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Aldo Report .pdf



Original filename: Aldo Report.pdf
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Author: Daniel Viron

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90 Day Media Analysis Report

Methodology
Total Articles

Number of articles that mention the keywords of interest.

Advertising Value Equivalency (AVE)

Generated earned media value from mentions over the reporting period. Calculated as:
AVE = Total # of Unique Visitors per publication x $0.37 x 2.5%
We assume that, of the total unique visitors to a publication, 2.5% of them saw the story mentioning the company. The industry average cost of
placing an online advertisement is $0.37, so we multiply the estimated number of viewers by this value to generate a value for the cost savings
resulting in an organic mention instead of paid advertising.

Sentiment Analysis

Meltwater uses an algorithm that calculates the number of positive terms vs. negative terms to assess the overall tonality of the story. If there is an
equal number of positive and negative words, the story is rated neutral.

Change in Articles

Year-over-year percentage change in number of articles that mention the keywords of interest.

Change in Sentiment

Year-over-year percentage change in the number of positively or negatively toned articles. Used to evaluate overall change in brand sentiment.

Change in Potential Reach

Year-over-year percentage change in the audience exposed to the brand over the reporting period.

Change in Ad Value

Year-over-year percentage change in the value of earned media over the reporting period.

Communications Performance

90 Day Communications Performance Summary
Company

Date Range

Mentions

Net Tonality

Ad Value

Aldo

November 18, 2015 February 18, 2016

1,839

-22.3

$61,145,669

Mentions
NTS
Ad Value

Number of articles within the given date range.
Net Tonality Score - Calculated by subtracting the percentage of negative articles from the percentage of positive
articles (based on volume).
An estimation of publicity value calculated by multiplying reach by an industry standard formula.

90 Day Comparison
9%

Change in Articles
Increase in number of articles that mentioned Aldo

58%

Change in Ad Value
Increase in ad value

-45%

Change in Positive Mentions
Decrease in positive mentions

*August 17 – November 17 vs. November 18 – February 18*

Top Languages
• English: 86.8%
• Italian: 2.9%
• French: 2.4%
• Portuguese: 2%
• Spanish: 1.9%
• Dutch: 1%

Media Mentions

1,291

Top Location: United Kingdom
Top Trending Themes: Police (709
mentions) & Bromley (699 mentions)

Top Location: United States
Top Tending Themes: Actress (14
mentions) & Red Carpet (9 mentions)
232

189

127

November 18-30

December

January

February 1-18

This graph represents the media coverage/number of articles for Aldo in the last 90 days. The most coverage occurred in the m onth of
December when a group of youths had a machete fight in front of Aldo at the Bromley shopping centre. Other headlines included: Black
Friday 2015: The Best Deals on Accessories and Shoes; Style Rescue: Tips for Styling Statement Jewelry; and 3 of the Coziest Outfits You’ll
Want to Copy This Weekend. The second spike in coverage came in January, as Aldo’s top headlines included: Black, white and hot all
over! Katrina and Tabu sizzle in contrasting outfits as they pose with Fitoor co-star Aditya Roy Kapoor; Rita Ora suffers a bad hair day as
she steps out with controversial photographer Terry Richardson in NYC; and The Best Accessories at the Golden Globes 2016

Ad Value

Nov 18-30:
December:
January:
Feb 1-18:

Top Publication by Reach:
• MSN
• Huffington Post
• Mail on Sunday

$4.99M
$46.4M
$7.12M
$3.38M

Top Publication by Reach:
• Mail on Sunday
• Daily Mail
• Forbes.com

November 13-30

December

January

February 1-18

This graph represents the ad value Aldo received through media coverage in the last 90 days. December and January assembled
the greatest monetary value for Aldo. They were being mentioned in global publications such as the Huffington Post, Daily Mai l
Online and MSN. Though usually viewed as news aggregator sites, they have great audience reach as they often act as the first
source of news or as a browser homepage for many viewers. As such, news mentioned here is rapidly disseminated.

World Heat Map
Insight into how coverage of Aldo is broken down in the world

52% of coverage came from publications in the UK

24% of coverage came from American publications

9% of coverage came from Canadian publications

3% of coverage came from Indian publications

3% of coverage came from Italian publications

The top story in India was published by The Times of
India and mentioned Chitrangada Singh, an Indian
film actress. She was at the launch of an Aldo store
and commented on her style and how she is able to
express herself through fashion.

*Coverage tracked in countries accounting for less than 3% of the total coverage is not listed here*

American Heat Map
Insight into how coverage of Aldo is broken down in the United States

12% of coverage came from New York
8% of coverage came from Texas
6% of coverage came from California
4% of coverage came from Florida

*Coverage tracked in states accounting for less than 4% of the total coverage is not listed here*


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