Monitoring and analysis of NowWeMove media coverage in 38 European countries.

1. NOW WE MOVE CAMPIGN
Media Analysis Report
April - December 2015
Conducted by Perceptica
(An A Data Pro brand)

2. Contents
2. Contents
3. Executive Summary
4 – 12. Campaign Overview
13 – 19. Now We Panna Analysis
20 – 26. Now We Take The Stairs Analysis
27 – 33. Inactivity Research Analysis
34 - 40. Now We Bike Analysis
41 – 46. Move WEEK Analysis
47 – 54. Flash Move Analysis
55 - 59. Move Agents Analysis
60 – 66. Move Congress Analysis
67 – 70. 2014 vs 2015 Campaign Analysis

3. Executive summary
• ISCA’s activities throughout 2015 were generally well covered. The flagship event MoveWEEK was the
focal point of coverage throughout traditional/online media channels.
• In virtually all countries the key messages from ISCA’s initiatives were picked up by traditional/online
media journalists.
• Although the Inactivity Research did not manage to generate significant volumes journalists readily
shared the official content, as well as bits and pieces from the infographics. However not all pieces of
information on the research could be picked – up due to heavy re-wording by traditional/online media.
• Now We Bike and No Elevators Day were the events that attracted popularity and the attention of the
traditional/online media. However, Now We Panna and Flash Move showed potential and could catch up
in popularity.
• Video and photo content with attractive and visually effective content was shared on social media
channels in all countries and traditional/online media journalists were not shy to use it in their articles.

5. Number of Mentions
Bulgaria 653
Greece 561
Turkey 449
UK 441
Italy 195
Croatia 179
Poland 175
Latvia 162
Spain 83
Denmark 68
Iceland 68
Lithuania 66
France 55
Belgium 47
Netherlands 46
Serbia 40
Czech Republic 39
Cyprus 38
Romania 37
Estonia 23
Hungary 22
Slovenia 19
Germany 15
Malta 12
Portugal 11
Finland 6
Slovakia 5
Republic of Macedonia 3
Austria 2
Montenegro 2

6. Key topics and messages
• Both Social and traditional/online media channels users often mistook Now We Move with Move WEEK.
Both initiatives were regularly related with other ISCA initiatives.
• Journalists in different countries used the Inactivity Research to point out that youth in their own country
was the least inactive in Europe.
• In traditional/online media articles the relation between inactivity, obesity and health problems in European
countries was frequently mentioned in relation to ISCA’s events.
• ISCA’s events were associated by traditional/online media journalists with movement on an everyday,
amateur level much more, than with professional sport activities.
• The participation of local schools in the Move WEEK campaign were often pointed out by journalists. There
were virtually no articles on this topic that were not accompanied by photo materials.

7. 0 2
47
0
653
179
38 39
68
23 6
55
15
561
22
68
195
162
66
12 2
46
175
11 3
37 40
5 19
83
449 441
0
100
200
300
400
500
600
700
Volume by country
Bulgaria, Greece, Turkey and the UK managed to generate 60% of
all mentions during the observed period (April – December
2015).
While in Bulgaria, Greece and Turkey Traditional/Online media
accounted for the majority of the conversation, in the UK nearly
100% of the content was generated by social media users.
Croatia, Italy, Latvia and Poland generated 10% of the total
volume. In Albania and Bosnia & Herzegovina mentions on
ISCA’s activities were not detected.
In Montenegro in particular the only source of content was
YouTube, containing two mentions.

8. 13%
49%
37%
0% 1%
Share of Voice by Media Type
Facebook Traditional - Online Media Twitter Blogs Video & Photo Sharing
Twitter emerged as the second most influential source with 37%. The
active promotion of ISCA activities by the official Twitter accounts
managed to boost the volume on the social media channels, however
the activity had little response from the Twitter community.
Traditional /online media accounted for 49% of the total volume of
mentions. Bulgaria and Turkey were the countries with the highest
number of traditional /online media coverage.
Top Publication Country Presence
@MOVEWEEKGREECE Greece 231
@ActiveBasildon UK 108
NowWeMove EU 97
@ActiveBrox UK 86
@BeActiveImages EU 61
@ISCA_tweet EU 48
The top contributor was the Twitter account of
Move Week in Greece with 231 mentions.
Despite the active promotion of the ISCA initiatives
via the official Twitter and Facebook accounts, the
activations failed to generate genuine responses.

