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Press Office Media Evaluation Report June 2021 Icon Glossary Press/Print

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Press Office Media Evaluation Report June 2021 Icon Glossary Press/Print Derry City and Strabane District Council Press office media evaluation report June 2021 Icon Glossary Press/Print Total/Sum Positive Online TV AVE Neutral Radio Potential reach Negative Glossary of Terms AVE REACH SOURCES Advertising Value Equivalent (AVE) is an NIMMS reach calculations vary by channel. NIMMS uses data from publishers and verified approximation of media value applied to earned PRESS reach is calculated using a circulation by sources such as Audit Bureau of Circulations (ABC), media. AVE is calculated for press, online and readership multiplier based on latest industry JNRS (Joint National Readership Survey), broadcast using rate card from verified sources research and best practice. MediaLive, JNLR (Joint National Listenership and/or direct from publisher as a basis for Research), Alexa. Amazon. intimating a €Value relating to content. Readership multipliers here: Daily newspaper (national) x 3.27 TEXT ENTITIES BUZZ Daily newspaper (regional) x 2.91 Text entities represents the most commonly used Buzz = number of media item. Sunday paper x 2.66 words within media in your search criteria. The Popular press x 5.06 value attributed to each word is based on CIRCULATION Weekly newspaper/magazine x 7.3 buzz/number of media piece. Circulation applies only to press. We include print Trade and professional press x 3 run and distributed circulation as declared by Customer Magazine x 2.38 TONALITIES publisher and verified by other sources. Tonalities applies where content is manually ONLINE/WEB reach is sourced monthly and reviewed for sentiment. Sentiment scores are HASHTAGS calculated based on monthly visits sourced via attributed to content under the following NIMMS’s hashtag tracker captures hashtags across Alexa mainly and other online measurement rankings: all copy media. The value attributed to each sources. Positive: the media piece is predominantly hashtag is based on buzz/number of media piece. positive, favourable. BROADCAST TV/RADIO reach = Neutral: the content is neither positive nor INTERACTIONS listenership/viewership. negative or may be attributed to a balanced piece Interactions is the total sum of interactions with a that counters negative and positive associations. social media post (retweets, favourites, SOCIAL reach = page likes/followers/subscribers. Often used for passing mentions of key words. comments, shares, emojis, views, likes, dislikes). Negative: the media piece will leave the reader VISITS with a negative viewpoint from brand perspective. Visits applies to blog content. Executive Summary Print Online TV Radio £1,968,768.43 Daily average of £65.6K Total: 216 Total: 251 Total: 3 Total: 25 A total of 495 items of editorial content was generated by the Derry City and Strabane District Council press office in June 2021. The breakdown saw 216 print articles, 251 online articles, 25 radio pieces and 3 TV features. This saw an editorial split of a 51% for online media against 44% for print media and a 5% share for broadcast material. The highest share of editorial coverage featured as Daily Regional content, a total of 240 articles - 48% share against all other forms of editorial coverage. 90,782,984 Social Summary For June 2021, social content from Derry City and Strabane District Council press Daily average of 3M office content generated a total of 1,017 Twitter and Facebook posts. Within this coverage, there were 7.7K interactions, broken down further – 3.9K Overall Potential Audience Reach likes/Favourites and 3.8K shares. The potential audience reach for the related The overall editorial and social media coverage generated a potential social coverage was 9.8M. audience reach of over 90.8million. For June, online coverage had a potential audience reach of 75.1 million, print produced a reach figure of 4.7 million while broadcast had a potential audience reach of 1.2 million. Social media had a 3.9K potential audience reach of 9.8 million. 1,017 Tweets 7.7K 3.8K likes or and Posts interactions shares favourites Coverage Timeline The below shows a timeline of the combined coverage generated across print, online and broadcast media for May 2021. All coverage 200 150 100 50 0 1st-6th June 7th-13th June 14th-20th June 21st-30th June All coverage The below shows a timeline of the coverage generated by each media channel for January 2021. 