#Gracenote #Nielsen #CTV Advertising

Gracenote Takes CTV Advertising to New Heights

The world of Connected TV (CTV) advertising is undergoing a significant transformation, thanks to the innovative efforts of Gracenote, the content data division of Nielsen. As CTV becomes an increasingly vital channel for advertisers, Gracenote is stepping up with insights and data aimed at enhancing transparency, a crucial factor that many brands find lacking in programmatic ad buying.

Recently released research tackles long-standing concerns regarding CTV's opaque nature by offering brands actionable intelligence. According to eMarketer's predictions, programmatic CTV advertising is projected to represent an astounding $27 billion in 2025, illustrating a hefty portion of the total anticipated spending of $32 billion on CTV. Moreover, this market is expected to grow exponentially, with forecasts suggesting it will reach $46.9 billion by 2028, overtaking traditional television expenditures.

Despite this alarming rise in budgets allocated to CTV, a common concern among advertisers is a lack of clarity regarding the visibility and performance of their ads. Particularly in the realm of live sports, where the competition for audience attention is fierce, moving forward with assuredness in context and placement is very much essential. Gracenote’s new report uncovers startling results in sports programming—only 14.3% of ad inventory included league identifiers, and a mere 17.9% featured team specifics. This raises questions about whether brands' messages are reaching the intended viewers during pivotal moments.

Gracenote's report provides clarity by emphasizing contextual signals through enriched program metadata. This improved visibility not only aids advertisers in making informed decisions regarding cross-platform investments but also supports precise targeting to maximize efficacy.

Addressing Fragmentation in CTV

Another significant hurdle in CTV advertising is fragmentation, particularly apparent in the sports segment. A prime example is the Indiana Fever's highly anticipated opening game against the Chicago Sky on May 17, 2025. This event, showcasing rising stars Caitlin Clark and Angel Reese, was broadcasted through nearly 2,000 affiliates and streaming services. Gracenote’s detailed metadata associated with this game allowed it to stand out among over 25 competing live sports events occurring simultaneously, granting advertisers the opportunity to target their campaigns effectively.

Bill Michels, the Chief Product Officer at Gracenote, expressed confidence in CTV as a burgeoning platform stating, *