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Media

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INTRODUCTION

Assessing the media impact of events is a notoriously difficult task. It is also very important as much of the justification for funding for events, from both the public and private sectors, is either directly or indirectly linked to the media impact they can achieve. This is usually done with the objective of shifting or enhancing perceptions of the host destination in order to boost tourism and investment to the area.

Whilst the eventIMPACTS partners fully recognise the importance of the media impact of events, this area is still under development. As such we aim to provide some basic guidance notes until more detailed research has been undertaken.

In assessing the media impact of an event there are a number of variables which need to be evaluated. These are:

  1. Fit with Message
  2. Volume and Type
  3. Tone

These variables will need to be evaluated both pre-event and post-event to assess whether success was achieved in gaining the desired short-term media coverage and longer-term attitudinal and behavioural impact.

  1. FIT WITH MESSAGE

    What is this?

    Before any assessment of the short-term media impact or value can be undertaken it is essential that the organisation or individual seeking to assess the impact is clear on their objectives and on the message they wish to convey.

    This can vary from sponsors who may want to expose the name of their product to as many people as possible, sport governing bodies who may be asking people to become involved in their sport or destination management organisations who may want to promote their area. In all cases they may be looking for a strong association with the event itself. The message is vital as it is impossible to gauge the effectiveness and value of media coverage if you do not know what you are trying to say.

    In evaluating the overall potential media impact of an event therefore, it is essential to look at 'fit'. In other words how good is the event likely to be at selling the desired message(s). The 'fit' will have a number of facets which will be dictated not only by the desired messages but also by the overall strategy in which the event exists. This will vary from event to event and also for different partners on the same event.

  2. VOLUME AND TYPE

    What is this?

    Volume refers to how much coverage the event can achieve in each target territory. Type refers to the kind of coverage that is anticipated.

    Type of coverage is also linked closely with audience and can go some way to building a profile of the sort of audience your message was exposed to.

    For example, social media and online coverage will generally speak to a younger audience than, for example, hard copy daily newspapers. Likewise, trade press or specialist publications for a specific discipline of sport or type of cultural event will raise your profile among the relevant industry but is less likely to attract additional or new audience members or spectators.

    Depending upon your goals and objectives and your message, the type of coverage generated will have more or less value and, for an in depth evaluation of coverage, emphasis and weighting should be given accordingly.

  3. TONE

    What is this?

    Tone refers to whether the coverage was positive, neutral or negative.

    Positive coverage will speak highly of your event, brand or organisation and will convey your key messages. This may take the format of an interview with one of your representatives.

    Neutral coverage will be more of a reporting nature. It will be factual and objective and may take the format of a listing in a magazine giving dates, times and information.

    Negative media coverage will go against your key messages and will be discouraging to consumers or derogatory to your brand or organisation.

PRE-EVENT MEDIA IMPACT ASSESSMENT

Prior to committing funding or other resources or support to an event it is important to make an assessment of the potential media value of the event using the above three variables as a guide.

This will, to a large degree, be subjective but some basic questions follow below to assist you. Score each on a scale of 1-5, where 1 = poorly/ negatively/ highly unlikely; and 5 = excellently/ positively/ highly likely.

  1. FIT WITH MESSAGE

    Considering 'fit' requires an organisation to be clear about its strategic aims, its brand values, and the messages it wishes to convey. Straight forward individual or collective judgment can be used to assess 'fit' using the following questions as a guide:

    How effective is coverage likely to be at showcasing the destination? (For example, will television coverage feature iconic 'beauty spot' locations?)

    How much coverage will we get for our brand? (I.e. will the position of television cameras enable frequent and prominent showcasing of the brand to television audiences?)

    How much is the event likely to help build and consolidate our reputation? (For example, will coverage be viewed by target audiences? Is the coverage likely to provide a demonstration of brand values?)

  2. VOLUME AND TYPE

    Is coverage likely to be shown at times conducive to high viewing figures?

    • For information, these times are:
      • 6.00pm - 11.00pm Weekdays
      • 10am - 11pm Weekends
    • You may also wish to make an assessment of how many cumulative hours of coverage are likely to be shown, and how many hits are likely to be received to the official website for the event. Does the event organiser have target figures for these things and plans in place to meet/ exceed targets?

