MEDIA ANALYSIS REPORT
Sample Report 2013
Contents
INTRODUCTION
3
LEADING SPOKESPEOPLE
12
EXECUTIVE SUMMARY
4
LEADING MEDIA
13
MEDIA OVERVIEW
5
LEADING BYLINES & COMPERES
15
TREND
6
LEADING TWITTER USERS
17
REGION/STATE BREAKDOWN
7
PLACEMENT
18
STORY FOCUS
8
ORIGIN OF COVERAGE
20
LEADING TOPICS
9
METHODOLOGY
21
LEADING MESSAGES
10
Introduction
This sample document demonstrates
the main features of the new Media
Analysis Report that integrates
social media with traditional media
analysis.
iSentia delivers strategic insights across all media.
Our expert analysts, extensive media monitoring of
coverage, and internationally recognised research
methodologies intersect to deliver high quality media
intelligence and insight.
iSentia Media Analysis Reports use the CARMA®
methodology, which provides information on the
favourability of media coverage measured in terms of
its positioning, prominence, messages communicated
and other key variables. This in-depth analysis is
recommended where a thorough understanding of the
likely impact and effects of media coverage is
required.
It should be noted that:
All data used for the charts and tables in this
document is for demonstration purposes only, and
is not specific to any client or industry.
Media content to be analysed can be sourced by
iSentia or supplied by the client commissioning the
report. Please contact your Account Management
team for monitoring and content sourcing
requirements.
The charts and tables in this report are
representative of the diverse media intelligence
options that iSentia can produce.
Charts, tables and other aspects of analysis
reports can be customised for each report.
For a more detailed description of the CARMA®
methodology, see page 21.
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 3
Executive Summary
Key Findings
This section provides a short summary of the key
points uncovered in the analysis, and is usually
one or two pages long.
Table 1
KEY METRICS
TOTAL VOLUME OF MEDIA REPORTS*
It discusses not only the highlights of the current
period’s coverage, but can also compare findings
to the previous period (if applicable) and any
conclusions drawn from the analysis.
The executive summary can also highlight any
particular finding of interest as required.
AVERAGE FAVOURABILITY
The discussion in this section will vary depending
on the coverage analysed over each report period.
In ongoing analysis, this and all following sections
may include some discussion of major changes in
a company’s coverage between the current
analysis period and the previous one(s).
The table to the right shows key aspects of the current
analysis period’s coverage. These can reflect a
client’s interests and be adapted to reflect areas of
particular interest. The table can also compare data
from the current and previous periods.
LEADING STORY FOCUS (REPORTS)
LEADING MESSAGE (MENTIONS)
SAMPLE REPORT
OVERALL
256
PRESS
85
INTERNET
63
BROADCAST
108
SOCIAL MEDIA
72
OVERALL
52.9
PRESS
54.1
INTERNET
50.8
BROADCAST
53.2
SOCIAL MEDIA
49.7
PRESS, BROADCAST &
INTERNET
PRODUCTS & SERVICES (74)
SOCIAL MEDIA
PRODUCTS & SERVICES (482)
PRESS, BROADCAST &
INTERNET
HAS INNOVATIVE PRODUCTS (60)
SOCIAL MEDIA
POOR QUALITY PRODUCTS/SERVICES (21)
LEADING SPOKESPERSON (MENTIONS)
NOTE
*THE TERM “MEDIA REPORT” USED IN THIS
DOCUMENT REFERS TO ALL TYPES OF
ANALYSED PRESS, BROADCAST AND INTERNET
MEDIA COVERAGE.
LEADING MEDIA (REPORTS)
LEADING BYLINE (REPORTS)
LEADING INFLUENCER
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAUL YEE, PRODUCTS ANALYST (25)
PRESS, BROADCAST &
INTERNET
2GB; THE CANBERRA TIMES (13 EACH)
SOCIAL MEDIA
TWITTER (64)
PRESS, BROADCAST &
INTERNET
CHI TRANTER (5)
SOCIAL MEDIA
DAIRY GOODNESS (4)
PAGE / 4
Media Overview
Chart 1
The chart at left shows the proportions of favourable,
neutral and unfavourable client coverage over the
analysis period.
UNFAVOURABLE
19%
In a competitive analysis report (that is, one that
compares a client’s coverage with that of selected
competitors), there can also be a pie chart showing
the proportions of mentions of each company in the
coverage analysed.
