Derry City and Strabane District Council

Press office media evaluation report February 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 £1,967,759.86 Daily average of £70.3K Total: 171 Total: 182 Total: 14 Total: 62

A total of 429 items of editorial content was generated by the City and Strabane District Council press office in February 2021. The breakdown saw 171 print articles, 182 online articles, 62 radio pieces and 14 TV features. This saw an editorial split of a 42% for online media against 40% for printed media and a 18% share for radio and TV material. The majority of editorial coverage featured on Daily Regional content, a total of 166 articles - 39% share against all other editorial coverage. 95,800,188 Social Summary For February 2021, social content from Derry City and Strabane District Council Daily average of 3.5M press office content generated a total of 1,276 Twitter and Facebook posts. Within this coverage, there were 9.5K interactions, broken down further – 4.8K Overall Potential Audience Reach likes/Favourites and 4.7K shares. The potential audience reach for the related The overall editorial and social media coverage generated a potential social coverage was 11.4M. audience reach of over 95.8 million. For February, online coverage had a potential audience reach of 75.1 million, print produced a reach figure of 5.5 million while broadcast had a combined potential audience reach of 3.7 million. Social media 4.8K had a potential audience reach of 11.4 million. 1,276 Tweets 9.5K 4.7K 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 February 2021. All coverage 100 80 60 40 20 0 1st-7th Feb 8th-14th Feb 15th-21st Feb 22nd-28th Feb All coverage The below shows a timeline of the coverage generated by each media channel for January 2021.

80

60

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0 1st-th Feb 8th-14th Feb 15th-21st Feb 22nd-28th Feb Press Online Broadcast Top 5 topics

Armada Heads of Dog fouling Streetscape I Can Grow anniversary Related Items plans project Terms Related Items 266 63 Related Items 41 23 Related Items 12 Related Items 63 23 266 Reach 41 12 Reach Reach Reach Reach 1.1M 181.5K 54.7M 1.1M 1.6M 1.6M 54.7M 358.7K 358.7K 181.5K

Top 5 Coverage Volume Throughout February’s press office content coverage there were five prominent issues. 23 12 Reports based around the signing of the City Deal Heads of Terms had a reach of 54.7M across 266 41 items of print, online, broadcast and social media. By volume, the next was a content around the Mayor’s dog fouling awareness campaign. Coverage of the subject generated 63 items in total with a reach of 1.1M. 63 Third were reports on new streetscape proposals for Derry city centre and Strabane town. Coverage 266 of the subject generated 41 items across all outlets with a reach of 358.7K. Fourth was the 50th anniversary of the Trinidad Armada discovery, currently on display in the Tower Museum. Coverage around the subject produced 23 items with a reach of 1.6M. Heads of Terms Dog fouling The fifth topic for February was around the I Can Grow food sustainability project. Coverage of the Streetscape plans Armada topic generated 12 items of editorial and social coverage, with a total potential audience reach of I Can Grow 181.5K. Print, Online & Broadcast Media Analysis Print Media Analysis Potential Reach For February 2021 across printed media coverage, Derry City and Strabane press office content generated 171 print articles, with a 5.5M potential audience reach of 5.5 million - 7% share against the total Total: Total: 171 Daily average 197.4K reach for editorial and broadcast coverage. In terms of media types, 81% of coverage came from regional daily newspapers, with £311,388.37 18% coming from national daily newspapers and 1% from trade Volume and professional press. The week commencing 22nd February saw the most significant spike in weekly print volumes with 66 separate 1 13 articles.

