salience insight mena - media evaluation sample report

Salience Insight Presentation, Confidential1

Media Coverage Analysis ReportYour Company

Month 2016


ContentsExecutive Summary 3

Section 1: Your Company Media Evaluation 5

Section 2: Competitors Media Evaluation 19



Executive Summary

Within the tracked media, your company led the competition, with your brand appearing in 715 articles, achieving a 20% share of voice.

The dominant media market was United Arab Emirates. The majority of articles were published in Arabic language. In terms of media vehicle, newspapers were most prevalent, driven for the most part by Omani dailies.

Tone of coverage was highly favorable, with the majority of articles containing a positive sentiment. Key topics driving positive comment this month were Quality (mentioned in nearly a quarter of all your articles), Design/ Styling, and Customer Service.

Negative comment was limited (7%) and centered on Quality issues surrounding product recalls and lawsuits.

Khaleej Times was the most prominent media title during the tracked period and published 8 articles in total.

The new product from your brand is beautifully designed, comes with all the high-end specs and many innovative features, and comes with an amazing cash-back offer - a great device to buy.

Media OutletMonth,Date

““



Your Company 2013 Media EvaluationSection 1



Geographical Coverage

Geographical Coverage by Month

4,736

2,968

1,914

497 406 335

44%

27%

18%

5% 4% 3%0

1,000

2,000

3,000

4,000

5,000

UAE Saudi Arabia

Qatar Kuwait Egypt Lebanon0%

10%

20%

30%

40%

50%Volume

Share

Rank: Highest | Lowest

Narrative will provide insight into trends and/or highlight changes from previous time periods.

Mar'12 Apr May Jun Jul Aug Sep Oct Nov Dec'12 Jan'13 FebUAE 357 42 532 407 375 387 373 324 442 405 689 403Saudi Arabia 191 33 390 346 281 328 213 235 225 281 231 214Qatar 80 230 151 152 118 117 113 146 225 232 183 167Kuwait 80 25 71 59 44 32 37 25 23 42 29 30Egypt 28 80 35 30 32 33 20 26 27 29 32 34Lebanon 14 125 56 61 16 5 12 19 1 10 3 13



Language Breakdown

Language Breakdown by Month

Language Breakdown by CountryEnglish, 45%

French, 10%

Arabic, 45%

Narrative will provide insight into trends and/or highlight changes from previous time periods.

75%

13%

75%

75%

13%

18%

13%

5%

13%

13%

5%

10%

12%

82%

12%

12%

82%

72%

0% 25% 50% 75% 100%

UAE

Saudi Arabia

Qatar

Kuwait

Egypt

Lebanon

English

French

Arabic

26% 41% 26% 41% 26% 41% 26% 41% 26% 41% 26% 41%

41% 26% 41% 26% 41% 26% 41% 26% 41% 26% 41% 26%

33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33%

0%

25%

50%

75%

100%

Mar'12 Apr May Jun Jul Aug Sep Oct Nov Dec'12 Jan'13 Feb

Arabic

French

English



Media Vehicle Breakdown

Media Type by Month

Media Type by Country

Narrative will provide insight into trends and/or highlight changes from previous time periods

Newspapers, 57%

Magazines, 28%

Broadcast, 15%

75%57% 57%

75%57% 57%

75% 75%57% 57%

75%57%

9%5% 5%

9%5% 5%

9% 9%5% 5%

9%5%

16%38% 38%

16%38% 38%

16% 16%38% 38%

16%38%

0%

25%

50%

75%

100%


Websites

Magazines

Newspaper

57%

49%

63%

69%

52%

73%

28%

36%

22%

16%

33%

12%

15%

15%

15%

15%

15%

15%

0% 25% 50% 75% 100%

UAE

Saudi Arabia

Qatar

Kuwait

Egypt

Lebanon

NewspaperMagazinesWebsites



Language vs. Media VehicleAR

ABIC

ENGL

ISH

Main coverage: Selling of stake in sister company.



