Sunday Morning Roundup Report (4 29-2012)

FocalyticTM Text Analysis

Sunday Morning Roundup for April 29th, 2012

A Focalytic Report

6975 Union Park Center Salt Lake City, UT 84047

800-678-3748

A summary of Sunday morning news maker interviews by the four major news services including, ABC 's This Week, Fox News Sunday, NBC's Meet the Press, and CBS Face the Nation.

Client Confidential © Copyright 2012 FocalyticTM is a product of Discovery Research Group

Focalytic is an MVL Group Company

2

The following text analysis is based on the conversations and responses of each of the Sunday morning news maker interviews by the four major news services including, ABC's This Week, Fox News Sunday, NBC's Meet the Press, and CBS Face the Nation. Focus and sentiment are derived by the analysis of the program content. The news maker interviews that are examined in this evaluation are noted in the following list by program.

Please contact a Focalytic representative at [email protected] for an explanation or any questions regarding the following content analysis and how this process can be used to position your company, candidate, or product.

ABC This Week JOHN BRENNAN (President Obama's Chief Counterterrorism Adviser) NBC Meet the Press ED GILLESPIE (Former head of the party, counselor to President Bush and now a senior advisor to Mitt Romney) ROBERT GIBBS (Former White House Press Secretary, Senior Advisor to the President's Reelection Campaign) HILARY ROSEN ALEX CASTELLANOS (Political strategist, Republican) REP. CATHY MCMORRIS RODGERS (Washington State, Head of the Republican Conference on Capitol Hill) RACHEL MADDOW (MSNBC Correspondent) BRIAN WILLIAMS (Managing editor of Nightly News) CBS Face the Nation HALEY BARBOUR (Former Mississippi Governor/Former Republican National Committee Chairman) ANTONIO VILLARAIGOSA (D-Los Angeles Mayor/Democratic National Convention Chairman) GOVERNOR JERRY BROWN (D-California) FOX News Sunday JOHN BRENNAN (President Obama's Chief Counterterrorism Adviser) JOEL and VICTORIA OSTEEN (Preachers, On their positive and controversial message of hope)


3

Some of our Key Findings... ● JOHN BRENNAN, President Obama's Chief Counterterrorism Adviser, had the top podium time this Sunday with a strong presence on ABC This Week and Fox News Sunday. Although the subject was on defense and security, his sentiment was positive with strong emotions of Trust and Doubt. He had the strongest focus on Ability to Deliver and Improvement of all the speakers with a strong topic focus on Defense. ● ED GILLESPIE, Counselor to President Bush and now a senior advisor to Mitt Romney and ROBERT GIBBS, Former White House Press Secretary, Senior Advisor to the President's Reelection Campaign, squared off in separate interviews on NBC Meet the Press with very similar profiles -- similar sentiment (a little more negative than positive) and a strong focus on Trust, with Gillespie focusing a little more on the Economy and Gibbs focusing a little more on Defense. ● HALEY BARBOUR (Former Mississippi Governor/Former Republican National Committee Chairman), ANTONIO VILLARAIGOSA (D-Los Angeles Mayor/Democratic National Convention Chairman), and GOVERNOR JERRY BROWN (D-California) all spoke on CBS Face the Nation with Brown and Barbour much more negative than Villaraigosa with Brown's emotional focus on Doubt and Barbour's emotional focus on Annoyance. ● JOEL and VICTORIA OSTEEN, spoke on their "message of hope" but interestingly had more negative than positive language and emotional language focused on Anger and Annoyance. The characteristic of their language was on Expectations for the future focusing on domestic issues and issued all of the data in the form of a prediction rather than a promise. Also it is interesting that the grade level of their speech is at a fourth grade level whereas, religious speech in general (with quotes from the Bible) is generally much higher than normal. ● ABC This Week took the top spot this Sunday in overall sentiment expressed about their programming (showing that most of the comments regarding the other programs were fact based containing little sentiment). Fox took the overall positive position with strong extreme positive speech and minimal strong negative speech. Emotion about ABC was nearly equal across all 8 emotional elements expressed about their programming; whereas, comments about NBC, CBS and Fox strongly focused on Optimism and Trust.


4

Note: The volume of words is indicative of which participant had the dominant presence in the media.

