IPG Mediabrands and its intelligence arm MAGNA, unveiled the 4th issue of its signature Media Responsibility Index , an initiative that strives to raise industry awareness and standards around harm reduction for brands and consumers in advertising. MRI 4.0 has transformed from an analytical study of 10 social platforms into an actionable toolset, now assessing 150+ partners from a variety of formats across 15 countries and establishing four new ESG-aligned priorities for partner accountability.
“Looking back at the strides made by social-media platforms since 2020 not only validated the need for a media responsibility monitor, it motivated us to expand the lens of media responsibility to more media types and markets”
The index allows for teams and clients to incorporate brand and consumer safety priorities into their investment decision-making for a variety of media types, from the largest global social platforms to local broadcast media outlets.
The original MRI, the first-of-its kind, was launched in August 2020, in response to concerns about social media platforms not taking steps to acknowledge, measure and reduce their contribution to online and real-world harms. In effect supersized, MRI 4.0’s evaluations now encompass 80% of Mediabrands’ global investments and allow for clients to identify and invest in the media outlets that support their values without compromising ROI.
MRI 4.0 assessed each outlet across four priorities of partner accountability—Safety, Inclusivity, Sustainability and Data Ethics—in alignment with industry-adopted ESG (Environmental, Social and Governance) frameworks so businesses can easily extend how they are measuring their impact in these spaces to include media. Previous versions of the MRI had ranked the platforms upon Mediabrands’ 10 Media Responsibility Principles, which are now consolidated within the four priorities.
More than 150 major partners were surveyed, expanding into the realms of Broadcast & Cable, Connected TV, Online Video, and Display. Across Broadcast & Cable, the traditional-first networks also span several subsidiary companies across Connected TV and Online Video properties; The findings illuminated that strict, longstanding federal regulations within Broadcast & Cable have had a trickle-down effect to their digital properties, in effect enhancing safety standards when compared to digital-first counterparts surveyed.
“We developed our first media responsibility index in 2020 to determine exact protocols of the major platforms, as people started questioning the impact of social media in their lives, from the prevalence of misinformation to hate speech and data-collection practices,” said Elijah Harris, EVP Global Digital Partnerships & Media Responsibility at MAGNA. “We have always believed in the need to bring the lens of media responsibility to a broader set of media types. Consumers digest content and opinions from an ever-increasing list of mediums. It only made sense that this rigor we’ve developed for social platforms would be translated for a more diversified mix of media partners. With each iteration, the MRI is becoming more robust and establishing itself as a mainstay in driving industry accountability and powering responsible advertising investment.”