TOTA

L

2,768 2,5121,6381,451 1,256 819

0

1,000

2,000

3,000

Newspaper Magazine Websites

Arabic English

0

100

200

300

400


No. o

f arti

cles

Newspaper

Magazine

Websites

0

50

100

150

200


No. o

f arti

cles

Newspaper

Magazine

Websites



Tone of Coverage

Tone of Coverage (Year-to-date)


Main coverage: DSF Promotion

Main coverage: Company event

45%

75%55%

15%

11%38%

40%14% 7%

0%

20%

40%

60%

80%

100%

Newspaper Magazines Websites

Negative

Neutral

Positive

45%75% 55%

65%

45% 45%

60% 55%65%

45%75% 55%

15%

11%

38%

15% 36%

15%

11%

38%

15%28%

11%

38%

40%

14%

7%20% 19%

40%29%

7%20%

27%

14%7%0%

20%

40%

60%

80%


Positive

Neutral

Negative



Top-10 Topic Coverage Evaluation

2212

32

1532

25

23

5

Farid Hayek, CNNJomel Patulot, Associated Press

Tamara Deprez, Reuters

Positive Neutral Negative11

12

15

15

18

21

22

25

30

34

Awards

CSR-Community

CSR-Environment

Customer Service

Design/Style

Financial Performance

Growth-Sales/Production

Management

Marketing

Corporate

Narrative will highlight coverage drivers for selected topics



Subject Breakdown and Tonality

100%

50%

92%96% 100%

76%

100%

33%

95%

100%

20%

5%

50%

8% 4% 4%

67%

3

132

13 28

124

49

63

151

4

-20

0

20

40

60

80

100

120

140

160

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Awards Corporate CSR - Environment Customer service Design/style Growth - Sales/ Production

Marketing Price Quality Management

Positive Negative Neutral No. of articles



General coverage,

75%

Key messages,

25%

Key Message Analysis25% of coverage carried

Your Company’s key messages

Monthly Benchmark Score (KPI)

Key Message Tracking

33%

52%

64%

82%

Your Company is the leading and most dynamic institution

Your Company is the market leader across core business lines

Your Company engages in several Corporate Social Responsibility events

Your Company is the leading group in the region

Main coverage: Product Launch

No coverage received from Gulf News

No coverage received from Gulf News

50

260

130

250

140

330

50

220

130 120

50

190

0

100

200

300

400


Total Coverage with Key Messages (by month)



SPOKESPERSONSpokesperson 1Spokesperson 2Spokesperson 3Spokesperson 4Spokesperson 5Spokesperson 6

FAVORABILITYGeneral

coverage, 40%

Spokesperson messages,

60%

Positive Negative NeutralLegend:

Spokesperson Visibility60% of coverage was delivered by Your Company’s

specified spokespeople

110

134

107

118

223

312

57108 46

58

98113

1

1

137

198

116

148

188

58

0

40

80

120

160

200

240

280

320

Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13

Spokeperson 1 Spokeperson 2 Spokeperson 3

Spokeperson 4 Spokeperson 5



Key Message Delivery by Top Spokespeople


10

4

10

1

8

1

0

5

10

15

XXX committed to becoming a “Top global company”

XXX is a leader in imaging solutions

XXX inspire's people creativity and innovation

XXX is a socially responsible and environmentally conscious

company

Key Message Delivery by Top Spokespeople

SP 1 SP 2 SP 3 SP 4 SP 5

SP 4 (n=1), 1%

SP 1 (n=34), 49%SP 2 (n=19), 27%

SP 3 (n=16), 23%

Top Spokespeople Breakdown



Article Type/Subject Breakdown


Press Release (n=101), 54%

Interviews (n=1), 1%

General News (n=19), 10%

Product Review (n=46), 25%

Features (n=19), 10%

Article breakdown

Product (n=33), 27%

Corporate (n=58), 48%

Events (n=31), 25%

Subject breakdown



MRQS: 28

Scorecard AnalysisTotal Coverage

Category Score Hits Score Hits

Tier 1 3 141 3 85Tier 2 2 116 2 65Other 1 429 1 167Size*Cover of first page 5 4 5 4Full page or multiple pages 4 4 4 3Sizeable column/article 3 22 3 9Short column/article 2 567 2 252Mention or listing 1 89 1 49LanguageArabic 1 420 1 175English 0 266 0 142Key Message3 or more KMs 3 34 3 92 KMs 2 116 2 181 KM 1 380 1 198No KMs 0 156 0 92SourceGenerated by 3rd party 3 119 3 83Influenced 2 63 2 4Based on PR 1 504 1 221Other 0 0 0 9SentimentPositive 1 620 1 238Neutral 1 66 1 79Negative -5 0 -5 0