FAVOURABLE
31%
The chart below shows the trends in coverage across
the different media types, highlighting where these
intersect and where they diverge from one another. In
particular, this chart can help you to identify the
relationships between traditional and social media.
NEUTRAL
50%
Chart 2
40
VOLUME
30
20
10
SOCIAL MEDIA
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
INTERNET
BROADCAST
31/01/2013
30/01/2013
29/01/2013
28/01/2013
27/01/2013
26/01/2013
25/01/2013
24/01/2013
23/01/2013
22/01/2013
21/01/2013
20/01/2013
19/01/2013
18/01/2013
17/01/2013
16/01/2013
15/01/2013
14/01/2013
13/01/2013
12/01/2013
11/01/2013
10/01/2013
9/01/2013
8/01/2013
7/01/2013
6/01/2013
5/01/2013
4/01/2013
3/01/2013
2/01/2013
1/01/2013
0
PRESS
PAGE / 5
Trend
Chart 3 All Media
600
VOLUME
52.8
53.7
53.1
51.2
300
272
240
195
194
29
34
85
134
49.8
256
29
67
117
99
98
75
109
JAN
FEB
MAR
APR
0
55.1
54.0
52.5
49
166
127
63
258
152
49.7
260
31
137
53.6
52.1
200
99
80
61
42
84
92
76
MAY
JUN
JUL
AUG
SEP
229
NEU
269
38
143
129
31
42
OCT
NOV
294
52
209
55
2012
FAV
51.2
55
139
125
111
117
DEC
JAN
50
45
FAVOURABILITY
54.2
450
150
This chart shows the volume and favourability of
coverage analysed in each month over the past three
quarters.
60
In an ongoing analysis report, iSentia can provide
a trend breakdown over each report period (such
as a quarter), or the time period that best
correlates with a client’s internal reporting
requirements.
40
2013
UNFAV
AVG FAV
THIS PULL-OUT BOX CAN BE USED TO
HIGHLIGHT INTERESTING INFORMATION
FROM THE CHART OR FROM OTHER TEXT
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 6
Region/State Breakdown
Chart 4 Press & Broadcast Media
90
This chart shows a breakdown of client coverage in
Australian national media and in each state and
territory.
60
55.0
52.3
50.0
VOLUME
60
51
53.2
51.7
52.8
48.9
47
11
6
30
22
21
39
45
28
10
27
25
6
12
15
20
12
10
NATIONAL
VIC
22
FAV
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
22
4
0
NSW
40
16
17
SA
55
50
45
18
52.1
50.3
QLD
NEU
ACT
UNFAV
12
11
5
6
4
5
5
WA
TAS
NT
10
35
FAVOURABILITY
75
This breakdown can also be provided across
different countries (such as Australia, New
Zealand, China, Singapore), or at a regional level
(such as Australia-New Zealand, South East Asia,
Greater China). Regions within a country can also
be broken into client-specific markets.
Each column shows the volume of favourable,
neutral and unfavourable media content, while the
line above shows the average favourability rating
of each region’s coverage.
30
AVG FAV
PAGE / 7
Story Focus
Media Type
Chart 6
200
60
52.7
VOLUME
51.6
100
81
0
71
68
21
12
16
11
53
27
18
26
PRODUCTS &
SERVICES
HUMAN
RESOURCES
FAV
50
74
10
50
55
51.1
45
28
41
CORPORATE
ISSUES
NEU
UNFAV
19
VOLUME
150
FAVOURABILITY
56.7
120
65
100
60
80
55
60
50
40
45
20
40
0
40
CORPORATE
RESPONSIBILITY
AVG FAV
This chart shows the number of media reports (that is, print or online articles, or
radio or television coverage) focused on each theme for that competitor, a
breakdown of the favourable, neutral and unfavourable reports, and the average
favourability of all coverage focused on that theme.
FAVOURABILITY
Chart 5 All Media
35
PRODUCTS &
SERVICES
HUMAN
RESOURCES
PRESS VOL
INTERNET VOL
PRESS AVG FAV
INTERNET AVG FAV
CORPORATE
ISSUES
CORPORATE
RESPONSIBILITY
BROADCAST VOL
SOCIAL MEDIA VOL
BROADCAST AVG FAV
SOCIAL MEDIA AVG FAV
The chart above shows a breakdown of the main focus of media reports in press,
internet and broadcast media coverage. Similar breakdowns are possible for other
areas of the analysis, as well as separate discussion in the text of each area of
coverage.
