qualitative et quantitative “mediascore” analysis: final...

© AuxiPress S.A./N.V.Analyses Department

© AuxiPress S.A./N.V.Analyses Department

Qualitative et quantitative “MEDIASCORE” analysis: Final report year 2009From November 2008 until November 2009

Copyright René Robert-IPF

Table of contents

For internal use only 2Euro Argus S.A./N.V.Analyses Department

Studyfields p.2

Total Impact in the 27 european countries p.3

Impact per country

Methodology p.43

Austria p.15

Belgium p.16

Bulgaria p.17

Cyprus p.18

Czech Republic p.19

Denmark p.20

Estonia p.21

Finland p.22

France p.23

Germany p.24

Great Britain p.25

Greece p.26

Hungary p.27

Ireland p.28Italy p.29Latvia p.30Lithuania p.31Luxemburg p.32Malta p.33Poland p.34Portugal p.35Romania p.36Slovakia p.37Slovenia p.38Spain p.39Sweden p.40The Netherlands p.41

This survey aims at monitoring the Help Campaign media visibility throughout all European countries during the period covering from November 2008 until november 2009

The underlying media study is based on 534 articles from 27 countries.

With this European Media Analysis:

Euro Argus surveys the media coverage of your campaign internationally, both quantitatively and qualitatively, for a specific period of time.

Euro Argus enhances your image in the various media:

• by calculating the number of published articles per country;

• by highlighting the positive, negative and factual (neutral) tendency of the messages transmitted;

• by providing pertinent commentary on your impact in the various media.

From 2005 to 2009


Med

iasc

ore

Impa

ct ©

0%10%20%30%40%50%60%70%80%90%

100%

2005 2006 2007 2008 2009

15%37% 48%

39,84% 43,40%

79%60%

52%59,75% 56,60%

6% 3% 0,42%

Negative

Neutral

Positive

Share of noise per yearMediascore impact per year

010.00020.00030.00040.00050.00060.00070.00080.00090.000

100.000110.000120.000130.000

2005 2006 2007 20082009

Negative

Neutral

Positive

020.00040.00060.00080.000100.000120.000

0200400600800

10001200

2005 2006 2007 2008 2009

Number of articles (used for Mediascore index) Mediascore Index

The campaign was able to rebound in October and November thanks to the launch of the "Helpisodes" project. In general, the press gave the campaign a very positive and warm welcome.The campaign's focus on the young was well-reported in the media and impact results were widely disseminated: number of visitors to the website, the site participation rate, media coverage of CO points, etc.Its positive rating level was one of the highest since 2005.


Introduction

In 2009, Euro Argus monitored the printed press and the internet. The 27 PR agencies working on the HELP campaign in the Member States completed the collected press cuttings with articles in local media and with the radio and TV coverage. Radio, TV and Internet articles, although of considerable importance for the campaign are not included in the Mediascore analysis.

This Mediascore analysis was performed on base of the 534 printed articles collected by EuroArgus from 15 November 2008 till 15 November 2009.

Years Number of articles Mediascore Impact

2005 1.310 127.711

2006 504 84.275

2007 797 115.002

2008 642 73.464

2009 534 47.776

Impact per items in 2009

year 5 ingeneral Year 5 CO

measurement

Year 5Helpisodes Year 5

spotspublicitaire

s

Year 5 website Year 5

europeanyoung

partners

Year 5Nicomarket European

youngmanifesto

0

5.000

10.000

15.000

20.000

25.000

30.000Negative

Neutral

Positive

Med

iasc

ore

Impa

ct ©


Generally speaking, announcement of the fifth year of the European campaign to fight tobacco did not frighten off the media which continued to relay information on the "largest media campaign ever organised in Europe." CO testing remained the preferred way to promote arguments against harmful tobacco use. Many articles also referred to the videos created by young people and to the support provided by many partners and student associations. Media coverage of the Helpisodesconcept at the end of 2009 gave the campaign a spectacular boost and managed to generate enthusiasm in the traditional media.

Monthly Mediascore of the Help campaign in the 27 European countriesM

edia

scor

eIm

pact

©

Positive43,42%

Neutral56,58%

Negative0,00%


-5.000

0

5.000

10.000

15.000

20.000

25.000

30.000

January February March April May June July August September October November December

2007

2008

2009


edia

scor

eIm

pact

©


The impact curves follow the same fluctuations for 2008 and 2007.

WNTD (World No Tobacco

Day)

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

January February March April May June July August September October November December

2005

2006

2007

2008

2009


edia

scor

eIm

pact

©


WNTD (World No Tobacco

Day)

Num

ber of articles per country in 2009

0 5

10 15 20 25 30 35 40 45 50 55Spain

Italy

Hungary

Cyprus

Greece

Poland

France

Denmark

Austria

Portugal

Lithuania

Czech Republic

Bulgaria

Germany

Belgium

Ireland

Slovenia

Luxembourg

Finland

Latvia

Romania

Slovakia

Malta

The Netherlands

Sweden

Great Britain

Estonia

53

5042

423929

2727

2624

2219

1815

1513

1212

99

76

44

33

3

Forinternaluseonly

9E

uro Argus S

.A./N

.V.

Analyses D

epartment

Num

ber of articles per country in 2005, 2006, 2007, 2008 & 2009

Number of articlesForinternaluseonly

10E

uro Argus S

.A./N

.V.