Q1 '13

Tier Rating

Q2 '13Narrative will explain how you arrived at your score, highlighting key areas where a refocusing of communications efforts would achieve a higher score

12

15

10

0

4

8

12

16

Q4 '12 Q1 '13 Q2 '13



Media Outlet Listing

Note: Alexa Traffic Rank was utilized to assess the popularity of the websites on which the articles appeared.

Newspaper No. of Articles

Circulation Country Newspaper No. of Articles

Circulation Country Rank Country

Al Alam Al Youm 57 164,070 Egypt Daily News (Daily Star) 24 10,000 Egypt The New York Times 6 98 32 USAAl Borsa 53 132,921 Egypt Egyptian Gazette 6 110,000 Egypt The Guardian 5 184 17 UKAl Mal 48 55,000 Egypt Egyptian Mail 3 110,000 Egypt Reuters 4 241 152 USAAl Hayat - Egypt 27 7,000 Egypt The Economist 4 1,632 1,303 USARose Al Youssef Newspaper 16 55,000 Egypt Al Wafd 3 2,102 28 EgyptAl Horia We Al Adala 12 80,000 Egypt Fox Business 2 3,374 819 USAAl Ahram Al Massa 11 218,541 Egypt Gulf News 2 5,288 15 UAEAl Wafd 11 150,000 Egypt Al Quds Al Arabi 2 6,237 230 AlgeriaAl Akhbar 9 1,320,700 Egypt AlKhaleej 2 24,394 104 UAEAl Gomhuria 9 700,000 Egypt The Daily Star 1 29,096 47 LebanonYoum7 9 200,000 Egypt Human Rights Watch 1 34,817 32,197 USAAl Dostour 8 100,000 Egypt Al Mada 1 123,869 375 IraqAlam Al Mal 8 20,000 Egypt Voice of Iraq 1 129,566 410 IraqAl Masry Al Yom 6 180,000 Egypt Trade Arabia 1 140,102 76,616 India

MagazineNo. of

Articles Circulation Country MagazineNo. of

Articles Circulation Country BroadcastNo. of

Articles Circulation Country

Alo Masr 4 40,000 Egypt Business Today - Egypt 1 9,500 Egypt CNBC Arabiya 1 - UAEOctober Weekly 4 100,010 Egypt Community Times 1 8,000 Egypt Abu Dhabi TV 1 - UAENisf Al Dounia 3 251,739 Egypt Insight 1 10,000 Egypt Sama Dubai 1 - UAEAkhbar Al-Nogom 1 287,800 Egypt Abu Dhabi Emarat FM 1 - UAEAl Ahram Al Arabi 1 113,454 EgyptBusiness Today - Egypt 1 9,500 EgyptCommunity Times 1 8,000 EgyptFlash Kalam An-Nas 1 37,000 EgyptInsight 1 10,000 EgyptKolenas 1 59,000 Egypt

ARABIC

ENGLISH

ENGLISH

No. of articles

ARABICWebsites International

Ranking

Per Country



Over time trends (Volume, OTS)

Narrative will provide insight into trends and/ or peaks in visibility

Total coverage by Month

*Opportunity to See (OTS): Refers to the total number of people who had opportunity to read a publication.

Narrative will provide insight into trendsTotal OTS by Month

Main Coverage: Selling of stake in your sister company

Increased Coverage on Gulf News

0100200300400

OTS

Mill

ions



Year-on-year trends (Volume, OTS)

Narrative will provide insight into trends and/ or peaks in visibility

Total coverage YOY

*Opportunity to See (OTS): Refers to the total number of people who had opportunity to read a publication.

