Real-Time Media Monitoring Tool Launched

TNS Media Intelligence is adding a new evaluation module to its morethannews media monitoring site. The tool should help in-house communications professionals and PR agencies evaluate campaigns, with real-time data and in-depth, simultaneous analysis of broadcast and press coverage.

Launch is scheduled for April 29. The module allows clients to view Opportunities to See, Advertising Value Equivalents and Share of Voice of all their coverage, in addition to performing searches based on key words, lists or date ranges, with instant charts of data available. It also uses new software to present qualitative 'tonal analysis' of whether items are positive, negative or neutral about their brands. Data can be broken down by publication or broadcast station.

TNS says the system should be especially good for monitoring and evaluating crisis issues, because press coverage is uploaded on a daily basis while broadcast coverage is uploaded instantly, adding that the cost of the tool could be 'as little as 25% of the price of existing evaluation systems in the market'.

'More and more PR professionals are conducting in-house evaluation' says TNS MI Deputy MD Dean Wading. 'The key element of this evaluation tool is that it presents real-time information, enabling them to produce quick and easy campaign monitoring and analysis on a daily basis'.

TNS Media Intelligence is on the Web at www.tns-mi.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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