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© AuxiPress S.A./N.V.Analyses Department
© AuxiPress S.A./N.V.Analyses Department
Qualitative et quantitative “MEDIASCORE” analysis: Final report year 5From November 2008 until November 2009
Copyright René Robert-IPF
Table of contents
For internal use only 2Euro Argus S.A./N.V.Analyses Department
Studyfields p.2
Total Impact in the 27 european countries p.3
Impact per country
Methodology p.43
Austria p.15
Belgium p.16
Bulgaria p.17
Cyprus p.18
Czech Republic p.19
Denmark p.20
Estonia p.21
Finland p.22
France p.23
Germany p.24
Great Britain p.25
Greece p.26
Hungary p.27
Ireland p.28Italy p.29Latvia p.30Lithuania p.31Luxemburg p.32Malta p.33Poland p.34Portugal p.35Romania p.36Slovakia p.37Slovenia p.38Spain p.39Sweden p.40The Netherlands p.41
This survey aims at monitoring the Help Campaign media visibility throughout all European countries during the period covering from November 2008 until november 2009
The underlying media study is based on 534 articles from 27 countries.
With this European Media Analysis:
Euro Argus surveys the media coverage of your campaign internationally, both quantitatively and qualitatively, for a specific period of time.
Euro Argus enhances your image in the various media:
• by calculating the number of published articles per country;
• by highlighting the positive, negative and factual (neutral) tendency of the messages transmitted;
• by providing pertinent commentary on your impact in the various media.
Positive7%
Neutral93% 0
200
400
600
800
1.000
year 5 in general Year 5 CO measurement
Negative
Neutral
Positive
Impact in Austria
For internal use only 15Euro Argus S.A./N.V.Analyses Department
Comments:
Professor Neuberger is involved with the press on a regular basis to support the campaign and to criticise the Austrian government which, in his opinion, does not do enough to raise the awareness of young people about the dangers of tobacco.
Austria has the highest rate of fifteen-year-old smokers in Europe.
Med
iasc
ore
Impa
ct ©
0
100
200
300
400
500
600
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
1.000
2.000
3.000
4.000
5.000
6.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
Positive77%
Neutral23%
Impact in Belgium
For internal use only 16Euro Argus S.A./N.V.Analyses Department
Comments
The traditional media in Belgium mobilised at the end of the year to report on the Helpisodescampaign.The Internet sites of the traditional press were more popular during the rest of the year.
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
1.600
1.800
2.000
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
01.0002.0003.0004.0005.0006.0007.0008.0009.000
10.00011.00012.00013.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
500
1.000
1.500
2.000
2.500
year 5 in general Year 5 Helpisodes Year 5 web site Year 5 european young partners
Negative
Neutral
Positive
Positive26%
Neutral74%
Impact in Bulgaria
For internal use only 17Euro Argus S.A./N.V.Analyses Department
Comments
The Bulgarian press focused its interest in the Help campaign on World No Tobacco Day.
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0100200300400500600700800900
1.0001.1001.2001.3001.4001.500
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0200400600800
1.0001.2001.400
year 5 in general Year 5 CO measurement
Negative
Neutral
Positive
Positive63%
Neutral37%
Impact in Cyprus
For internal use only 18Euro Argus S.A./N.V.Analyses Department
Comments
The Cypriot press reported on the various stages of the campaign on a regular basis: CO testing, the level of interactivity with young people on the Web site, and the Helpisodecampaign were all clearly identified.
Med
iasc
ore
Impa
ct ©
0
50
100
150
200
250
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
100
200
300
400
500
600
year 5 in general Year 5 CO measurement
Year 5 spots publicitaires
Year 5 web site Year 5 Helpisodes
Negative
Neutral
Positive
Positive100%
Impact in Czech Republic
For internal use only 19Euro Argus S.A./N.V.Analyses Department
Comments
Two articles are published in November over the Helpers campaign in print media. More than 50 articles were published on the Internet (not assessed in this Mediascore)
Med
iasc
ore
Impa
ct ©
Med
iasc
ore
Impa
ct ©
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
5
10
15
20
25
November December January February March April May June July August September October November
Negative
Neutral
Positive
05
10152025
Year 5 Helpisodes
Negative
Neutral
Positive
Positive59%
Neutral41%
Impact in Denmark
For internal use only 20Euro Argus S.A./N.V.Analyses Department
Comments
CO testing at sports events and help from popular singers resulted in very high visibility.
The Helpisodes campaign also received a great deal of media coverage in October.
Denmark had a positive visibility rating of over 50% along with Belgium, Italy, Cyprus, Luxembourg, Ireland, Poland, Hungary and The Netherlands.
