Derry City and Strabane District Council
Press office media evaluation report October 2020 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 £6,617,781.34 Daily average of £213.5K Total: 221 Total: 229 Total: 10 Total: 59
A total of 519 items of editorial content was generated by the Derry City and Strabane District Council press office in October 2020. The breakdown saw 221 print articles, 229 online articles, 59 radio pieces and 10 TV features. This saw an editorial split of a 44%% for online media against 43%% for printed media and a 13% share for radio and TV material. The majority of editorial coverage featured on Daily Regional content, a total of 208 articles - 40% share against all other editorial coverage. 216,173,001 Social Summary For October 2020, social content from Derry City and Strabane District Council Daily average of 7M press office content generated a total of 1,617 Twitter and Facebook posts. Within this coverage, there were 23.5K interaction, broken down further – 8.8K Overall Potential Audience Reach likes/Favourites and 14.7K shares. The potential audience reach for the related The overall editorial and social media coverage generated a potential social coverage was 12.5M. audience reach of just over 216 million. For October, online coverage had a potential audience reach of 193.2 million, print produced a reach figure of 7.5 million while broadcast had a combined potential audience reach of 3 million. Social media 8.8K had a potential audience reach of 12.5 million. 1,617 Tweets 23.5K 14.7K 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 October 2020. All coverage 150
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0 w/c 1st Oct w/c 5th Oct w/c 12th Oct w/c 19th Oct w/c 26th Oct All coverage The below shows a timeline of the coverage generated by each media channel for October 2020.
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Coronavirus Halloween Factory girls Braidwater George Related Items Related Items sculpture development Haslett 774 774 304 304 Related Items 31 Related Items 26 Related Items 21 Reach Reach 31 26 21 Reach Reach Reach 177M 177M 52.8M 52.8M 859.8K 3M 24.1M 24.1M 859.8K 3M
Top 5 Coverage Throughout October’s press office content coverage there were five prominent issues. Volume Reports based around coronavirus relating to Council counted for the vast majority of the content – 312621 with a reach of 177M across 774 items across print, online, broadcast and social media. By volume, the next was reports on Halloween. Coverage of the subject generated 304 items in total with a reach of 52.8M. 304 Third was reporting on funding approved at the monthly Business & Culture committee for the first phase of a Factory Girls sculpture in Harbour Square. Coverage of the subject generated 31 news items across all outlets with a reach of 24.1M. 774 Fourth was the Mayor’s welcome for the proposed Braidwater housing development on Buncrana Road. Coverage around the subject produced 26 items with a reach of 859.8K. The fifth topic for October was George Haslett who passed his driving test again after a farming Coronavirus Halloween Sculpture accident, with help from the DCSDC GP Referral Scheme. Coverage of the topic generated 21 news Braidwater George Haslett items, including coverage on a German news website, with a total potential audience reach of 3M. Print, Online & Broadcast Media Analysis Print Media Analysis Potential Reach For October 2020 across printed media coverage, Derry City and 7.5M Strabane press office content generated 221 print articles, with a potential audience reach of 7.5 million - 3% share against the total Total: Total: 221 Daily average 242K reach for relevant coverage. In terms of media types, among the £325,104.96 top three - 82% of DCSDC press office print coverage featured in Daily Regional publications followed by 16% for Daily National Volume content, and 2% for Popular Press. The week commencing 26th 5 October saw the most significant spike in weekly print volumes 35 with 60 separate articles.
Print coverage 100
50 181 0 w/c 1st w/c 5th w/c 12th w/c 19th w/c 26th Daily Newspaper (regional) Daily Newspaper (national) Print coverage Popular Press Print Sentiment Sentiment across print media for Derry City and Strabane District Council related coverage was overall positive. The breakdown identified 141 positive articles, 67 neutral and 13 negative print items. Driving some of the positive coverage was Brooke Park receiving the Green Flag Award, Derry and Strabane ranking top in NI for working from home, and the Halloween programme. Total: 141 Total: 67 Total: 13 County Breakdown A breakdown by the total number of printed articles by NI County, with each publication and totals listed.