    How likely is it that the event will achieve:

    • Dedicated scheduled International Television Coverage
    • Dedicated scheduled UK and Ireland Wide Television Coverage
    • Regional or specialist TV coverage
    • International Print Media Coverage
    • National Print Media Coverage
    • Regional or local Print Media coverage
    • Specialist magazine print coverage
    • Live international web casting
    • International internet coverage
    • National internet coverage
    • International or National Radio Coverage
    • Local Radio Coverage

  3. TONE

    How likely is it that negatively toned stories or messages will be aired regarding:

    • the event itself;
    • the environment (weather, event facilities etc);
    • the destination or wider infrastructure (traffic, hotels, transport links, cost) etc?

    How effective are communications plans likely to be at reducing negatively toned coverage?

    It is essential that this PRE-EVENT MEDIA IMPACT ASSESSMENT is done in order to evaluate the POST-EVENT MEDIA IMPACT ASSESSMENT.

POST-EVENT MEDIA IMPACT ASSESSMENT

Following the event you can re-assess the three variables (fit, volume & type and tone) and compare the actual results against the anticipated results.

  1. FIT WITH MESSAGE

    Following the event, and using individual or collective judgment, consider:

    How effective was coverage at showcasing the destination?

    How much coverage did we get for our brand?

    How much did the event help build and consolidate our reputation?

  2. VOLUME AND TYPE

    Was coverage shown at times conducive to high viewing figures?

    How many cumulative hours of coverage were shown?

    How many articles were produced in each print media type?

    How many hits to the official website for the event, or to other related websites?

    How many opportunities to view the event were made available through TV and internet?

    Did the event achieve:

    • Dedicated scheduled International Television Coverage
    • Dedicated scheduled UK and Ireland Wide Television Coverage
    • Regional or specialist TV coverage
    • International Print Media Coverage
    • National Print Media Coverage
    • Regional or local Print Media coverage
    • Specialist magazine print coverage
    • Live international web casting
    • International internet coverage
    • National internet coverage
    • International or National Radio Coverage
    • Local Radio Coverage

    Measuring Volume and Type through Advertising Value Equivalence (AVEs)

    A wide range of commercial media companies calculate Advertising Value Equivalence(y) (AVE). AVE provides a measure of media exposure, commonly calculated by multiplying the column inches (in the case of print), or seconds (in the case of broadcast media) by the respective medium’s advertising rates (per inch or per second). The resulting number is what it would have cost to place an advertisement of that size in that medium. By assessing all of an event’s media coverage in this way, and aggregating all such calculations, an overall AVE can be assigned to the media exposure garnered by an event.

    There are a number of different ways of deriving this but one methodology can be viewed on the following link.

    http://www.marketing-metrics-made-simple.com/advertising-value-equivalency.html

    AVE is widely recognised across a number of industries and sectors as an appropriate mechanism for gauging the value of coverage and is the current industry standard for evaluating the media impact of events. It is used by organisations involved in events across the world and forms at the very least a valuable part of the assessment. The method does, however, have drawbacks:

    • AVE does not measure an impact on consumers' awareness, perceptions, attitudes and behaviours, for example whether media exposure leads to tourism visits;
    • AVE does not generally measure tone and message content. Wide exposure that misses the core message or provides an unfavourable image of the destination is unlikely to lead to achievement of objectives;
    • Calling it an 'advertising equivalency' implies that an article or broadcast feature on the hosting of an event by a destination has equal impact to a specially crafted advertisement for that destination; and
    • In some cases no advertising rates exist. Many print publications do not accept advertisements on their front page. Some broadcasters accept no advertising. Yet often it is these media, or spaces within these media, that will carry the most influential reporting on an event.

    As a result many researchers have suggested that media impact evaluation of events should be more holistic, reporting both the short-term media exposure and the longer terms attitudinal and behavioural impacts [see/ link to section below]

  3. TONE

    How well did coverage positively showcase the destination?

    Were any negatively toned stories or messages aired regarding:

    1. the event itself;
    2. the environment (weather, event facilities etc);
    3. the destination or wider infrastructure (traffic, hotels, transport links, cost) etc?

    How effective were communications plans at reducing negatively toned coverage?

    (If using an AVE calculation) How has the tone of the coverage impacted the AVE?

MEASURING THE LONGER-TERM ATTITUDINAL IMPACT

One of the most common research means of assessing the impact that media coverage of an event has had on the attitudes and behaviours of consumers towards a destination is the tracking study. This involves assembling a consumer panel and collecting information on their awareness, attitudes and intentions towards the destination both before and after the event and the associated media coverage has taken place. It is important to establish the influence of the coverage on any changes to the data. One way of doing thing could be use of a panel which comprises both those who have been exposed to the coverage and those who have not, in order to assess any differences between the two groups. Or exploring with those who have been exposed, the extent to which it influenced their perceptions and decision making process if they are now intending to visit the destination.