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
1.600
1.800
2.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0200400600800
1.0001.2001.400
year 5 in general Year 5 CO measurement Year 5 Helpisodes
Negative
Neutral
Positive
Impact in Estonia
For internal use only 21Euro Argus S.A./N.V.Analyses Department
Comments
Only three articles were published about the campaign.
Med
iasc
ore
Impa
ct ©
0
50
100
150
200
250
300
350
400
450
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0100200300400500600700800900
1.0001.1001.200
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive Positive33%
Neutral67%
0
100
200
300
400
500
600
year 5 in general
Negative
Neutral
Positive
Positive43%
Neutral57%
Impact in Finland
For internal use only 22Euro Argus S.A./N.V.Analyses Department
Comments
The print media mobilised for the 31st May.
The Aamuposti daily printed very nice photos of a CO testing event.
Med
iasc
ore
Impa
ct ©
0
100
200
300
400
500
600
700
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0200400600800
1.0001.2001.4001.6001.8002.0002.200
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
100
200
300
400
500
600
year 5 in general Year 5 CO measurement Year 5 spots publicitaires Year 5 web site
Negative
Neutral
Positive
Positive53%
Neutral47%
Impact in France
For internal use only 23Euro Argus S.A./N.V.Analyses Department
Comments
The Quotidien du Médecin said that it was very satisfied with the campaign's level of effectiveness.
All topics were again picked up this year with the exception of CO testing.
The number of articles published on the Internet was four times higher than that published in the traditional print media.
Med
iasc
ore
Impa
ct ©
0
100
200
300
400
500
600
700
800
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
02.0004.0006.0008.000
10.00012.00014.00016.00018.00020.00022.00024.00026.00028.000
1st year 2d year 3d year 4th year 5th year
NegativeNeutralPositive
0
200
400
600
800
1.000
year 5 in general Year 5 Helpisodes
Year 5 spots publicitaires
Year 5 web site Year 5 european young partners
Year 5 Nicomarket
NegativeNeutralPositive
Impact in Germany
For internal use only 24Euro Argus S.A./N.V.Analyses Department
Positive16%
Neutral84%
Med
iasc
ore
Impa
ct ©
Comments
The German campaign was covered primarily on the Internet, with 138 articles posted.
The few articles published spoke of the campaign's interactivity with the most highly-targeted age group, young people between 15 and 34, and hinged on the World No Tobacco Day.
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
500
1.000
1.500
2.000
2.500
3.000
November December January February March April May June July August September October November
Negative
Neutral
Positive
0500
1.0001.5002.0002.5003.0003.500
year 5 in general Year 5 CO measurement Year 5 web site
NegativeNeutralPositive
Positive49%
Neutral51%
Impact in Great BritainM
edia
scor
eIm
pact
©
0
5
10
15
20
25
30
35
40
45
50
November December January February March April May June July August September October November
Negative
Neutral
Positive
For internal use only 25Euro Argus S.A./N.V.Analyses Department
Comments
The English media did not follow the campaign very closely. Only three articles were published.
Med
iasc
ore
Impa
ct ©
0
1.000
2.000
3.000
4.000
5.000
6.000
1st year 2d year 3d year 4th year 5th year
NegativeNeutralPositive
010203040506070
year 5 in general Year 5 CO measurement
Negative
Neutral
Positive
Positive46%
Neutral54%
Impact in Greece
For internal use only 26Euro Argus S.A./N.V.Analyses Department
Comments
The campaign received positive media visibility in July thanks to an event organised by a national chain to measure CO levels in its employees.The launch of Helpisodes in November with the Greek Minister of Health in attendance created enthusiasm in the press which, however, also expressed a certain amount of disappointment because of the limited application of recent anti-tobacco measures.
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0200400600800
1.0001.2001.400
year 5 in general Year 5 CO measurement
Year 5 spots publicitaires
Year 5 Helpisodes Comets
Negative
Neutral
Positive
Positive52%
Neutral48%
Impact in Hungary
For internal use only 27Euro Argus S.A./N.V.Analyses Department
Comments
The Hungarian boxing champion Milo Vikisupports the Help campaign in her country and has generated a lot of media attention.
Many photos have been printed of her holding up a gloved fist with the campaign logo.
The Helpisode campaign also invited itself into the media in November.
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
1.600
1.800
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0200400600800
1.0001.2001.4001.6001.8002.0002.2002.400
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
500
1.000
1.500
year 5 in general Year 5 CO measurement
Year 5 Helpisodes
Negative
Neutral
Positive
Positive85%
Neutral15%
Impact in Ireland
For internal use only 28Euro Argus S.A./N.V.Analyses Department
Comments
The Irish campaign was supported by the model Ruth O'Neil.
The Irish Daily Mirror announced the campaign's new advertising effort on 30th May and reprinted the words of Health Commissioner Androulla Vassiliou: "I hope our efforts deglamourise tobacco."
