News Metrics & Related Dashboard Widgets Glossary

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Modified on: Mon, 21 Nov, 2022 at 10:12 PM

Readership:

Readership indicates the reach of an article or mention. Below is a more specific explanation of how each is reported for each medium.

• Online Article Mentions: Cision uses Similarweb’s unique visitors per month (UVPM) to calculate online readership, as SimilarWeb is the industry leader with its proprietary algorithm to determine reach.  UVPM counts the number of unique individuals visiting a publication's site in a 30-day period. So, if someone came to the site ten times, they'd only be accounted for once. For example, Bloomberg's readership is 17M because there are 17M unique individuals visiting bloomberg.com at least once in a 30-day period.
• Print Articles: Readership for Print Articles is determined by circulation data from the outlets themselves and circulation data at Cision.
• Broadcast Mentions: Readership indicates local and/or national audience information. Click here to learn more about Local Audience Data, as there may be particularities for your region.
• Podcast Mentions: Podcasts are a new media medium, and, as of now, there is no one entity collecting podcast listenership. This is only tracked by the podcaster and is not shared in a way vendors can pull and use. Since a listenership is unavailable, we follow the same procedure for online content and look to SimilarWeb for any information. as with all outlets that have site traffic too low for SimilarWeb to Provide an accurate estimation of traffic, we provide a UVM value of 500.

Related Analytics Dashboard Widgets: 

Highest Readership - Shows the top 3 articles with the highest readership of all of the coverage in the Master search associated with it in the selected date range. Click here to learn more about Audience Data, as there may be particularities for your region. In Canada, this widget will include National Reach instead of Local Reach when national reach data is available.

Aggregate Readership - This shows the aggregate readership of all of the coverage in the Master search associated with it in the selected date range, broken down by media type. Click here to learn more about Audience Data, as there may be particularities for your region. In Canada, this widget will include National Reach instead of Local Reach when national reach data is available. 

Social Shares: 

Social Shares indicate the number of times an article is directly shared (via the share with your friend's button) and interacted with as well as when the article’s unique URL is shared or interacted with on social media. Cision follows the sharing and interaction behavior of a specific article's URL.

What constitutes a share/interaction with each social media platform?

• Facebook interactions include Likes, Comments, Shares
• Twitter interactions include Tweets and Retweets
• Reddit interactions include: Upvotes and Comments
• Pinterest interactions include Pins and Repins

Related Analytics Dashboard Widgets: 

Social Amplification - Displays the aggregate number of times all articles being captured by the Master search associated with the widget in the selected date range have been shared and interacted with via social media. 

Sentiment:

The sentiment of an article is determined using a Natural Language Processing tool (NLP) that determines the overall sentiment of an article by extracting and analyzing key themes and subjects of the article, then assigning those entities a sentiment of Negative, Neutral or Positive. The individual entities are rolled-up to deliver an Overall Sentiment of an article to be either Negative, Neutral, or Positive.

Related Analytics Dashboard Widgets: 

Sentiment - Shows the overall Positive, Neutral, and Negative breakout of all of the coverage of the Master search associated with it in the selected date range

Article Impact: 

For articles added to My Coverage before January 25, 2021: Cision's Article Impact is a blended metric that allows you to balance the readership, social amplification, and sentiment of an article into a single, sortable measurement.  Social amplification has the most weight, followed by readership, with the intensity of the sentiment being the smallest factor. 

What do we mean by the intensity of sentiment? Both positive and negative articles can be a high impact. We look at how intense this positive or negative sentiment is and factor that into the Article's Impact. Article Impact is not on a set scale (0-100, for example), and because it varies with every article's unique combination of values, we don't have hard numbers for readership or social that we can say will make an article "high impact" or "low impact." 

For articles added to My Coverage after January 25, 2021: Cision's Article Impact score gives you an 'at a glance' indicator of an article's significance by blending several different metrics (readership, social amplification, domain authority, and sentiment) into one easily sortable value. 

