Nielsen's content data unit, Gracenote, is launching Gracenote Nexus Auto—a platform designed to turn connected cars into integrated sports hubs. The initiative helps automakers offer seamless access to live games, scores, and related audio content—tackling the current jumble of sports media rights.
Untangling the airwaves: The core challenge Nexus Auto addresses is the maddening scatter of sports programming across broadcast, satellite, and streaming. Nielsen says Gracenote Nexus Auto will give drivers and passengers one-stop access to their favorite teams and games, whether on terrestrial radio, streaming video, or podcasts.
Personalized play-by-play: Drawing from Gracenote's data covering 70 of the world's most popular sports, Nielsen says the platform will enable car manufacturers to deliver vivid, tailored sports displays. This includes real-time scores and standings on-screen, plus easy links to team-specific podcasts for pre-game hype or post-game analysis.
Captive audience advantage: As vehicles grow more connected and autonomous driving inches closer, Gracenote sees a prime opportunity for automakers. "Automakers have a big opportunity to build user affinity by turning their infotainment offerings into centralized hubs for sports content," said Trent Wheeler, Head of Innovation at Gracenote, highlighting the potential to make the car a go-to destination for sports fans. The company is showcasing the tech at AutoTech 2025, in early June.
The inside track: By consolidating fragmented sports content, Gracenote isn't just enhancing in-car entertainment; it's positioning automakers to own a more central role in their customers' media consumption habits, especially as commutes evolve.
Reading Recap:
- Read Nielsen's Gracenote Nexus Auto announcement
- TVRev: Sports in the autonomous car era
- InsideRadio: New channels for audio discovery
Meanwhile, on the big screen: Nielsen’s recent TV viewership data shows YouTube snagged 12.4% of total audience time in April 2025, marking its third straight month at the top and highlighting its growing TV presence. Overall, streaming hit a record 44.3% of total TV usage, while Disney held strong with 10.7% of viewing, partly thanks to sports and popular shows like Grey’s Anatomy.