Definitions

Reach will inform you about the number of potential contacts with the media message. This indicator is developed on the basis of viewing and listening figures for radio and television programs, press readership, the average number of views of online materials, taking into account exposure rate of proprietary names in content and organic reach of social media channels.

Reach of websites reflets the number of potential contacts with the material. The value of a single publication is the product of the average monthly number of domain views and the coefficient of exposure of proper names in the content. Materials on the homepage generate higher average of page views, so the final number of contacts with their message is always higher compared to other articles of the website.

Newspaper reach refers to the average number of readers who have encountered an average issue of a magazine. The value of the indicator is determined on the basis of the nationwide Press Readership Survey (PBC). For titles not covered by the survey, reach is calculated based on the average circulation value over a 12-month period.

Coverage in radio and television means the average number of listeners and audiences. The indicator is estimated on the basis of telemetry data, which for each station shows the quarterly average number of listeners by weekdays and weekends, and in 15-minute intervals.

Social media reach refers to the number of unique, active and engaged users who had the opportunity to see and read a published post.

Advertising equivalent (AVE) is an indicator that will help you assess the effectiveness of your PR activities and estimate the amount that should be spent on the publication or emission of a given message if it was an advertisement. The advertising equivalent (AVE) expresses the monetary value of publications from a given medium. The indicator is estimated by comparing the monitored information with the advertising cost of material of the same area.

AVE on the Internet reflects the amount of money that would have to be spent on a publication in a portal or social media if it were published as part of an advertising service. The indicator is calculated on the basis of price lists of articles on native or sponsored portals with general and specialized profiles, as well as the average cost of sponsored publications in social media. The AVE value of a homepage material is always higher compared to other articles due to differences in advertising price lists.

AVE in the press illustrates the amount of money that would have to be spent on an advertisement for the same size, calculated in square centimeters and based on the advertising price lists of individual newspapers.

AVE on the radio and television reflects the amount of money that would have to be spent on an advertising spot of the same length as the exposure time of the monitored information in a given program and airtime. Estimation is carried out according to the advertising price lists of individual stations.

AVE in social media reflects the amount of money that would have to be spent on posting a selected message if it were an advertisement.

Effective AVE is the advertising equivalent referring not to the entire area of the article, but to paragraphs in which the keyword is highlighted – available only in the press.

In the case of monitoring advertisements in press, radio and television within the Admonit service, it reflects the cost of broadcasting according to price list of the relevant medium.

With the Power Index, you can measure the power of a media message in the audience in the scale of 0-10, where 0-4 indicates “potential for growth,” 5-9 “effective impact,” and 10 “strong impact.” The score on the scale is the resultant of the most important parameters of the publication: impact, reach, source profile, number of keywords, their place of occurrence in the material, scale of exposure and opinion-forming based on IMM’s annual report “The most opinion-forming media in Poland”. It applies to every media publication monitored by IMM, including the most important social networks: Facebook, Twitter, Instagram, YouTube and LinkedIn.

Would you like to control what the people say about you in the media? Pay attention to the overtones of the monitored publications in terms of potential impact on your brand image. IMM’s algorithm distinguishes materials that are:

Positive, in which positive descriptions prevail for a given product/service/company/person, e.g. the best, outstanding, very good, fast, impressive, or charity, sponsorship, patronage of culture, good financial results, etc.

Neutral, in which the value terms are usually absent, and only the informative content is visible in the text.

Negative, in which terms that evaluate the product/service/company/person in a negative way prevail, e.g. defective, ugly, bad, dishonest, harmful, weak, and there are often pejorative nouns, such as: monopolist, thief, cheater, liar, etc.

It is possible to describe overtones based on detailed recommendations of the client – this is an additional verification of automatic results by a dedicated IMM analyst.