The “story focus” is the main focus or theme of each media report. Each has
only one story focus, but may discuss multiple issues or topics.
The different themes can be broken down into general areas, such as
“corporate” and “products”, or into specific areas of interest to the client, like its
different business divisions – such as “funds management”, “insurance”, and
“real estate”.
WHAT MEDIA SAYS
THIS BOX CAN BE USED TO HIGHLIGHT COMMENTS IN
MEDIA REPORTS THAT RELATE TO THE CHART OR
TEXT ON THIS PAGE
Media Name, 12 May 2012
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 8
Leading Topics
Corporate Issues
Products & Services
Chart 7
Chart 8
90
65
120
60
51.3
50
5
42.9
30
39
16
13
0
EXPANSION/
GROWTH
55
15
10
14
14
45
10
4
5
60
Analysis by iSentia tracks specific issues or topics which are referred to in media
coverage. Each is counted once per media report, but one report will usually
discuss many different issues, which may or may not be directly related to the
“story focus”. For example, a report discussing a company’s financial results may
mention its products in passing.
The favourability breakdown shown in these charts is that of the media reports as a
whole, as is the average rating. Therefore, a topic that is mentioned in a media
report that is unfavourable overall may not have been discussed negatively itself:
the average rating is affected by the tone of the report overall.
55
52
50.8
50
44.5
24
31
28
27
18
30
14
0
35
53.9
51.2
50.0
40
STAFF
STRATEGY
TRAINING EXECUTIVES
ISSUES
FAV
NEU
UNFAV
AVG FAV
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
VOLUME
VOLUME
44
15
90
54.0
60
45
60
57.0
FAVOURABILITY
75
13
12
10
13
11
PRODUCT
LAUNCH
BUSINESS
PRODUCTS
PRICE
14
CONSUMER COMPLAINTS
PRODUCTS
OR
FEEDBACK
FAV
NEU
UNFAV
45
FAVOURABILITY
59.8
40
AVG FAV
The topics tracked in the analysis can be more general – such as “employees”,
“growth”, “strategy”, “corporate social responsibility”, “sponsorship” – or specific –
such as a client’s products in each business division. These are usually product
types such as “credit cards”, “mortgages”, “insurance”, but the names of specific
products can also be tracked. This can give an indication of whether the media is
discussing the company in general terms, or, for example, if the specific company’s
product launches or initiatives are receiving exposure in the media.
The charts above are examples of issues in the “corporate” and “products”
categories. It is often useful to break down issues that are relevant to different
business areas, particularly when a company’s activities are fairly diverse.
PAGE / 9
Leading Messages
Chart 9 All Media
Messages are a key area of qualitative analysis.
VOLUME
0
10
20
30
40
50
60
HAS INNOVATIVE PRODUCTS
70
61
POOR QUALITY PRODUCTS / SERVICES
40
CARES ABOUT ITS CUSTOMERS
17
NOT COMMITTED TO INVESTMENT IN BUSINESS
10
CONTRIBUTES TO THE COMMUNITY
9
GOOD QUALITY PRODUCTS / SERVICES
9
EMPLOYER OF CHOICE
It is advisable to track both general messages and
a company’s key corporate and marketing
messages to provide a more complete image of
the company’s portrayal in the media. General
messages can include “customer-focused”,
“leading company”, “good corporate citizen”; while
key messages can be adapted from the company’s
communication strategy.
7
UNFAVOURABLE
The messages to be tracked are set up prior to the
analysis, so that the research is consistent. These
messages can be changed over successive
analysis reports as an organisation’s requirements
change. However, some consistency is required to
follow the trend of a message or set of messages
over a significant period of time.
