielsen’s content data division, providing entertainment metadata, content ID and related services to the world’s leading creators, distributors and platforms. Gracenote’s technology provides advanced content navigation and search capabilities, giving individuals easy access to their favorite TV shows, movies, music and sports, and provides powerful content analytics to simplify complex business decisions.
