lexisnexis bis sample report airline industry v2
TRANSCRIPT
|Sample Media Evaluation ReportAirline Industry
This sample report is strictly confidential. Its results are based on sample data only, and no conclusions should be drawn from its commentary, data or illustrations.
Contents 2
Competitor Report Executive Summary 4
Media Impact – Reach over Time
5
Top Stories 6
Media Highlights 7
Competitor Key Highlights 8
Trends & Media Intelligence 9
Top Sources 10
Key Message Analysis 12
Sentiment Landscape – Tier 1 13
Market Analysis 14
Country Reports Country Analysis Summary
15 - 18Country Competitor Overview
Media Highlights By Country
2
Competitor Report
Q1 SNAPSHOT MONTH 1 Q1 TOTALARTICLES 227 227
REACH 5.2b 5.2b
Executive Summary
4
• Airline A was mentioned in 227 articles during
[month] with the majority of items (91%) being
positive or neutral in tone. • The Airline X crash in [country] and aviation
security fears dominated the coverage in week 1
and 2. However, Airline A’s new route unveiling
and expansion plan also drove volume.• Media coverage reached over 5.2 billion
potential audience through online and print
media, driven by national and international
coverage of the jet crash.• One or more of Airline A’s corporate key
messages were featured in 78% of coverage,
with Key Message 1 the most widely reported
through reports about the airline’s expansion of
routes.
Competitor SOV
Coverage over Time
5
MoM1.5b
MoM3.2m
MoM1.8m2.3b
MoM
WEEK 3
Media Impact: Reach Over Time
Gear VR partnerships and speculation around Project Zero at MWC
STORIESTIER 1
SOURCES VOLUME
TIER 1 SOURCES
REACH
ALL SOURCES VOLUME
ALL SOURCES REACH
Airline X crash in [country]The Airline X crash in [country] and resulting general aviation security fears drove coverage for multiple airlines, including Airline A.
41 1.8b 80% 20% 200 2b
Plan to further expand [country] operationsAirline A’s plan to further expand on its operation in [country] boosted the airline’s positive coverage.
13 1m 70% 30% 100 2m
6
Media Type
Online Print
Top Stories
POSITIVE
Turkish Airlines among top firms for overall role in 2014
(The Gulf Time, 22 Dec)
BA set to become world’s first major carrier to ask passengers not to eat nuts
if someone nearby is allergic to them(Mail Online, 15 Feb)
Air France-KLM returns to profit on cheaper fuel prices
(BBC, 18 Feb)
NEGATIVE
The Great Escape: Busiest ever Christmas getaway season begins extra
early(The Independent, 19 Dec)
Turkish Airlines cancels flights due to bad weather
(Airline Industry Today, 30 Dec)
Libya descends into chaos as airstrikes hit Misurata
(The Telegraph, 28 Dec)
7
34% POSITIVE
45 ARTICLES
8% BALANCED
12 ARTICLES
55% NEUTRAL
76 ARTICLES
3% NEGATIVE
8 ARTICLES
Media Highlights
8
COMPETITOR HIGHLIGHTS SOV TIER 1
SOV ALL
SOURCES
SENTIMENT ALL SOURCES
POSITIVE BALANCED NEUTRAL NEGATIVE
Airline B
Driven by the Airline X crash and aviation security fears, to which the terrorist attack in [city] also contributed. A complaint from [celebrity] also drove negative volume, particularly in [celebrity]’s home country, [country].
21% 31% 60% 2% 33% 5%
Airline CAirline C coverage peaked in week 3. This was driven by reporting on its new CEO’s effort to tackle its financial position.
13% 3% 60% 4% 31% 5%
Airline DAirline D also saw their coverage dominated by the [city] crash. The airline’s strike action also drove the volume.
11% 1% 60% 1% 34% 5%
Competitor Highlights
TOPICS TYPE OF CONTENT
9
The topic with the highest volume was Price Competition and Taxation with 26% of all coverage, including stories on new IMF regulations on the aviation industry taxation and recent quotas. Journalists reported the backlash of consumer rights governing bodies for the free trade of low cost airlines which would be affected as a result.
Opinion pieces and trends reports were the most frequent type of posts within all media during [month]. This was due to the large scale analysis in top tier publications such as the Financial Times and New York Times where key aviation and industry journalists compared Airline A with other leading airlines. News was also high with 26%, particularly in print sources, which reported the increase in services for airlines in South East Asia.
Trends & Media Intelligence
ONLINE / PRINT SOURCEARTICLE
VOL.