FAVOURABLE
Chart 10 All Media
0
10
HAS INNOVATIVE PRODUCTS
14
POOR QUALITY PRODUCTS / SERVICES 2
CARES ABOUT ITS CUSTOMERS
5
PRESS
21
4
60
70
MESSAGES ARE
CONCEPTS THAT ARE
COMMUNICATED, OFTEN
INDIRECTLY, IN THE MEDIA,
AND CAN BE FAVOURABLE
OR UNFAVOURABLE
7
5
4
NOTE
5 2
INTERNET
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
8
50
29
9
CONTRIBUTES TO THE COMMUNITY 2
EMPLOYER OF CHOICE
VOLUME
30
40
17
17
NOT COMMITTED TO INVESTMENT IN BUSINESS
GOOD QUALITY PRODUCTS / SERVICES
20
BROADCAST
SOCIAL MEDIA
THE CHARTS ON THE FOLLOWING PAGE SHOW
THE TOP MESSAGES BY VOLUME IN PRESS,
INTERNET, BROADCAST & SOCIAL MEDIA
PAGE / 10
Internet
Press
Chart 13
Chart 11
VOLUME
VOLUME
0
2
4
6
8
10
12
14
HAS INNOVATIVE PRODUCTS
0
16
5
CONTRIBUTES TO THE COMMUNITY
2
GOOD CUSTOMER SERVICE
2
CARES ABOUT THE ENVIRONMENT
2
POOR QUALITY PRODUCTS / SERVICES
2
UNFAVOURABLE
10
15
20
HAS INNOVATIVE PRODUCTS
17
POOR QUALITY PRODUCTS / SERVICES
17
14
GOOD QUALITY PRODUCTS / SERVICES
5
CARES ABOUT ITS CUSTOMERS
5
EMPLOYER OF CHOICE
5
NOT AN EMPLOYER OF CHOICE
3
POOR VALUE PRODUCTS / SERVICES
2
UNFAVOURABLE
FAVOURABLE
FAVOURABLE
Social Media
Broadcast
Chart 14
Chart 12
VOLUME
0
5
10
15
20
0
25
30
VOLUME
10
15
5
POOR QUALITY PRODUCTS / SERVICES
HAS INNOVATIVE PRODUCTS
25
21
29
POOR VALUE PRODUCTS / SERVICES
NOT COMMITTED TO INVESTMENT IN
BUSINESS
9
CARES ABOUT ITS CUSTOMERS
8
CONTRIBUTES TO THE COMMUNITY
OPERATES EFFICIENTLY / GOOD
MANAGEMENT
20
35
7
5
UNFAVOURABLE
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
FAVOURABLE
6
CARES ABOUT ITS CUSTOMERS
4
EMPLOYER OF CHOICE
2
NOT AN EMPLOYER OF CHOICE
1
HAS INNOVATIVE PRODUCTS
1
FAVOURABLE
UNFAVOURABLE
PAGE / 11
Leading Spokespeople
Chart 15 Press, Broadcast & Internet Media
VOLUME
30
63.3
61.3
60
25
50.0
18
20
50
16
43.0
9
10
8
36.7
16
4
9
7
8
0
PAUL YEE
JAKE SMITH
FAV COMMENT
iSentia’s media analysis captures the details of
company spokespeople who are quoted or cited in the
coverage, as well as any other commentators on the
company (such as analysts, government
representatives, or members of interest groups).
70
65.0
STEPHEN NG
HELEN CHEN
NEU COMMENT
40
FAVOURABILITY
40
The “bias” of the spokespeople is also captured: their
comments are categorised as favourable,
unfavourable or neutral towards the company.
The average favourability rating shown in the charts is
that of the media reports in which the spokesperson is
cited – not that of the spokesperson. This can often be
an interesting indicator of the effectiveness of
company spokespeople, since if they successfully
promote the company’s viewpoint and messages, this
coverage is usually more favourable.
3
4
3
NINA LEE
SANJAY
MEHRA
UNFAV COMMENT
30
AVG FAV
Table 2
SPOKESPERSON
AFFILIATION
FAV
COMMENT
NEU
COMMENT
UNFAV
COMMENT
VOL
AVG
FAV
PAUL YEE
PRODUCTS ANALYST
0
7
18
25
43.0
JAKE SMITH
COMPANY HEAD OF
CONSUMER PRODUCTS
16
0
0
16
65.0
STEPHEN NG
COMPANY
REPRESENTATIVE
9
0
0
9
63.3
HELEN CHEN
CONSUMER ADVOCATE
0
8
0
8
50.0
NINA LEE
STOCKMARKET
ANALYST
4
0
0
4
61.3
SANJAY MEHRA
ECONOMIST
0
0
3
3
36.7
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 12
Leading Media
All Media
Chart 16
VOLUME
125
60
53.8
50.5
100
52.7
53.5
50.5
48.9
55
50
71
75
50
12
32
25
27
0
TWITTER
45
44
40
20
11
13
13
13
10
10
2GB SYDNEY
ABC 702
SYDNEY
ABC 666
CANBERRA
8
FACEBOOK.COM
THE
DISCUSSIONS
AUSTRALIAN
FINANCIAL
REVIEW
FAV
NEU
FAVOURABILITY
150
This chart and those on the following page show the
volume and average favourability of coverage in
different media outlets that reported on the company.
