Events can provide a platform to enhance perceptions of a host destination in order to boost tourism and investment to an area. However, in order evaluate exposure, it is important to try and estimate the number of people engaged with (i.e. watching or reading about) your event.
This section explains some of the standard measures of media impact (e.g. column inches, cumulative audiences and Advertising Value Equivalency) relative to how true a reflection of media impact they deliver. It also includes the measurement of online and social media. Some of the measures may be beyond the scope of some events. However, the resource is provided as a menu from which to choose an approach best suited to the aims and objectives of an event organiser and their stakeholders. Clearly articulated event aims and objectives are a recurring theme on this website and are essential components in evaluating the following:
- Volume and type of coverage - 'volume' refers to how much coverage an event can achieve in each target territory, whilst 'type' refers to the kind of coverage anticipated (e.g. national press, social media, etc.). Type may help to establish an audience profile.
- Fit with message – 'fit' refers to how well media coverage from an event fits the intended message an event stakeholder sets out to convey. This can vary from sponsors who want to expose their product to as many people as possible, governing bodies who may be asking people to get involved in their sport, or destination management organisations who want to promote their area. In all cases, they may be looking for a strong association with the event itself. A clear message is vital to gauging the effectiveness and value of media coverage. Organisers might consider the following before making commitments to media evaluations:
- how much coverage an event is likely to get for its desired message/brand;
- how an event will convey the desired message; and
- how an event may enhance a location's reputation.
- Tone of exposure - this refers to whether the coverage was positive, neutral or negative according to the message an event is trying to convey.