Total No. All of NI Articles: 131 Total No. Derry Journal: 85 Derry News: 35 Articles: 39 Irish News: 12 Londonderry Sentinel: 6 News Letter: 10 North West Telegraph: 5 Belfast Telegraph: 6 Daily Mirror: 5 Local Women: 4 Business Eye: 1 Irish Daily Star NI: 1
Total No. Articles: 50 Strabane Weekly News: 34 Strabane Chronicle: 12 Tyrone Constitution: 3 All of ROI Tyrone Herald: 1 Total No. Articles: 1 Irish Daily Star: 1 Online Media Analysis For October 2020 across online media coverage, Derry City and Strabane District Potential Reach Council press office content generated 229 online articles, with a potential audience reach of 193.2 million - 89% share against the total reach for relevant Total: Total: 229 193.2M coverage. In terms of media types, among the top four - 39% of DCSDC’s online £4,355,575.39 coverage featured on News Websites followed by 29% for Party/Club/Association Daily average 6.2M websites, 27% from Daily Newspaper websites and 7% from TV/Radio programme websites. The week commencing 19th October saw the most significant spike in Volume weekly online volumes with 60 separate articles, driven by the Halloween programme announcements and the Mayor’s comments on the Braidwater housing development. 15 27 Sum Reach 90 100 60,000,000 40,000,000 66 50 20,000,000 0 0 w/c 1st w/c 5th w/c w/c w/c w/c 1st w/c 5th w/c w/c w/c 12th 19th 26th 12th 19th 226th News Websites Club/Party/Association Sum Reach Daily Newspaper TV/Radio Programme Online Sentiment Sentiment across online media for Derry City and Strabane District Council press office coverage was overall positive. The breakdown identified 161 positive articles, 62 neutral and 6 negative online items. Driving some of the positive coverage was reporting on the Halloween programme, funding approval for the first phase of the Factory Girls sculpture and the Mayor’s comment on the Braidwater housing development plans. Total: 161 Total: 62 Total: 6 Broadcast Media Analysis For October 2020 across Broadcast Media, Derry City and Strabane District Potential Reach Council press office coverage boasted a total of 69 visual and audio items, with a potential audience reach of 3 million - a 1% share against all other relevant coverage. With regards to broadcast stations by reach, among the top 3 – BBC Total: 69 3M Radio Foyle saw a potential audience reach of 600K. Content from BBC NI Daily average 96.7K Newsline saw a reach potential of 598K, while ITV News produced a reach figure Total: of 456K. In terms of shows, BBC Radio Foyle’s Mark Patterson Show generated the £1,937,100.95 greatest total of broadcast items – with 7 pieces reaching a potential audience of 161K. Top 8 Broadcast Shows by Buzz/Total
RADIO FOYLE NEWS COOL FM NEWS DOWNTOWN NEWS MARK PATTERSON SHOW
Total: 11 Total: 11 Total: 10 Total: 7 235K 164.3K 175.8K 161K
RADIO FOYLE BREAKFAST Q RADIO NEWS BBC NEWSLINE HIGHLAND NEWS
Total: 6 Total: 5 Total: 5 Total: 3 Broadcast Sentiment 204K 108K 598K 36.3K Sentiment across broadcast media for Derry City and Strabane District Council press office coverage was overall neutral. The breakdown identified 17 positive items, 39 neutral and 13 negative broadcast items. Driving some positive coverage was a feature on an upcoming boot camp for entrepreneurs and Derry and Strabane being ranked as the number on place in NI to work from home. Total: 17 Total: 39 Total: 13 Social Coverage Social Coverage Volume
342
Combined Social Totals: 1,617 1275 There was a total of 1,617 items of social content generated by Derry City and Strabane District Council press office for October 2020. The breakdown of coverage saw 1,275 Tweets and 342 Facebook posts. This was a 79% share for Twitter, against a 21% share for Facebook. Facebook Twitter Interactions Reach Interaction Breakdown Some more isolated breakdown of interactions shows that there were 8.8K actual 23.5K 12.5M liked or favourited reactions to a social post. Total Interactions & Reach The combined number of shares for social content was 14.7K. A deeper break- The 1,617 items of social coverage had a potential audience reach of 12.5 million down shows 75% of these where across Twitter and 25% for shares across over the period of the report. Comparing social and editorial reach (203.7 Facebook. million), editorial shared 94% of the overall reach against social’s 6%. 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 23.5K. or Favourited: This figure can be also be used as another reach estimate as people have either 14.7K share, favourited or liked a social post. 8.8K Top DCSDC press office Twitter Top DCSDC press office Facebook DCSDC Press Office post by interactions post by Interactions Social Output
336 3.3K 2.4M
