Monitoring services & Media intelligence

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1 Monitoring services & Media intelligence MC Monitoring is the first and premiere organization offering independent media monitoring service in Albania. Started 9 years ago MCMonitoring is well known and provide reports to many international organization and companies. Our topical surveys of local printed and electronic media provide a comprehensive coverage of Albanian news, politics, public affairs, business and economy as mirrored by the local press, television and radio. Considering the gained experience and the cutting edge system technology this service is continually improving, to best accomplish the needs for media monitoring. Creating a strongest competitive advantage, our services on Media Monitoring & Intelligence with a decade of experience developed from trained and professional staff with solid understanding of the local media are very appreciated by marketers, PR companies and institutions. Our reports and analyses improve the efficiency and effectiveness of media and marketing investments throw media performance monitoring, competitive monitoring, contract management, media education, econometrics, media-mix output and, promotional optimization and bespoke media research. Our Media Monitoring, based on MediaWatch and PressProduction assures constant coverage of all major broadcast (up to 15 TV channels), press-clipping service (up to 35 newspapers, magazines and other publications), OOH print monitoring providing also media research and consultancy reports. SOURCES Comprehensive coverage of: - Printed Media (27 newspapers, 8 magazines and professional publication) - Electronic media (15 TV channels) - Outdoor (Mass events, OOH advertising, press conferences, meetings) - Internet EXPERTISE Media Monitoring was established in 2000 and over the years has been employed on a retained and project basis by various Albanian Media companies, Advertising and PR agencies, national and international companies and institutions COST-EFFECTIVE Media Monitoring Report's are highly cost-effective evaluated in cost base approach. The services enable you to protect your media investment METHOD Media Monitoring employs a range of industry standards and specialized methodologies to deliver credible and reliable results. A dedicated team of experienced analysts with knowledge across a range of industry sectors is available to intelligently evaluate your media coverage. FLEXIBILITY Flexible delivery options include on line portal and standard and customized reporting. Data is presented in tabular and graphical format. Reports contain also analysis helping to identify key trends that help set future strategy and goals. KEY FACTS In 2008 we have analyzed over 345,339 relevant articles, stories and events; 762,186 TV and Radio commercials; 36,619 of them, unique; 65,261 press commercials; 24,866 of them, unique. About MCMonitoring

2 MCMonitoring Reports & Analysis Our media monitoring analysis and reports cover the News Media Monitoring, Marketing Activities Monitoring and Media Behavior Analysis. The most common reports are illustrated below. 1.1 News Media Coverage reports Media coverage offer a comprehensive coverage of news monitoring from Press & TV and enables organizations to measure and evaluate the success of media investment and PR activity against a flexible range of criteria. Their use helps also setting the future media strategy and PR approach. Coverage is evaluated against both quantitative and qualitative criteria, including: o Volume/impact by media type, publication, journalist o Share of voice by category, company, product o Reach/circulation o Sentiment by media, program/article, author/anchor o Key message and key audience penetration The reports provide a detailed account of the hits identified, as well as trend analyses on the basis of their overall frequency over the monitoring period and the distribution over different media sources. This analysis will also be presented for each of the categories of hits, i.e. positive, negative and neutral. Besides frequency, comparative distribution analyses will be presented on the basis of the length of hits, time of appearance/newspaper placement, estimated total audience or contacts, and media value. More frequent reports on media coverage are: a. Daily Albanian Media Review A daily summary in English of main news in Albanian TV and Press divided into four main sections (Current issues, Domestic policies, International Relations and Business/Economy), delivered daily until 9 AM. This is a valuable executive summary of the main daily news that clarifies also the media sources. The press news is retrieved from the same day press clipping and the broadcast news from last night news editions broadcast. Al b a n i a n M e di a Review CURRENT ISSUES 3000 Albanian lost their right to vote because of blood feuds. Albanians, eagerest for the EU. Religious leaders against the legalization of gay marriages. DOMESTIC POLICIES The reform in the Judicery avails Current Issues 9:00 a.m. daily review of Albanian print and broadcast media Friday, 31 Aug 2009 TABLE OF CONTENT Monitor your interest with the right tools BUSINESS/ECONOMY Ministry of Finance dismisses Governor Fullani s concerns. Clothing manufacturers meet with deputy Minister of Finance. INTERNATIONAL RELATIONS Legal immigration, a must for visa liberalization. Austria: no enlargement without Albania. b. Express Monitoring If time is an essential consideration, early reporting of relevant day print and previous day TV broadcast media news in Albanian language including key details of individual media is delivered. The relevant hits are selected and retrieved based upon keywords. A friendly user interface will allow you to search, select and prepare your own press clipping reports. Express Monitoring can be accessed on-line from our web portal with data available usually from 6 AM or sent to you daily from 8 AM. MCMonitoring Reports & Analysis 1

