Media Monitoring: Understanding the Impact of Your Story with Media Measurement and Analysis

I.                   What we are measuring, how to get it and what to do with it.

II.                Print Media

III.              What to measure from the Print media how to collect it.

IV.             What does this Print media data mean?

V.                Television Media

VI.             What to measure from the Television media and how to collect it.

VII.           What does this Television data mean?

VIII.        Radio Media

IX.              What to measure from the Radio media and how to collect it.

X.                What does this Radio media data mean?

XI.              Internet Media

XII.           What to measure from the Internet media and how to collect it

XIII.        What does this Internet media data mean?

XIV.        Analysis this Internet media data

XV.          Conclusion

XVI.        Handout of Terms and Definitions

The methodology for this Media Analysis, we have basically 4 data points that we measure; “Media Impressions”, “Column Inches”, “Media Value”, and “Clip Count” (which is broken down further). These data points are available from print media, radio, television, web sites and social media, but may be called different things.

Print

Collect Data – in house resources, clipping service, tear sheets, etc…

Magnolia Clipping, Burrelle’s’-Luce, in-house service, or subscriptions are the ONLY ways to gather REAL newspaper print clippings… All other services such as Meltwater and Moreover, and Cyber-Alert, are selling digital resources, not real print clippings. The differences are vast due to the fact that internet sources, and print sources are not the same media, and therefore do not have the same audience or values.

In-house Clip Counting is less expensive (if you ignore the cost of your time), but it misses a lot, because you can't possibly scan every news outlet. Clipping services are more expensive, but they are much more thorough.

Clip Count - Clip Counting is the simplest form of PR measurement. It's nothing more than counting all the coverage that mention your company, product or service.

Media Impressions - In addition to Counting Clips, many PR professionals calculate Media Impressions (the number of people who may have seen an article, heard something on the radio, watched it on television, or read it on the Internet). This metric the same along all sources who saw heard read this… Print it is called circulation, Radio it is called Listeners, TV, audience, Internet, Unique Visitors. This is

Circulation - Circulation is the number of subscriptions that a particular newspaper distributes. Circulation is a common metric that the newspaper have but do not share on the internet. Sometimes you can call and get the circulations for the subscriptions manager or someone else on staff at that newspaper. Smaller papers are easier to gather than large papers.

Ad Value – Ad Value is the cost of one column inch if you were to buy an advertisement in that newspaper for a one time placement of an ad. Since the advertising department wants to sell you an ad the will generally share those numbers with you if they feel that you may place an ad. However the easiest way to do this is to use a service that already has these numbers gathered. Clipping services usually offer a higher level of service to include this value. It takes a good amount of time and effort to collect these values as each source must be contacted individually. You can do this yourself and get a rate sheet from the sources from which you are interested. You can have a media buyer or an intern/ student contact these sources and put them together.

Calculate media value - AVE vs other methods

Calculated Media Value or Advertisement Value Equivalency is the cost if you were advertising this news instead of earning it as editorial coverage.

Advertising Value Equivalency

Strengths

Advertising Value Equivalency is a not a metric that can specifically determine a dollar amount for your organization earns or received in returns, sales or income, but is a metric that can determine a general direction of movement of the cost of the media not to be confused with the value.

Weaknesses

AVE numbers can drastically overestimate or underestimate the "equivalency" in "advertising value equivalency."  For instance, an article with a positive tone can be worth much more than a single advertisement in the same space. AVE - Some things to think about; Some PR professional’s objection to using AVE as it has a few flaws in the over methodology: (1) What is the value of a negative story? (2) What is the value of the absence of coverage?  (Where PR people specifically are working to keep the story out of the papers?) In summary, the use of this technique can perpetuate two major fallacies: (1) accept the fact that editorial is "free advertising," and (2) that dollar COST, equals dollar VALUE.

Analyze results –

What you are actually measuring is not the values but the change of the value over time. These changes can reflect a direction that the campaign or overall media effort.

Other things that can be categorized the prominence of these clips and count that as a different metric – Mention, Feature, Focus etc…

Television

Collect the data Magnolia, TV Eyes, Shadow TV,

Audience Nielsen’s audience rating

Nielsen numbers are applied to the ratings period for which the numbers were gathered. Quarterly numbers, are in the database, and applied to new reports until actual numbers can be applied. The numbers you see for the current period are the most recent numbers provided by Nielsen. For example, November numbers will arrive by the second week of January (6 Weeks delay). Those numbers will be applied to November through the present and will remain in effect until the February numbers arrive in mid-March. The February numbers are then loaded and applied to February through the present and so on. So in order to do an actual Nielsen’s Audience Report for a topic, the report can’t be finalized until at least 6 weeks after then event received media attention. However the estimate date numbers to actual date numbers do not change dramatically. 

