Using the Media Bias Chart for Brand Safety?

For decades, advertisers have been balancing the competing priorities of advertising on content that works to reach business objectives and content they can be proud to associate with their brand. In some cases, they are the same, but more often, they are in conflict. In our increasingly polarized political climate, marketers oftentimes find themselves stuck in the middle.

Some brands simply avoid all news or opinion-related content altogether, but at the cost of reaching ideal customer profiles with engaged audiences at scale. There has to be a better way.

Enter Ad Fontes: Creators of the Media Bias Chart

Ad Fontes provides the most objective analysis of the media landscape that humans can provide. If you’re unfamiliar with the chart, leading media properties are evaluated by a team of analysts with political views on the left, right, and center so you can see how they stack up in terms of Political Bias (X-Axis) and Reliability (Y-Axis). Using this chart, brands can make more informed decisions about the media they support. 

As the first step in this process, Vanessa Otero, CEO and Founder of Ad Fontes, has developed a guide outlining “How To Tell What’s True In The News”. It’s a must-read and just the beginning of their contribution to the Media Roundtable. 

If you haven’t yet, please visit Media Roundtable to see what we are up to. Those who sign the pledge will get exclusive access to more resources from groups like Ad Fontes to help you navigate our fractured media landscape in a way that allows you to uphold the values of your brand, while still benefiting from the value of news and opinion-related content.  

2021 offers the possibility of a less vitriolic culture, modeled by people like us who sponsor media. Join us as we seek to advance even-handed reporting and opinion without malice. 

-Dan