3 c. Media Content If you are you interested in breadth of detail on relevant media clippings, spending the minimum of your time, The Media Content reports, with its concise and precise English summaries highlighting key market intelligence and editorial opinion, will focus information of tactical importance to your organization. The report includes an executive summary in English of the main news from the same day of print media and previous day TV broadcast media and for each relevant media articles followed by a 4 lines English summary with the original clippings of relevant media articles or video with key data on audience. Monitor your interest with the right tools ENERGY NEW S MEDIA: Panorama TYPE: newspaper DATE: Friday, July 31, 2009 FREQUENCY: daily PAGE: 6 REACH: HEADLINE: An increase in energy prices for Albanian should brace themselves for an increase in energy s prices for In a meeting with the Albanian press, director of Energy Regulation Agency said that a series of factors influence this price hike, and if we expect a 24/7 energy supply then energy price are going up. Energy prices in international markets and network losses are two of the main reasons behind this price hike. Another factor is that now Energy Distribution System Operator is a private company and has its own profit to look after. In September, Energy Regulation Agency wi ll set the fees for transmitting and distribution, and also prices that consumers wil l have to pay for each KW of electricity. // The media content reports are delivered usually in the morning from 9 to 12 AM. d. Coverage Analysis 41% Share of Keyword hits 13% 46% AMC Eagle Vodafone COVERAGE ANALYSIS REPORT Mobile category in Print The articles selection is been done from all dailies titles during 1-22 September 2008 according to the keywords mentioning the companies operation in Albania and 117 articles were analyzed. The results of Press Review analysis are shown in the charts and tables below. Share of Articles Cost 22% All 17% AMC, Vodafone Vodafone 11% 20% 30% AMC Eagle All Share of GRP reached 32% 16% AMC, Vodafone Vodafone SHARE OF TOTAL KEYWORD HITS, ARTICLES COST AND GRP REACHED FROM ARTICLES MENTIONING THE MOBILE CATEGORY COMPANIES 8% 25% AMC Eagle 19% Coverage Analysis reports provides you a thorough quantitative and qualitative analysis of the relevant news clippings to highlight the level and type of media appearance and media impact vis-à-vis your topics of choice over time, as well as provide valuable insights for media strategy. These reports track customized quantitative parameters, including aggregated viewer ship/readership data per news clip, which are then displayed in several accurate charts and graphs. Qualitative measures include source of information, context, tone, messages, appearance and list of reporters. The rapports are delivered usually monthly or covering longer periods of time. e. Copyright protection Copyright Verification Tool assists copyright owners in data relevant to publications and broadcasted or searching for material that they believe to be infringing. These reports allow locating that material with proof of airings and publication. MCMonitoring Reports & Analysis 2

