MethodologyImpacTrac Lite uses customised excel pivot tables and graphs to summarise your media coverage for a specific analysis period and monitors both editorial and journalistic bias. Volume of coverage, exposure value of your PR activity, as well as Top Publications and Journalists, are all standard within the report. The dynamic nature of Pivot tables enables the client to interrogate the source data within the pre-determined analysis tables.

If required, the above information can be tracked at a regional / divisional and / or competitor level and is customisable taking into account the unique requirements of each client.

Ornico uses a structured approach to analyse all media content both quantitatively and qualitatively. Our advanced technological capabilities enables the data to be collected and collated, whilst human intervention provides the necessary qualitative insight and analysis.

Clear criteria have been agreed when determining Editorial and Journalistic Bias. It is based on public perception, i.e. the common man’s perception of the mention, taking into account the use of both positive and negative words in relation to the company or topic being monitored.

Ornico is the only African company to have full membership of the International Association for Measurement and Evaluation of Communication (AMEC). AMEC is the leading organization for media analysis and measurement globally with more than 100 members in over 40 countries.

Their purpose is to define and develop the industry on an international scale with better professional standards for both companies and individuals.

All AMEC Full members are bound by the AMEC Quality Assurance Code and provide professional, independent and impartial communications planning, evaluation and research. They guarantee technical expertise and ensure best practice, best quality and best value to their clients.

Ornico’s membership means that your reports comply with AMEC’s strict standards. (www.amecorg.com)

AMEC membership

Lite

Media Landscape

The current periods coverage will be displayed, with the option to filter the data according to the major categories.

Depending on the scope of the agreed analysis, additional comparisons will be possible, i.e. main competitors / divisions, as well as additional graphics for visual reference

Examples of filters that can be applied to

the data

Journalist (All)

Publication (All)

Bias (All)

Frequency (All)

Industry Media Type Mention Value CountClient Print R 139 659 8

Online R 60 989 19Competitor 1 Broadcast R 307 411 5

Print R 331 052 9

Online R 77 195 20Competitor 2 Print R 297 060 10

Online R 65 144 11Competitor 3 Broadcast R 642 744 7

Print R 1 556 333 34

Online R 318 990 62

Grand Total R 3 808 595 188

R 200,648

R 715,658

R 362,204R

2,518,066

R 1,378 R 10,640

Share of Voice

Client Competitor 1Competitor 2Competitor 3Competitor 4Competitor 5

Main Topics

Month (All)

Publication (All)

Bias (All)

Journalist (All)

Subject / Topic Value No. Of Mentions

Subject 3 R 1 556 303 125

Subject 2 R 1 034 935 118

Subject 5 R 805 505 89

Subject 6 R 683 163 66

Subject 4 R 639 298 92

Subject 1 R 177 322 30

Subject 7 R 60 306 9

Grand Total R 4 956 831 529

Based on the input provided by the client, the coverage can be grouped under certain main topics / subjects, which will provide further insight into the clients performance.

Subject 3 Subject 2 Subject 5 Subject 6 Subject 4 Subject 1 Subject 7

R 1,

556,

303

R 1,

034,

935

R 80

5,50

5

R 68

3,16

3

R 63

9,29

8

R 17

7,32

2

R 60

,306

125

118

89 66 92 30 9

Value No. Of Mentions

Topic Values & Mentions

Tonality Summary

Month (All)Publication (All)

Topic / Subject Bias Value No. Of MentionsSubject 3 NEUTRAL R 1 345 341 95

POSITIVE R 156 155 22NEGATIVE R 54 807 8

Subject 3 Total R 1 556 303 125Subject 2 NEUTRAL R 977 249 105

POSITIVE R 41 650 8NEGATIVE R 16 036 5

Subject 2 Total R 1 034 935 118Subject 5 NEUTRAL R 732 299 79

NEGATIVE R 47 258 5POSITIVE R 25 948 5

Subject 5 Total R 805 505 89Subject 6 NEUTRAL R 623 059 59

NEGATIVE R 60 104 6POSITIVE R 0 1

Subject 6 Total R 683 163 66Subject 4 NEUTRAL R 591 960 82

POSITIVE R 47 339 10Subject 4 Total R 639 298 92Subject 1 NEUTRAL R 165 631 29

POSITIVE R 11 690 1Subject 1 Total R 177 322 30Subject 7 NEUTRAL R 60 306 9Subject 7 Total R 60 306 9Grand Total R 4 956 831 529

Overall Tonality (bias) of the coverage will be included, broken down into the main media types for ease of reference.

Additional items such as Top Spokesperson / Journalist and Publication can also be included in the summary.

R 4,495,845

R 282,782 R 178,204

Overall Tonality of coverage

NEUTRAL POSITIVE NEGATIVE

Publication Summary

Month (All)

Bias (All)

Topic / Subject (All)

Publication Value No. Of Mentions

THE STAR R 1 215 199 56

PRETORIA NEWS R 446 520 64

NEW AGE R 306 407 32

THE TIMES R 230 044 45

CLASSIC FEEL R 212 522 2

PEOPLE MAGAZINE R 196 023 10

THE CITIZEN R 178 523 34

SUNDAY TIMES REVIEW R 165 729 1

SUNDAY TIMES TRAVEL R 121 200 2

BEELD R 100 639 9

Publication Bias Value No. Of MentionsBEELD NEUTRAL R 69 548 7 POSITIVE R 31 091 2BEELD Total R 100 639 9

By applying the filters, additional insight can be obtained regarding the source of the coverage

THE STAR NEW AGE THE TIMES DAILY SUN CITIZENR 0

R 200,000

R 400,000

R 600,000

R 800,000

R 1,000,000

R 1,200,000

R 1,400,000

0

10

20

30

40

50

60

Value No. Of Mentions

Publication Mentions & Values

Journalist Summary

Month (All)

Publication (All)

Topic / Subject (All)

Bias (All)

Journalist Value No. Of Mentions

KANINA FOSS R 70 793 3

PETER MALHERBE R 63 444 1

KGOMOTSO MONCHO R 61 808 2

MATTHEW JORDAAN R 60 851 1

STEVE MOSS R 57 756 1

STAFF REPORTER R 50 882 7

ANGELIQUE SERRAO R 46 584 1

KARIN ELOFF R 44 117 1

SUE BLAINE R 42 810 1

DE WET POTGIETER R 41 233 2

Journalist Publication Topic / Subject Bias Value No. Of MentionsKANINA FOSS THE STAR Subject 3 POSITIVE R 36 060 1

Subject 2 NEUTRAL R 21 785 1Subject 4 NEUTRAL R 12 948 1

THE STAR Total R 70 793 3KANINA FOSS Total R 70 793 3

The relevant Journalists coverage can be analysed further to determine tonality / bias of their articles, as well as the Publications in which they are represented.

Demonstration

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