UM and Roku Partner to Increase Equity for Minority-Owned Networks Ahead of TV Upfronts

Today many of the 35 smaller minorityowned networks do not show up in traditional TV measurement Panels may lack the scale to capture emerging media properties and setup costs may be prohibitive This ratings gap leaves marketers guessing about the audience and inhibits advertising spendquotWe continuously work to identify the challenges and gaps in the marketplace as part of our ongoing commitment to drive equitable and inclusive business practicesquot said Deidre SmallLandau Head of Business Equity IPG Mediabrands quotLack of linear ratings information is a significant impediment to why brands are not investing in minorityowned networks and we look forward to creating more growth opportunities for clients and minorityowned networks alike across the Mediabrands family of brandsquotRoku is leveraging its proprietary Automatic Content Recognition ACR technology to generate two sets of comprehensive monthly reports for UM and IPG Mediabrands The first provides average viewership by network by daypart and reach per channel designed to be used for planning purposes The second set shows actual viewership by program by day validating how many viewers are exposed to advertising content providing insight into how specific campaigns are performingAutomatic Content Recognition ACR is a technology that when enabled allows Roku to recognize the programs and commercials viewed over antenna cable and satellite on Roku TVs As the 1 selling smart TV OS in the US as of Q4 2022 Roku brings broad reach and a direct consumer relationship that offers accurate scaled insightsRoku found that between December 2022 and February 2023 previously unmeasured minorityowned TV networks reached an estimated 168 million US households on traditional TV and delivered more than 400 million advertising impressions Roku39s reporting clarifies the opportunity for brands to partner with minorityowned channelsquotYou can39t invest in what you can39t measurequot said Kristina Shepard CoHead of US Brand Sales Roku quotOur goal is TV made better for everyone We39re thrilled to bring unique scale data and technology forward to solve industry challenges and improve media equity togetherquotThis partnership is the latest in UM39s efforts to generate more equity in the marketplace for minorityowned media Last fall the agency released its groundbreaking Future Impact study which proved for the first time that brands that support equity values in the workplace and in media will see double the impact in purchase intent UM also helped spearhead the launch of the Equity Upfronts with MAGNA the intelligence and investment arm of IPG Mediabrands a nowannual event that introduced minorityowned media to the Upfronts schedule for the first time everquotRoku has been consistently open to partnering with us in new and different ways and their technology is uniquely capable of measuring the viewership of unrated networksquot says Marcy Greenberger EVP Managing Partner Integrated Investment UM quotOur clients will benefit from the databacked insights that are typically unavailable creating rationale and incentive to expand their network consideration sets and meet equity investment objectives while still maintaining confidence in their spend and reach It39s a winwin for everyone especially minorityowned networks that want to show advertisers the value they bring to the tablequotbased on hours streamed Dec 2022 Hypothesis GroupThis release contains quotforwardlookingquot statements that are based on our beliefs and assumptions and on information currently available to us on the date of this press release Forwardlooking statements may involve known and unknown risks uncertainties and other factors that may cause our actual results performance or achievements to be materially different from those expressed or implied by the forwardlooking statements These statements include but are not limited to those related to the features benefits and capabilities of Roku39s ACR technology the features benefits growth and reach of the Roku platform trends related to advertising and the parties39 entry into a partnership Except as required by law we assume no obligation to update these forwardlooking statements publicly or to update the reasons actual results could differ materially from those anticipated in the forwardlooking statements even if new information becomes available in the future Important factors that could cause our actual results to differ materially are detailed from time to time in the reports Roku Inc files with the Securities and Exchange Commission including our Annual Report on Form 10K for the year ended December 31 2022 Copies of reports filed with the SEC are posted on Roku39s website and are available from Roku without chargeRoku is a registered trademark and Roku TV is a trademark of Roku Inc in the US and in other countries Trade names trademarks and service marks of other companies appearing in this press release are the property of their respective holdersClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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UM and Roku Partner to Increase Equity for Minority-Owned Networks Ahead of TV Upfronts

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