120 100 80 60 40 20 0 1st-6th June 7th-13th June 14th-20th June 21st-30th June Press Online Broadcast Top 5 topics Brandywell Tourism New Mayor Halloween Sperrins trail fans Related Items plans Related Items support Related Items 40 39 Related Items 33 21 19 19 Related Items 39 21 40 Reach 33 Reach Reach Reach 417.6K Reach 585.1K 417.6K 489K 585.1K 23.8M 23.8M 489K 24.1M 24.1M Top 5 Coverage Throughout June’s press office content coverage there were five prominent issues. Reports based around both urban and rural tourism support programmes had a reach of 489K across 40 items of print, online, broadcast and social media. By volume, the next was content around the appointment of a new Mayor. Coverage of the subject generated 39 items in total with a reach of 585.1K. Third were items on plans for the 2021 Halloween festival programme. Coverage of the subject generated 33 items across all outlets with a reach of 24.1M. Fourth was coverage of fans being allowed to return to Derry City games at the Brandywell. Coverage around the subject produced 21 items with a reach of 23.8M. The fifth topic for June was around the possibility of a trail through the Sperrins. Coverage of the topic generated 19 items of editorial and social coverage, with a total potential audience reach of 417.6K. Print, Online & Broadcast Media Analysis Print Media Analysis Potential Reach For June 2021 across printed media coverage, Derry City and Strabane press office content generated 216 print articles, with a 4.7M potential audience reach of 4.7 million - 6% share against the total Total: Total: 216 Daily average 150.6K reach for editorial and broadcast coverage. In terms of media types, 88% of coverage came from regional daily newspapers, with £341,197.99 11% coming from national daily newspapers and less than 1% from Volume popular press and customer magazines. The week commencing st 1 21 June saw the most significant spike in weekly print volumes 23 1 with 71 separate articles. Print coverage 100 50 191 0 1st-6th 7th-13th 14th-20th 21st-30th Daily Newspaper (regional) Daily Newspaper (national) Print coverage Popular Press Customer Magazine Print Sentiment Sentiment across print media for Derry City and Strabane District Council related coverage was overall positive. The breakdown identified 160 positive articles, 50 neutral and 6 negative print items. Driving some of the positive coverage was kids leisure summer camps opening, a new visitor pass for tourists, and business workshops. Total: 160 Total: 50 Total: 6 County Breakdown A breakdown by the total number of printed articles by NI County, with each publication and totals listed. All of NI Total No. Total No. Articles: 135 Derry Journal = 59 Articles: 28 Derry News = 37 News Letter = 12 Londonderry Sentinel = 35 Irish News = 7 North West Telegraph = 3 Belfast Telegraph = 3 County Derry Post 1 Ulster Herald = 1 Daily Mirror = 1 Total No. Mid Ulster Courier = 1 Ulster Tatler = 1 Articles: 44 Sunday Times = 1 Strabane Weekly News = 30 Strabane Chronicle = 7 Tyrone Constitution = 4 Tyrone Herald = 2 Tyrone Courier = 1 All of ROI Total No. Articles: 8 Inish Times = 3 Total No. Inishowen Independent = 2 Articles: 1 Donegal Democrat = 1 Donegal News = 1 Fermanagh Herald = 1 Doneal People’s Press = 1 Online Media Analysis For June 2021 across online media coverage, Derry City and Strabane District Potential Reach Council press office content generated 251 online articles, with a potential audience reach of 75.1 million - 93% share against the total reach for editorial Total: Total: 251 75.1M and broadcast coverage. In terms of media types, among the top three - 42% of £1,604,662.29 Daily average 2.5M DCSDC’s online coverage featured on News Websites followed by 22% for Party/Club/Association websites, and 20% from Daily Regional Newspaper websites. The week commencing 21st June saw the most significant spike in Volume weekly online volumes with 104 separate articles. Sum Reach 41 150 50,000,000 106 49 40,000,000 100 30,000,000 55 20,000,000 50 10,000,000 0 0 News Websites Club/Party/Association 1st-6th 7th-13th 14th-20th 21st-30th 1st-6th 7th-13th 14th-20th 21st-30th Daily Newspaper Other Sum Reach Online Sentiment Sentiment across online media for Derry City and Strabane District Council press office coverage was overall positive. The breakdown identified 192 positive articles, 53 neutral and 6 negative online items. Driving some of the positive coverage was the new Strabane BID business plan, the Inside Out programme, and plans for Halloween. Total: 192 Total: 53 Total: 6 Broadcast Media Analysis For June 2021 across Broadcast Media, Derry City and Strabane District Council Potential Reach press office coverage boasted a total of 28 audio items, with a potential audience reach of 1.2 million - a 1% share against all other relevant coverage. With regards to broadcast stations by reach, among the top 3 – BBC Newsline saw a potential Total: 28 1.2M audience reach of 477K. Content from BBC Radio Foyle saw a reach potential of Daily average 38.4K 469K, while 2FMproduced a reach figure of 133K. In terms of shows, Radio Foyle Total: Breakfast generated the greatest total of broadcast items – with 8 pieces reaching £21,923.56 a potential audience of 272K. Top Broadcast Shows by Buzz/Total RADIO FOYLE BREAKFAST RADIO FOYLE NEWS HIGHLAND NEWS Total: 8 Total: 6 Total: 6 272K 105K 72.9K MARK PATTERSON SHOW BBC NEWSLINE 2FM BREAKFAST Total: 4 Total: 3 Total: 1 92K 477K 133K Broadcast Sentiment Sentiment across broadcast media for Derry City and Strabane District Council press office coverage was overall neutral.
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