Derry City and Strabane District Council

Press office media evaluation report 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 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 £2,470,442.99 Daily average of £79.7K Total: 184 Total: 214 Total: 2 Total: 28

A total of 428 items of editorial content was generated by the City and Strabane District Council press office in March 2021. The breakdown saw 184 print articles, 214 online articles, 28 radio pieces and 2 TV features. This saw an editorial split of a 50% for online media against 43% for printed media and a 7% share for radio and TV material. The highest share of editorial coverage featured as Daily Regional content, a total of 87 articles - 20% share against all other forms of editorial coverage. 120,468,928 Social Summary For March 2021, social content from Derry City and Strabane District Council Daily average of 3.9M press office content generated a total of 1,924 Twitter and Facebook posts. Within this coverage, there were 434.4K interactions, broken down further – 6K Overall Potential Audience Reach likes/Favourites and 428.4K shares. The potential audience reach for the related The overall editorial and social media coverage generated a potential social coverage was 15.3M. audience reach of over 120.5million. For March, online coverage had a potential audience reach of 99.5 million, print produced a reach figure of 4.6 million while broadcast had a combined potential audience reach of 1 million. Social media 6K had a potential audience reach of 15.3 million. 1,924 Tweets 434.4K 428.4K 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 February 2021. All coverage 200 150 100 50 0 1st-7th March 8th-14th March 15th-21st March 22nd-31st March All coverage

The below shows a timeline of the coverage generated by each media channel for January 2021.

100 80 60 40 20 0 1st-7th March 8th-14th March 15th-21st March 22nd-31st March Press Online Broadcast Top 5 topics

St Pat’s/Spring Heads of Enterprise Airport funding Pedestrian call programme Terms Week improvements Related Items Related Items 21 Related Items 103 Related Items 96 Related Items 38 23 23 103 96 38 21 Reach Reach Reach Reach Reach 1.7M 1.2M 49.4M 49.4M 258K 1.7M 1.2M 566K 566K 258K

Top 5 Coverage Volume 21 Throughout March’s press office content coverage there were five prominent issues. 23 Reports based around the St Patrick’s Day and Spring Carnival programme had a reach of 1.7M across 103 103 items of print, online, broadcast and social media. 38 By volume, the next was content around the signing of the City Deal Heads of Terms at the end of February. Coverage of the subject generated 96 items in total with a reach of 1.2M. 96 Third were items on the launch of Enterprise Week 2021. Coverage of the subject generated 38 items St Pat's/Spring across all outlets with a reach of 566K. Fourth was a call for the UK and Irish governments to supply funding for City of Derry Airport. Heads of Terms Coverage around the subject produced 23 items with a reach of 49.4M. Enterprise Week The fifth topic for March was around proposed pedestrian improvements in the city centre. Coverage Airport funding of the topic generated 21 items of editorial and social coverage, with a total potential audience reach Pedestrian improvements of 258K. Print, Online & Broadcast Media Analysis Print Media Analysis Potential Reach For March 2021 across printed media coverage, Derry City and Strabane press office content generated 184 print articles, with a 4.6M potential audience reach of 4.6 million - 4% share against the total Total: Total: 184 Daily average 149.8K reach for editorial and broadcast coverage. In terms of media types, 83% of coverage came from regional daily newspapers, with £275,510.24 15% coming from national daily newspapers and 1% each from Volume popular press and from trade and professional press. The week commencing 22nd March saw the most significant spike in weekly 12 print volumes with 64 separate articles. 28

Print coverage 100

50 153 0 1st-7th 8th-14th 15th-21st 22nd-31st Daily Newspaper (regional) Daily Newspaper (national) Print coverage Trade and Professional Press Popular Press Print Sentiment Sentiment across print media for Derry City and Strabane District Council related coverage was overall positive. The breakdown identified 119 positive articles, 46 neutral and 19 negative print items. Driving some of the positive coverage was information on the Enterprise Week programme, the Spring and St Patrick’s Day events, and planning committee approvals. Total: 119 Total: 46 Total: 19 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: 33 News Letter = 14 Articles: 106 Irish News = 7 = 35 Belfast Telegraph = 5 Londonderry Sentinel = 37 Herald = 3 Derry News = 29 Senior Times = 1 North West Telegraph = 5 Daily Mirror Ulster = 1 Ulster Grocer = 1

All of ROI Total No. Total No. Articles: 38 Strabane Weekly News: 28 Articles: 7 Strabane Chronicle: 9 People’s Press = 2 Tyrone Constitution: 1 Irish Times = 1 = 1 = 1 = 1 Independent = 1 Online Media Analysis For March 2021 across online media coverage, Derry City and Strabane District Potential Reach Council press office content generated 214 online articles, with a potential audience reach of 99.5M million - 95% share against the total reach for editorial Total: Total: 214 99.5M and broadcast coverage. In terms of media types, among the top three - 37% of £2,160,065.69 Daily average 3.2M DCSDC’s online coverage featured on News Websites followed by 33% for Party/Club/Association websites, and 16% from Daily Regional Newspaper websites. The week commencing 22nd March saw the most significant spike in Volume weekly online volumes with 79 separate articles.