UNIQUE MONTHLY VISITORS /
CIRCULATIONSENTIMENT
POSITIVE BALANCED NEUTRAL NEGATIVE
Bloomberg 37 53,112,193 60% 5% 30% 5%
Reuters 32 35,259,980 60% 5% 30% 5%
Mail Online UK 30 156,919,788 60% 5% 30% 5%
Flight International 12 547,168 60% 5% 30% 5%
Financial Times 11 13,453,186 60% 5% 30% 5%
Sky News 8 26,622,151 60% 5% 30% 5%
USA Today 7 61,964,652 60% 5% 30% 5%
Economic Times 7 78,511,196 60% 5% 30% 5%
BBC 7 195,984,238 60% 5% 30% 5%
Times of India 6 79,333,560 60% 5% 30% 5%
10
To Sources: Online & Print
11
TWITTER TWEET VOL. FOLLOWERS SENTIMENT
POSITIVE BALANCED NEUTRAL NEGATIVE
@x 37 53,112,193 60% 5% 30% 5%
@x 32 35,259,980 60% 5% 30% 5%
@x 30 156,919,788 60% 5% 30% 5%
@x 12 547,168 60% 5% 30% 5%
@x 11 13,453,186 60% 5% 30% 5%
@x 8 26,622,151 60% 5% 30% 5%
@x 7 61,964,652 60% 5% 30% 5%
@x 7 78,511,196 60% 5% 30% 5%
@x 7 195,984,238 60% 5% 30% 5%
@x 6 79,333,560 60% 5% 30% 5%
Top Sources: Social
Gear VR Partnerships And Speculation Around Project Zero At MWC
KM # KEY MESSAGE KEY MESSAGE STORY VOLUME
1 XYZ Story 24
2 XYZ Story 15
3 XYZ Story 30
4 XYZ Story 26
5 XYZ Story 22
12
Key Message Analysis
High Favourability
Low Favourability
Lo
w S
ha
re o
f V
oic
eH
igh
Sh
are of
Vo
ice
Sentiment landscape shows relative media performance of competitors within tier 1 sources. The higher in the chart the competitor is, the more favourable the coverage. The further to the right, the more extensive the coverage is, and therefore have A greater impact.
13
Lead insight: Ranked 4th by volume. The majority of Airline A’s coverage was positive or neutral in tone. Its competitors with a larger SOV attracted a relatively large volume of negative coverage, leaving it in a stronger reputational position.
Airline A
Sentiment Analysis: Tier 1 Sources
Gear VR partnerships and speculation around Project Zero at MWC
Market Analysis
14
UK (27%)Top tier content due to the [country] crash
AUSTRALIA (25%)Generated top tier content relating to
the[country] crash and route expansions
BRAZIL (16%)Top tier content on planned
route expansions
USA (32%)Generated top tier coverage over the
[country] crash
Airline A appeared in 227 news articles across the world in [Month Year]. The UK and US lead the volume, mainly over the Airline X crash in [country] and resulting general aviation security concerns. Brazil and Australia also drove coverage due to the announcement of route expansions.
Top Tier SOV All Source SOV Key Message Penetration
Country Reports
BRAND SENTIMENTKEY MESSAGE PENETRATION SHARE OF VOICE
What drove key message coverage?
The dominant media channel for coverage in the UK was Online, led by the news of the Airline X crash and [city] terrorist attacks, driving uptake of KM3. Airline A also generated KM5 uptake over its route expansion announcements.
What drove sentiment?
Airline A’s presence at the XYZ Air Show was the main driver for the airline’s positive media coverage in [country] media in [month].
16
Media Share of Voice
Airline A ranked 3rd by volume in its [country] media coverage, after the flagship carrier Airline B and another major European airline C. The major shared coverage drivers for all three airlines during Weeks 1-3 were the Airline X crash in [country], and resulting general aviation security fears.
[Country A], along with [Country B], accounted for the largest SOV by volume, mainly over the Airline X crash in [country] and resulting general aviation security discussions. However, reporting on route expansions boosted the airline’s positive profile.
[Country A]: Country Analysis Summary
SHARE OF VOICE
17
LEAD INSIGHTS: The media coverage for Airline A’s competitors were also dominated by the Airline X jet crash in [city] and general aviation security fears in Weeks 1 and 2. For [Airline B], the [city] hotel attack and the [city] attack also added volume. [Airline C] coverage was equally driven by the crash and security concerns, but also included reporting on its strike action.
Media Share of Voice
The flagship carrier Airline F led the volume for [Country A] media coverage. Another major local carrier, Airline G, followed. The dominant coverage driver for both were maintenance issues and the way the airlines responded to customer concerns – such as changing routes or waiving fees over booking date changes.
CONVERSATION BY MEDIA TYPE
What drove volume?
Online dominated [country] media coverage for [month] for all of Airline A’s key competitors, with Airline F receiving the bulk of attention due to widely-reported maintenance concerns.
COVERAGE OVER TIME
What drove the conversation?
The Airline X crash in [country] and resulting general aviation security fears increased volume at the start of the reporting period, with responses to maintenance concerns significantly boosting senior leader mentions and quotes towards the end.
[Country A]: Country Competitor Analysis
POSITIVE MENTIONSNegative mentions
NEGATIVE MENTIONS
KEY CONVERSATIONS
18
[Country A]: Country Media Highlights