Advanced Television

Gracenote supports IPG Mediabrands initiatives

September 23, 2021

IPG Mediabrands, a client-led, consulting-first, community-driven marketing agency, has licensed the Gracenote Inclusion Analytics solution to help advertisers better connect with important but underserved audiences. Through Inclusion Analytics data and insights, Mediabrands will gain new visibility into the gender, race, ethnicity and sexual orientation of talent appearing in popular linear and streaming TV programming. Equipped with this intelligence, the agency will further sharpen its consultative offerings ensuring clients effectively reach key target audiences, meet critical marketing objectives and deliver on important Diversity, Equity, and Inclusion (DE&I) initiatives.

Leveraging Gracenote Global Video programme metadata and Studio System celebrity race and gender data along with trusted Nielsen Television Ratings and Nielsen SVOD Content Ratings data, Gracenote Inclusion Analytics delivers useful new metrics such as Share of Screen, Inclusion Opportunity Index and Share of Audience.

These measures quantify the visibility of starring cast members representing different identity groups in popular programming in addition to providing insight into the make-up of viewing audiences and how they compare to the general population. Gracenote Inclusion Analytics will empower Mediabrands with data and insights enabling them to connect brand advertiser clients to the entertainment content that represents and engages diverse audiences.

Mediabrands has made significant investments in equity and inclusion advocacy in the last year. For example, Mediabrands agency MAGNA created the industry-first Equity Upfront to raise visibility and receptivity of Black-owned and targeted media businesses. In addition, Mediabrands developed the proprietary Media Responsibility Index to improve industry standards around brand safety and responsibility in advertising.

The agency has also pledged to invest a minimum of 5 per cent in Black-owned media channels in aggregate across all clients by 2023. MAGNA continues to host monthly Equity Sessions expanding to Asian American and Pacific Islander, Hispanic, and LGBTQIA+ audiences. Gracenote Inclusion Analytics will be leveraged by all Mediabrands agencies to help a number of top-tier clients advance their own DE&I initiatives.

“As the make-up of the United States population continues to diversify, so do the content preferences and desires of TV watchers as well as consumers more broadly,” notes Stacie deArmas, SVP, Diverse Insights & Initiatives at Nielsen. “A massive opportunity exists to serve all groups by advancing Diversity, Equity and Inclusion in media and creative content. Realizing the scale of the opportunity, Mediabrands is leading the charge with its clients by leveraging data-driven insights from Gracenote Inclusion Analytics.”

“One way we can contribute to a more representative and welcoming media and entertainment landscape is by supporting programming that presents diverse casts and content,” suggests Brian Hughes, EVP, Managing Director, Audience Intelligence & Strategy, MAGNA. “This mission begins with the data to analyse shows not only by viewership but also by how balanced casting is. Increasingly, advertisers want to invest in programming that reflects the values of their brands and equity-and-inclusion benchmarks are a key part of that.”

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