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Overall Potential Audience Reach Likes/Favourites and 14.7K Shares 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 150 100 50 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. 80 60 40 20 0 w/c 1st Oct w/c 5th Oct w/c 12th Oct w/c 19th Oct w/c 26th Oct Press Online TV Radio Top 5 topics 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.
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