Narrative will provide insight into trends

Total OTS YOY

200

400

600

800

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

No. o

f arti

cles

2012 2013

0

100

200

300

400

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecO

TS M

illio

ns

2012 2013



Your Company 2013 Industry & Competitor Analysis

Section 2



Share of CoverageNarrative will provide insight into the main coverage drivers and/or highlight changes from previous time periods

4,736

2,968

1,914

497 406 335

44%

27%

18%

5% 4% 3%0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Your Company Company X Company Y Company Z Company S Company R0%

10%

20%

30%

40%

50%

Volume Share



Geographical CoverageNarrative will provide insight into trends and/or highlight changes from previous time periods


Vol % Vol % Vol % Vol % Vol % Vol %Your Company 357 17% 42 2% 532 25% 407 19% 375 18% 387 18%Company X 191 12% 33 2% 390 25% 346 22% 281 18% 328 21%Company Y 80 9% 230 27% 151 18% 152 18% 118 14% 117 14%Company Z 80 26% 25 8% 71 23% 59 19% 44 14% 32 10%Company S 28 12% 80 34% 35 15% 30 13% 32 13% 33 14%

Company R 14 5% 125 45% 56 20% 61 22% 16 6% 5 2%

February 2013UAE Saudi Arabia Qatar LebanonKuwait Egypt



Language BreakdownNarrative will provide insight into trends and/or highlight changes from previous time periods



Vol % Vol % Vol %Your Company 357 38% 42 5% 532 57%Company X 191 31% 33 5% 390 64%Company Y 80 17% 230 50% 151 33%Company Z 80 45% 25 14% 71 40%Company S 28 20% 80 56% 35 24%

Company R 14 7% 125 64% 56 29%

February 2013Arabic English French


Media Vehicle BreakdownNarrative will provide insight into trends and/or highlight changes from previous time periods



Vol % Vol % Vol %Your Company 532 40% 407 31% 375 29%Company X 390 38% 346 34% 281 28%Company Y 151 36% 152 36% 118 28%Company Z 71 41% 59 34% 44 25%Company S 35 36% 30 31% 32 33%

Company R 56 42% 61 46% 16 12%

February 2013Newspaper Magazine Broadcast


Tone Of Coverage(Client Vs Competitors)


100%

88%

90%

84%

43%

89%

10%

7%

13%

56%

7%

2%

3%

2%

1%

4%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Competitor 5

Competitor 4

Competitor 3

Competitor 2

Competitor 1

Client

Positive Neutral Negative

Volume Share Volume Share Volume Share

Client 156 89% 7 4% 12 7%

Competitor 1 370 43% 12 1% 483 56%

Competitor 2 70 84% 2 2% 11 13%

Competitor 3 337 90% 11 3% 28 7%

Competitor 4 138 88% 3 2% 15 10%

Competitor 5 24 100% 0 0% 0 0%

Negative NeutralTone of coverage

Positive


Competitor Headlines

26

Competitor 1 XXX distributes Iftar meals XXX hits regulatory issues over Iraq business exit XXX rolls out unique savings plan for Middle East customers XXX sees 28% growth in net profit in Q2 2013 XXX launches annual charity drive

Competitor 2 XXX offers rewards on cash transfer XXX organizes Ramadan championship for staff XXX launches Secure Key in Qatar

Competitor 3 XXX organizes Ghabga for staff Visa signs 5-year agreement with XXX

Salience Insight Presentation, Confidential


Per column rank: 1st | 2nd | 3rd

TOTAL COVERAGE VOLUME (per month 2013)