Med
iasc
ore
Impa
ct ©
0
50
100
150
200
250
300
350
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
100
200
300
400
year 5 in general Year 5 CO measurement
Year 5 spots publicitaires
Year 5 web site Year 5 european young partners
Year 5 Nicomarket
European young manifesto
Negative
Neutral
Positive
Positive63%
Neutral37%
Impact in Italy
For internal use only 29Euro Argus S.A./N.V.Analyses Department
Comments
Italy is the country in which the campaign is covered most consistently by the press throughout the year. The mobilisation of young people seems to be very successful in Italy.In March, Professor Giacomo Mangiaracinade of the University La Sapienza in Rome recommended the European Youth Manifesto and the campaign site for psychological support.The World No Tobacco Day was announced in the papers a few days earlier with the support of theVeronesi Foundation and the "No Smoking Be happy" slogan.Media coverage was, however, more successful just after the World No Tobacco Day, in June, July and August, thanks to a number of events and CO testing, than it was at the end of the year with the Helpisodescampaign.M
edia
scor
eIm
pact
©
0
500
1.000
1.500
2.000
2.500
3.000
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
01.0002.0003.0004.0005.0006.0007.0008.0009.000
10.00011.00012.00013.00014.00015.00016.00017.000
1st year 2d year 3d year 4th year 5th year
NegativeNeutralPositive
01.0002.0003.0004.0005.0006.000
year 5 in general
Year 5 CO measurement
Year 5 spots publicitaires
Year 5 Helpisodes
Year 5 web site
Year 5 european
young partners
Comets European young
manifesto
Negative
Neutral
Positive
Positive44%
Neutral56%
Impact in Latvia
For internal use only 30Euro Argus S.A./N.V.Analyses Department
Comments
Few articles appeared in the Latvian press in 2009 compared to previous years.
However, impact peaks were recorded after campaign communication.
Med
iasc
ore
Impa
ct ©
0
20
40
60
80
100
120
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
4.500
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
50
100
150
200
year 5 in general Year 5 spots publicitaires Year 5 Helpisodes Comets
Negative
Neutral
Positive
Positive55%
Neutral45%
Impact in Lithuania
For internal use only 31Euro Argus S.A./N.V.Analyses Department
Comments
In addition to receiving medical student support, the State Mental Health Centre also referred to the campaign.
CO testing was very successful. However, the print media was apparently less involved than in previous years.
Med
iasc
ore
Impa
ct ©
0
50
100
150
200
250
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
500
1.000
1.500
2.000
2.500
3.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
100
200
300
400
year 5 in general Year 5 CO measurement
Year 5 spots publicitaires
Year 5 web site Year 5 european young partners
Year 5 Helpisodes
Negative
Neutral
Positive
Positive75%
Neutral25%
Impact in Luxemburg
For internal use only 32Euro Argus S.A./N.V.Analyses Department
Comments
The Luxembourg print media was very enthusiastic about the campaign.
It highlighted the success of the Internet site and stated that the campaign is one of the greatest public health awareness raising initiatives the world has ever seen.
Med
iasc
ore
Impa
ct ©
0
100
200
300
400
500
600
700
800
900
1.000
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
1.600
1.800
2.000
1st year 2d year 3d year 4th year 5th year
NegativeNeutralPositive
0
200
400
600
800
year 5 in general Year 5 CO measurement
Year 5 web site Year 5 european young partners
Year 5 Helpisodes Comets
Negative
Neutral
Positive
Impact in Malta
For internal use only 33Euro Argus S.A./N.V.Analyses Department
Med
iasc
ore
Impa
ct ©
0
20
40
60
80
100
120
140
160
180
200
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
Positive34%
Neutral66%
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
010203040506070
year 5 in general Year 5 web site Year 5 european young partners
Year 5 Helpisodes
Negative
Neutral
Positive
Comments:
The Maltese media's interest in the campaign was focused primarily on October, and was even more discrete than in previous years.
Positive66%
Neutral34%
Impact in Poland
For internal use only 34Euro Argus S.A./N.V.Analyses Department
Comments
The traditional Polish print media was less dynamic than the Internet media.
CO testing appears to have been successful.
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
1.600
1.800
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
500
1.000
1.500
2.000
2.500
3.000
3.500
4.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
500
1.000
1.500
2.000
year 5 in general Year 5 CO measurement
Negative
Neutral
Positive
Positive32%
Neutral68%
Impact in Portugal
For internal use only 35Euro Argus S.A./N.V.Analyses Department
Comments:
Along with Italy, Greece, Cyprus, Lithuania and France, Portugal is one of the countries that talks most consistently about the campaign.
In fact, a Portuguese newspaper is already talking about next year's "street art" project.