Usually only the top eight or ten media outlets (by
volume) are shown.
35
30
UNFAV
AVG FAV
NOTE
THE CHARTS ON THE FOLLOWING PAGE SHOW
A BREAKDOWN OF THE LEADING MEDIA
OUTLETS IN PRESS, INTERNET, BROADCAST &
SOCIAL MEDIA.
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 13
Press
Internet
Chart 17
Chart 19
60
57.1
53.8
50
13
12
9
6
5
16
THE COURIERMAIL
NEU
UNFAV
52.5
55
48.8
12
8
8
8
45
3
3
5
4
4
4
5
4
3
2
2
2
2
2
2
YAHOO!
ABC.NET
THE
BRISBANE SMH.COM
AUSTRALIA
.AU
AUSTRALIAN TIMES
.AU
.COM.AU .COM.AU
THE DAILY
TELEGRAPH
AVG FAV
FAV
Broadcast
Social Media
Chart 18
Chart 20
NEU
UNFAV
40
35
COURIER
MAIL
.COM.AU
AVG FAV
150
60
50
45
0
28
52.5
50.6
35
THE AUSTRALIAN THE CANBERRA
FINANCIAL
TIMES
REVIEW
60
52.5
4
40
7
5
2
FAV
7
3
7
0
45
8
8
VOLUME
VOLUME
18
65
20
55
51.1
FAVOURABILITY
24
24
54.3
FAVOURABILITY
30
60
56.3
55
52.7
13
51.3
50.5
10
7
4
5
2
5
4
50
10
5
8
8
8
4
2
2
3
4
5
0
2GB
ABC 702
ABC 666
SYDNEY CANBERRA
FAV
NEU
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
2UE
4BC
3
3AW
45
50.5
48.9
100
AVG FAV
55
50
71
75
45
12
50
44
40
32
20
25
10
11
13
27
40
0
FAV
6
5
YOUTUBE
GENERIC
BLOGS
9
TWITTER FACEBOOK.COM
DISCUSSIONS
UNFAV
52.0
50.8
49.5
FAVOURABILITY
7
125
53.8
VOLUME
14
53.5
FAVOURABILITY
VOLUME
21
NEU
35
30
FORUM
REPLIES
UNF
AVG FAV
PAGE / 14
Leading Bylines & Comperes
Chart 21 Press, Broadcast & Internet Media
60
56.0
55.0
55.0
53.3
9
55
VOLUME
51.7
50.0
6
4
3
50.0
48.8
5
5
4
4
50
4
3
1
2
4
3
2
4
2
1
4
2
2
CHRIS
SMITH
LUKE
BONA
0
CHI
TRANTER
LISA
DAVIES
JAMES
COCKINGTON
TOM
ELLIOTT
FAV
NEU
RHYS
HAYNES
UNFAV
3
45
2
1
FAVOURABILITY
12
This chart shows the top bylines or journalists (by
volume) who wrote articles or compered broadcast
reports that mentioned the client over the analysis
period, a breakdown of their favourable, neutral and
unfavourable reports, and the average favourability of
their coverage.
The favourability of coverage from key journalists
can be a good indicator of whether a company’s
key messages are being taken up by journalists or
the outlets they work for. This chart can also be
used to find journalists to target with additional
information about the company or its products.