Coverage Volume

2013 TOTAL Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecYour Company 5,804 324 459 569 483 670 508 478 328 435 524 387 639Competitor 1 1,791 80 107 151 152 118 117 113 146 225 232 183 167Competitor 2 248 14 38 56 61 16 5 12 19 1 10 3 13Competitor 3 371 28 45 35 30 32 33 20 26 27 29 32 34Competitor 4 5,023 357 329 532 407 375 387 373 324 442 405 689 403Competitor 5 3,275 191 340 390 346 281 328 213 235 225 281 231 214Competitor 6 566 80 94 71 59 44 32 37 25 23 42 29 30Competitor 7 2,429 149 196 314 276 249 199 196 200 188 219 121 122Competitor 8 1,881 163 228 205 178 191 187 73 124 166 149 134 83Competitor 9 1,284 131 134 141 106 128 107 82 86 97 79 91 102Competitor 10 1,461 154 108 89 130 140 132 103 114 120 141 97 133Competitor 11 1,082 79 104 82 127 76 55 85 104 101 96 75 98Competitor 12 357 35 48 46 42 41 12 18 23 31 26 26 9Competitor 13 379 60 39 34 15 14 22 11 61 43 27 35 18AVERAGE 1,854 132 162 194 172 170 152 130 130 152 161 152 148

27 Salience Insight Presentation, Confidential


5,804 5,0233,275 2,429 1,881 1,791 1,461 1,284 1,082 566 379 371 357 248

0

2,000

4,000

6,000

Your Comp C 4 C 5 C 7 C 8 C 1 C 10 C 9 C 11 C 6 C 13 C 3 C 12 C 2

Opportunity To See (OTS)

Per column rank: 1st | 2nd | 3rd

TOTAL OPPORTUNITY TO SEE VOLUME PER MONTH (Millions)

Opportunity To See (OTS): Refers to the total number of people who had the opportunity to read a publication. It is twice the audited circulation of

a publication, assuming that at least two people had the opportunity to read the same copy of the publication.

2013 TOTAL Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecYour Company 5,804 324 459 569 483 670 508 478 328 435 524 387 639Competitor 1 1,791 80 107 151 152 118 117 113 146 225 232 183 167Competitor 2 248 14 38 56 61 16 5 12 19 1 10 3 13Competitor 3 371 28 45 35 30 32 33 20 26 27 29 32 34Competitor 4 5,023 357 329 532 407 375 387 373 324 442 405 689 403Competitor 5 3,275 191 340 390 346 281 328 213 235 225 281 231 214Competitor 6 566 80 94 71 59 44 32 37 25 23 42 29 30Competitor 7 2,429 149 196 314 276 249 199 196 200 188 219 121 122Competitor 8 1,881 163 228 205 178 191 187 73 124 166 149 134 83Competitor 9 1,284 131 134 141 106 128 107 82 86 97 79 91 102Competitor 10 1,461 154 108 89 130 140 132 103 114 120 141 97 133Competitor 11 1,082 79 104 82 127 76 55 85 104 101 96 75 98Competitor 12 357 35 48 46 42 41 12 18 23 31 26 26 9Competitor 13 379 60 39 34 15 14 22 11 61 43 27 35 18AVERAGE 1,854 132 162 194 172 170 152 130 130 152 161 152 148



Top 4 Competitor Analysis (Volume, OTS)

0

200

400

600

800


No. o

f arti

cles

Your Company Competitor 4 Competitor 5 Competitor 7 Competitor 8

0

200

400

600

800


Your Company Competitor 4 Competitor 5Competitor 7 Competitor 8

OPPORTUNITY TO SEE (2013)


Main coverage: Product Launch



Important Note on Salience Insight Methodology:

In keeping with industry standards outlined in the International Association for the Measurement and Evaluation of Communications' (AMEC) Barcelona Principles, Salience Insight supports the view that the use of AVEs is now generally considered a flawed metric to determine the effectiveness of media relations. While we recognise that AVEs are still in use in some projects, Salience Insight encourages an alternative approach to AVE by linking media analysis output metrics to business outcomes. This approach led to the creation of a methodology called the “Valid Metrics Framework”, specifically designed to provide a consistent mechanism for demonstrating the true impact of media relations activities on specific business goals. Salience Insight utilises this approach to create measurements that are tailored to your communication objectives and are directly relevant to your activity. For more, please visit this page

Salience Insight Presentation, Confidential

http://ameceuropeansummit.org/amecorgdocs/ValidMetricsFramework7June2011PrintVersion.pdf

Salience Insight Presentation, Confidential31 01/05/2023

Thank you!

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salience insight mena - media evaluation sample report

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