@dcsdcouncil & @mayordcsdc A total of 336 tweets with a potential audience reach of 2.4M people and engagement with 3.3K interactions. 102 46 1.1K 366 315 9.4K 4.8M 493 Derry City and Strabane Council / Mayor 8.5K 56 7.4K of Derry and Strabane A total of 315 posts with a potential th 15:51 – 27th October 2020 audience reach of 4.8M people and 18:00 – 8 October 2020 engagement with 9.4K interactions. Social Output
Further DCSDC press office Twitter posts by interactions
83 71 62 60 16 22 22 24 3.5K 8.5K 3.5K 3.5K 67 49 40 36
th th 14:00 – 10th October 2020 17:30 – 11 October 2020 17:44 – 9 October 2020 12:02 – 3rd October 2020
Further DCSDC press office Facebook posts by interactions
983 494 346 346
737 249 36 220
17.9K 17.5K 17.5K 17.7K
165 241 217 110 09:43 – 15th October 2020 18:00 – 8th October 2020 12:49 – 8th October 2020 17:00 – 12th October 2020 Top Influencers
Buzz NW2020 Jobs 150 Charlie Reynolds 55 Brian Tierney 43 A total of 150 tweets A total of 55 tweets A total of 43 tweets referencing DCSDC with referencing DCSDC with referencing DCSDC with 268 potential exposure to 731 potential exposure to 375 potential exposure to 1.1M people and actual 38K people and actual 49.2K people and actual engagement with 268 engagement with 731 engagement with 375 49.2K interactions 1.1M interactions 38K interactions
Reach NW2020 Jobs 150 Colum Eastwood 17 BBC Newsline 1 A total of 150 tweets A total of 17 tweets A total of 1 post referencing DCSDC with referencing DCSDC with referencing DCSDC with potential exposure to 731 potential exposure to 140 potential exposure to 77 1.1M people and actual 527.5K people and 419K people and actual engagement with 731 actual engagement with engagement with 77 interactions 1.1M 140 interactions 527.4K interactions 419K
Interactions Charlie Reynolds 55 Newswire 6 NW2020 Jobs 150 A total of 55 tweets A total of 6 posts A total of 150 tweets referencing DCSDC with referencing DCSDC with referencing DCSDC with potential exposure to 375 potential exposure to 351 potential exposure to 731 38K people and actual 127.6K people and 1.1M people and actual engagement with 375 actual engagement with engagement with 731 interactions 38K 351 interactions 127.6K interactions 1.1M 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 September 2020 against October 2020. October saw an output increase across total volumes – from 363 to 519 – and across reach – from 32M to 216.2M. Print Online TV Radio Print Online TV Radio
Total: 166 Total: 150 Total: 7 Total: 41 Total: 221 Total: 229 Total: 10 Total: 59
Total/buzz October 2020 363 519
Reach
32M 216.2M September 2020 September Trend Graphs 2020 Total Volumes Trend Graph Editorial The following timeline shows a total volume breakdown across editorial media channels (print, online and broadcast) for 2020.
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The following timeline shows a potential audience breakdown across editorial media channels (print, online and broadcast) for 2020.
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Derry City and Strabane District Council
Press office media evaluation report November 2020 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 £2,117,099.71 Daily average of £70.6K Total: 171 Total: 214 Total: 2 Total: 23
A total of 410 items of editorial content was generated by the Derry City and Strabane District Council press office in November 2020. The breakdown saw 171 print articles, 214 online articles, 23 radio pieces and 2 TV features. This saw an editorial split of a 52% for online media against 42% for printed media and a 6% share for radio and TV material. The majority of editorial coverage featured on Daily Regional content, a total of 175 articles - 43% share against all other editorial coverage. 93,101,338 Social Summary For November 2020, social content from Derry City and Strabane District Council Daily average of 3.1M press office content generated a total of 1,227 Twitter and Facebook posts. Within this coverage, there were 8.6K interaction, broken down further – 4.9K Overall Potential Audience Reach likes/Favourites and 3.7K shares. The potential audience reach for the related The overall editorial and social media coverage generated a potential social coverage was 11M. audience reach of just over 93 million. For November, online coverage had a potential audience reach of 76.8 million, print produced a reach figure of 4.6 million while broadcast had a combined potential audience reach of 801,004. Social media had 4.9K a potential audience reach of 11 million. 1,227 Tweets 8.6K 3.7K 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 October 2020. All coverage 150
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0 1st-8th Nov 9th-15th Nov 16th-22nd Nov 23rd-30th Nov All coverage The below shows a timeline of the coverage generated by each media channel for October 2020.
