Media resonance analysis

Media resonance analyses as a controlling instrument for the media presence of a company
Today, the establishment of close, well-coordinated relationships with influential media is a central aspect of successful marketing communication. Sponsoring activities and fair presentations, in particular, represent an ideal platform for placing image or product messages, which attract strong attention in the press, radio or on the Internet. If one wishes to holistically investigate the success of one’s own press and media work, it is therefore recommended to include the editorial coverage in the media. A systematic media evaluation creates the basis for you to comprehensively measure and verify the communication success of your company.

FairControl’s media resonance analysis provides you with sound indicators for the most important control parameters for your marketing/media planning:
1. Overall coverage and within the target group
2. Image factors and contact quality (tone and image context of media coverage).
Because the level and quality of contact are essential in deciding on the success and media efficiency of your corporate communication.

Whether in the print media, TV, radio or Internet - FairControl analyses your media presence on the basis of a study profile tailored for you. We supplement the analysis result with objective indices with which you can estimate the contribution of your communication activities and align your communication planning even more purposefully. Here we can call upon a tight-knit network of media partners and leading media scientists. Our analysis modules:

  • Media presence analyses
  • Image analyses
  • Input-output analyses and
  • Sponsoring and media value analyses.

Media presence analyses
With FairControl’s presence analyses you obtain a complete overview of all the relevant media performance data. In collaboration with our media monitoring partners, we monitor your media presence in over 30,000 print media issues per month, as well as in all the relevant TV and radio stations. As the result of our presence analyses you receive objective performance data on:

  • number of contributions
  • contact coverage
  • distribution across media types and regions
  • level of awareness of the corporate messages (mentions per article, presence in headlines and on pictures etc.).

A further option we offer is determination of weighted coverage. The weighted coverage does not only assess the company mentions in terms of classical coverage figures (such as TV viewing figures or the circulation level). Moreover, the level of awareness produced by the mentions is used to calculate the contact probability with which your corporate message is perceived and remembered by media users. The weighted coverage is then determined on the basis of this contact probability.

Image analyses
Image analyses investigate the structure, the factual context and the tone in which your corporate messages, such as those in a newspaper article, are quoted. The focus therefore is on the question of the themes and arguments with which you are represented in media coverage. It is also analysed how these themes and arguments are presented and evaluated. The content of our image analysis investigations include:

  • valuations that affect your company
  • frequency of the themes and arguments covered
  • thematic lifecycles (how do your messages develop in the follow-up reporting)
  • contents and context of the image material
  • linguistic presentation of aspects relating to image.

Input-Output analysis (of press releases and press events)
Input-output analyses are an effective controlling instrument to establish whether your PR, i.e. press events, communication campaigns and product launches, actually yield the desired success. The media presence of individual, actively communicated messages is analysed here, including:

  • frequency of publication of individual press releases
  • the circulation / coverage achieved by individual press activities,
  • the completeness of individual press releases (or the degree to which individual press releases are editorially modified)
  • classification and commentary of the message launched in the media.

Sponsoring and media value analyses
Sponsoring analyses ascertain the media contacts arising in the course of sponsoring measures and calculate the cost-benefit ratio (as thousand contact price), as in the case of classical advertising. The starting point is the precise investigation of how long and how often the sponsor was visible in which media. The gross media value is derived from this. (The media value describes the amount that the company would have to have invested to achieve a comparable media presence.) Another component of the sponsoring analyses is a qualitative investigation of media coverage according to image factors. This measures the image context in which the sponsor is mentioned and which aspects relating to image dominate the media presence. The core contents of our sponsoring analyses are therefore:

  • determination of the contact coverage in the target group
  • calculation of the media value (based on the “Convention for determining and calculating efficiency values in sponsoring” developed by the German sponsorship association FASPO)
  • image analysis of the media presence.