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City Deal Heads of Terms Media Evaluation , Item GSP58/20 PDF 3 MB Derry City and Strabane District Council Media evaluation report City Deal signing of Heads of Terms 15th February – 10th March 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 rankings: NIMMS’s hashtag tracker captures hashtags across Alexa mainly and other online measurement Positive: the media piece is predominantly all copy media. The value attributed to each sources. positive, favourable. hashtag is based on buzz/number of media piece. Neutral: the content is neither positive nor BROADCAST TV/RADIO reach = negative or may be attributed to a balanced piece INTERACTIONS listenership/viewership. that counters negative and positive associations. Interactions is the total sum of interactions with a Often used for passing mentions of key words. social media post (retweets, favourites, SOCIAL reach = page likes/followers/subscribers. Negative: the media piece will leave the reader comments, shares, emojis, views, likes, dislikes). with a negative viewpoint from brand perspective. VISITS Visits applies to blog content. Executive Summary Print Online TV Radio £1,243,832.21 Total: 64 Total: 80 Total: 10 Total: 49 A total of 203 items of editorial content was generated around the City Deal signing of Heads of Terms. The breakdown saw 64 print articles, 80 online articles, 49 radio pieces and 10 TV features. This saw an editorial split of a 39% for online media against 32% for printed media and a 29% share for radio and TV material. The majority of editorial coverage featured on Daily Regional content, a total of 76 articles - 37% share against all other editorial coverage. Social Summary 60,357,819 Social content around the City Deal signing of Heads of Terms generated a total of 661 Twitter and Facebook posts. Within this coverage, there were 8.3K interactions, broken down further – 2K likes/Favourites and 6.3K shares. The Overall Potential Audience Reach potential audience reach for the related social coverage was 4.8M. The overall editorial and social media coverage generated a potential audience reach of 60.4 million. Online coverage had a potential audience reach of 50.3 million, print produced a reach figure of 1.8 million while broadcast had a combined potential audience reach of 3.5 million. Social media had a potential 2K audience reach of 4.8 million. 661 Tweets 8.3K 6.3K likes or and Posts interactions shares favourites Print, Online & Broadcast Media Analysis Volume 1 7 Total: Potential Reach Total: 64 £119,381.99 1.8M Print Media Analysis Across printed media coverage, the City Deal signing of Heads of Terms generated 64 print articles, with a potential audience reach of 1.8 million - 3% share against the total reach for editorial and broadcast coverage. In terms of media types, 88% of coverage 56 came from regional daily newspapers, with 11% coming from national daily newspapers and 1% from popular press. Daily Newspaper (regional) Daily Newspaper (national) Popular Press Print Sentiment Sentiment across print media for the Heads of Terms coverage was overall positive. The breakdown identified 63 positive articles, 1 neutral and 0 negative print items. Total: 63 Total: 1 Total: 0 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: 7 News Letter = 2 Articles: 42 Irish News = 2 Derry Journal = 29 Belfast Telegraph = 1 Derry News = 4 Daily Mirror = 1 Londonderry Sentinel = 7 Business Eye = 1 North West Telegraph = 1 Northern Constitution = 1 Total No. Articles: 14 Strabane Weekly News: 9 Strabane Chronicle: 4 Tyrone Herald: 1 All of ROI Total No. Articles: 1 Irish Times = 1 Online Media Analysis Across online media coverage, content around the City Deal Heads of Terms Volume signing generated 80 online articles, with a potential audience reach of 50.3 million - 91% share against the total reach for editorial and broadcast coverage. In terms of media types, among the top three - 25% of online coverage featured on 9 Daily Regional Newspaper websites followed by 24% News Sites, and 18% from Party/Club/Association websites. 