9. 0
200
400
600
800
1000
1200
0
100
200
300
400
500
600
700
800
900
1000
April May June July August September October November December
Traditional/Online vs Social Timeline
Mainstream Social
Naturally Move Week was
the initiative that generated
the bulk of traditional/
online media mentions
during September. The
peak in content (1927
mentions).
Social media content
followed the pattern of
traditional/online media.
Now We Bike and No
Elevators Day had the
second most visible
presence on social media
in all monitored countries.
In June and September,
both No Elevators Day and
Move Week showed
consistency, as both
initiatives were accented
on in social and
traditional/online media.
The active promotion in
traditional/online media of the
Now We Bike event in July on
traditional/online media was
not mirrored by social media
users in the same way as the
rest of the initiatives.

10. 56%
37%
50% 45%
58% 65%
28%
77%
50%
5%
56%
5%
51% 52%
91%
50%
100%
71%
39% 33%
14%
36%
1%
100%
44%
62%
50% 55%
42% 35%
72%
100% 100%
23%
50%
95%
44%
95%
49% 48%
100% 100%
9%
50%
100%
29%
61% 67%
86% 80%
64%
99%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Sentiment per Country
Negative Neutral Positive
The predominant sentiment in all monitored
countries was positive. With Spain, Slovenia and
Hungary being the countries with the highest
percentage of positive coverage. The online
articles in the countries were often accompanied
by photos, showing different scenes from ISCA’s
events.
The Netherlands, Portugal, Germany
and Romania recorded the highest
share of neutral mentions. The
articles in the countries rarely
included additional information or
pictures/photos.
The single negative mention came from a Bulgarian
Traditional/Online media. The article was outraged
by the No Elevators Day initiative and claimed that
this will cause significant inconvenience to people
with disabilities. The paper afterwards issued an
apology and retracted the news.

11. Undoubtedly
Move Week was
the most
reported on
topic during the
observed period.
Now We Bike was the
second most visible
topic which captured
the attention of both
social media users, as
well as
Traditional/Online
media outlets.

14. Number of Mentions
Greece 26
Bulgaria 22
Hungary 6
Denmark 5
France 3
Slovenia 3
Italy 2
Sweden 1

15. 1
2
3
3
5
6
22
26
0 5 10 15 20 25 30
Sweden
Italy
France
Slovenia
Denmark
Hungary
Bulgaria
Greece
Volume by country
Volume by country
Greece and Bulgaria responded well to the Now We Panna
initiative. The two countries generated the majority of content on
the event. Some involvement of local Football/Street
Football/Futsal in the event could help raise the visibility of the
event.
Social media channels were slightly more active than
traditional/online media outlets. The local affiliates of
ISCA were promoting the initiative via Twitter,
Facebook and YouTube.
54%
46%
Social VS Traditional/Online Share of Voice
Social Traditional

16. 7%
46%
41%
1%
4%
Share of Voice by Media Type
Facebook Mainstream Twitter Blogs Video & Photo Sharing
The official Twitter account of ISCA in Greece was
once again one of the main generator of
mentions on the topic.
However the best piece of promotional material
came from Hungary.
Promoting the Panna initiative via video content
should be explored further as the YouTube
content for Panna generated the highest view
count.
Country Influencer Media Type Affiliation
Greece @MOVEWEEKGREECE Twitter Owned
Bulgaria bgvestnik.eu Traditional/Online Earned
Bulgaria pik.bg Traditional/Online Earned

17. 15%
50% 50%
85%
50%
100%
50%
100% 100% 100% 100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Greece Bulgaria Hungary Denmark France Slovenia Italy Sweden
Now We Panna Sentiment Chart
Negative Neutral Positive
Most of the coverage across the monitored
countries was entirely positive. Football
related events usually trigger favourable
responses in the monitored countries.
Some publications did not carry
additional information beyond the
official ISCA content.
There were no negative responses
to the Now We Panna.

