- New tool combines YouGov BrandIndex data with Metricomm’s strategic insights into media engagement to give decision-makers unparalleled understanding of how coverage really impacts their brand
- The partnership means high-performance reputation management, crisis response and brand recovery strategies can, for the first time, be driven by detailed data
- The cutting-edge tool revolutionises media coverage impact analysis, rendering many assumptions about how news volume and sentiment equate to public perceptions obsolete
YouGov, the international research and data analytics group, and Metricomm, the pioneers of media coverage impact measurement, have partnered on a new media impact assessment tool which means clients will, for the first time, be able to use accurate and validated data to understand how press coverage is really affecting their brand.
The new tool’s focus on enduring online media effects and executive-relevant metrics helps brands better measure and manage effectiveness and mitigate reputational risk from media coverage. It combines the accuracy of YouGov’s BrandIndex daily brand tracking data with Metricomm’s innovative media analytic system, and means clients no longer have to rely on outdated assumptions about how news volume and sentiment equate to public perceptions.
YouGov’s BrandIndex detailed and granular brand and reputation measurement data reveals how media coverage really influences consumer perception and behaviour, both in normal conditions and during brand crises. This partnership means Metricomm can use this data to push the boundaries of media analysis, assessing how audiences engage with news content, identifying which coverage is most likely to be seen and remembered, and using YouGov’s quality data to quantify how this coverage impacts a brand’s buzz, consideration and impression scores.
Karen Williams, Client Director at Metricomm: “Partnering with YouGov adds significant value to our ability to quantify and explain how, when and why media coverage impacts business performance. Having worked with a range of brand tracking metrics, we have found that YouGov BrandIndex provides outstanding consumer-centric data. Combining our data with BrandIndex data provides brands with compelling evidence of the important role played by media coverage in the marketing and advertising mix, helping shape consumer opinions, behaviour and purchase decisions.”
Will Ullstein, CEO of YouGov UK: “I’m delighted that, through this exciting new partnership, YouGov’s market-leading quality data is being utilised in such a powerful new way. By combining YouGov’s best in class data and Metricomm’s analytics, clients can fully understand the reality of how their audience engages with media coverage, and what this engagement is doing to their public perception. This new tool enables brands to use this knowledge to develop even more sophisticated and effective strategies to manage and enhance their reputation.”
ENDS
