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Media Analysis & Evaluation Report the Arts Council Touring Experiment

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Media Analysis & Evaluation Report the Arts Council Touring Experiment . Media Analysis & Evaluation Report for The Arts Council Touring Experiment Prepared by: Elizabeth Lonergan Date: 9th January 2008 . Table of Contents 1. Media Analysis Definitions 3 2. Executive Summary 4 3. Summary Media Coverage Report 6 4. Media Volume Analysis 12 5. Media Value Analysis 18 2 Media Analysis Definitions Media Impact & Influence tracking allows clients to evaluate either on an ongoing basis or post – event both the Media Impact and the Media Influence of their PR efforts. Each individual piece of coverage is analysed along a set criteria to assess individual coverage impact & influence Impact is defined as the editorial impact of the relevant section of the editorial from an editor's perspective. Coverage is classified into one of the following 3 categories o Prime: Company / Brand in headline / first sentence in first Paragraph / Logo / Pictorial / Heavy Branding o Significant: Company / Brand mention in context about company or industry o Passing: Passing reference to company / brand usually in a context not associated about the company / industry Influence is defined as the editorial influence of the relevant section of the editorial from an editor's perspective. Coverage is classified into one of the following 3 categories o Positive: Positive tone about the company or its products o Neutral: Balanced coverage with Neutral tone or both Positive & Negative tones balancing each other o Negative: Negative tone about the company or its products Volume Analysis allows clients to evaluate where the volume of coverage is emanating from in greater detail, to allow for PR follow – ups mid campaign and to assess and plan for the next campaign. Coverage Area is defined as the total measure of editorial and pictures / logos in Square CM. Media Value Analysis allows clients to ensure that they are getting value for money for their PR. Advertising Value Equivalent (AVE) offers this measure for PR success. However, in itself this value is not a true reflection of real media value of the editorial, as it does not take factors such as Impact and Influence into consideration. That’s why MediaMarket have developed a ratings analysis, which provide a combined measure of Influence & Impact of the company/ organisation expressed as a numerical rating. Media Value Ratings are used as a multiplier of the AVE to give a truer reflection of the real media value i.e. (MVR * AVE = M-AVE) M-AVE (Multiple*Adv Value Equivalent) is the Advertising Rate Card Value of the Space were you to purchase it * the Media Value Rating to give a true Media Value. Competitive Share of Voice Analysis enables you to compare your media coverage with that of your competitors. This analysis outlines in both percentage terms and the actual volume of all editorial coverage for each competitor. S.O.V. is defined as the percentage of editorial coverage by Square CM for each of the analysed competitor 3 . Executive Summary Analysis Period: October 2006- December 2007 Client: The Arts Council Analysis Brief: The Arts Council Touring Experiment Summary Press Articles 247 Press Coverage in Sq.CM 78,038 sq cm Press Value €338,959 4 October '06 - December '07 Arts Council Media Analysis Overview Media Volume Report Media Value Report 5 Summary Media Coverage Report Arts Council Media Analysis Reporting Publication Day Date Page Headline Area AVE Irish Examiner Tuesday 07/11/2006 14 The show must go on 837.57 €7,177.97 Irish Times Wednesday 08/11/2006 16 Enterprising ensemble 1,113.59 €16,302.95 Subtotals 11/2006 1,951.16 €23,480.92 Sunday Business Post Agenda Sunday 24/12/2006 8 Classical notes 201.00 €1,533.63 Subtotals 12/2006 201.00 €1,533.63 Irish Examiner Tuesday 02/01/2007 13 State of the arts 273.24 €2,341.66 Irish Times Weekend Review Saturday 20/01/2007 8 'Playboy' stirs it up in Bulgaria 396.26 €5,765.58 Laois Voice Tuesday 23/01/2007 9 Dunamaise Centre benefits from €173,000 Arts Council grant 220.83 €627.15 Subtotals 01/2007 890.33 €8,734.39 Northern Standard Thursday 08/02/2007 40 Iontas Theatre selected by the Arts Council to participate in its new Touring Experiment Initiative 280.33 €700.82 Anglo Celt Thursday 08/02/2007 45 Ramor Theatre selected by the Arts Council to participate in its new Touring Experiment Initiative 200.22 €452.49 Northern Standard Thursday 15/02/2007 9 THE LATE PACKIE BRANNIGAN, ANNAGH,ANNYALLA 1909 - 2007 177.60 €444.00 Northern Standard Thursday 15/02/2007 14 Garage Theatre to participate in new touring experiment 156.66 €391.65 Drogheda Independent Wednesday 21/02/2007 DI 13 Arts Centre boost 170.16 €646.60 Carlow People Tuesday 27/02/2007 36 CLONEGAL 230.93 €284.04 Subtotals 02/2007 1,215.90 €2,919.60 