18. The Italian Sport
Union UISP readily
shared
information and
actively promoted
the initiative.

21. Number of Mentions
Bulgaria 160
Greece 53
Netherlands 29
Italy 24
UK 17
Belgium 16
Serbia 9
France 8
Cyprus 7
Malta 7
Spain 7
Denmark 6
Hungary 6
Portugal 3
Finland 2
Germany 2
Romania 2
Turkey 2
Estonia 1
Slovenia 1

22. 1
1
2
2
2
2
3
6
6
7
7
7
8
9
16
17
24
29
53
160
0 20 40 60 80 100 120 140 160 180
Estonia
Slovenia
Finland
Germany
Romania
Turkey
Portugal
Denmark
Hungary
Cyprus
Malta
Spain
France
Serbia
Belgium
UK
Italy
Netherlands
Greece
Bulgaria
Volume by country
Volume by country
The country with the highest Share of Voice for the No
Elevators Day initiative was Bulgaria with 160
mentions.
Thanks to the active participation of the European Commissioner for
Budget and Human Resources Kristalina Georgieva, who tweeted a
photo of herself participating in the event, the ratio between social
and traditional/online media mentions was virtually equal.
48%
52%
Social VS traditional/online Share of Voice
Social Traditional

23. 56
199
120
1
5
Share of Voice by Media Type
Facebook Mainstream Twitter Blogs Video & Photo Sharing
Traditional/online media outlets in Bulgaria were
informative and gave informative reviews of the
initiative.
Country Influencer Media Type Affiliation
Bulgaria focus-news.net Traditional/Online Earned
Greece @MOVEWEEKGREECE Twitter Owned
Bulgaria DarikNews Traditional/Online Earned
Bulgaria Bulbox.net Traditional/Online Earned
Bulgaria b2bmagazine Traditional/Online Earned
In Twitter and Facebook Laska Nenova and
Kristalina Georgieva were the triggers that
generated users responses.
The official Twitter account of Move Week in
Greece was the main outlet for news on the
initiative in Thessaloniki.

24. 1%
34%
17%
65%
83%
100% 100% 100% 100% 100% 100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bulgaria Greece Netherlands Italy UK Belgium Serbia France
No Elevators Day Sentiment Chart
Negative Neutral Positive
Virtually all countries generated 100%
positive mentions, as
traditional/online and social media
users responded well to the initiative.
In Bulgaria and Greece there were
some passing mentions on
Traditional/Online news outlets which
accounted for the neutral coverage on
the topic.
The only negative mention came as
an online source claimed the
initiative was not thought through
but issued a correction afterwards
(as previously mentioned).

25. The No Elevators
Day in Bulgaria was
reported on
extensively in
several local and
regional
Traditional/Online
media outlets.
The initiative
was
communicated
successfully as
part of ISCA’s
initiatives.
Varna, Smolyan,
Burgas were the
cities most
frequently
affiliated with
the No Elevators
Day

28. Number of Mentions
Greece 60
Bulgaria 43
Poland 40
Latvia 32
Turkey 26
UK 10
Denmark 8
Italy 7
Portugal 7
Belgium 5
Hungary 5
Germany 2
Montenegro 2
Czech Republic 1
France 1

29. 1
1
2
2
5
5
7
7
8
10
26
32
40
43
60
0 10 20 30 40 50 60 70
Czech Republic
France
Germany
Montenegro
Belgium
Hungary
Italy
Portugal
Denmark
UK
Turkey
Latvia
Poland
Bulgaria
Greece
Volume by Country
Volume by country
Greece emerged as the country with the most mentions on the
Inactivity research (60). Bulgaria and Poland were close second with
43 and 40 respectively.
Traditional/online media sources were more interested
in the topic, while almost no social media channels
reported on the issue.
5%
95%
Social vs Traditional/Online Share of Voice
Social Traditional

