Broadcast media audits and broadcast listening

BROADCAST MEDIA AUDITS

&

BROADCAST LISTENING

Analysis and insight designed to give clients a genuine competitive advantage.

BROADCAST MEDIA AUDITS

As broadcast communications strategists we’ve had our finger on the pulse of broadcast media trends and programming opportunities for a quarter of a century.

We’ve carried out extensive broadcast media audits for a diverse range of clients; from one of Britain’s biggest car makers, Honda UK, as they embarked on a profile-raising journey ahead of critical model launches; to network solutions powerhouse Cisco, providing vital insight into the ‘must have ingredients’ for journalists looking to cover cyber-security analysis and insight designed to give issues and for pharma giant GSK as they them genuine competitive advantage. measure perception shifts amongst global broadcast media influencers.

Analysis that evaluates media perceptions of brand, that tests brand understanding and insights that rigorously question media perception, all guide us to where the gaps may be found and capitalised on.

Our role for clients is much more than simply placing stories and securing coverage. Our close relationships with - and ready access to - broadcast media decision makers at a local, national and global level mean we are able to provide our clients with something unique:

It’s the type of analysis that can and should inform and shape a communications strategy. But it can also test interest and appetite levels in the stories, the subjects, the spokesperson or corporate profiling opportunities that matter to your business.

BROADCAST LISTENING A new tool for in-house teams Get closer to the media with our newly launched Broadcast Listening service.

Regular reports designed to provide vital competitor and media insight by monitoring and evaluating broadcast media activity around key topics, keywords and messages.

The reports help our clients understand who the media turns to currently on key issues, how often they are covering the subject matter of greatest interest to the brand and the story themes, comment pieces and angles that gain most traction.

For example, the listening reports we produce on behalf of Cisco act as clear signposts not only to what other brands and organisations are doing or saying in the cyber-security arena but provide qualitative analysis of the debates being stirred, the prominent views being aired and the voices (both brand and independent) gaining broadcast share.

In doing so, it provides Cisco with exclusive insight that feeds into their strategic communications planning.

Our broadcast listening reports make for powerful weaponry. They help you navigate the broadcast landscape, side step the competition and optimise the often untapped opportunities that broadcast can offer as part of your communications strategy.

For more, please get in touch at info@markettiers.com markettiers.com

LISTENING REPORT EXTRACT Discussion around food and drink

EXAMPLE BROADCAST MEDIA AUDIT Overview Respondents were from across the UK and US media spectrum from the BBC to Bloomberg and Sky to CNN. The aim of the research was to ascertain the level of knowledge about your brand, the services it provides, as well as reputational perception among target broadcast journalists.

Respondents · 3 from international broadcasters: BBC World Service, Bloomberg and CNN · 3 from Business programming: Ian King Live, BBC Business Unit and Jazz FM’s Business Breakfast Show · 4 from national broadcasters: Sky News Radio, Sky Sunrise, BBC Radio Five Live and talkRADIO · 20 from regional programming: 10 BBC and 10 commercial stations Summary of the findings All respondents are aware of your brand, with the significant majority thinking positively about it. However, whilst sentiment is high a large proportion do not understand the services you provide, instead led by their own experiences of your products to determine what they believe you specialise in. Greater insight is provided below with the answers to each question posed. Collectively they paint a vivid picture of misperception about your offering but also highlight a positive appetite for more information.

Qs 1 &2. What areas of programming are you responsible for and how do you conduct interviews? · 70% of respondents cover news, with a third working exclusively on Business stories · 100% are responsible for sourcing stories, with 90% responsible for booking interviewees · 80% take down the line interviews, with the remainder insisting on in studio comment Q3 & 4. Do you ever cover any of the following stories and if so, who provides comment? · 90% have covered stories in your sector in the last 6 months, with 30% having done so in the last month · 80% take down the line interviews, with the remainder insisting on in studio comment. · 50% have a current preferred interviewee for comment but most of them said they would be interested in additional experts.

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