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
’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
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
Added Katie Paine of Delahaye Medialink, ’There is not one definition of
ROI for publicity.’