IPG adopts analytics tool to measure TV, streaming diversity benchmarks

Dive Brief:

IPG Mediabrands has agreed to license a new analytics solution that can measure diversity figures in streaming and linear TV programming, according to a news release.
Developed by Gracenote, a division of Nielsen, the Gracenote Inclusion Analytics tool draws on metadata from the Gracenote Global Video program, celebrity race and gender data from Studio System and insights from Nielsen's TV and subscription video on demand content ratings. Those sources help it to quantify the visibility of different identity groups among the cast members of popular shows, as well as the viewing audiences for those programs.
The media and marketing services unit of Interpublic Group is adopting the solution as part of its recent commitments to diversity, equity and inclusion (DEI), including a pledge to allocate at least 5% of its clients' total media spending to Black-owned media by 2023. The move shows how data-driven technology could play a larger role in DEI discussions as they continue to evolve.

Dive Insight:

IPG Mediabrands is tapping a piece of forward-looking tech in its efforts to support more diverse media. Gracenote Inclusion Analytics could help the agency find the right programming for its clients as they try to balance pressing DEI mandates with engaging consumers who will actually be interested in their products or services. The news at the same time speaks to how agencies and marketers are seeking more granular, data-driven solutions as old targeting and measurement methods come up short in the fragmented streaming era.

DEI has remained top of mind not only for Madison Avenue but also Hollywood following an intense reckoning with race last year. Despite renewed pushes to further inclusion, both sectors have continued to come up short. The recent Emmys are a case in point: Though the TV awards show had its most diverse list of nominees in the acting category ever this year, the winners were exclusively white, leading an #EmmysSoWhite hashtag to again trend on social media.

Advertisers can play a significant role in buoying more eclectic content and talent, which is among the reasons why IPG is applying the Gracenote tool. Other recent DEI initiatives from IPG include Mediabrands hosting adland's first Equity Upfronts in the spring and the development of a proprietary Media Responsibility Index centered around brand safety and responsible advertising.

"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," Brian Hughes, managing director of audience intelligence and strategy at IPG's Magna agency, said in a press statement.

"This mission begins with the data to analyze shows not only by viewership but also by how balanced casting is,” he added. "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."

Gracenote getting more agency sign-on comes at a challenging time for parent company Nielsen. The Media Rating Council, an independent industry watchdog, recently suspended the measurement firm's accreditation for TV ratings, and still has its widely used Digital Ad Ratings under review. Rival firms, including Comscore, are now racing to capitalize on the blow. Comscore plans to introduce a new personification tool in October that can measure viewing habits on an individual level versus the total household, Marketing Brew reported.