4 1.2 Marketing activity analysis Strictly devoted to paid and non paid advertising, Media Monitoring in marketing area is extensively used by marketers and companies that invest in media retaining or increasing customer loyalty and share of influence. Our services promise to better enable your company in achieving these aims. o Investing in media for advertising purposes can be a hard-to-take decision. You are about to negotiate for the cost of your campaign. How does one TV sell airtime in comparison to others? o You pay top dollar and all you get in return is ghost airtime, you run your commercials and they go away in seconds. How can you be sure that the booked spots have all been aired in compliance to the negotiated schedule? o What s the competition doing in the mean time? What is their strategy? Is your campaign a drop in the ocean or otherwise excessively and unnecessarily heavy? a. Analytical Advertising Report Daily monitoring checks how the commercials aired/printed match the agreed-upon media plan and the results are presented in a report which specifies: - The advertising copy aired/printed (name, length/space); - The time (hour, minute) of airing/date of print; - The placement of each spot in the advertising block and the total number of spots in a commercial break/page of print. TV Analytic Report Date & Time Brand Name Comercial Name Media Name Spot No Break Total Spot 01 February :35 Raiffeisen Bank Girl at the beach Top Channel February :26 Raiffeisen Bank Girl at the beach Top Channel February :53 Raiffeisen Bank Girl at the beach Top Channel February :53 Raiffeisen Bank Girl at the beach Top Channel April :32 Raiffeisen Bank Girl at the beach Top Channel April :32 Raiffeisen Bank Girl at the beach Top Channel April :17 Raiffeisen Bank Girl at the beach Top Channel June :22 Raiffeisen Bank Girl at the beach Top Channel June :17 Raiffeisen Bank Stages Top Channel June :00 Raiffeisen Bank Stages Top Channel July :24 Raiffeisen Bank Stages Top Channel July :18 Raiffeisen Bank Stages Top Channel July :35 Raiffeisen Bank Stages Top Channel August :23 Raiffeisen Bank Stages Top Channel August :59 Raiffeisen Bank Stages Top Channel August :55 Raiffeisen Bank Red head Top Channel 2 3 b. Brand Category Advertising Report From 1 Jan 2006 to 31 Jan 2005 Brand Category Advertiser Brand Name Total 8 TV Channels Cost offic. Rate Cards No No. Lek % Banking Finance Credins Bank ATM ,618, Banking Finance Raiffeisen Bank ATM ,899, Banking Finance Tirana Bank ATM , Banking Finance Credins Bank Consumer loan ,471, Banking Finance Raiffeisen Bank Consumer loan ,941, Banking Finance Credins Bank Corporate image ,289, Banking Finance Emporiki Bank Corporate image ,479, Banking Finance Union Bank Corporate image ,548, Banking Finance Raiffeisen Bank Deposit ,960, Banking Finance Tirana Bank Found transfers ,344, Nr.of airings No. 30" spots GRP This report includes monthly aggregated data for commercials within one brand subcategory in TV channels and Newspapers. It is useful in gaining an understanding of the competitor s strategy as well as in the strategic planning and scheduling of your own advertising campaign, thus planning more confidently especially with respect to those media where there competition is present. This report is also useful to understand: - Advertising budget, audience achieved and other relevant parameters concerning the brand category products of on each media; - Each TV channel s and Newspaper s behavior, opportunities and challenges towards the brand subcategory product. c. Campaign Analysis This report, made progressively each month, allows the analysis of the competition based in the advertising campaigns. The data provided in this report allows the identification of: - Advertising campaign details (Campaign type, object, ads used, cost, air time, audience etc...) - Date of start and end. Time line of TV AdvertisingCampaigns Air time (no. of eq. 30 sec commercials TV Campaign Jan. Feb. Mar. Apr. Business Solutions Increase cost control Increase Brand Awareness Call New offer Registration Campaign 127 Sponsoring social, sport and music Call transfer MCMonitoring Reports & Analysis 3

5 The scope of this report is the timely knowledge of the competitors advertising campaign in order to adjust adequately the own media planning and strategy. d. Product placement Screening media and outdoor activities identifying brand mentions and product placement with audience relevance, media value, contextual and perceptional indicators are also provided. Although used only by few international companies this is an important tool evaluating the brand image and their exposure. e. Creative database In order to identify and analyze the advertising creative material, you can order the reporting of the ads broadcasted or published. 1.3 Media behavior analysis Media behavior Media analysis based on different aspects including: Media coverage; Program schedule and the best rated programs, Targets (education, age, and gender), Air time/space Sold-out from TV channels, GRP and CPP, SOV and SOI. That s enable the decision making and strategy on media mix usage. a. SWOT analysis This report includes information related to a brief SWOT analysis of different media in Albania, which allows you to know better the Albanian media market, their characteristics and compare habits for selecting the best media mix investment. b. Media content analysis A multitude of variables are used giving quantitative and qualitative projections on: o Top Stories, Advertisers or Hits; o Topical/keyword exposure and bias analysis; o Anchor/journalist exposure and performance; o Media positioning and attitude. A multitude of customized reports can also been developed including law application, public awareness etc... c. Media content storage A large multi-media content storage from TV broadcast and Press publication is available for research, verification and other proposes. The TV broadcast content usually is archived for 90 days after broadcast and Press publication for 1 year. MCMonitoring Reports & Analysis 4