Recent advances in media monitoring technology make it possible to monitor news coverage of past events. This provides international brands with option to monitor past print, digital, radio and television coverage using keywords. All you do is specify the dates and the keywords you want to monitor. Computerized media monitoring tools identify all of the coverage that pertains to what you’re looking for.
A good example is a client that wanted to see news including sports coverage in Brazil of the March 25, 2023 Formula E race. The race was held on the São Paulo Street Circuit, around the Anhembi Sambadrome. The race was won by Edoardo Mortara, driving for ROKiT Venturi Racing. It was the first Formula E race to be held in Brazil.
Past sports and news coverage of the event was identified by Latin Media Monitor and produced a total of 85 hits. The majority of the coverage was by television news but our media monitoring tools also identified more than half a dozen articles that appeared in the printed press.
As part of the deliverable, the client was able to view television coverage to determine if the visuals picked up specific brand imaging at the event. The client was also, as part of Latin Media Monitor’s deliverables, able to listen to radio clips to hear when a brand or specific driver in the case of the Formula E event, was mentioned.
Monitoring of the past event also allowed our client to see the equivalent advertising value of each of the 85 instances of coverage specified both US dollars and Brazilian reals. The client was also able to see if the coverage was positive or negative as well as the size of the audience—listeners, viewers and readers—that saw the coverage.
The majority of the news and sports coverage of the Formula E event in Brazil was national, but regional coverage was also collected by our media monitoring tools and included in the deliverables.