Print coverage 100

50 78 0 1st-7th 8th-14th 15th-21st 22nd-28th Daily Newspaper (regional) Daily Newspaper (national) Print coverage Trade and Professional Press Print Sentiment Sentiment across print media for Derry City and Strabane District Council related coverage was overall positive. The breakdown identified 121 positive articles, 38 neutral and 12 negative print items. Driving some of the positive coverage was the signing of the City Deal Heads of Terms, a new animation looking at the history and heritage of Derry, and the outcome of a meeting of the North West Total: 121 Total: 12 Regional Development Group. Total: 38 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: 28 News Letter = 11 Articles: 98 Irish News = 7 = 52 = 5 Derry News = 29 Daily Mirror = 2 = 11 = 1 North West Telegraph = 5 The Sun = 1 = 1 Farm Week = 1

All of ROI Total No. Total No. Articles: 31 Strabane Weekly News: 20 Articles: 14 : 9 = 3 : 2 = 2 Irish Daily Mail = 2 News = 2 = 2 Irish Daily Mirror = 1 = 1 Independent = 1 Online Media Analysis For February 2021 across online media coverage, Derry City and Strabane District Potential Reach Council press office content generated 182 online articles, with a potential audience reach of 75.1M million - 89% share against the total reach for editorial Total: Total: 182 75.1M and broadcast coverage. In terms of media types, among the top three - 35% of £1,607,940.05 Daily average 2.7M DCSDC’s online coverage featured on News Websites followed by 25% for Party/Club/Association websites, and 15% from Daily Regional Newspaper websites. The week commencing 22nd February saw the most significant spike in Volume weekly online volumes with 56 separate articles.

Sum Reach 46 64 60 60,000,000

40 40,000,000 27 45 20 20,000,000

0 0 News Websites Club/Party/Association 1st-7th 8th-14th 15th-21st 22nd-28th 1st-7th 8-14th 15th-21st 22nd-28th 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 126 positive articles, 49 neutral and 7 negative online items. Driving some of the positive coverage was the signing of the City Deal Heads of Terms, the success of a Strabane balloon company after receiving a grant, the I Can Grow sustainability Total: 126 Total: 49 Total: 7 project Broadcast Media Analysis For February 2021 across Broadcast Media, Derry City and Strabane District Potential Reach Council press office coverage boasted a total of 76 visual and audio items, with a potential audience reach of 3.7M - a 4% share against all other relevant coverage. With regards to broadcast stations by reach, among the top 3 – BBC NI Total: 76 3.7M Newsline saw a potential audience reach of 757K. Content from U105 saw a reach Daily average 132.9K potential of 721K, while BBC Radio Ulster produced a reach figure of 602K. In Total: terms of shows, Q Radio News generated the greatest total of broadcast items – £48,073.68 with 12 pieces reaching a potential audience of 300K. Top 8 Broadcast Shows by Buzz/Total

Q RADIO NEWS BBC NI NEWSLINE U105 NEWS RADIO FOYLE BREAKFAST

Total: 12 Total: 11 Total: 9 Total: 9 300K 757K 721K 306K

RADIO FOYLE NEWS HIGHLAND NEWS RADIO ULSTER NEWS MARK PATTERSON SHOW

Total: 9 Total: 8 Total: 6 Total: 3 165K 96.9K 602K 69K Broadcast Sentiment Sentiment across broadcast media for Derry City and Strabane District Council press office coverage was overall neutral. The breakdown identified 19 positive items, 50 neutral and 7 negative broadcast items. Driving the positive coverage was the signing of the City Deal Heads of Terms and the meeting of the North West Development Group. Total: 19 Total: 50 Total: 7 Social Coverage Social Coverage Volume

397

Combined Social Totals: 1,276 879 There was a total of 1,276 items of social content generated by Derry City and Strabane District Council press office for February 2021. The breakdown of coverage saw 879 Tweets and 397 Facebook posts. This was a 69% share for Twitter, against a 31% share for Facebook. Facebook Twitter Interactions Reach Interaction Breakdown 11.4M Some more isolated breakdown of interactions shows that there were 4.8K actual 9.5K liked or favourited reactions to a social post. Total Interactions & Reach The combined number of shares for social content was 4.7K. A deeper break- The 1,276 items of social coverage had a potential audience reach of 11.4 million down shows 74% of these where across Twitter and 26% for shares across over the period of the report. Comparing social and editorial reach (84.4 million), Facebook. editorial shared 88% of the overall reach against social’s 12%. Total Social Total Social The overall interactions with social content from Derry City and Strabane District content liked content shared: Council’s press office content was 9.5K. or Favourited: This figure can be also be used as another reach estimate as people have either 4.7K share, favourited or liked a social post. 4.8K Top DCSDC press office Twitter Top DCSDC press office Facebook DCSDC Press Office post by interactions post by Interactions Social Output

