Rijeka Carnival – Case study

MEDIA PUBLICITY ANALYSIS/SPONSOR VISIBILITY ANALYSIS

Apart from assessing the effectiveness of the media campaign on the visibility and positive reputation of the event itself, the analysis also assesses the effects for sponsors, measuring the quantity, frequency, and quality of their media visibility in the context of the Rijeka Carnival.

Media analysis covers all types of media – classic and online, including social networks.

Given that the event is equally relevant at the regional and national levels, the analysis includes all relevant local, regional, and national media.
The purpose of the analysis is to measure media engagement and the reach of the media campaign using standard metrics such as:

  • frequency and quantities of media visibility
  • Opportunity to See (OTS)
  • quality of visibility taking into account the tonality (which publications may have affected the creation of positive publicity, and which may have affected negative publicity or reputation)
  • status (to what extent the observed subject is present in the media publication, i.e. whether it appears in the status of the main subject, secondary subject, or whether it is only mentioned).

In this way, we assess the possible effects of the media campaign on the reputation of the event and the organizers/sponsors, as well as the perception of the users, i.e. the public.

The final effects of what is presented to the public through the media can be measured only by market research (telephone, face-to-face, or online surveys), partly by analysing comments on social networks, in which we examine how much the media campaign was noticed, what messages were noticed and remembered, what impact this had on respondents’ attitudes about the event.

Aim of the analysis

To enable the client to focus on what is relevant in a large quantity of media announcements, to notice possible omissions or threats, or to confirm the correctness of the communication strategy.

The frequency and quantity of occurrences (visibility), as well as the position, are also measured for sponsors and thus the effects of sponsorship are assessed, i.e. sponsors are enabled to assess the ratio of invested in sponsorship and the achieved media publicity.

The event organiser uses this information to prove the justification of the investment to sponsors, but also to attract new sponsors.

Although the service we provide to clients often stops at the stage of media output measurement,
i.e. media analysis, the recommendations of the profession are to view and measure the communication process in a comprehensive way, because only then do we have real feedback on the success of campaigns.

For more information on this, see AMEC’s Integrated Evaluation Framework.. 

The analysis has been done continuously for many years, which allows the client to monitor trends over time and improve strategy year after year.