Note: Grade level illustrates both the contributors perception of the audience they are speaking too, and their background and willingness to speak in a way that can be understood. The Flesch-Kincaid Grade Level score is a number that corresponds with a educational level. A score of 8.2 would show that the text is expected to be understood by an average student in

8th grade (usually around ages 12–14 in the United States).

__________________________________

ABC-This Week

BRENNAN 10%

CBS Face the Nation BARBOUR

7%

CBS Face the Nation BROWN

10%

CBS Face the Nation VILLARAIGOSA

5%

FOX News Sunday BRENNAN

8%

FOX News Sunday

OSTEENS 14%

NBC Meet the Press ROSEN 6%

NBC Meet the Press WILLIAMS

3%

NBC Meet the Press GILLESPIE

13%

NBC Meet the Press MADDOW

6%

NBC Meet the Press RODGERS

4%

NBC Meet the Press CASTELLANOS

4%

NBC Meet the Press GIBBS 10%

Conversation Volume

4.05.06.07.08.09.0

10.011.0

BR

ENN

AN

BA

RB

OU

R

BR

OW

N

VIL

LAR

AIG

OSA

BR

ENN

AN

OST

EEN

S

RO

SEN

WIL

LIA

MS

GIL

LESP

IE

MA

DD

OW

RO

DG

ERS

CA

STEL

LAN

OS

GIB

BS

ABC-ThisWeek

CBS Face the Nation FOX News Sunday NBC Meet the Press

Flesch-Kincaid Grade Level


Sentiment

5

Note: The sentiment measure is the scaled classification of contributors statements into four positive & negative categories - Excellent, Good, Fair, and Poor. Statements without positive or negative characteristics are treated as statements of fact and are not included. The spider

chart spikes reflect the outlier opinion of the contributor.

0%20%40%60%80%

100%

BR

ENN

AN

BA

RB

OU

R

BR

OW

N

VIL

LAR

AIG

OSA

BR

ENN

AN

OST

EEN

S

RO

SEN

WIL

LIA

MS

GIL

LESP

IE

MA

DD

OW

RO

DG

ERS

CA

STEL

LAN

OS

GIB

BS

ABC-This

Week

CBS Face the Nation FOX NewsSunday

NBC Meet the Press

Excellent Good Fair Poor

0.0%5.0%

10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%

ABC-This Week BRENNAN

CBS Face the NationBARBOUR

CBS Face the NationBROWN

CBS Face the NationVILLARAIGOSA

FOX News SundayBRENNAN

FOX News Sunday OSTEENS

NBC Meet the Press ROSENNBC Meet the Press

WILLIAMS

NBC Meet the PressGILLESPIE

NBC Meet the PressMADDOW

NBC Meet the PressRODGERS

NBC Meet the PressCASTELLANOS

NBC Meet the Press GIBBS



Emotion

6

Note: Emotion is the classification of the sentiment elements into categories. The categories reflect some of strongest emotion used by the contributors and illustrates polar opposites in approach

(Admiration/Annoyance, Joy/Anger, Optimism/Pessimism, Trust/Doubt). The spider chart spikes reflect the outlier emotion of the contributor.

0%20%40%60%80%

100%

BR

ENN

AN

BA

RB

OU

R

BR

OW

N

VIL

LAR

AIG

OSA

BR

ENN

AN

OST

EEN

S

RO

SEN

WIL

LIA

MS

GIL

LESP

IE

MA

DD

OW

RO

DG

ERS

CA

STEL

LAN

OS

GIB

BS

ABC-This

Week


NBC Meet the Press

Joy Admiration Optimism Trust Anger Annoyance Pessimism Doubt

0.0%

10.0%

20.0%

30.0%

40.0%ABC-This Week BRENNAN

CBS Face the NationBARBOUR

CBS Face the NationBROWN

CBS Face the NationVILLARAIGOSA

FOX News SundayBRENNAN

FOX News Sunday OSTEENS

NBC Meet the Press ROSENNBC Meet the Press

WILLIAMS

NBC Meet the PressGILLESPIE

NBC Meet the PressMADDOW

NBC Meet the PressRODGERS

NBC Meet the PressCASTELLANOS

NBC Meet the Press GIBBS

Joy Admiration Optimism Trust

Anger Annoyance Pessimism Doubt


Contributor Characteristics

7

Note: Contributor Characteristics show the underlying focal point or trait the contributor is exhibiting in the conversation. For example, if the contributor speaks in "can do" statements, the focus is on their "Ability to Deliver." If they express "committed to" or "dedicated to" their

focus is on "Commitment."