Example:

Jackson, MS 6:00 PM – 6:30PM

·         2nd Quarter Nielsen’s Audience Ratings = M-F 18:00         2015-04-23         2015-07-02         54523

·         3nd Quarter Nielsen’s Audience Ratings = M-F 18:00         2015-07-02         2015-10-29         55715

Then again, sometimes there is a pretty big shift from each quarter’s numbers

·         4th Quarter Nielsen’s Audience Ratings = M-F 18:00         2015-10-29          ...                            62278

Here are the Current DMA rankings for Nielsen’s Audience

#95        Jackson, MS                        319,570                

#133      Columbus-Tupelo            183,980                

#158      Biloxi-Gulfport                  129,260                

#167      Hattiesburg-Laurel          106,760                

#189      Meridian                              65,800                  

#192      Greenwood-Greenville  63,290                  

Run Time – Run Time is the length of time the segment that the contained to topic of interest.

Placement – At what point did the segment air during the program Beginning, Middle, or End of the program. This is also used as a multiplier for some Publicity metrics just as page placement is in newspapers, above the fold or below the fold etc.

30 Second Ad Cost – These costs are collected over time for different time slots across different TV stations, this is not the actual cost, which could be higher or lower depending up on the negotiated rate for those ads.  This is how we collected the ad costs that are listed in Mississippi Markets.  We contracted with a media buyer to contact each station monitored and gather 30-second ad rates for the coming year. This is how most monitoring services collect the ad data. We asked for programming and planning rates for all 4 quarters, or an annual rate that holds for the entire year, or used a rate based upon a daypart rotator.

(6a-9a, 9a-3p, 3p-5p, 5- 8p) 7p-10p (or 8p-11p) 10p-11p (or 11p-12a) 11p-1a (or 12a-2a) or Overnights.

Calculated Ad Value – The Calculated Ad Value is similar to the A.V.E. in print with the exception that we substitute Column inches with Runtime. AVE numbers can drastically overestimate or underestimate the "equivalency" in "advertising value equivalency."  For instance an article with a positive tone can be worth much more than a single advertisement in the same space.

Calculated Publicity Value – There are many factors that go in to the calculation of the Publicity Value. Runtime, ad value and placement of the item within the newscast. The calculated publicity value is computed simply multiplying the Calculated Ad Value times a Publicity multiplier; 7, 5, or 3 depending upon the placement of the segment within the newscast, “A” block, “B” block, or “C” block respectively. This is not a firm measurement, but it is an indicator of the direction that the item or issue is taking. The tone can play a major role in this as you can sort and filter articles of hits by the tone in which they were perceived.

Radio

Media Impressions - Audience Arbitron’s audience tracking report.

Run Time - Run Time is the length of time the segment that the contained to topic of interest

Placement – At what point did the segment air during the program Beginning, Middle, or End of the program. This is also used as a multiplier for some Publicity metrics just as page placement is in newspapers, above the fold or below the fold etc…

30 Second Ad Cost – Same as above

Calculated ad Value – Same as above

Calculated Publicity Value – Same as above

Internet

Rank = The ranking of the domain by total number of unique visitors within the past 13 months.
Unique Visitors = The number of unique people who visited a domain within the past 13 months.
Visits = The number of separate visits made to a domain by all unique visitors within the past 13 months.
Page Views = The number of times a page has been loaded from a domain within the past 13 months.
Average Stay = The average number of seconds that a visit lasts within the past 13 months.
Visits per Person  = The average number of times each unique visitor visits the domain within the past 13 months
Pages per Visit = The average number of pages displayed during a visit within the past 13 months.
Attention = The percent of total minutes spent by all US users on the Internet that were spent on this domain within the past 13 months.
Reach (Daily) = The percent of all US users on the Internet that had at least one visit to this domain by day 365 days
Attention (Daily) = The percent of total minutes spent by all US users on the Internet that were spent on this domain within the past 13 months.

Analysis

Awareness

Knowledge / Understanding

Interest / Consideration

Support / Preference

Action

Conclusion

The reason that we analyze these numbers is to gain a better understanding of what effect we are having for to college. These numbers over time show how our efforts have made a positive influence on the public.

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