Sum Reach 30 79 100 60,000,000 34 80 40,000,000 60 71 40 20,000,000 20 0 0 News Websites Club/Party/Association 1st-7th 8th-14th 15th-21st 22nd-31st 1st-7th 8-14th 15th-21st 22nd-31st 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 141 positive articles, 48 neutral and 25 negative online items. Driving some of the positive coverage was an Easter art competition run by the Mayor for primary school children, pedestrian improvements for the city centre, and Enterprise Week. Total: 141 Total: 48 Total: 25 Broadcast Media Analysis For March 2021 across Broadcast Media, Derry City and Strabane District Council Potential Reach press office coverage boasted a total of 30 visual and audio items, with a potential audience reach of 1M - a 1% share against all other relevant coverage. With regards to broadcast stations by reach, among the top 3 – BBC Radio Foyle Total: 30 1M saw a potential audience reach of 370K. Content from ITV saw a reach potential Daily average 32.3K of 315K, while produced a reach figure of 145.7K. In terms of Total: shows, Radio Foyle Breakfast generated the greatest total of broadcast items – £34,867.06 with 6 pieces reaching a potential audience of 204K. Top 8 Broadcast Shows by Buzz/Total

HIGHLAND NEWS RADIO FOYLE BREAKFAST RADIO FOYLE NEWS ITV EVENING NEWS

Total: 12 Total: 6 Total: 5 Total: 2 145.7K 204K 95K 315K

MARK PATTERSON SHOW STEPHEN NOLAN SHOW RADIO FOYLE NEWS AT ONE Q RADIO NEWS

Total: 2 Total: 1 Total: 1 Total: 1 46K 145K 25K 25K Broadcast Sentiment Sentiment across broadcast media for Derry City and Strabane District Council press office coverage was overall neutral. The breakdown identified 9 positive items, 19 neutral and 2 negative broadcast items. Driving the positive coverage was plans for St Patrick’s Day and a programme celebrating the 1500th anniversary of the birth of Colmcille. Total: 9 Total: 19 Total: 2 Social Coverage Social Coverage Volume

498

Combined Social Totals: 1,924 1426 There was a total of 1,924 items of social content generated by Derry City and Strabane District Council press office for March 2021. The breakdown of coverage saw 1,426 Tweets and 498 Facebook posts. This was a 74% share for Twitter, against a 26% share for Facebook. Facebook Twitter Interactions Reach Interaction Breakdown 15.3M Some more isolated breakdown of interactions shows that there were 6K actual 434.4K liked or favourited reactions to a social post. Total Interactions & Reach The combined number of shares for social content was 428.4K. A deeper break- The 1,924 items of social coverage had a potential audience reach of 15.3 million down shows 99.7% of these where across Twitter and 0.3% for shares across over the period of the report. Comparing social and editorial reach (105.2 Facebook. million), editorial shared 87% of the overall reach against social’s 13%. 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 434.4K. or Favourited: This figure can be also be used as another reach estimate as people have either 428.4K share, favourited or liked a social post. 6K Top DCSDC press office Twitter Top DCSDC press office Facebook DCSDC Press Office post by interactions post by Interactions Social Output

405 3.8K 3M

@dcsdcouncil & @mayordcsdc A total of 405 tweets with a potential audience reach of 3M people and engagement with 3.8K interactions. 1.9K 697 448 57 480 4.6K 8M 255 Derry City and Strabane Council / Mayor 9.1K 1.2K 19.7K of Derry and Strabane A total of 480 posts with a potential th 16:40 – 16th March 2021 audience reach of 8M people and 17:04 – 30 March 2021 engagement with 4.6K interactions. Social Output

Further DCSDC press office Twitter posts by interactions

384 62 49 46 47 8 9 7

3.7K 9K 3.7K 3.7K 337 54 40 39

20:39 – 25th March 2021 17:52 – 3rd March 2021 16:00 – 23rd March 2021 12:24 – 19th March 2021

Further DCSDC press office Facebook posts by interactions

229 207 178 121

11 42 15 24

8.2K 19.7K 19.8K 8.1K

215 91 140 88 20:40 – 25th March 2021 17:00 – 9th March 2021 16:29 – 30th March 2021 11:10 – 9th March 2021 Top Influencers

Buzz NW2020 Jobs 66 Charlie Reynolds 16 Foyle SDLP 11 A total of 66 tweets A total of 16 tweets A total of 11 tweets referencing DCSDC with referencing DCSDC with referencing DCSDC with 37 potential exposure to 249 potential exposure to 93 potential exposure to 477.6K people and 10.9K people and actual 22K people and actual actual engagement with engagement with 93 engagement with 37 22K 249 interactions. 477.6K interactions. 10.9K interactions.

Reach Carles 1 NW2020 Jobs 66 Lluís Llach 1 Puigdemont A total of 66 tweets A total of 1 tweet referencing DCSDC with A total of 1 tweets 699 referencing DCSDC with 701 referencing DCSDC with potential exposure to 249 potential exposure to potential exposure to 477.6K people and 213.3K people and actual engagement with 796.1K people and 796.1K actual engagement with 213.3K actual engagement with 249 interactions. 477.6K 701 interactions. 699 interactions.

Interactions Carles 1 Mark Lubbers 1 Catalan Republic 7 Puigdemont A total of 1 tweet A total of 7 tweets referencing DCSDC with A total of 1 tweet referencing DCSDC with 699 potential exposure to 612 referencing DCSDC with potential exposure to 1.8K 72.2K people and actual potential exposure to 26.9K people and actual engagement with 612 796.1K people and engagement with 1.8K 796.1K interactions. 72.2K actual engagement with interactions. 26.9K 699 interactions. 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 February 2021 against March 2021. March saw a slight output decrease across total volumes – from 429 to 428 – but an increase across reach – from 84.4M to 105.2M. Print Online TV Radio Print Online TV Radio

Total: 171 Total: 182 Total: 14 Total: 62 Total: 171 Total: 182 Total: 14 Total: 62

Total/buzz March 2021 429 428

Reach

84.4M 105.2M February 2021 February Trend Graphs 2021 Total Volumes Trend Graph Editorial The following timeline shows a total volume breakdown across editorial media channels (print, online and broadcast) for 2021.

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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 2021.

Reach 140,000,000

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0 January February March April May June July August September October November December Reach