Tesco and Asda rule in press coverage for 2004

Tesco and Asda have obliterated the competition in achieving positive press coverage in 2004, securing runaway first and second places in PRWeek’s first full-year Reputation Monitor.

Tesco pipped Asda to the top spot with a positive National News Index (NNI) rating of 6,775.5, with the latter on 6,426.2. Vodafone trailed in third, with a rating of 2,456.2.

According to Chris Jefford, marketing and systems manager at chart compiler Thomson Intermedia, Tesco’s and Asda’s ambitious moves to expand beyond groceries meant they were able to capitalise on greater opportunities for coverage.

He said good financial performance enabled the stores to present themselves as ‘pioneers in driving prices down’ on goods such as Levi’s jeans and plasma screens. They also attracted positive attention from the financial media, with Asda’s parent company Wal-Mart demonstrating a particularly aggressive performance, Jefford said.

Equitable Life, Sainsbury’s, Enron, Shell, and Standard Life were all left floundering in the bottom five of this year’s table.

Media monitor, p22

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