FIFA World Cup 2010 dominates the news
The South African media monitoring service Newsclip says the 2010 FIFA World Cup was one of the most prominent media items in the country over the past 12 months. Monitoring 1 400 print publications, over 50 television and radio stations, and some 250 online sites; Newsclip has measured editorial mentions in over 12 000 print articles; 9 100 broadcast inserts; and a massive 42 350 online clips.
Newsclip’s Executive Strategist Daniel Munslow said in a statement that in the first quarter of 2009 specifically, there were 2 682 mentions of the 2010 FIFA World Cup in national and regional print media, 2 760 broadcast mentions, and 2850 online clips. The Advertising Value Equivalent (AVE) for these mentions is in excess of R180-million. AVE is a standard unit of measure used to equate free editorial exposure to a rand-value based on advertising rates.
In terms of geographic distribution, 31% of all FIFA World Cup event mentions appeared in the national press; 26% appeared in specifically Western Cape-based publications; 15% in Gauteng-based media; 14% in KwaZulu-Natal; and 8% in the Eastern Cape. The balance of 6% appeared in other regions of the country.
These figures refer specifically to mentions of the 2010 FIFA World Cup and it excludes general mention of 2010 (such as teams; scores; players’ profiles; infrastructure; and the like). In an expanded search using all media stories that relate to 2010 as parameters, online mentions nearly double in total to just less than 83 000. In response to a query from Shine2010, Munslow explained that Newsclip only run the expanded search online at this stage. “We will likely do a complete extended search for 2010 at a later date when we do an update later in the year,” he said.
Newsclip only measured the frequency of mentions in this study, not whether the coverage was positive or negative. However, Munslow explained, “from previous research we have done, we established that about 80% of all content was either balanced (contains both positives and negatives) or neutral (purely factual). The balance is split between positive and negative. One could statistically extrapolate that the same trend would be found here.”
Newsclip Media Monitoring monitors over 1 600 print media, hundreds of commercially-viable websites, and dozens of television and radio stations in South Africa.
Newsclip’s Executive Strategist Daniel Munslow said in a statement that in the first quarter of 2009 specifically, there were 2 682 mentions of the 2010 FIFA World Cup in national and regional print media, 2 760 broadcast mentions, and 2850 online clips. The Advertising Value Equivalent (AVE) for these mentions is in excess of R180-million. AVE is a standard unit of measure used to equate free editorial exposure to a rand-value based on advertising rates.
In terms of geographic distribution, 31% of all FIFA World Cup event mentions appeared in the national press; 26% appeared in specifically Western Cape-based publications; 15% in Gauteng-based media; 14% in KwaZulu-Natal; and 8% in the Eastern Cape. The balance of 6% appeared in other regions of the country.
These figures refer specifically to mentions of the 2010 FIFA World Cup and it excludes general mention of 2010 (such as teams; scores; players’ profiles; infrastructure; and the like). In an expanded search using all media stories that relate to 2010 as parameters, online mentions nearly double in total to just less than 83 000. In response to a query from Shine2010, Munslow explained that Newsclip only run the expanded search online at this stage. “We will likely do a complete extended search for 2010 at a later date when we do an update later in the year,” he said.
Newsclip only measured the frequency of mentions in this study, not whether the coverage was positive or negative. However, Munslow explained, “from previous research we have done, we established that about 80% of all content was either balanced (contains both positives and negatives) or neutral (purely factual). The balance is split between positive and negative. One could statistically extrapolate that the same trend would be found here.”
Newsclip Media Monitoring monitors over 1 600 print media, hundreds of commercially-viable websites, and dozens of television and radio stations in South Africa.
”Coupled with the IPL Cricket beginning on 18 April, the British Lions Rugby Tour kicking off on 30 May and 2009 FIFA Confederations Cup in June, South Africa is certainly the flavour of the year as far as top level sporting events are concerned,” notes Robert Wilson. CEO of travelinsouthafrica.net . “Fans would be well advised to sort out their travel and accommodation soon,” he said.
by Sharon Bezuidenhout