40
HOWARD
SATTLER
AVG FAV
WHAT MEDIA SAYS
THIS BOX IS USED TO QUOTE
FROM MEDIA REPORTS THAT
RELATE TO THE CHART OR TEXT
ON THIS PAGE, SUCH AS REPORTS
BY THE LEADING JOURNALISTS
Media Name, 5 May 2012
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 15
Table 3 Press, Broadcast & Internet Media
BYLINE/COMPERE
MEDIA
FAV
NEU
UNFAV
VOL
AVG
FAV
CHI TRANTER
BRISBANETIMES.COM.AU
1
0
0
1
55.0
NINEMSN
1
0
0
1
60.0
SMH.COM.AU
1
0
0
1
55.0
THEWEST.COM.AU
1
0
0
1
55.0
YAHOO!7
1
0
0
1
55.0
THE DAILY TELEGRAPH
0
2
0
2
50.0
THETELEGRAPH.COM.AU
0
1
0
1
50.0
THE AUSTRALIAN ONLINE
0
1
0
1
50.0
THE AGE
1
1
0
2
55.0
THE SYDNEY MORNING HERALD
1
3
1
4
48.8
TOM ELLIOTT
3AW (MELBOURNE)
0
4
0
4
50.0
RHYS HAYNES
THE DAILY TELEGRAPH
0
1
0
1
50.0
THE TELEGRAPH.COM.AU
0
1
0
1
50.0
THE AUSTRALIAN ONLINE
0
2
0
4
55.0
CHRIS SMITH
2GB (SYDNEY)
2
0
1
3
51.7
LUKE BONA
2GB (SYDNEY)
2
2
0
3
53.3
HOWARD SATTLER
6PR (PERTH)
1
2
0
3
53.3
LISA DAVIES
JAMES COCKINGTON
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 16
Leading Twitter Users
Chart 22
25
60
55.0
55
15
47.0
45.7
10
5
0
50
45
42.5
7
5
5
5
2
3
4
2
3
2
DAIRY
GOODNESS
OZ
BARGAIN
ANTIBOLT
5
46.3
46.0
FAV
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
4
4
4
3
DEBBIE
FRAIL1
SWEARY
ANTHONY
FAVOURABILITY
VOLUME
20
This chart shows the leading Twitter users (by
volume) who discussed the client over the analysis
period. The chart provides a breakdown of their
favourable, neutral and unfavourable comments, and
the average favourability of their discussions.
40
35
NEU
SPUD
BENBEAN
UNF
AVG FAV
PAGE / 17
Placement
Chart 23 Press
120
70
VOLUME
59.4
55.9
55.2
60
52.9
49.2
60
50
32
30
24
8
12
18
6
11
7
PROMINENT
MENTION
HEADLINE
MENTION
PASSING
MENTION
15
0
29
FAV
NEU
21
40
18
FAVOURABILITY
58.3
90
11
15
11
7
These charts show the placement of mentions of the
company in press, broadcast, online and social media,
as well as the number of reports that included a
relevant image and quoted or cited a company
spokesperson.
“Prominent mention” means that the company was
mentioned in the first two paragraphs (press and
internet) or leading section of a broadcast report,
or three times overall.
“Passing mention” means that the company was
mentioned only once or twice in the body of the
report.
30
SPOKEPERSON PHOTO/LOGO/ FRONT PAGE
QUOTED
CHART/GRAPH
UNFAV
AVG FAV
Chart 24 Broadcast
120
70
VOLUME
90
61.0
60
56.4
54.8
53.0
51.7
60
30
50
40
39
8
12
9
9
20
21
29
7
PASSING
MENTION
9
7
13
INTRO /1ST
SENTENCE/
LEAD-IN LOGO
GRAPHICS
FAV
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
NEU
40
17
15
0
PROMINENT
MENTION
19
FAVOURABILITY
59.0
UNFAV
11
6
30
SPOKESPERSON LEAD STORY
QUOTED
AVG FAV
PAGE / 18
Chart 25 Internet
80
70
VOLUME
59.4
55.9
55.2
60
52.9
49.2
40
50
27
21
20
8
15
7
10
12
9
4
5
6
PROMINENT
MENTION
HEADLINE
MENTION
PASSING
MENTION
0
FAV
14
5
7
12
4
5
40
FAVOURABILITY
58.3
60
9
5
30
SPOKEPERSON PHOTO/LOGO/ FRONT PAGE
QUOTED
CHART/GRAPH
NEU
UNFAV
AVG FAV
Chart 26 Social Media
120
50.3
50.9
50.6
48.8
80
60
40
55
51.5
48.6
56
45
30
40
19
20
16
24
7
10
FOCUS OF
TWEET
PASSING
MENTION IN
TWEET
0
50
8
INTRODUCTION/
FIRST
SENTENCE/
LEAD IN LOGO
FAV
NEU
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
12
10
6
5
PASSING
MENTION
PROMINENT
MENTION
UNFAV
AVG FAV
7
FAVOURABILITY
VOLUME
100
60
35
30
GRAPHICS
PAGE / 19
Origin of Coverage
Chart 27 All Media
MEDIA RELEASEGENERATED
8.6%
This chart shows the percentage of articles that are
identified as proactively generated by a company
media release or generated by a third party (such as
letters-to-the-editor, surveys, or other companies’
media releases), and the percentage that
are“spontaneous” or reactive news.