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Christmas lights Disability Golden Airport Lisnagelvin switch-on Week Bridges funding site Related Items 28 Related Items 74 Related Items 62 Related Items 39 34 Related Items 39 34 28 74 62 Reach Reach Reach Reach Reach 706.5K 500K 24M 24M 294.2K 706.5K 500K 693.1K 693.1K 294.2K Top 5 Coverage Throughout November’s press office content coverage there were five prominent issues. Volume Reports based around the virtual Disability Awareness Week programme had a reach of 706.5K 28 across 74 items of print, online, broadcast and social media. 74 By volume, the next was reports on the virtual Golden Bridges conference. Coverage of the subject 34 generated 62 items in total with a reach of 500K. Third was reporting on funding received for City of Derry Airport. Coverage of the subject generated 39 items across all outlets with a reach of 693.1K. 39 Fourth was the switching on of the Christmas lights. Coverage around the subject produced 34 items with a reach of 24M. 62 The fifth topic for November was news that the former Lisnagelvin leisure site had been placed for Disability Week Golden Bridges sale. Coverage of the topic generated 28 items of editorial and social coverage, with a total potential Airport funding Christmas lights audience reach of 294.2K. Lisnagelvin Print, Online & Broadcast Media Analysis Print Media Analysis Potential Reach For November 2020 across printed media coverage, Derry City and Strabane press office content generated 171 print articles, with a 4.6M potential audience reach of 4.6 million - 6% share against the total Total: Total: 171 Daily average 153K reach for editorial and broadcast coverage. In terms of media types, among the top three - 82% of DCSDC press office print £238,539.88 coverage featured in Daily Regional publications followed by 17% Volume for Daily National content, and less than 1% for Trade and Professional Press and Customer Magazines. The weeks 11 commencing 16th and 23rd November saw the most significant 29 spike in weekly print volumes with 53 separate articles. Print coverage 100 50 0 140 1st-8th Nov 9th-15th 16th-22nd 23rd-30th Nov Nov Nov Daily Newspaper (regional) Daily Newspaper (national) Print coverage Trade and Professional Press Customer Magazine Print Sentiment Sentiment across print media for Derry City and Strabane District Council related coverage was overall positive. The breakdown identified 127 positive articles, 34 neutral and 10 negative print items. Driving some of the positive coverage was the Mayor’s Christmas tea dance going virtual, live music returning to the Alley Theatre, and the extensive Disability Awareness Week programme. Total: 127 Total: 34 Total: 10 County Breakdown A breakdown by the total number of printed articles by NI County, with each publication and totals listed.
Total No. All of NI Articles: 99 Total No. Derry Journal: 63 Derry News: 31 Articles: 30 News Letter: 19 Londonderry Sentinel: 4 Irish News: 7 North West Telegraph: 1 Belfast Telegraph: 1 NI 4 Kids: 1 Ulster Gazette: 1 Northern Builder: 1
Total No. Articles: 34 All of ROI Strabane Weekly News: 23 Strabane Chronicle: 7 Total No. Dungannon Herald: 2 Articles: 7 Tyrone Herald: 2 Irish Daily Star: 1 Irish Daily Mirror: 1 Total No. Donegal Democrat: 1 Donegal Post: 1 Articles: 1 Inish Times: 1 County Down Outlook: 1 Inishowen Independent: 2 Online Media Analysis For November 2020 across online media coverage, Derry City and Strabane Potential Reach District Council press office content generated 214 online articles, with a potential audience reach of 76.8 million - 93% share against the total reach for Total: Total: 214 76.8M editorial and broadcast coverage. In terms of media types, among the top three - £1,752,262.39 Daily average 2.6M 36% of DCSDC’s online coverage featured on News Websites followed by 34% for Party/Club/Association websites, and 16% from Daily Regional Newspaper websites. The week commencing 23rd November saw the most significant spike in Volume weekly online volumes with 75 separate articles.
