Nielsen Holdings is holding talks to buy Tribune Media Co. unit Gracenote, Variety reported Dec. 8, citing multiple sources with knowledge of the matter.
With talks at an advanced stage, a potential deal is reportedly expected to be announced as early as this month. The deal could range between $450 million and $500 million, a source said.
According to the report, the company is mainly interested in Gracenote's automatic content recognition technology, which could help Nielsen more "accurately measure what consumers are watching," and allow the company to measure the performance of online video services.
A Reuters report in June indicated that Tribune initiated the sale of its digital and data unit, which includes Gracenote. Gracenote is a content and data collector and distributor that serves music and online video services, cable companies and consumer devices.