Press evaluation
Press coverage of sponsored events is often neglected but it can generate significant exposure for a sponsor brand. As ZenithOptimedia offices across the world buy all the major press titles we are well placed to provide an international clippings service.
Sponsorship Intelligence analyses space given over to properties, not just sponsors, because this helps establish the impact of the commercial platform being offered. However, most often the focus is on monitoring specific sponsor mentions within each article featuring the property and evaluating coverage with the following elements taken into account:
- title of publication, size of article and cost of a single column centimetre for each publication
- occurrence and prominence of sponsor mentions (both pictorial and written mentions)
- article’s favourability (tone of any associated editorial is taken into account)
Accurate ad rates are supplied by ZenithOptimedia’s press buyers in the local offices and applied to produce a gross commercial value for each article. This total is then weighted according to the factors noted to arrive at a sponsorship value.