New Index Tracks How Exposed Various Brands Are to Misinformation

Pulsar, an audience intelligence platform provider, has partnered with NewsGuard, which rates the trustworthiness of news sources, to launch the Misinformation Risk Index: Brands. The Index provides a view into which brands are seeing the most exposure on untrustworthy news sites and blogs. The weekly Index ranks the top 25 most valuable global brands on a relative scale and shows “the extent of each brand’s potential exposure to misinformation, and to what degree this exposure is growing over time.” It is noted that the Index is not a measure of the ‘negative’ or ‘positive’ publicity a brand received but rather is “a measure of possible reputation risk in the sense that a brand receiving inordinate attention from unreliable sources has a higher risk of unreliable information being conveyed about it.” The NewsGuard Reliability Rating “takes into account 9 standards of credibility and transparency, including disclosing its ownership and correcting errors” and Pulsar’s Visibility Score “calculates the reach and impact of a particular piece of content by factoring in audience size, engagement, format, amongst other metrics.”

Landing in the top ten ranking as of August 25, 2022:

  1. Tesla
  2. Disney
  3. Amazon
  4. Google
  5. Apple
  6. Microsoft
  7. American Express
  8. J.P. Morgan
  9. Nike
  10. Facebook

Image by Gerd Altmann from Pixabay

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