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.
In the crowded
marketplace higher education, it is crucial to have a savvy, well-seasoned team
strategizing, coordinating, and implementing your public relations efforts. All
of our nationally recognized promotions at Lisa Ekus Public Relations Company,
LLC are built on the same foundation: innovative campaign strategies;
meticulous attention to client needs; and creative networking across the food,
media and publishing industries. Lisa Ekus Public Relations Company, LLC
strives: *to create and implement innovative public relations campaigns for culinary
professionals including >cookbook authors >chefs >restaurants >food
products *to be a leading food media resource of culinary information for
>print >radio >television >Internet *to be a leading food industry
resource for partnering culinary professionals with opportunities ranging from
spokesperson placements to publishing ventures.
The mission of Bagwell
Marketing is to provide results-oriented advertising, public relations, and
marketing designed to meet our client's objectives by providing strong marketing
concepts and excelling at customer service. We seek to become a marketing
partner with our clients. We desire to measure success for our clients through
awareness, increased sales, or other criteria mutually agreed upon between the
agency and the clients. We are committed to maintaining a rewarding environment
in which we can accomplish our mission.
To achieve the highest
possible standards in all that we do. Our number one priority and commitment is
therefore to offer, at all times, a world class service which enables our
publishers and customers to increase their business and reach sales targets.
Johnson King is
committed to delivering informed, media-savvy public relations services based
on a superior industry knowledge, a real understanding of the issues that
affect both our clients and their customers, and a genuine enthusiasm for what
we do. Our aim is to act as a trusted extension of our clients' marketing
departments, producing results that directly and positively impact on our
clients' business objectives. Johnson King is also committed to providing an
informal yet professional working environment that encourages and rewards
creativity, insight, teamwork and enthusiasm. Johnson King's culture and
philosophy is based on a ?no nonsense' approach to public relations that values
clarity of thought and honesty of expression above empty promises and
meaningless jargon.
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.