30. 4%
95%
0%
1%
Share of Voice by Media Type
Facebook Mainstream Video & Photo Sharing
Traditional/online media outlets were the most
informative source on the inactivity issue.
However it should be noted that due to the
heavy re-wording that some journalists have used
it was virtually impossible to track and capture all
relevant content on the issue.
Facebook was the only social media channel that
responded to the Inactivity Research, although
most of the mentions came from official ISCA
channels.
Country Influencer Media Type Affiliation
Poland 8 Leta Earned
Bulgaria 4 DarikNews Earned
Belgium 3 EurActiv.com Earned

31. 53%
44%
20%
56%
47%
56%
80%
44%
100% 100% 100% 100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Greece Bulgaria Poland Latvia Turkey UK Denmark Italy
Inactivity Research Sentiment Chart
Negative Neutral Positive
In most countries the attitude
towards the research was positive
and journalists often used the
infographics provided by ISCA.
Some publications were a direct re-print
of the press releases of ISCA on the
subject. Journalists did not add anything
genuine to the topic.
The predominant positive and neutral
coverage, due to the direct re-publishing
of PR messages, was one of the reasons
behind the lack of negative coverage.

32. In Latvia the
research was often
associated with the
Now We Move
slogan.

35. Number of Mentions
Turkey 424
Bulgaria 196
Greece 152
Belgium 60
Croatia 59
Serbia 12
Italy 9
Denmark 6
Spain 5
UK 5
Slovenia 4
Netherlands 3
Austria 2
Hungary 1

36. 424
196
152
59
12 9 6 5
0
50
100
150
200
250
300
350
400
450
Turkey Bulgaria Greece Croatia Serbia Italy Denmark UK
Volume by Country
Volume by country
Turkey was the leader in terms of SOV (share of voice) with more than
twice as many mentions as Bulgaria. However, over 70% of this came
from mainstream sources, which often either reprinted press releases
or focused on local politicians who supported the initiative.
Although mainstream sources had a higher volume,
social media mentions had a wider reach and a
stronger impact, as many of them came from
participants in the ride sharing updates with friends
and family.
37%
63%
Social VS Traditional/Online Share of Voice
Social Traditional

37. 22%
63%
13%
0%
1%
Share of Voice by Media Type
Facebook Mainstream Twitter Blogs Video & Photo Sharing
Participants in the event, such as Feridun Ekmekci
and Adnan Cangir from Turkey and Georgios
Farfaras from Greece were among the biggest
influencers, driving organic positivity with
pictures and videos from their adventure.
Move Week Greece’s Twitter account and the
NowWeMove page on Facebook were also active,
posting regular updates on the tour’s progress.
The high engagement on the side of participants
made this one of the more successful Move
Week initiatives. Participants often shared
interesting photos from their journey and actively
promoted the event.
Country Influencer Media Type Affiliation
Turkey Feridun Ekmekci Facebook Owned
Greece Georgios Farfaras Facebook Owned
Turkey Adnan Cangir Twitter Owned
Greece @MOVEWEEKGREECE Twitter Owned
Political figures, such as local mayors (Muğla
Mayor Dr. Osman Gür, Izmir Mayor Aziz Kocaoglu,
Nova Zagora Mayor Nikolai Grozev) expressed
their satisfaction that the run went through their
towns.

38. 27%
37%
11%
39%
8%
73%
63%
89%
61%
92%
100% 100% 100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Turkey Bulgaria Greece Croatia Serbia Italy Denmark UK
Now We Bike Sentiment Chart
Negative Neutral Positive
Updates on the bike tour were reported with a very high degree of
positivity across all markets and often contained details on the
Now We Move initiative as a whole. Much of the coverage came
from the participants themselves, who were excited and proud to
be part of the tour.
The articles were not engaging, as most of the
information was just a direct reprint of the official press
release without any original content or remarks by the
journalists.

39. Turkish mainstream
sources often mentioned
NowWeMove and Move
Week in articles about
the bike tour.
Social media
users often
shared
pictures and
videos.
The exact route
was also often
charted in detail
by mainstream
sources in all
countries.