Sum Reach 29 78 100 60,000,000 35 40,000,000 50 20,000,000 0 0 72 1st-8th 9th-15th 16th-22nd 23rd-30th 1st-8th 9th-15th 16th-22nd 23rd-30th Nov Nov Nov Nov Nov Nov Nov Nov
Sum Reach News Websites Club/Party/Association Daily Newspaper Other
Online Sentiment Sentiment across online media for Derry City and Strabane District Council press office coverage was overall positive. The breakdown identified 165 positive articles, 39 neutral and 10 negative online items. Driving some of the positive coverage was reporting on the Christmas light switch-on, business workshops taking place, and the announcement on the Waterside Shared Village Project. Total: 165 Total: 39 Total: 10 Broadcast Media Analysis For November 2020 across Broadcast Media, Derry City and Strabane District Potential Reach Council press office coverage boasted a total of 25 visual and audio items, with a potential audience reach of 801,004 - a 1% share against all other relevant coverage. With regards to broadcast stations by reach, among the top 3 – ITV Total: 25 801K News saw a potential audience reach of 315K. Content from BBC Radio Foyle saw Daily average 26.7K a reach potential of 162K, while Highland Radio produced a reach figure of Total: 145.5K. In terms of shows, BBC Radio Foyle’s Mark Patterson Show generated the £126,297.45 greatest total of broadcast items – with 3 pieces reaching a potential audience of 69K. Top 8 Broadcast Shows by Buzz/Total
HIGHLAND NEWS MARK PATTERSON SHOW COOL FM NEWS ITV EVENING NEWS
Total: 12 Total: 3 Total: 3 Total: 2 145.5K 69K 9.3K 315K
RADIO FOYLE BREAKFAST U105 NEWS GOOD MORNING ULSTER RF NEWS AT ONE
Total: 2 Total: 1 Total: 1 Total: 1 Broadcast Sentiment 68K 96K 73K 25K Sentiment across broadcast media for Derry City and Strabane District Council press office coverage was overall neutral. The breakdown identified 8 positive items, 16 neutral and 1 negative broadcast item. Driving some positive coverage was the Golden Bridges conference, funding for City of Derry Airport, and the Mayor thanking the public for staying safe during Halloween. Total: 8 Total: 16 Total: 1 Social Coverage Social Coverage Volume
387
Combined Social Totals: 1,227 840 There was a total of 1,227 items of social content generated by Derry City and Strabane District Council press office for November 2020. The breakdown of coverage saw 840 Tweets and 387 Facebook posts. This was a 68% share for Twitter, against a 32% share for Facebook. Facebook Twitter Interactions Reach Interaction Breakdown Some more isolated breakdown of interactions shows that there were 4.9K actual 8.6K 11M liked or favourited reactions to a social post. Total Interactions & Reach The combined number of shares for social content was 3.7K. A deeper break- The 1,227 items of social coverage had a potential audience reach of 11 million down shows 61% of these where across Twitter and 39% for shares across over the period of the report. Comparing social and editorial reach (82.2 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 8.6K. or Favourited: This figure can be also be used as another reach estimate as people have either 3.7K share, favourited or liked a social post. 4.9K Top DCSDC press office Twitter Top DCSDC press office Facebook DCSDC Press Office post by interactions post by Interactions Social Output
370 1.7K 2.7M
@dcsdcouncil & @mayordcsdc A total of 370 tweets with a potential audience reach of 2.7M people and engagement with 1.7K interactions. 95 13 782 268 377 5.6K 5.8M 405 Derry City and Strabane Council / Mayor 3.5K 82 7.7K of Derry and Strabane A total of 377 posts with a potential 19:05 – 20th November 2020 audience reach of 5.8M people and 17:00 – 20th November 2020 engagement with 5.6K interactions. Social Output
Further DCSDC press office Twitter posts by interactions
30 28 27 26 6 8 4 6 8.6K 3.5K 3.5K 8.6K 24 20 23 20
th th 14:36 – 3rd November 2020 12:00 – 14 November 2020 19:55 – 27 November 2020 12:22 – 5th November 2020
Further DCSDC press office Facebook posts by interactions
358 315 295 105
98 100 28 75
18.5K 18.3K 18.7K 18.2K
140 95 236 30 11:30 – 22nd November 2020 13:30 – 21st November 2020 19:13 – 26th November 2020 14:30 – 18th November 2020 Top Influencers
Buzz NW2020 Jobs 133 Charlie Reynolds 32 Brian Tierney 24 A total of 133 tweets A total of 32 tweets A total of 24 tweets referencing DCSDC with referencing DCSDC with referencing DCSDC with 95 potential exposure to 366 potential exposure to 111 potential exposure to 947.4K people and 22.2K people and actual 28.9K people and actual engagement with 95 actual engagement with engagement with 111 28.9K 366 interactions. 947.4K interactions 22.2K interactions
Reach NW2020 Jobs 133 Damian McGinty 1 Derry Journal 1 A total of 133 tweets A total of 1 tweet A total of 1 post referencing DCSDC with referencing DCSDC with referencing DCSDC with potential exposure to 366 potential exposure to 13 potential exposure to 17 947.4K people and 427.2K people and 67.7K people and actual actual engagement with actual engagement with engagement with 17 366 interactions. 947.4K 13 interactions 427.2K interactions 67.7K
Interactions Strabane Chronicle 1 Charlie Reynolds 32 NW2020 Jobs 133 A total of 1 post A total of 32 tweets A total of 133 tweets referencing DCSDC with referencing DCSDC with referencing DCSDC with potential exposure to 153 potential exposure to 111 potential exposure to 366 15K people and actual 22.2K people and actual 947.4K people and engagement with 153 engagement with 111 actual engagement with interactions 15K interactions 22.2K 366 interactions. 947.4K 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 October 2020 against November 2020. November saw an output decrease across total volumes – from 519 to 410 – and across reach – from 216.2M to 82.2M. Print Online TV Radio Print Online TV Radio