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

BR

ENN

AN

BA

RB

OU

R

BR

OW

N

VIL

LAR

AIG

OSA

BR

ENN

AN

OST

EEN

S

RO

SEN

WIL

LIA

MS

GIL

LESP

IE

MA

DD

OW

RO

DG

ERS

CA

STEL

LAN

OS

GIB

BS

ABC-This

Week


NBC Meet the Press

Ability to Deliver Confrontation Accountability

Expectations Call to Action Improvement


Predictions & Promises

Geographic Focus

8

Note: Prediction statements are largely "they will" statements and Promise statements are largely "I will" statements.

Note: Geographic Focus classifies the contributor by their emphasis on Domestic vs. International issues.

__________________________________

0%10%20%30%40%50%60%70%80%90%

100%

BR

ENN

AN

BA

RB

OU

R

BR

OW

N

VIL

LAR

AIG

OSA

BR

ENN

AN

OST

EEN

S

RO

SEN

WIL

LIA

MS

GIL

LESP

IE

MA

DD

OW

RO

DG

ERS

CA

STEL

LAN

OS

GIB

BS

ABC-This

Week


NBC Meet the Press

Predictions Promises

0%10%20%30%40%50%60%70%80%90%

100%

BR

ENN

AN

BA

RB

OU

R

BR

OW

N

VIL

LAR

AIG

OSA

BR

ENN

AN

OST

EEN

S

RO

SEN

WIL

LIA

MS

GIL

LESP

IE

MA

DD

OW

RO

DG

ERS

CA

STEL

LAN

OS

GIB

BS

ABC-This

Week


NBC Meet the Press

Domestic Issues International Issues


Policy Issues

Rhetoric

9

Note: Policy Issues are focused sub-segments of the current domestic and international geographic focus.

Note: Rhetoric is segmented into various "persuasive" categories used to motivate the viewer by the contributor.

__________________________________

0%10%20%30%40%50%60%70%80%90%100%

BR

ENN

AN

BA

RB

OU

R

BR

OW

N

VIL

LAR

AIG

OSA

BR

ENN

AN

OST

EEN

S

RO

SEN

WIL

LIA

MS

GIL

LESP

IE

MA

DD

OW

RO

DG

ERS

CA

STEL

LAN

OS

GIB

BS

ABC-This

Week


NBC Meet the Press

Crime Jobs Economy Energy

Health Care Education Environment Defense

0%10%20%30%40%50%60%70%80%90%

100%

BR

ENN

AN

BA

RB

OU

R

BR

OW

N

VIL

LAR

AIG

OSA

BR

ENN

AN

OST

EEN

S

RO

SEN

WIL

LIA

MS

GIL

LESP

IE

MA

DD

OW

RO

DG

ERS

CA

STEL

LAN

OS

GIB

BS

ABC-This

Week


NBC Meet the Press

America Character Freedom God Leadership Unity Rights


Public Opinion of the Sunday Morning Programs

10

From the time each program begins to the end of the day (Sunday), Discovery Research Group collects all comments on Facebook, Twitter, Digg and other

microblog sources and analyzes both public attitudes and emotion toward the program in general. Here are our findings for this weeks programs.

__________________________________

Note: The sentiment measure is the scaled classification of contributors statements into four positive & negative categories - Excellent, Good, Fair, and Poor. Statements without positive or negative characteristics are treated as statements of fact and are not included. The spider

chart spikes reflect the outlier opinion of the contributor.

Note: Emotion is the classification of the sentiment elements into categories. The categories reflect some of strongest emotion used by the contributors and illustrates polar opposites in approach

(Admiration/Annoyance, Joy/Anger, Optimism/Pessimism, Trust/Doubt). The spider chart spikes reflect the outlier emotion of the contributor.

0%

20%

40%

60%

80%

100%

ABC CBS FOX NBC

Public Sentiment


0%

50%

100%

ABC CBS FOX NBC

Public Emotion

Joy Admiration Optimism Trust

Anger Annoyance Pessimism Doubt


11

…Focused Political Insights from a World of Conversation

© Copyright 2012 FocalyticTM is a product of Discovery Research Group

Focalytic (p) 800.678.3748

www.Focalytic.com [email protected]


News & Politics

Sunday Morning Roundup Report (4 29-2012)