THIRD PARTYGENERATED
3.5%
SPONTANEOUS
88.0%
NOTE
AS WELL AS MEDIA RELEASES, OTHER
PROACTIVE MEDIA ACTIVITY CAN BE INCLUDED
IN THIS SECTION SUCH AS PRESS
CONFERENCES OR INTERVIEWS, IF DETAILS OF
THESE ACTIVITIES ARE SUPPLIED BY THE
CLIENT.
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 20
Methodology
Best Practice Media Analysis
The media analysis methodology used by iSentia has
a systematic approach to turn media content into
meaningful data. This approach analyses media
content both quantitatively and qualitatively.
iSentia uses the CARMA® media content analysis
methodology, which is internationally recognised as
one of the leading commercial systems available.
CARMA® (Computer Aided Research and Media
Analysis) uses advanced technology to quantify media
content, and human intelligence to provide qualitative
insight and analysis.
iSentia uses the CARMA® methodology to
qualitatively analyse media coverage by taking into
account multiple variables. These include the:
> Placement of media reports (front page or lead
item in broadcast media and websites);
> Positioning of organisation discussion (headline,
prominent mentions, passing mentions);
An aggregate score is calculated based on these
multiple variables and presented on a 0–100 scale
where 50 is neutral. This is an overall rating of the
favourability of each media report towards the client
organisation (and, if relevant, other organisations or
competitors). This aggregate score is called the
CARMA® Favourability Rating.
The average favourability is the aggregated rating of
the media coverage analysed. This can identify the
potential impact of media reporting, and can be used
to identify trends and establish benchmarks for future
data.
The criteria for analysis (such as topics and specific
key messages) are set up uniquely for each individual
client by a team of media analysis experts. These
experts bring their industry knowledge to identify
key issues and attitudes that appear in the media,
answer clients’ key questions, and, where relevant,
provide recommendations for further action.
The consistency of analysis is ensured in three key
ways:
> Most of the variables analysed are objective
criteria (such as media name, positioning, sources’
names);
> The somewhat more subjective topics and
messages are identified by either exact phrasing or
acceptable alternatives, provided to researchers
before analysis begins; and
> iSentia uses multiple researchers on projects to
minimise individual subjectivity.
Average Favourability Explained
> Image (photos, illustrations, charts, cartoons, or
the image content of video);
> Topics discussed in the media and their relative
importance to the client organisation;
> Messages, both favourable and unfavourable,
communicated in media reports;
> Sources quoted (both organisation representatives
and other individuals who make relevant
comments in the media); and
> Tone of content (extreme language, adjectives and
adverbs, metaphors or similes and other figures of
speech).
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 21
AMEC Membership
iSentia is a member of the International Association for
Measurement and Evaluation of Communication
(AMEC), the leading organisation for media analysis
and measurement globally with 104 members in 50
countries.
AMEC’s purpose is to define and develop the industry
on an international scale with better professional
standards for both companies and individuals. To give
you confidence that you have received the best reports
and insights, having this membership means that
iSentia complies with AMEC’s strict standards (see
www.amecorg.com).
AMEC Global Communication
Effectiveness Awards 2012
In 2012, reports produced by iSentia won a total of five
AMEC Awards:
Gold – Best Use of Communication Management:
Business-to-Business
Silver – Best Use of Communication Management:
Not-for-Profit
Silver – Best Use of Measurement for a Single
Event
Bronze – Best Use of Measurement for a Single
Event
Bronze – Best Use of Communication
Management: Public Sector
iSENTIA IS THE WORLD’S MOST
AWARDED MEDIA ANALYSIS AND
MEASUREMENT COMPANY 2010–2013
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 22
MEDIA ANALYSIS REPORT / SAMPLE REPORT 2013
PAGE / 23