Nationalist - Carlow Friday 02/03/2007 43 CLONEGAL/KILDAVIN 184.22 €497.39 Public Sector Times Friday 09/03/2007 29 'Trousers' back by demand 74.63 €310.46 The Kingdom Tuesday 27/03/2007 50 Witty comedy is Siamsa bound 195.25 €316.30 Subtotals 03/2007 454.10 €1,124.15 Waterford Today Wednesday 18/04/2007 26 Red Kettle awarded €117,230 89.15 €208.61 Munster Express Friday 27/04/2007 B4 Boy Soldier on the march once again 105.66 €218.71 Irish Times Weekend Review Saturday 28/04/2007 8 Promises, promises from all parties 504.03 €7,333.63 Subtotals 04/2007 698.84 €7,760.95 Irish Tatler Tuesday 01/05/2007 115 TAKING THE SHOW ON THE ROAD 1,324.66 €6,146.42 Tuam Herald Thursday 03/05/2007 11 Trousers at the Town Hall 126.01 €158.77 Galway City Tribune Friday 04/05/2007 L 10 Gúna Nua's new comedy set to have audience in stitches 283.36 €850.08 Connacht Tribune Friday 04/05/2007 L 10 Guna Nuas new comedy set to have audience in stitches 276.37 €920.31 Carlow People Tuesday 08/05/2007 28 CLONEGAL/KILDAVIN 241.81 €297.42 The Echo and South Leinster Advertiser Wednesday 09/05/2007 102 Clonegal Kildavin 238.18 €535.90 Wexford Echo Wednesday 09/05/2007 102 Clonegal Kildavin 235.36 €635.47 Nationalist - Carlow Friday 11/05/2007 47 Historic commemorative plaques to be erected 464.37 €1,253.79 Southern Star Saturday 19/05/2007 8 SEEN AND HEARD 716.30 €1,360.97 Enniscorthy Echo Wednesday 23/05/2007 107 Clonegal Kildavin 465.50 €1,256.85 Wexford Echo Wednesday 23/05/2007 107 Clonegal Kildavin 458.52 €1,238.00 Carlow First Thursday 24/05/2007 27 Peer at Peer-to-Peer at Design Centre 191.12 €366.95 Kilkenny Advertiser Thursday 24/05/2007 27 Peer at Peer-to-Peer at Design Centre 187.56 €498.90 Kilkenny People Friday 25/05/2007 22 Peering into their peers 287.87 €685.13 Nationalist - Carlow Friday 25/05/2007 39 CLONEGAL/KILDAVIN 644.72 €1,740.74 Subtotals 05/2007 6,141.71 €17,945.70 Connaught Telegraph Wednesday 06/06/2007 25a Dazzling Korean drummers at The Linenhall 518.72 €1,234.55 Western People Tuesday 12/06/2007 X 7 Painting and Sound exhibitions 121.71 €412.59 Connaught Telegraph Wednesday 13/06/2007 17b Damhsa Na Mara at The Linenhall 445.91 €1,061.26 Western People Tuesday 19/06/2007 X 7 Painting and Sound exhibition 336.56 €1,140.93 6 Publication Day Date Page Headline Area AVE Connaught Telegraph Wednesday 20/06/2007 17b Damhsa na Mara at The Linenhall 438.79 €1,044.32 Subtotals 06/2007 1,861.69 €4,893.65 Leitrim Observer Friday 13/07/2007 11B Drumkeerin native partakes in 'The Touring Experiment' 252.95 €521.07 Irish Times Weekend Review Saturday 14/07/2007 8 Crowds flock to the da Vinci codex 481.76 €7,009.60 Donegal Democrat Thursday 26/07/2007 11a Major event planned for Letterkenny Library 274.73 €483.52 Subtotals 07/2007 1,009.44 €8,014.19 Kilkenny Advertiser Thursday 02/08/2007 25 KCAT turn up the goods for arts week 139.85 €372.00 Carlow First Thursday 02/08/2007 25 KCAT turn up the goods for arts week 141.45 €271.58 Galway Advertiser Thursday 02/08/2007 37 Western Writers' Centre advances in Arts Council's Touring Experiment 62.02 €290.25 Mayo Advertiser Friday 10/08/2007 24 Fr Matthew at the Linenhall 80.89 €636.60 Mayo News Tuesday 14/08/2007 64 YEW TREE THEATRE SHOW 113.01 €274.61 Western People Tuesday 14/08/2007 X 7 Linenhall Arts Centre 370.05 €1,254.46 Connaught Telegraph Wednesday 15/08/2007 19b Johnny Cash tribute at the Linenhall 531.53 €1,265.04 Galway City Tribune Friday 17/08/2007 L 2 New book introduces kids to Japanese culture 923.01 €2,769.03 Mayo Advertiser Friday 17/08/2007 42 Johnny Cash tribute at the Linenhall 482.76 €3,799.32 Connacht Tribune Friday 17/08/2007 L 2 New book introduces kids to Japanese culture 916.55 €3,052.11 Southern Star Saturday 18/08/2007 SS 2 Motor rally to aid Children's Club 793.51 €1,507.66 Western People Tuesday 21/08/2007 X 7 The man who got Irish to give up drink 66.18 €224.35 Connaught Telegraph Wednesday 22/08/2007 17b Top trad at the Linenhall 533.09 €1,268.75 Fingal Independent Wednesday 22/08/2007 07 in brief 61.61 €120.13 Galway Independent Wednesday 22/08/2007 23 Galway writers' centre gets much needed funding 64.18 €183.55 Western People Tuesday 28/08/2007 X 7 Drama recalls life of controversial priest 133.31 €451.92 Irish Examiner County Tuesday 28/08/2007 4 Writing book tour 75.56 €299.21 Evening Echo Tuesday 28/08/2007 25 Popular Irish writers to give a talk at Glanmire library 262.02 €1,396.56 Connaught Telegraph Wednesday 29/08/2007 8a Yew Tree Theatre 66.85 €159.10 Mayo Echo Wednesday 29/08/2007 26 Tree Theatre at the Linenhall 102.57 €774.40 Subtotals 08/2007 5,920.00 €20,370.63 PLAN Saturday 01/09/2007 12 SubUrban to SuperRural moves to Limerick 176.75 €676.95 Tipperary Star Saturday 01/09/2007 40 Piperlink -- all you'll ever need to know about the uilleann pipes 87.58 €166.40 Southern Star Saturday 01/09/2007 TS 3 Lions Club rally for Eurodisney
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