Meetings, Agendas, and Minutes

Derry City and Strabane District Council The Halloween Festival Media Insight Report

01 st September – 05 th November

We have quantitatively analysed all online, press and broadcast coverage for this period providing scores for Volume, Weight and AVE. A Publication breakdown has also been provided for each media type.

As it is not a commercial station, the following methodology was used to calculate values for BBC stations: AVE for BBC1 - duplicated value from the UTV advertising value rate card. AVE for BBC Radio Ulster - duplicated value from the Cool FM advertising value rate card. AVE for Radio Foyle - duplicated value from the U105 advertising value rate card. Key Performance Indicators

Top Press Publication 208 items Value of coverage £321,868

Press Weight Volume Sq CM AVE Top Broadcast Station Press 138 64,605 £178,984

Volume Minutes AVE

Broadcast 40 167 £42,143

Top Website Volume Word Count AVE

Online 30 14,006 £100,741 © Kantar Media County Breakdown

77 80

20 13

7 10 3 3 2 2 1 1 0 Derry Tyrone Antrim Donegal Fermanagh Armagh Down Sligo Waterford Broadcast

Top Stations By Volume Top Stations By AVE £13,800 25 £14,000 21 £12,000 £11,016 20 £10,000

15 £8,000 £6,426 £5,600 £6,000 £4,785 10 6 6 £4,000 5 2 2 £2,000 1 £244 £0 0 TV3 BBC Radio BBC Radio UTV NewsTalk Q102.9 BBC Radio Foyle Q102.9 BBC Radio Ulster TV3 UTV BBC 1 Foyle Ulster

All Broadcast Coverage Radio Television Duration Duration Duration Volume AVE Volume AVE Volume AVE (Minutes) (Minutes) (Minutes)

40 167 £42,143 35 141 £22,525 5 26 £19,618

*A methodology has been applied to give indicative broadcast values fro BBC stations. See slide 2. Online

Volume Word Count PR Value

March 16 30 14,006

Top Sites By Volume Top Sites By AVE 7 £44,048 7 6 £45,000 6 £40,000 £35,000 5 £30,000 4 3 3 £25,000 £18,679 £20,000 £14,777 3 2 2 £15,000 2 £7,574 £10,000 £6,265 £5,429 1 £5,000 0 £0 Kantar Media Metric Explanations Volume Number of articles Weight How big the article is in sq centimetres. If you were buying an advertisement you would buy it based on square centimetres (SCC). The figure in the report represents the total weight of all articles analysed for the month. If the weight seems to be much larger than the volume in an analysis it means the articles analysed were big and took up a good deal of space in the paper. On the other hand if the weight appears to be relatively smaller then the volume this means that the articles analysed were small in size. Media Advertising Value Equivalent (M-AVE) This is the Advertising Value Equivalent multiplied by a score attributed to the piece based on tonality. Therefore large Positive pieces will be worth more to the company and Negative coverage will be worth nothing. The M- AVE gives you a more accurate understanding of the value of your coverage. A Positive article is worth more, as it is a third party endorsement; the reader is more likely to pay more attention to it and take on board the content rather than a simple ad. A Negative article, on the other hand, is obviously damaging to an organisation and therefore worth nothing. Positive Coverage A Positive article is one where the content is completely Positive or where the Positive content outweighs the Negative. If the headline is Positive the article is nearly always Positive Neutral Coverage The article has neither a Positive or Negative impact on the client. An article is also rated Neutral if the Positive elements are equal to the Negative elements Negative Coverage The article is completely Negative in tone or the Negative components outweigh the Positive. Prime Coverage An article is Prime in impact when it is predominantly about the client. If the client were an actor he’d be up for a lead role in the Oscars. A piece is almost always Prime if the client is in the headline or there is a photo featuring the client. Significant Coverage The article is partly about the client but it still plays an important role in the piece. There may be a piece about the banking industry, which focuses on, for example, three different banks including the client. If this client were an actor they would be up for best supporting act Passing Coverage The client receives only a passing mention (maybe in a listing of companies or only mentioned once in the article). If they were an actor they would have a walk on part Media Performance Index (MPI) This metric is a measurement of coverage dominated by the client and, more than often, driven by the client itself. Therefore, Prime and Significant Positive coverage boosts the Media Performance Index while Prime and Significant Negative coverage drains it. The metric is delivered as a score out of 100. A decent Media Performance would be anything from 50/100 upwards. Corporate Reputation Indicator (CRI) CRI allows us to see how a company’s reputation has been drained or boosted by the coverage analysed for the period. The figure is based on volume and tonality. The volume is multiplied by the scores attributed to the coverage. If most of the coverage is Negative then the scores will be in minus figures and therefore the CRI will be a minus figure. The median for CRI is 0 anything above this is a plus Share of Voice All Share of Voice graphs are by weighted coverage except the “All parties” graph which is done by volume. About Kantar Media

Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. For further information, please visit us at www.kantarmedia.com

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