42. Number of Mentions
UK 413
Bulgaria 411
Greece 251
Turkey 250
Latvia 160
Croatia 152
Italy 152
Poland 138
Iceland 68
Lithuania 66
Spain 62
Denmark 43
Czech Republic 38
Romania 36
Cyprus 29
France 29
Serbia 22
Estonia 21
Slovenia 16
Hungary 15
Belgium 12
Netherlands 12
Germany 11
Slovakia 5
Portugal 4
Republic of
Macedonia 4
Malta 3
Finland 1

43. 413 411
251 250
160 152 152
138
68 66 62
0
50
100
150
200
250
300
350
400
450
Volume by Country
Volume by country
Bulgaria and the UK were the countries in which the flagship event was
covered extensively. Articles in traditional /online media outlets and
social media mentions often used the hashtag “#MoveWEEK”. This
could help boost the volume of social media content.
While in Bulgaria the mentions were comprised by
both social and traditional/online media mentions, in
the UK almost all content was generated by social
media platforms.
44%
56%
Social VS Traditional/Online
Social Traditional

44. 27%
56%
16%
1% 1%
Share of Voice by Media Type
Facebook Mainstream Twitter Blogs Video & Photo Sharing
Twitter emerged as the top source of mentions
on Move Week. The official Greek Twitter
account of ISCA was again active and took the top
spot.
Both Basildon Sporting Village and Active
Broxbourne were active on Twitter and promoted
the Move Week event.
In all countries the Move Week event was
reported on and generated the bulk of content
on all ISCA activities in 2015.
Country Influencer Media Type Affiliation
Greece @MOVEWEEKGREECE Twitter Owned
UK @ActiveBasildon Twitter Eearned
UK @ActiveBrox Twitter Earned

45. 42%
23% 28%
49%
38% 43%
100%
58%
77% 72%
51%
62%
100%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
UK Bulgaria Greece Turkey Latvia Croatia Italy Poland
Move Week Sentiment Chart
Negative Neutral Positive
Journalists in Italy were particularly
favourable to the Move Week event and
welcomed the initiative. And local ISCA
affiliates in the UK created a positive
buzz on Twitter and Facebook.
Although the coverage of the event was
significant in all monitored countries, some
of the mentions did not carry additional
information apart from the time and dates
of the activities that were part of Move
Week.
There were no negative responses
to Move Week.

46. In Turkey Move
Week was often
associated with
the Now We
Bike event.
In Bulgaria the
event was covered
by traditional/online
media sources in a
detailed and
informative manner.

49. Number of Mentions
Italy 28
Bulgaria 20
Croatia 15
Greece 12
Poland 10
Spain 10
Belgium 8
Germany 5
Slovenia 4
Hungary 1

50. 28
20
15
12
10 10
8
5
0
5
10
15
20
25
30
Italy Bulgaria Croatia Greece Poland Spain Belgium Germany
Volume by Country
Volume by country
Italy and Bulgaria had the broadest coverage, with various sources
reporting on the initiative. In Croatia, Greece, Poland and Spain it
received less attention, while in Germany, Slovenia and Hungary it was
only mentioned in passing.
Social mentions came mainly from the NowWeMove
page on Facebook, while mainstream coverage varied
and in most countries extended beyond the mere
reprinting of press releases. Nearly all of it came from
small local sources and radio channels.
11%
89%
Social VS Traditional/Online
Social Traditional

51. 8%
82%
10%
Share of Voice by Media Type
Facebook Mainstream
The NowWeMove page on Facebook promoted
different Flash MOVE events between July and
November.
Almost all of the Croatian coverage came from
Međimurske Novine, a local source which
regularly posted pictures, video and articles on
the local flash mobs.
The website of the Italian UISP (Unione Italiana
Sport Per tutti) website was the biggest
influencer in Italy. The UISP is ISCA’s local partner
which helps organise the events.
Country Influencer Media Type Affiliation
Belgium NowWeMove Facebook Owned
Croatia Međimurske Novine Mainstream Earned
Italy UISP Mainstream Owned

52. 28%
87%
17%
10%
100%
50%
100%
72%
13%
83%
90%
100%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Italy Bulgaria Croatia Greece Poland Spain Germany Slovenia
Flash Move Sentiment Chart
Negative Neutral Positive
Positive coverage prevailed in most markets. Journalists described the events as
clever and fun for the participants. Almost all of the coverage gave detailed
background information on Move Week, driving positivity for the initiative.
Neutral mentions came from passing
mentions of Flash MOVE as one of the
different health initiatives of the EU.