The index of saturation with keywords shows how often a given media message mentions your brand, keyword or issue in the form of text, video or audio. Low saturation (low) occurs when one keyword is noted in the material, medium saturation (medium) stands for two keywords and high saturation (high) – three phrases. Very high saturation (extensive) defines a material with the number of keyword phrases equal to 4 and more.

The Unique Users Index (estimated) will tell you the number of potential visitors to the source on a monthly basis. The presented values rely on data obtained directly from publishers or calculated on the basis of the IMM’s author study. Currently, the indicator only applies to online portals.

Weigh serves for signaling that the material contains graphics (P), logo of a given company (L), is an exception (W) or is particularly important (1).

Size defines the area of a given article, the number of words in the case of online material and time in the case of RTV. The effective size indicator, on the other hand, is only available in the press and means the area of the part of the article, referring to the paragraphs in which the keyword is highlighted.

Publications in press, on the radio and television and on web portals are classified (depending on the size of the material in which the monitored keyword is cited) as:

The whole material, when all or almost all of the publication contextually addresses the selected keyword.

Excerpt of the material, when the publication discusses many issues and the information on the monitored keyword is only one of its components.

Mention, when a sensitive keyword is mentioned in the publication, but its subject matter is not directly related to it.

Article – is a cross-sectional, larger text, describing a given phenomenon from different angles, often including expert statements. Most often it has a characteristic structure: title, lead, often also mid-headlines.

Information – a strictly informative publication, short and concise, in which one issue/event is described. Information is, for example: product presentations, market news. Such texts are signed with initials, abbreviation of the news agency or are not signed.

Interview – a conversation between a journalist and another person, aimed at gathering some information or seeking the opinion of this person on a given issue or a development.

Conversation – a polemic in which a journalist does not have to participate. A conversation is an exchange of views of at least two people on a given topic. (In the case of a radio and TV– a discussion).

Commentary – a journalist’s opinion on a particular topic. It can also be a column or poll, containing a person’s reference to a particular situation or event.

Advertisement – a paid form of the information, usually bearing the word advertisement or a number under the publication. This kind of publications are not signed by the author.

Announcement – a paid form of the information, usually accompanied by the word “Announcement”

Contests – actions, ventures for participation in which prizes (usually in kind) are provided

Benchmarking map stands for the media strength of a brand against its competitors. Mediality is examined in three dimensions: reach, number of publications and the image context value (percentage of positive publications in the whole discussion about a brand). The most favorable point for a brand on the graph is the upper right corner and a bubble larger than competing bubbles. The size of the bubble indicates the number of publications (the larger the bubble, the more media mentions the brand has recorded). The up-down direction (Y axis) indicates the value of image context – the higher the brand is, the more positive publications have appeared about it. The right-left direction (X axis), is the scale of coverage. The brand positioned on the right side of the graph reached a wider audience with its messages than the brand shown on the left side of the graph.

Media titles that regularly appear in the ranking “The most opinion-forming media in Poland” are marked with a cup symbol in the column called Source.

The IMM’s author report “The most opinion-forming media in Poland” is developed on the basis of the analysis of the monitoring result from press, radio, television and Internet portals, which mentioned the names of:

• Press titles;
• Radio stations, TV stations or titles of their programmes;
• Internet portals or titles of their programmes.

The study also takes into account press titles distributed exclusively as e-publications (pdf downloadable from the website), which, despite the change in the form of distribution, have not abandoned their current publication frequency, such as weekly Wprost.

The analysis includes all the media messages referring to articles, announcements and statements that were originally published or broadcast by other medium. More than 1,100 newspapers and magazines, selected programs on TV stations (TVP1, TVP2, TVP Info, TVN, TVN24, TVN24BiS, TVN Turbo, Polsat, Polsat News, Polsat News 2) and radio stations (PR1, PR3, PR4, RDC, Radio Maryja, RMF FM, Radio Zet, TOK FM and Muzo.fm) are taken into account, as well as the Internet portals where the new content appears regularly. The report does not include materials from social media channels and comments posted under articles on online portals.