Mediabrands and its intelligence arm Magna have compiled the fourth issue of its Media Responsibility Index (MRI 4.0), an initiative that strives to acknowledge, measure and reduce media platforms’ contribution to online and real-world harms.

MRI 4.0 started out as an analytical study of 10 social platforms. The original MRI was launched in August 2020, but has since then transformed into an actionable toolset.

Today, MRI 4.0 assesses more than 150 partners from a variety of formats across 15 countries and through four priorities of partner accountability – safety, inclusivity, sustainability and data ethics. MRI 4.0’s evaluations now encompass 80% of Mediabrands’ global investments and allow clients to identify and invest in the media outlets that support their values without compromising ROI.

“The evolution of the MRI allows for clients and teams to make informed decisions by tapping into a comprehensive resource that was derived from direct partner input to drive an overall better media environment,” says Graham Moysey, CEO of Mediabrands Canada. “As our clients increasingly pursue ESG criteria within their own businesses, the MRI is a valuable tool to support their goals while advocating for stronger, safer standards in media.”

Mediabrands reported that the new index produced these four highlights.

Social media platforms showed continued improvement across the four priorities, averaging a three point increase in overall performance. Partners attained roughly a 10% increase in Inclusivity, driven by an increased focus on internal accountability and creator equity.

Safety is a standout priority for broadcast and cable, based in part on federal industry regulations forcing uniformity and third party enforcement in safety standards – including children’s safety rules and advertising approvals.

Tech-proficient digital-first CTV partners are driving higher Data Ethics performance than their traditional-first counterparts, in part due to their origins and operating in a more tech-oriented space versus a TV-first space.

In a mixed marketplace for sustainability practices, online video platforms showed strength in their ad-business emissions measurement and setting net-zero goals.