MEDIA ANALYSIS SERIESBusiness Seminar – Singapore 2nd April 2009

The Obama ReportThe Obama Report

Agenda

• 9.30am: Registration and morning coffee• 10.00am: Welcome Note by Cameron Buckley, General Manager - SEA• 10.10am: Presentation on “Analysing the Media Response to President Obama” by Leon Hudson,

Sales Director - SEA• 11.10am: Question and Answer• 11.25am: Closing Note by Cameron Buckley• 11.30am: Light Refreshments• 12.00noon: Seminar ends

Media Analysis Series

Issues detailing specific abilities of media analysis while providing insight on major topics of global interest

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The Obama Report

Evaluating coverage of President Obama across eight Asia-Pacific markets:

- Singapore- Australia

China- China- Hong Kong- Indonesia- Malaysia- New Zealand- Pan-Asian media

3,417 media items from over 213 outlets reviewed by a team of experienced analysts

Obama Report – monitoring and analysis process

> Monitoring scope and systems – 5,000 traditional media outlets, 15,000 websites, 25,000 blogs monitored regularly

> Analysis matrix developed

> Keywords developed - (obama) and (inauguration)

> Material sent through to the brief automatically and then accessed by analysts

> Analysts use the Carma methodology to evaluate each media item for story focus, issues, messages and favourability

Obama Report – monitoring and analysis process

> Positioning

> Prominence

> Issues

> Messages

> Sources

> Tone

Obama Report – Story Focus

> Event coverage dominated

U.S. Economic concerns were the focus of only 12% of the coverage

Obama Report – Key Challenges

> International hotspots were the most mentioned challenges

Favourability was generally high, particularly on Iraq and Afghanistan, but lower for the Israeli-Palestinian issue

Obama Report – Media Type Comparison

> Websites number one for volume

- A key finding of the report is that news websites are already producing higher volumes of news on key issues than traditional media.- Press still provided greater analysis of issues with a lower proportion of neutral items

Obama Report – Media Intermediation

> Print and TV still most referred to media

Print and television news were seen as the most authoritative media, with news agencies not far behind in mentionsBlogs were only mentioned in two items out of over 3,000 analysed

Obama Report – Leading Messages

> The campaign’s key messages of hope and change maintained excellent cut-through all the way up to the inauguration

- Positive messages dominated, accounting for over 95% of all messages- Leading messages related to broad themes, with specific policy messages appearing far less frequently

Obama Report – Market by Market Story Focus

> Singapore media showed a much greater focus on the policy challenges for President Obama

- While Chinese media focused almost entirely on the event itself, South East Asian media and in particular Singapore media showed an issues focus- These results seem to indicate a “wait and see” approach from the Chinese and Hong Kong media

Obama Report – Economy mentions> Singapore media also led the way on discussion of U.S. economic concerns, with this issue mentioned more often than in any other analysed market

- Again, the relatively low level of discussion of economic issues at the time of President Obama’s inauguration in Chinese and Hong Kong media is surprising

Obama Report – Singapore Story Focus> Over 50% of Singapore reports focused primarily on the challenges facing the new President

- The conflict in Gaza during January kept international issues at the forefront, however there was still a far larger focus on U.S. domestic economic issues than in most other markets

Obama Report – Singapore Leading Media

> News websites and newspapers debated the prospects forsuccess of President Obama in equal depth in Singapore,unlike in most other markets, where newspapers weremore analytical than the other media types.

> Media companies in Singapore, as in Australia and Malaysia, have embraced online technology to deliver their information.

> There were almost double the number of media reports onnews websites than there were in newspapers in Singapore.

Obama Report – Singapore Key Challenges> While the Middle East conflict over Gaza was the leading key challenge, the range of economic issues, when combined, were the most discussed in media relating to President Obama.

Obama Report – Singapore Leading Messages> Hope and change still lead, but policy messages close behind

Obama Report – Singapore Media Intermediation> Hope and change still lead, but policy messages close behind

Obama coverage - two months on> Singapore People Index goes here – Obama v Goh etc

Media Index

> Media Monitors is the largest accumulator of news and opinion in the Asia-Pacific region

> This data provides us with the opportunity to track leading issues across all forms of mediamedia

> As a service to the media and the public, Media Monitors produces a range of Indices ranking news stories, brand mentions and leading people in the news

Media Index

> Brand Index