IPG Mediabrands Strikes Exclusive Deal with NewsGuard to Go Beyond Website Ratings to Rate Individual Cable and Broadcast TV News Shows
December 02 2021 - 9:00AM
Business Wire
As Misinformation and Disinformation Become a
Greater Concern among Viewers, New Service Will Allow Advertisers
to Identify Responsibly Reported Programming across Both Digital
and Linear, Protecting Brand Safety While Supporting Quality
Journalism
IPG Mediabrands today announced an agreement with NewsGuard
where it will expand its existing partnership with NewsGuard that
empowers responsible digital programmatic advertising into a
pre-planning capacity as well as co-creating the first-ever tool to
evaluate and rate individual broadcast and cable news programs and
networks. This tool goes beyond NewsGuard’s current offering of
reliability ratings for news and information websites, giving
advertisers greater insight before they invest their media dollars.
The new rankings will encompass 117 shows on 27 networks and will
launch in spring 2022, in time for the Upfronts, as an exclusive
offering for Mediabrands’ clients.
“In this age of misinformation and disinformation, one of the
most important things we can offer our clients is greater
assurances that their media dollars are not supporting misleading
content,” said Dani Benowitz, President, U.S., of MAGNA,
Mediabrands’ leading global media investment and intelligence
company. “NewsGuard is rapidly earning trust among viewers as an
unbiased evaluator of news networks and sites. We are excited to be
supporting NewsGuard as it goes one step further and rates the
programs themselves.”
“Mediabrands has been visionary in guiding its clients to
responsible advertising, and we’re pleased to be partnering with
them in this next trailblazing initiative to complete that vision,”
said NewsGuard Co-CEO Steven Brill.
Currently, under an agreement providing its clients with
discounted rates for using NewsGuard’s data, Mediabrands recommends
websites including those of networks that score 85% or higher on
NewsGuard’s reliability ratings scale of nine credibility and
transparency criteria, creating a “nutrition label” for news,
surpassing the 60% grade that NewsGuard requires to earn its green
checkmark of approval. Recognizing that some programs on cable
news, for example, are more journalistically vetted than others,
the program-by-program ratings will give advertisers more options
to consider.
“Our team of experienced journalists with diverse backgrounds
brings a determinedly apolitical and transparent approach to
ratings of news outlets,” said Gordon Crovitz, Co-CEO of NewsGuard.
“We are gratified to have a partner in Mediabrands as we expand our
mission of rating the trustworthiness of news sources now to
include the assessment of the spectrum of TV news, from morning
shows to nightly, host-driven opinion programs. With this expansion
of our partnership, Mediabrands, which has already made NewsGuard’s
services for programmatic advertising available to its clients, now
becomes a leader in providing brands with responsible advertising
assurance across a full range of advertising venues and media.”
Mediabrands’ 2021 report, The Dis/Misinformation Challenge for
Marketers, detailed how unsupported opinions masquerading as news
on social networks were a growing concern for consumers and
advertisers alike. It recommended advertisers use services such as
NewsGuard to identify news outlets that presented reliable,
carefully sourced information.
Mediabrands entities UM, Initiative and MAGNA will be working
together with NewsGuard on this new exclusive deal. For more
information please contact comms@mbww.com.
ABOUT IPG MEDIABRANDS:
IPG Mediabrands is the media and marketing solutions division of
Interpublic Group (NYSE: IPG). Mediabrands manages approximately
$40 billion in marketing investment globally on behalf of its
clients and provides strategic services and solutions across its
award-winning, full-service agency networks UM and Initiative and
through its innovative marketing specialist companies Reprise,
MAGNA, Orion, Rapport, Healix, Mediabrands Content Studio and the
IPG Media Lab. Mediabrands clients include many of the world’s most
recognizable and iconic brands from a broad portfolio of industry
sectors. The company employs more than 13,000 marketing experts in
more than 130 countries representing the full diversity of
humanity. For more information, please visit our website:
www.ipgmediabrands.com and be sure to follow us on LinkedIn,
Twitter or Instagram.
ABOUT NEWSGUARD:
Launched in March 2018 by media entrepreneur and award-winning
journalist Steven Brill and former Wall Street Journal publisher
Gordon Crovitz, NewsGuard provides credibility ratings and detailed
“Nutrition Labels” for thousands of news and information websites.
NewsGuard rates all the news and information websites that account
for 95% of online engagement across the U.S., U.K., Germany,
France, and Italy. NewsGuard’s ratings are conducted by trained
journalists using nine apolitical criteria of journalistic
practice, including whether a site repeatedly publishes false
content, whether it regularly corrects or clarifies errors, and
whether it avoids deceptive headlines. Technology companies,
content platforms and others license NewsGuard’s ratings to help
identify credible information sources and avoid misinformation.
Advertisers, advertising agencies and ad-tech companies license
NewsGuard’s Responsible Advertising for News tools to ensure brand
safety for programmatic advertising. NewsGuard’s ratings for
individual cable and television news shows will launch exclusively
as a tool for advertisers through IPG Mediabrands. For more
information, visit newsguardtech.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20211202005236/en/
PRESS: Rahel Rasu Global Chief Communications Officer,
Mediabrands rahel.rasu@mbww.com
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