Analyses D

epartment

0 100

200

300

400

500

600

700

800

900

1000

Germany

Latvia

Italy

Greece

Lithuania

France

Spain

Austria

Portugal

Cyprus

Belgium

Slovenia

Romania

Poland

Great Britain

Estonia

Hungary

Finland

Bulgaria

Denmark

Luxembourg

Slovakia

The Netherlands

Sweden

Ireland

Malta

Czech Republic

5th year

4th year

3d year

2d year

1st year

0

2.000

4.000

6.000

8.000

10.000

ES IT DE PT HU GR FR BE PL DK BG LU CY AT FI LT SI NL EE IE LV MT SE GB

Negative

Neutral

Positive

Mediascore Impact per country in 2009M

edia

scor

eIm

pact

©



Impact in %

Real Impact per country (%) in 2009

If we compare the results of each country with theactive population (between 15 and 64 years old),the real impact on the public opinion is quite different:

Countries Mediascore Impact P o pulat io n/ 1000

Real Impact in

%

Germany 4.544 55.810 0,42Italy 7.540 38.610 1,02Cyprus 1.069 559 9,95Spain 9.358 4.940 9,85Austria 1.057 5.530 0,99Portugal 3.843 6.750 2,96Greece 2.500 1.710 7,60Czech Republic 21 7.210 0,02France 2.253 38.220 0,31Belgium 1.959 6.720 1,52Finland 866 3.450 1,31Latvia 347 453 3,98Malta 186 268 3,61Luxemburg 1.244 295 21,93Hungary 3.472 1.840 9,81Denmark 1.479 3.270 2,35Poland 1.589 26.858 0,31Slovakia 24 3.670 0,03Lithuania 794 720 5,74Great Britain 77 38.330 0,01The Netherlands 492 10.700 0,24Sweden 154 5.690 0,14Ireland 439 796 2,87Estonia 485 924 2,73Slovenia 664 335 10,31Bulgaria 1.341 3.398 2,05Romania 10.495 0,00

0,005,00

10,0015,00

20,0025,00

Czech RepublicRomania

Great BritainSlovakiaSweden

The NetherlandsFrancePoland

Germany

Austria

Italy

Finland

Belgium

Bulgaria

Denmark

Estonia

Ireland

Portugal

Malta

Latvia

Lithuania

Greece

Hungary

Spain

Cyprus

Slovenia

Luxemburg

0,02

0,000,01

0,030,140,240,310,310,42

0,99

1,02

1,31

1,52

2,05

2,35

2,73

2,87

2,96

3,61

3,98

5,747,60

9,81

9,859,95

10,3121,93


Main conclusions


Study fields and observations

Observations

The new HELP campaign with ‘Give us your tip’ as main theme was launched end of May with new TV spots and a new Internet campaign. Consequently, the media attention for HELP was low in the first quarter (January - March) but grew due to the HELP events and reached a first peak in May when the new campaign was announced.A second peak was reached in October-November with the press conferences in all Member States and the launch of HELPERS.Internet articles and radio and television coverage are not included in the Mediascore. The parameters used for the analysis of the print articles cannot be used for audio-visual media or for websites.

Radio and Television

Public and commercial radio and television channels covered the campaign with interviews and reportages of the HELP events year round and the press conferences in October.

Reaching the target audience

The media landscape has changed and the young people use the Internet as their main source of information.There are less magazines that focus on young people only, apart from very specialised magazines for instance on games and fashion, but general interest magazines and newspapers pay more attention to subjects that interest a young public. With the articles in dailies HELP reaches also its target audience.

The large number of articles on Internet websites is of considerable importance for the campaign and interviews were given on student’s web radio stations and other types of new media.

A media partnership was made in every Member State with a radio station targeting young people. These partnership included interviews and presence in talk shows.

Radio, television and Internet are not assessed in this Mediascore study.

Main conclusions


The European anti-tobacco campaign’s fifth year confirmed what we had already noted in 2008, that is, that concrete action decided and carried out with young people results in much higher quality impact.The interactivity measured on the site thanks to the tips left by visitors and to the films shown enabled evaluation of the success of

this campaign which focused on 15 to 35 year-olds across Europe.

• The visibility of the 2009 campaign was lower than in 2008 but its positive impact was greater and even climbed above 43%. The print media's enthusiasm during the informational print campaign for the Helpisodes project was a major contributor to this result.

•The monthly visibility curve has been similar to that of prior years with visibility peaking during World No Tobacco Day on 31st May. This has generally been followed by another peak in July and August. And, for the past several years, a major announcement has been made in October. These three peaks were still clearly identifiable in 2009 although the July and August peaks were not as high as in previous years.

• The 2009 campaign had its greatest success in October with the Helpisodes project which was popular with the media. When campaign web and advertisement activities are factored in with Helpisodes, the impact of Internet-based actions accounted for nearly 23% of the campaign's total visibility in 2009. When CO testing visibility, which continues to be successful with the media, is included, concrete actions carried out in 2009 reach 44.5% of total campaign visibility with a very high positive impact rate of 54%.

•The presence of CO testing, in particular, has continued at an excellent level in the media given that its impact in 2009 was still nearly 22% of the total. Note that the impact of CO testing compared to the campaign's overall impact was 40% in 2006, 25% in 2007 and 36% in 2008. Using the media to inform people that tests are being held and to report on them, often with numerous photos, still seems to be working well after four years.

• The Helpisodes campaign and CO testing have resulted in the publication of many photos.

•It should also be pointed out that several countries have turned to media personalities to help them communicate the various messages to the public. Whether singers or other stars, this method of communication provides a way to draw the attention of potential traditional media readers through the publication of event photos.

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