IPG Mediabrands this morning announced a deal with fake news and misinformation ratings service NewsGuard that expands its relationship to include broadcast and cable news programming and TV networks.
The new service, which is “exclusive” to IPG Mediabrands agencies and clients, enables them to assess good and bad TV news actors before they make media buys, and it will be in place in time for the 2021-22 upfront TV ad-buying season.
“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,” Dani Benowitz, U.S. president of IPG Mediabrands investment unit Magna, said in a statement explaining the new deal. “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.”
IPG Mediabrands already was among the big agencies utilizing NewsGuard to rate and create “inclusion” and “exclusion” lists for buying or not buying news and information sites on the web based on the veracity of the information they publish.
NewsGuard said the new service will provide information veracity rankings on 117 shows on 27 networks and will launch in spring 2022.
The companies also disclosed that under their current agreement, Mediabrands clients receive “discounted rates” for using NewsGuard’s data.
While the announcement did not release any preliminary data on the rankings of various TV news and information outlets, NewsGuard did note that the service will recognize “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.”