Medial analysis
Medial analysis
results in year 2008
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Newton Media, zpracováno pro Fórum dárců
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In the period between 1st January 2008 and 31st December 2008 there were 8 076 contributions covering the issues of philanthropy, corporate giving and activities of foundations published in media, which is 33% less than in 2007 (i.e. decline from 12 028 contributions to 8 076). In respect to the development of media coverage this was the lowest media coverage since 2004.
- As regards participation of individual media groups on the overall coverage of the monitored subject regional media (67%, 5 410 contributions) were represented most frequently. The share of this media group regarding the overall media coverage declined by three percentage points compared to the previous period (from 70% to 67%). Articles published in national dailies (11%, i.e. 892 articles) represent an important part of media coverage. The number of articles published in national dailies declined by 29% compared to 2007 (i.e. from 1 257 articles to 892). The third largest media group with eight percent share represents other printed media (in 2007 this group had seven percent share). The number of contributions covered by this media group declined by 22% (i.e. from 833 to 647 articles).
- Once again Mladá fronta DNES placed first among the TOP media with 463 articles (i.e. 13% decline compared to the previous period – from 532 to 463 articles). National daily newspaper Právo sustained second position in the imaginary index with 185 articles published (in 2007 there were 232 articles). Regional daily Českolipský deník placed third with 148 articles (in 2007 this title placed fourth with 168 articles).
- As regards individual companies covered by media within the corporate philanthropy context in 2008, Vodafone Czech Republic was mentioned most frequently, it was covered 125 times. Second in the imaginary index was Česká spořitelna with 120 articles and third the ČEZ Group with 109 articles, Škoda Auto with 102 articles placed fourth and the group of the first five most frequently mentioned companies was complemented by Johnson & Johnson covered by 96 articles.
- In term of subjects covered by the articles mentioning selected foundations, media most frequently informed about specific projects run by foundations, endowment funds and companies (mentioned 5 926 times, this represents 62% of the overall media coverage). A considerable number of the articles referred to involvement of publicly known people, celebrities and important business personalities in giving and philanthropic activities (mentioned 1 352 times, i.e. 14% of the overall media coverage). Corporate social responsibility was the third most frequently mentioned topic (mentioned 911 times, i.e. 9% of the overall media coverage).
The graph shows the level of media coverage of philanthropy by individual media groups. As regards the overall media coverage share of individual media groups in respect to the monitored subject, regional titles played the key role.
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Czech Press Agency
Number of contributions National dailies
Regional dailies
TV and radio
Economic magazines
Other media
Number of contributions
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The graph lists media that covered the subject of philanthropy most frequently in 2008. At least 114 contributions were published by the listed media.
->Among TOP media Mladá fronta DNES with 463 articles took the lead in the monitored period keeping its 2007 position in the imaginary index. Compared to the previous year the number of contributions published by this daily declined by 13% (i.e. from 532 to 463 articles). National daily Právo placed second with 185 articles (i.e. 20% decline – from 232 articles to 185) and regional daily Českolipský deník placed third with 148 articles (i.e. decline by 12% – from 168 to 148 articles). Fourth placed Liberecký deník daily with 121 contributions (i.e. 20% decline from 172 articles to 121) and fifth Děčínský deník daily with 113 articles.
Subjects most frequently associated with TOP foundations
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Projects run by foundations/endowment funds/companies
Involvement of publicly known people/celebrities/important representatives of business in giving and philanthropy
Corporate social responsibility
Awards – awarded to/by foundations
Other
The graph shows, which subjects were most frequently mentioned in relation with selected foundations. One article might have covered more subjects.
-> Specific projects run by foundations, endowment funds and companies were mentioned most frequently in 2008 (mentioned 5 926 times, i.e. 62% of the overall media coverage). The most closely watched projects were as follows: :-> Computers Against Barriers – Nadace Charty 77
-> Greenways – Nadace Partnerství
-> Tree of Life – Nadace Partnerství
-> Orange Playgrounds – Nadace ČEZ
-> Orange Bicycle – Nadace ČEZ
-> School for Sustainable Development – Nadace Partnerství
-> Christmas Bazaar “v Mokré čtvrti” – Nadace Terezy Maxové
-> Clever Hands Fair – Nadace Terezy Maxové
-> Express Help – Nadace Vodafone
-> Bridge Financing Assistance Programme for NGOs – Nadace rozvoje občanské společnosti
-> Help the Children – Nadace rozvoje občanské společnosti
-> Education Fund – Výbor dobré vůle – Nadace Olgy Havlové
-> For Health – Nadace OKD
-> For Joy – Nadace OKD
-> For Future – Nadace OKD
-> For Europe – Nadace OKD
-> Public collection „Help Up the Needy!“ – Nadace EURONISA
-> Teribear – Nadace Terezy Maxové.
Selected TOP companies and philanthropy
Media coverage of TOP companies in the context of corporate philanthropy
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number of contributions media impact (GRP)
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The graphs indicate media coverage of the TOP companies referring to corporate philanthropy in 2008. In case there were more companies mentioned in the article, it was considered in respect to all mentioned companies in the graph. Media impact expresses the effect an article had on the audience (readers, listeners, viewers) and is based on the “average” effect it had on a percentage share of the population over 15 years of age. This parameter is based especially on readership (ratings) of individual media, in case of printed media it also considers positioning of the article within the issue. Media impact is measured by means of the so-called GRP (GRP = gross rating points), one GRP equals 88 000 readers, listeners or viewers who could have got acquainted with the contribution. Readers who could have read more than one article are considered multiple times.
-> In 2008 media published in total 854 contributions referring to corporate philanthropy in relation with the selected TOP companies.
-> The highest number of contributions (125) on corporate philanthropy was associated with Vodafone Czech Republic. Contributions referring to this company achieved the third highest media impact (38 GRP). The main covered topics included especially the Top Corporate Philanthropist 2008 award Vodafone received for the GhettOout electronic game featuring the life in a ghetto; merits of the former CEO, Graham Maher, in respect to establishing the Vodafone Foundation in the Czech Republic and to a number of corporate social responsibility programmes; Vodafone’s placing third in the European Corporate Responsibility Contest and the company’s position on the list of the TOP 20 donors of the TOP Corporate Philanthropist.
-> Corporate philanthropy was also frequently referred to in relation with Česká spořitelna (120 contributions), ČEZ Group (109 contributions), Škoda Auto (102 contributions), Johnson & Johnson (96 contributions) and Telefónica O2 Czech Republic (72 contributions).
-> Contributions referring to L’Oreal ČR (50 GRP) achieved the highest media impact, these contributions were published in media with high readership/large audience (such as Mladá fronta DNES or Czech Radio 1 – Radiožurnál). Contributions referring to Škoda Auto (42 GRP) also achieved high media impact.
-> Česká spořitelna and the ČEZ Group were referred to especially in respect to their position in the TOP Corporate Philanthropist 2008 index (where ČEZ placed first and Česká spořitelna second). Media also referred to the award Škoda Auto received for its exceptional corporate philanthropy projects, and Česká spořitelna’s award for its ‘Day for Charity’ project. Telefónica O2 was covered by an interview with its external affairs director discussing mainly ecology, philanthropy and business ethics. Media also referred to the VIA Bona award that Telefónica O2 received for its support of a project fighting against bullying at schools; other mentioned subjects included Telefónica O2 Matts Johansen’s contribution at the Retail Summit 2008 where he also spoke about corporate social responsibility, and Jiří Šuchman taking the position of external affairs director in May 2008. Johnson & Johnson was referred to after placing third in the TOP Corporate Philanthropist 2008.