Using proprietary technology and algorithms, Cision uses the above metrics and weighs them based on the intensity to identify high, medium, and low-impact articles across all article types. Article Impact is not on a set scale (0-100, for example), and because it varies with every article's unique combination of values, we don't have hard numbers for metrics that we can say will make an article "high impact" or "low impact." Instead, we look at the intensity and possible impact of each metric to give an article a score.  

What do we mean by the intensity of sentiment? Both positive and negative articles can be a high impact. We look at how intense this positive or negative sentiment is and factor that into the Article's Impact. 

Related Analytics Dashboard Widgets: 

Top Publishers - Shows the Top 5 Publishers by article impact. This widget considers how many articles from a single publication are in the time frame selected and then averages the amount of Article Impact those articles have. This could be a single article or multiple articles.

Domain Authority: 

Domain Authority (SEO Impact) of an online publication's website is an important qualitative metric because it increases the likelihood that an article will be found via an organic search, and it can also help with building your site’s domain with backlinks. Domain authority is ranked on a scale from 1-100 (see below for scale). For example: When someone searches for "autonomous vehicles" via a search engine (i.e., Google), the higher domain authority the publication article is in, the higher likelihood that the article would be ranked highly in the page rankings to be seen by our audience. Many clients often look at this beyond readership (UVPM) when creating or re-configuring their target publication lists because the domain authority of a publication does not simply rely on the number of Unique Visitors per Month (readership) of the publication. Therefore niche/trade publications fall into this category.

*For your reference, here is the scale from 1-100 that our partner Moz uses to measure Domain Authority. 

1–19-- Low SEO Impact

20–29 -- Average

30–39 -- Good

40–59 -- Strong

60–80 -- Very Strong

81–100 -- Excellent

Related Analytics Dashboard Widgets: 

Domain Authority - This shows the average SEO Impact of all of the coverage of the Master search associated with it in the selected date range.

Media Performance Metrics:

Indicates how the brand is mentioned in the article.

• Features: The brand is mentioned in article 3x or more or in the headline.
• Headlines: The brand is mentioned in the headline only.
• Passing Mention: Brand is only mentioned 1-2x in the article.
• Top Tier Media (custom option): Can be defined by Readership threshold, Domain Authority Range (SEO Impact), and/or a specific target list of publications that your team defines.

Related Dashboard Widgets: 

Key Message Widget re-purposed to parse out this specific data - Key Message widget's functionality is to search within the overall search results of the associated master search. 

Ad Equivalency:

Cision Ad Equivalency factors in the readership of a publication, the potential readership of an article, and the average cost of an ad (Readership (UVPM) x Actual Viewership x Average Ad Cost).  As the cost of online advertising varies, we use an average ad cost based on a sampling of advertising costs.  For television and radio, ad equivalency is calculated a little differently. This metric is provided by our partner TVEyes.  It is the cost of purchasing a 30-second clip during the airtime. In Canada, there is a new National Viewership metric that will cause an increase in Ad Equivalency values (AVE) if there is a national ad value reach to display. Radio costs coming from Nielsen and any radio stations not part of their network will not have ad equivalency available.  

Related Dashboard Widgets: 

Ad Equivalency - This shows the aggregate Ad Equivalency of all of the coverage of the Master search associated with it in the selected date range.  In Canada, there is a new National Viewership metric that will cause an increase in Ad Equivalency values (AVE) if there is a national ad value reach to display. In Canada, there is a new National Viewership metric that will cause an increase in Ad Equivalency values (AVE) if there is a national ad value reach to display.

Total Mentions: 

Displays the total number of articles returned from the attached search over the set date range. 

Related Dashboard Widgets: 

Total Mentions - This shows the total number of articles found over the period of time selected that are related to the search in the widget.

Share of Voice/Share of Voice Over Time:

The Share of Voice (SOV) widgets offer a competitive look at total coverage counts. You can use these widgets for measurement related to competitive benchmarking, internal product analyses, or campaign comparisons. Searches you attach to an SOV widget are measured against one another, with each percentage representing the proportion of mentions one search owns versus the mentions owned by all searches in the widget.

