New service claims to link media coverage, sales

PLYMOUTH MEETING, PA: Surveillance Data has launched a new media-analysis service that it claims can forge a direct link between media coverage and product sales.

PLYMOUTH MEETING, PA: Surveillance Data has launched a new media-analysis service that it claims can forge a direct link between media coverage and product sales.

PLYMOUTH MEETING, PA: Surveillance Data has launched a new

media-analysis service that it claims can forge a direct link between

media coverage and product sales.



The product, called Textall, analyzes media coverage over a variable

period of years to produce what it calls a ’share of discussion,’ or the

percentage of media coverage a given brand or product commands in the

’general media marketplace.’ Done on an automated basis, Textall can

also provide analysis of an entire industry, specific subsets or

competitors’ products.



’We’re simply providing (clients) with a scorecard,’ said SDI VP Gary

Getto. ’We can say, ’You’re talking about x, but the marketplace is

moving away from that discussion.’’ A typical analysis over a three-year

period could cover 20,000 to 40,000 articles and cost around dollars

40,000, Getto said.



Clients who have used Textall include CBS, Kraft, Pharmacia and

Hoffmann-La Roche. ’They gave us exactly what we wanted,’ said CBS EVP

of research and planning David Poltrack.



Textall is also generating interest from PR agencies like

Burson-Marsteller, SCIENS Worldwide and Stanton Crenshaw. ’There really

isn’t a similar service out there now,’ said Stanton Crenshaw EVP Judy

Grossman.



Not surprisingly, Textall’s competitors in the media-analysis space

begged to differ.



’This is not a simple equation,’ said Sandra Macleod, chief executive of

UK-based communications research group Echo. ’How does Textall

disaggregate the impact of editorial coverage from advertising, direct

mail, personal contact, past experience, audience awareness and

expectations?’



Added Katie Paine of Delahaye Medialink, ’There is not one definition of

ROI for publicity.’



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