Mumbrellacast: Roy Morgan CEO responds to Mark Ritson, News Corp on “the big steal” and Spotify’s unorthodox offering

MUMBRELLA STAFF

October 8, 2025 5:00

Join Hal Crawford, Tim Burrowes, Natahan Jolly and Abe Udy for a look at everything under Australia’s media and marketing umbrella.

Michele Levine, Roy Morgan’s CEO, has responded to Mark Ritson’s jab at brand trust

Last week, marketing luminary Mark Ritson published an article for Mumbrella about Qantas, arguing that the airline’s low trust scores haven’t done anything to hurt it financially. In the same piece, Ritson poked the Roy Morgan bear, saying that the research organisation’s views on brand trust need “to be taken with a massive dose of salt” — Roy Morgan’s CEO Michele Levine responds on the Mumbrellacast in person.

Yesterday, Ten and LG announced a partnership that will see the former’s live streaming channels have a prominent place in LG’s TV range. Nathan breaks down the deal and explains why the industry should care.

Meanwhile, News Corp’s Michael Miller addressed the Melbourne Press Club, rebuking AI’s “big steal” while calling for faster action from the government on the News Media Bargaining Incentive. We discuss if Miller’s points were hits or misses.

Also, music streaming giant Spotify released six songs to educate marketers on how to use its advertising tools. It’s baffling, it’s very much real, and we’re here to unpack the strategy behind it — and rate the songs of course …

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Podcast edit by Abe’s Audio.