394 2K 3M

@dcsdcouncil & @mayordcsdc A total of 394 tweets with a potential audience reach of 3M people and engagement with 2K interactions. 102 16 629 87 391 5K 6.5M 289 Derry City and Strabane Council / Mayor 9K 86 19.6K of Derry and Strabane A total of 391 posts with a potential th 11:00 – 27th February 2021 audience reach of 6.5M people and 19:31 – 25 February 2021 engagement with 5K interactions. Social Output

Further DCSDC press office Twitter posts by interactions

87 57 53 48 17 12 13 10

3.7K 3.7K 3.7K 9K 70 45 40 38

08:08 – 24th February 2021 15:19 – 17th February 2021 12:30 – 24th February 2021 17:30 – 24th February2021

Further DCSDC press office Facebook posts by interactions

232 194 184 136

46 17 17 13

19.5K 19.6K 19.4K 8K

134 154 129 120 18:13 – 11th February 2021 19:29 – 25th February 2021 08:58 – 2nd February 2021 19:02 – 2nd February 2021 Top Influencers

Buzz NW2020 Jobs 63 Charlie Reynolds 29 Brian Tierney 19 A total of 63 tweets A total of 29 tweets A total of 19 tweets referencing DCSDC with referencing DCSDC with referencing DCSDC with 88 potential exposure to 288 potential exposure to 165 potential exposure to 545.9K people and 19.7K people and actual 23.5K people and actual actual engagement with engagement with 165 engagement with 88 23.5K 288 interactions. 545.9K interactions. 19.7K interactions.

Reach NW2020 Jobs 63 BBC Newsline 1 Western Trust 7 A total of 63 tweets A total of 1 post A total of 7 tweets referencing DCSDC with referencing DCSDC with referencing DCSDC with potential exposure to 288 potential exposure to 403 potential exposure to 41 545.9K people and 424.1K people and 85.4K people and actual actual engagement with actual engagement with engagement with 41 288 interactions. 545.9K 403 interactions. 424.1K interactions. 85.4K

Interactions NW2020 Jobs 63 Charlie Reynolds 29 BBC Newsline 1 A total of 63 tweets A total of 29 tweets A total of 1 post referencing DCSDC with referencing DCSDC with referencing DCSDC with potential exposure to 288 potential exposure to 165 potential exposure to 403 545.9K people and 19.7K people and actual 424.1K people and actual engagement with engagement with 165 actual engagement with 288 interactions. 545.9K interactions. 19.7K 403 interactions. 424.1K Coverage Comparison Month on Month Comparison (Editorial and Broadcast) The following illustrates a month-on-month editorial comparison for Derry City and Strabane District Council press office related content generated in January 2021 against February 2021. January saw an output increase across total volumes – from 241 to 429 – but an decrease across reach – from 122.6M to 84.4M. Print Online TV Radio Print Online TV Radio

Total: 92 Total: 139 Total: 1 Total: 9 Total: 171 Total: 182 Total: 14 Total: 62

Total/buzz February 2021

241 429

Reach

122.6M 84.4M January 2021 Trend Graphs 2021 Total Volumes Trend Graph Editorial The following timeline shows a total volume breakdown across editorial media channels (print, online and broadcast) for 2021.

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0 January February March April May June July August September October November December Volume Reach Trend Graph Editorial

The following timeline shows a potential audience breakdown across editorial media channels (print, online and broadcast) for 2021.

Reach 140,000,000

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