9 20 9 19 14 Total: Total: 80 Potential Reach Daily Newspaper (Regional) News sites £1,076,771.66 50.3M Party/club/association Program TV/Radio Weekly Newspaper/Magazine Other Online Sentiment Sentiment across online media for Heads of Terms coverage was overall positive. The breakdown identified 75 positive articles, 5 neutral and 0 negative online items. Total: 75 Total: 5 Total: 0 Broadcast Media Analysis Across Broadcast Media, the City Deal Heads of Terms signing boasted a total of Potential Reach 59 visual and audio items, with a potential audience reach of 3.5M - a 6% share against all other relevant coverage. With regards to broadcast stations by reach, among the top 3 – BBC Radio Ulster saw a potential audience reach of 901K. Total: 59 3.5M Content from U105 saw a reach potential of 889K, while BBC Radio Foyle produced a reach figure of 506K. In terms of shows, BBC Radio Foyle Breakfast generated the greatest total of broadcast items – with 10 pieces reaching a Total: potential audience of 340K. There was extensive broadcast coverage across a £47,678.57 wide variety of outlets including television piece on ITV News, RTE News, BBC Newsline and TG4 News, and radio pieces on prominent shows like Radio Ulster’s Good Morning Ulster, U105 Morning Show and U105’s Frank Mitchell Show. RADIO FOYLE BREAKFAST U105 NEWS RADIO ULSTER NEWS BBC NEWSLINE Top 8 Broadcast Shows Total: 10 Total: 7 Total: 7 Total: 7 by Buzz/Total 340K 658K 675K 458K Q RADIO NEWS U105 MORNING SHOW GOOD MORNING ULSTER MARK PATTERSON SHOW Total: 7 Total: 4 Total: 2 Total: 2 175K 124K 146K 46K Broadcast Sentiment Sentiment across broadcast media coverage was overall neutral. The breakdown identified 22 positive items, 37 neutral and 0 negative broadcast items. Total: 22 Total: 37 Total: 0 Social Coverage Social Coverage Volume 58 Combined Social Totals: 662 There was a total of 662 items of social content generated around the City Deal signing of Heads of Terms. The breakdown of coverage saw 604 Tweets and 58 Facebook posts. This was a 91% share for Twitter, against a 9% share for Facebook. There were social posts from politicians including Brandon Lewis MP, Robin Walker MP, Arlene 604 Foster MLA, Michelle O’Neill MLA, Nichola Mallon MLA, Conor Murphy MLA, Colum Eastwood MP, Órhlaith Begley MP amongst many others. It was also mentioned by well-known celebrities and organisations including Roma Downey, Phil Coulter, John Duddy and Derry City FC. Facebook Twitter Interactions Reach Interaction Breakdown 4.8M Some more isolated breakdown of interactions shows that there were 2K actual 8.3K liked or favourited reactions to a social post. Total Interactions & Reach The combined number of shares for social content was 6.3K. A deeper break- The 662 items of social coverage had a potential audience reach of 4.8 million down shows 99% of these where across Twitter and 1% for shares across over the period of the report. Comparing social and editorial reach (55.6 million), Facebook. editorial shared 92% of the overall reach against social’s 8%. Total Social Total Social The overall interactions with social content around the Heads of Terms content content liked content shared: was 8.3K. or Favourited: This figure can be also be used as another reach estimate as people have either 6.3K share, favourited or liked a social post. 2K Top DCSDC press office Twitter Top DCSDC press office Facebook DCSDC Press Office post by interactions post by Interactions Social Output 90 1K 701.2K @dcsdcouncil & @mayordcsdc A total of 90 tweets with a potential audience reach of 701K people and engagement with 1K interactions. 87 17 78 19 53 407 914.6K 55 Derry City and Strabane Council / Mayor 3.7K 70 8.1K of Derry and Strabane A total of 53 posts with a potential th 08:15 – 24th February 2021 audience reach of 914.6K people and 08:08 – 24 February 2021 engagement with 407 interactions. Top Influencers Buzz NIO 4 Colum Eastwood 3 NI Executive 3 A total of 4 tweets with A total of 3 tweets with A total of 3 tweets with potential exposure to potential exposure to potential exposure to 30 83.6K people and actual 89 106K people and actual 90 147K people and actual engagement with 89 engagement with 90 engagement with 30 interactions.
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