Total: 221 Total: 229 Total: 10 Total: 59 Total: 171 Total: 214 Total: 2 Total: 23
Total/buzz November 2020
519 410
Reach
216.2M 82.2M October 2020 October Trend Graphs 2020 Total Volumes Trend Graph Editorial The following timeline shows a total volume breakdown across editorial media channels (print, online and broadcast) for 2020.
Volume 600
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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 2020.
Reach 250,000,000
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0 January February March April May June July August September October November December Reach
Derry City and Strabane District Council
Press office media evaluation report December 2020 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 £2,305,774.75 Daily average of £74.4K Total: 142 Total: 166 Total: 5 Total: 38
A total of 351 items of editorial content was generated by the Derry City and Strabane District Council press office in December 2020. The breakdown saw 142 print articles, 166 online articles, 38 radio pieces and 5 TV features. This saw an editorial split of a 47% for online media against 40% for printed media and a 13% share for radio and TV material. The majority of editorial coverage featured on Daily Regional content, a total of 153 articles - 44% share against all other editorial coverage. 89,191,211 Social Summary For December 2020, social content from Derry City and Strabane District Council Daily average of 2.9M press office content generated a total of 1,013 Twitter and Facebook posts. Within this coverage, there were 8.1K interactions, broken down further – 5K Overall Potential Audience Reach likes/Favourites and 3.1K shares. The potential audience reach for the related The overall editorial and social media coverage generated a potential social coverage was 9.9M. audience reach of just under 90 million. For December, online coverage had a potential audience reach of 74.5 million, print produced a reach figure of 3.6 million while broadcast had a combined potential audience reach of 1.1 million. Social media 5K had a potential audience reach of 9.9 million. 1,013 Tweets 8.1K 3.1K 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 October 2020. All coverage 150
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0 1st-6th Dec 7th-13th Dec 14th-20th Dec 21st-27th Dec 28th-31st Dec All coverage The below shows a timeline of the coverage generated by each media channel for October 2020.
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Covid Christmas RC CoDA Streetscape Bring back reassurance times meeting proposals the bees mark 9 Related Items 84 Related Items 27 Related Items 17 17 Related Items 17 Related Items 9 84 27 17 Reach Reach Reach Reach 881K 26.6M Reach 219.3K 128.1K 245.7K 245.7K 128.1K 881K 26.6M 219.3K Top 5 Coverage Throughout December’s press office content coverage there were five prominent issues. Volume 9 Reports based around recycling centre opening times and bin collections over Christmas and New 17 Year had a reach of 881K across 84 items of print, online, broadcast and social media. 17 By volume, the next was reports on a Council meeting regarding City of Derry Airport. Coverage of 84 the subject generated 27 items in total with a reach of 26.6M. Third was reporting on new innovative streetscape proposals in Derry and Strabane. Coverage of the 27 subject generated 17 items across all outlets with a reach of 245.7K. RC times Fourth was the launch of the Covid reassurance mark for businesses. Coverage around the subject produced 17 items with a reach of 219.3K. CoDA meeting The fifth topic for December was around the bring back the bees campaign related to Don’t Mow Let Streetscape proposals It Grow. Coverage of the topic generated 9 items of editorial and social coverage, with a total Covid reassurance mark potential audience reach of 128.1K. Bring back the bees Print, Online & Broadcast Media Analysis Print Media Analysis Potential Reach For December 2020 across printed media coverage, Derry City and Strabane press office content generated 142 print articles, with a 3.6M potential audience reach of 3.6 million - 5% share against the total Total: Total: 142 Daily average 117.2K reach for editorial and broadcast coverage. In terms of media types, 92% of coverage came from regional daily newspapers, with £195,652.34 8% coming from national daily newspapers. The week commencing Volume 7th December saw the most significant spike in weekly print volumes with 44 separate articles. 12
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0 1st-6th 7th-13th 14th-20th 21st-27th 28th-31st Dec Dec Dec Dec Dec 130 Print coverage Daily Newspaper (regional) Daily Newspaper (national) Print Sentiment Sentiment across print media for Derry City and Strabane District Council related coverage was overall positive. The breakdown identified 95 positive articles, 37 neutral and 10 negative print items. Driving some of the positive coverage was free parking in Strabane for Christmas shoppers, the Mayor’s visits to schools with Santa, and City of Derry Airport putting on extra flights for the festive Total: 95 Total: 10 season. Total: 37 County Breakdown A breakdown by the total number of printed articles by NI County, with each publication and totals listed.