Related Analytics Dashboard Widgets:

Share of Voice Comparison - This shows the percentage of coverage related to each entity in the keyword search used for that widget. For example, Your organization and competitors. 

Key Messages:

Key Messages functionality searches for any topic within the overall search results of the Master search associated with it. 

Related Dashboard Widgets: 

Key Messages - This widget is extremely agile and can be used for an array of powerful use cases such as Key Message resonance, spokespeople quoted, the executive mentioned/quotes, how many articles are written in target publications, Media Performance Metrics (Features/Passing/Headlines, etc.), how many product mentions, initiatives, events, etc.

Impact for Earned Media:

Impact for earned media enables you to utilise Boolean monitoring searches to report on your audience and understand who is viewing your coverage. NOTE: These widgets are available if you have Impact for Earned Media as part of your subscription.

Related Dashboard Widgets: 

Verified Views - Displays the total number of verified views for the selected Impact Search during the chosen period of time. Note: Your Cision Subscription must include Impact to add this widget to New Dashboards. Click here to learn more about Verified Views using Impact Searches.

Verified Daily Unique Viewers: Displays the total number of verified unique viewers for the selected Impact Search during the chosen period of time. Note: Your Cision Subscription must include Impact to add this widget to New Dashboards. Click here to learn more about Verified Daily Unique Viewers using Impact Searches. 

Total Conversions: Total web events, or conversions to your company website, that were instigated from any article within this Earned Media search over the date range applied. This widget helps identify what earned media drives direct results for your business over time. NOTE: Web events are not part of every Next Gen Cision Communications Cloud contract, so you can contact your Account Executive to find out if your contract includes web events and request web events be set up if they are part of your contract. 

Impact for Earned Media Widget: Provides a snapshot of an Impact search for a default range of the past 7 days. Displayed within each snapshot is the number of URLs being consumed along with their corresponding Verified Views, Daily Unique Visitors, and the number of Conversions during the specified time period. 

Top Viewed Journalists: View which Journalists are driving the most engagement for a selected search, see what articles they wrote that drove that engagement, and learn more about the Journalist through information surfaced from Cision Connect (NOTE: You have Cision Connect if you have the Contacts tab in the platform). During the creation of this widget, you will select one Impact search from the list of available Impact searches you have created and add a widget to the dashboard that will display a ranked list of the Top Journalists from that search, ranked by the most verified views to the least over your selected time period. 

PR Referral vs. Non-Referral Traffic (Adobe Analytics/Google Analytics Integration Required)

Shows the amount of referral traffic that was indisputably driven by PR coverage versus through other content types. We consider website traffic to come from PR if the referring URL matches an article URL in Cision Monitoring. 

Related Dashboard Widgets: 

PR Referral Traffic  - Using Google Analytics or Adobe Analytics,  this widget will show you every individual article that drove traffic that month. You can use this widget to determine the success of a campaign or discover influential journalists or publications that are driving traffic to your website.

Total Coverage vs. Total Web Traffic (Adobe Analytics/Google Analytics Integration Required)

Displays the correlations between spikes in coverage and spikes in web traffic. We consider website traffic to come from PR if the referring URL matches an article URL in Cision Monitoring. 

Related Dashboard Widgets: 

PR Referral Traffic - Using Google Analytics or Adobe Analytics,  this widget displays Total Mentions (green line) over  Total Sessions (blue bars) to serve as an overview, or "big picture" view, of coverage and total traffic.

Top Content: 

 When you star an article in an article list, it will appear in the Top Content widget. 

Related Dashboard Widgets: 

Top Content - When using the interactive reporting functionality, this widget will be represented by its own slide and display the articles you have manually starred as Top Content.

Location:

Displays mentions and coverage information based on geographical factors. 

Related Dashboard Widgets: 

Local - Displays a percentage breakdown of top city mentions within each state.

US Mentions by Location - Displays mention counts from the top five states with the most coverage.

US vs. International - A comparison of coverage from the United States versus all other countries.

International Breakdown - Displays a percentage breakdown of the top ten countries with the most coverage during the timeframe selected. 

Note: This is only applicable for certain users