Tue 9 Mar 2010
Source: Influence Communication
Cost-effective on all fronts
Montreal, November 3, 2009 – Having received special permission from its client Cirque du Soleil, Influence Communication has been authorized to release the results of its financial assessment of the media coverage generated by Guy Laliberté’s spaceflight. The total advertising value of the news item’s worldwide media coverage (radio, television, Internet and newspaper) between June 4 and October 14, 2009, stands at CAN$592,425,679.34. It has also been evaluated that 92% of this value was realized between the peak period of September 30 and October 14, during which the One Drop Foundation show was broadcast. This is a conservative estimate, because despite the fact that a media article or report carries much more credibility than an advertisement, the analysts at Influence did not assign added weight to the news value, applying instead a 1 to 1 ratio.
In general, all major media outlets reported the news, giving it a moderate amount of attention. Based on the readership and audience monitoring of the various media, it is estimated that approximately 878.8 million people may have been exposed to the news in 71 countries. Of these, 23% were Americans. The news item carried by the electronic media represented more than 28,300 minutes of airtime, the equivalent of 19.6 days of continuous broadcasting.
With 92.5% of the coverage value, television was the primary witness to the event, broadcasting reports averaging 1 minute 57 seconds in length. It was calculated that 73.5% of the televised coverage value originated abroad.
The average length of newspaper and Internet articles was 270 words. However, in all of the large markets, certain major dailies published articles of a half-page or longer.
Neutral or factual coverage combined with positive or very positive coverage accounted for 94% of all media activity.
One Drop Foundation
Overall, the media prominence accorded the One Drop Foundation grew steadily throughout the event.
What the media coverage of the spaceflight by Guy Laliberté represents
- 32% of all reports worldwide concerning Canada in 2009
- 54% of all reports worldwide concerning Quebec in 2009
- 23 times more international media prominence than Canada’s presence in Afghanistan
- 26 times more international media prominence than the Canadian dollar
- Equivalent to the complete international coverage of an entire F1 season
The most widely broadcast image
This photo represents 17% of all of the images carried in the media regarding this news item.
A few foreign media examples
Reuters, Bloomberg, AFP, AP
ABC News, CBS, MSN / MSNBC, NBC, CNN, Fox, Fox News, BBC, France Info, France 3, EuroNews, Russia Today.
USA Today, NY Times, New York Post, Los Angeles Times, Chicago Tribune, Philadelphia Inquirer, The Guardian, The Independent, The Dominion Post – New Zealand, The New Zealand Herald, The Australian, Moscow Times, St. Petersburg Times, Gulf News, The National, South China Morning Post, Shanghai Daily, China Post, The Taipei Times, Expressen, Vatan, Berliner Kurier, Corriere della Serra, Il Messaggero, De Morgen, El Pais, El Mundo, La Verdad, Le Parisien, La Croix, Le Soir, Le Monde, La Tercera, Reforma, La Nacion, El Universal, O Globo, Times of India, Financial Chronicle India, The Hindu, etc.
Research methodologyThe analysis of the advertising value of media coverage of Guy Laliberté’s flight into space is based on the advertising value of the market. It does not, however, take into account volume discounts a client might obtain or the positioning premiums that might apply based on the day an advertisement is carried.
Advertising value is a product of space, positioning, duration, print run, circulation, audience measurement and/or the medium carrying the content.
Our evaluation is based on a 1 to 1 ratio. We have not added value to the journalistic content, despite this generally being more credible than an advertisement. In this matter, we prefer to allow you to define a multiplication factor to determine the final value.
About Influence Communication
Established in 2001, Influence is Canada’s top information broker. From its head office in Montreal, Influence conducts media monitoring for the majority of Canada’s largest corporations. With its Interactive Communication Environment (ICE) system and network of partners across Canada and in 160 countries, Influence offers comprehensive monitoring, aggregation and analysis of newspapers, radio, television and more than 7,000 Internet news sites. Each day, Influence Communication collects over 700,000 news items from around the world.
Source : Jean Lambert
Senior media analyst