Total No. Total No. Articles: 2 Articles: 67 Ballycastle Chronicle: 1 Derry Journal: 33 Ballymoney Chronicle: 1 Derry News: 27 Londonderry Sentinel: 2 All of NI North West Telegraph: 3 Coleraine Chronicle: 1 Total No. Northern Constitution: 1 Articles: 14 Irish News: 5 News Letter: 4 Belfast Telegraph: 3 Total No. Ulster Herald: 2 Articles: 54 All of ROI Strabane Weekly News: 39 Strabane Chronicle: 14 Total No. Tyrone Constitution: 1 Articles: 5 Donegal Democrat: 1 Donegal Post: 1 Inish Times: 1 Inishowen Independent: 1 Donegal People’s Press: 1 Online Media Analysis For December 2020 across online media coverage, Derry City and Strabane Potential Reach District Council press office content generated 166 online articles, with a potential audience reach of 74.5 million - 94% share against the total reach for Total: Total: 166 74.5M editorial and broadcast coverage. In terms of media types, among the top three - £1,679,712.16 Daily average 2.4M 40% of DCSDC’s online coverage featured on News Websites followed by 27% for Party/Club/Association websites, and 14% from Daily Regional Newspaper websites. The week commencing 7th December saw the most significant spike in Volume weekly online volumes with 61 separate articles.
Sum Reach 32 80 50,000,000 67 60 40,000,000 23 30,000,000 40 20,000,000 20 10,000,000 44 0 0
News Websites Club/Party/Association 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 117 positive articles, 33 neutral and 16 negative online items. Driving some of the positive coverage was the second round of Covid Business Revitalisation Grants, the innovative new streetscape proposals, and the return of the Walled City Market. Total: 117 Total: 33 Total: 16 Broadcast Media Analysis For December 2020 across Broadcast Media, Derry City and Strabane District Potential Reach Council press office coverage boasted a total of 43 visual and audio items, with a potential audience reach of 1.1M - a 1% share against all other relevant coverage. With regards to broadcast stations by reach, among the top 3 – BBC Total: 43 1.1M Radio Foyle saw a potential audience reach of 415K. Content from BBC NI Daily average 36.6K Newsline saw a reach potential of 353K, while Highland Radio produced a reach Total: figure of 254.7K. In terms of shows, BBC Radio Foyle’s Breakfast Show generated £430,410.25 the greatest total of broadcast items – with 7 pieces reaching a potential audience of 238K. Top 8 Broadcast Shows by Buzz/Total
HIGHLAND NEWS RADIO FOYLE BREAKFAST BBC NEWSLINE MARK PATTERSON SHOW
Total: 21 Total: 7 Total: 4 Total: 4 254.7K 238K 353K 92K
RADIO FOYLE NEWS ITV LUNCHTIME NEWS RADIO ULSTER NEWS RADIO FOYLE NEWS AT ONE
Total: 3 Total: 1 Total: 1 Total: 1 Broadcast Sentiment 60K 45K 43K 25K Sentiment across broadcast media for Derry City and Strabane District Council press office coverage was overall neutral. The breakdown identified 6 positive items, 31 neutral and 6 negative broadcast item. Driving some positive coverage was the launch of the Covid reassurance mark for businesses, an interview with the Mayor reflecting on 2020 and the announcement of plans to celebrate St Total: 6 Total: 6 Colmcille. Total: 31 Social Coverage Social Coverage Volume
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Combined Social Totals: 1,013 687 There was a total of 1,013 items of social content generated by Derry City and Strabane District Council press office for December 2020. The breakdown of coverage saw 687 Tweets and 326 Facebook posts. This was a 68% share for Twitter, against a 32% share for Facebook. Facebook Twitter Interactions Reach Interaction Breakdown Some more isolated breakdown of interactions shows that there were 5K actual 8.1K 9.9M liked or favourited reactions to a social post. Total Interactions & Reach The combined number of shares for social content was 3.1K. A deeper break- The 1,013 items of social coverage had a potential audience reach of 9.9 million down shows 53% of these where across Twitter and 47% for shares across over the period of the report. Comparing social and editorial reach (79.3 million), Facebook. editorial shared 89% of the overall reach against social’s 11%. 