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IPG Mediabrands Uses Gracenote To Support Customer Diversity And Equity


Gracenote Inclusion Analytics Enables IPG Mediabrands to Deliver Greater Value to Customers Through New Data and Insight on Diversity in Entertainment Content

Gracenote, a Nielsen Company, announced that IPG Mediabrands, a customer-driven, advisory-driven, community-driven marketing agency, has licensed the Gracenote Inclusion Analytics solution to help advertisers connect better with large but underserved audiences. Using data and insights from Inclusion Analytics, Mediabrands will gain new visibility into the gender, race, ethnicity and sexual orientation of talent appearing in popular linear and streaming TV shows. Equipped with this intelligence, the agency will further refine its consulting offerings by ensuring that clients effectively reach key target audiences, meet critical marketing goals, and implement important diversity, equity, and social initiatives. inclusion (DE&I).

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Drawing on metadata from the Gracenote Global Video program and celebrity race and gender data from Studio System, along with reliable data from Nielsen Television Ratings and Nielsen SVOD Content Ratings, Gracenote Inclusion Analytics provides new metrics useful such as Screen share, Inclusion Opportunities Index and Audience share. These metrics quantify the visibility of star actors representing different identity groups in popular programming in addition to providing insight into audience composition and how they compare to the general population. Gracenote Inclusion Analytics will empower Mediabrands with data and information to enable them to connect branded client advertisers to entertainment content that represents and engages diverse audiences.

Mediabrands has made significant investments in advocating for equity and inclusion over the past year. For example, Mediabrands MAGNA agency created the industry’s first Equity Upfront â„¢ to increase the visibility and responsiveness of targeted Black-owned media companies. In addition, Mediabrands has developed the proprietary Media Responsibility Index to improve industry standards for brand safety and advertising responsibility. The agency has also pledged to invest at least 5% in black-owned media channels across all of its clients by 2023. MAGNA continues to host monthly equity sessions spanning to Asian American and Pacific Islander, Hispanic and LGBTQIA + audiences. Gracenote Inclusion Analytics will be used by all Mediabrands agencies to help a number of leading clients advance their own DE&I initiatives.

“As the composition of United States The population continues to diversify, as do the content preferences and desires of viewers as well as consumers in general, ”said Stacie deArmas, SVP, Diverse Insights & Initiatives at Nielsen. “There is a huge opportunity 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 to contribute to a more representative and welcoming media and entertainment landscape is to support programming that features diverse cast and content,” said Brian Hughes, Executive Vice President, General Manager, Audience Intelligence & Strategy, MAGNA. “This mission begins with data to analyze shows not only by viewership, but also by cast balance. Increasingly, advertisers want to invest in programming that reflects their brand values ​​and criteria. equity and inclusion are a key element.

Gracenote Inclusion Analytics anchors the company‘s new suite of content analytics offerings by leveraging Gracenote entertainment metadata in conjunction with Nielsen audience metrics data. Gracenote Content Analytics will provide the entertainment industry with a new set of tools to inform business decisions regarding content production, licensing, distribution, marketing and advertising to ensure content resonates with audiences. a large audience and generates a return on investment.

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