Kiwi Olympic report takes silver medal for Media Monitors

Media Monitors, “the market leader in New Zealand and across the Asia Pacific for media monitoring and analysis of media content”, can puff its chest out a little further in 2010 after it was recognised as the international measurement company of the year at the Association for Measurement and Evaluation of Communications Awards held in London late last year.

And, in addition to receiving the big prize, the company, which is headquartered in Sydney and has two offices in New Zealand, won five more awards, including a silver medal for best use of measurement for a single event with a report on the coverage of the Beijing Olympic Games for Sport and Recreation New Zealand (SPARC).

The SPARC report was written by Wellington-based tourism and sport managing analyst Ngaire Shepherd and involved comprehensive qualitative media analysis to examine the position of sport in New Zealand’s national identity and find out if athletes from SPARC’s “targeted” sporting activities represented a sense of the country’s identity.

Sean Smith, Media Monitors country manager for New Zealand, is delighted that the international industry body has recognised the company’s mad media skillz (check out what Trevor Morris, professor of public relations at the University of Westminster and chair of AMEC’s judging panel told the crowd about how good PR measurement campaigns become great).

“Media Monitors’ analysis for SPARC showed New Zealand’s performance in the Olympic Games was portrayed by the media as a strong aspect of the country’s identity and gave the organisation a deeper understanding of how the media engage with sports events.”

Andre van der Walt, senior adviser of research at SPARC, says analysis of this nature provides the sport and recreation sector with a good opportunity to understand how it is viewed by the New Zealand public through the media.

“It is vital for national sport organisations to understand how to be able to capitilise on coverage during pinnacle events such as the Olympics to raise their longer-term profiles.”

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