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 8.1K. or Favourited: This figure can be also be used as another reach estimate as people have either 3.1K share, favourited or liked a social post. 5K Top DCSDC press office Twitter Top DCSDC press office Facebook DCSDC Press Office post by interactions post by Interactions Social Output
344 1.2K 2.4M
@dcsdcouncil & @mayordcsdc A total of 344 tweets with a potential audience reach of 2.4M people and engagement with 1.2K interactions. 83 12 694 39 310 5.6K 4.9M 145 Derry City and Strabane Council / Mayor 8.7K 71 18.8K of Derry and Strabane A total of 310 posts with a potential rd 21:35 – 3rd December 2020 audience reach of 4.9M people and 19:42 – 3 December 2020 engagement with 5.6K interactions. Social Output
Further DCSDC press office Twitter posts by interactions
44 41 27 27 10 9 3 6 8.7K 3.6K 8.8K 8.8K 33 32 24 21
th th 17:30 – 6th December 2020 15:39 – 9 December 2020 19:02 – 9 December 2020 18:10 – 10th December 2020
Further DCSDC press office Facebook posts by interactions
146 145 131 99
19 44 23 71
18.8K 19K 18.7K 18.8K
112 47 100 27 19:03 – 9th December 2020 14:43 – 29th December 2020 16:58 – 2nd December 2020 19:00 – 4th December 2020 Top Influencers
Buzz NW2020 Jobs 83 Brian Tierney 20 Charlie Reynolds 19 A total of 83 tweets A total of 20 tweets A total of 19 tweets referencing DCSDC with referencing DCSDC with referencing DCSDC with 55 potential exposure to 222 potential exposure to 80 potential exposure to 594.3K people and 24.5K people and actual 13.1K people and actual engagement with 55 actual engagement with engagement with 80 13.1K 222 interactions. 594.3K interactions. 24.5K interactions.
Reach NW2020 Jobs 83 BBC Newsline 1 Roma Downey 1 A total of 83 tweets A total of 1 post A total of 1 tweet referencing DCSDC with referencing DCSDC with referencing DCSDC with potential exposure to 222 potential exposure to 290 potential exposure to 11 594.3K people and 419.9K people and 287.8K people and actual engagement with actual engagement with actual engagement with 222 interactions. 594.3K 290 interactions. 419.9K 11 interactions. 287.8K
Interactions NW2020 Jobs 83 Western HSCT 1 BBC Newsline 1 A total of 83 tweets A total of 1 post A total of 1 post referencing DCSDC with referencing DCSDC with referencing DCSDC with potential exposure to 222 potential exposure to 114 potential exposure to 290 594.3K people and 42.2K people and actual 419.9K people and actual engagement with engagement with 114 actual engagement with 222 interactions. 594.3K interactions. 42.2K 290 interactions. 419.9K 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 November 2020 against December 2020. December saw an output decrease across total volumes – from 410 to 351 – and across reach – from 82.2M to 79.3M. Print Online TV Radio Print Online TV Radio
Total: 171 Total: 214 Total: 2 Total: 23 Total: 142 Total: 166 Total: 5 Total: 38
Total/buzz December 2020 December 410 351
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82.2M 79.3M November 2020 November Trend Graphs 2020 Total Volumes Trend Graph Editorial The following timeline shows a total volume breakdown across editorial media channels (print, online and broadcast) for 2020.
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The following timeline shows a potential audience breakdown across editorial media channels (print, online and broadcast) for 2020.
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