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
1.600
1.800
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
9.000
10.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0500
1.0001.5002.0002.5003.000
year 5 in general
Year 5 CO measurement
Year 5 spots publicitaires
Year 5 web site Year 5 european
young partners
Year 5 Helpisodes
Comets
Negative
Neutral
Positive
Impact in Romania
For internal use only 36Euro Argus S.A./N.V.Analyses Department
Comments
Although different articles in print media were reported by the local PR agency these articlesdid not clearly mention HELP and consequently were not withheld in the Mediascore analysis. On the Internet, Help had 52 articles and it was covered 6 times on television.
Med
iasc
ore
Impa
ct ©
0
0
0
1
1
1
1
October November December January February March April May June July August
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
Positive0%
Neutral100%
Impact in Slovakia
For internal use only 37Euro Argus S.A./N.V.Analyses Department
Comments:
Apparently, only one article was published in the Slovak press mentioning Help. According to the local PR agency other articles were published after the press conference but without specifically mentioning Help and therefore not assessed in the Mediascore.
Med
iasc
ore
Impa
ct ©
0
5
10
15
20
25
30
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
100
200
300
400
500
600
700
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
5
10
15
20
25
30
year 5 in general
Negative
Neutral
Positive
Positive28%
Neutral72%
Impact in Slovenia
For internal use only 38Euro Argus S.A./N.V.Analyses Department
Comments:
The campaign's visibility in Slovenia hinged on the year's key moments but did not have the same level of impact as in the previous two years.
Med
iasc
ore
Impa
ct ©
0
50
100
150
200
250
300
350
400
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0500
1.0001.5002.0002.5003.0003.5004.0004.5005.0005.5006.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0100200300400500600700
year 5 in general Year 5 CO measurement
Negative
Neutral
Positive
Positive22%
Neutral78%
Impact in Spain
For internal use only 39Euro Argus S.A./N.V.Analyses Department
Comments
The Spanish press was very discrete compared to 2007 and boosted its score thanks to its November 2008 impact result for the latest Comet report.
Med
iasc
ore
Impa
ct ©
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
02.0004.0006.0008.000
10.00012.00014.00016.00018.00020.00022.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
01.0002.0003.0004.0005.0006.000
year 5 in general
Year 5 CO measurement
Year 5 spots publicitaires
Year 5 Helpisodes
Year 5 european
young partners
Year 5 Nicomarket
Comets
Negative
Neutral
Positive
Positive3%
Neutral97%
Impact in Sweden
For internal use only 40Euro Argus S.A./N.V.Analyses Department
Comments
The Swedish press was among those that spoke the least about the campaign in 2009.
Its interest in the campaign has been falling from year to year.
An article in February addressed the topic of chewing tobacco which is very popular in Northern Europe.
Med
iasc
ore
Impa
ct ©
0
10
20
30
40
50
60
70
80
90
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
1.600
1.800
2.000
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
20
40
60
80
100
year 5 in general Year 5 CO measurement Year 5 spots publicitaires
NegativeNeutralPositive
Positive67%
Neutral33%
Impact in The Netherlands
For internal use only 41Euro Argus S.A./N.V.Analyses Department
Comments
Although there were only four articles in the Dutch press, the campaign was more successful than in previous years in terms of impact and received a very high positive rating.
Med
iasc
ore
Impa
ct ©
0
50
100
150
200
250
300
November December January February March April May June July August September October November
Negative
Neutral
Positive
Med
iasc
ore
Impa
ct ©
0
200
400
600
800
1.000
1.200
1.400
1.600
1.800
1st year 2d year 3d year 4th year 5th year
Negative
Neutral
Positive
0
50
100
150
200
250
300
year 5 in general Year 5 CO measurement Year 5 spots publicitaires
Negative
Neutral
Positive
Methodology
For internal use only 42Euro Argus S.A./N.V.Analyses Department
Relying on the Mediascore concept, Euroargus undertook to assess the significance of the information distributed by the press. Based on a newly devised mathematical model, Mediascore integrates the most significant parameters of the written press, i.e.
•The circulation of publications, which determines the distribution range of a piece of information and the media impact on public opinion.
•The size of the articles (headline, introductory paragraph, editorial space) and images (photos, drawings, computer graphics), indicates the effort newspapers or periodicals have put into the information.
•The emphasis and development of information, such as the layout and presentation of information featuring text and image, headline, scoop or exclusiveness, correction or opinion as factors supporting factual information.
On a quantitative data level, a qualitative assessment has been added, allowing to determine media image and to monitor its development
For internal use only 43Euro Argus S.A./N.V.Analyses Department
Methodology
Negative
Positive
Neutral
Impact index
Quantitative measures (circulation, size of the articles, The emphasis and development of information)