53. Children were the
main participants in
many of the events,
which significantly
drove positive
coverage.
Almost 100% of the
coverage contained
mentions of Move
Week, driving
visibility for the
initiative. The participation
of schools was
often reported as
a key point.

56. Number of Mentions
Croatia 12
Bulgaria 9
Denmark 9
Italy 6
Germany 4
Czech Republic 2
Greece 2
Belgium 1
Portugal 1

57. 12
9 9
6
4
2 2
1
0
2
4
6
8
10
12
14
Croatia Bulgaria Denmark Italy Germany Greece Czech
Republic
Belgium
Volume by Country
Volume by country
Information around the Move Agents were scarce and
the Agents were mostly mentioned in passing
mentions in relation to the flagship event Move Week.
Move Agents were mostly mentioned in
traditional/online media articles. As much as 88% of all
mentions came from articles in traditional/online
media.
12%
88%
Social VS Traditional/Online
Social Traditional

58. 33%
67%
20%
100%
50%
67%
33%
80%
100% 100%
50%
100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Croatia Bulgaria Denmark Italy Germany Greece Czech Republic Belgium
Move Agents Sentiment Chart
Negative Neutral Positive
The sentiment was largely positive and
the work of the Move Agents was
acknowledged by traditional/online
media outlets.
In some articles the Move Agents were
mentioned in passing, without any
additional information.
There were no negative
responses to Move Agents.

59. Again most of
the mentions
were directly
related to
Move Week.

61. Number of Mentions
Denmark 8
Italy 3
Greece 1

62. 8
2
1
0
1
2
3
4
5
6
7
8
9
Denmark Italy Greece
Volume by country
Volume by country
Unsurprisingly, most of the mentions around Move
Congress came from Denmark, where the event took
place, and most of those came from the official
Facebook page.
Social media mentions came exclusively from the
NowWeMove page on Facebook, with the focus being
more on the organisers’ European vision and ideas
than the event itself.
60%
40%
Social VS Traditional/Online Share of Voice
Social Traditional

63. 60%
40%
Share of Voice by Media Type
Facebook Mainstream
The Now We Move page was the most significant
influencer, promoting Move Congress from the
end of October to mid-November.
In Italy, the The UISP (Unione Italiana Sport Per
tutti) website covered the Congress in a couple of
reprinted press releases. The Union itself is a
local partner which helps organise the events.
Country Influencer Media Type Affiliation
Denmark NowWeMove Facebook Owned
Italy UISP Mainstream Owned

64. 100% 100% 100%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Italy Greece Denmark
Move Congress Sentiment Chart
Negative Neutral Positive
Mentions of Move Congress were entirely positive, owing to the fact that they either came from owned channels or
were reprinted press releases. The positivity often spanned not only the event, but also the European drive for
better health of its citizens as a whole. However, we encountered no specific positive coverage from the event itself.

65. The UISP website in
Italy covered Move
Congress in detailed,
in-depth articles about
Europe’s drive for
mobility.
Other mainstream
sources only had
passing mentions,
with no detail given
about the event.

67. Recommendations
• Promoting Now We Panna via video platforms and in collaboration with local football clubs could raise the engagement
of the local population.
• Flash Move will receive better coverage by using the same method as Now We Panna, both events are strictly related
with routines that will be better represented via video materials.
• Kristalina Georgieva’s involvement in the Now We Take The Stairs event was a key factor for the higher coverage of the
initiative. The same is true for the volume results in Turkey, where local mayors and other political figures were involved.
Promoting the events in collaboration with such political figures, especially relevant to the local population will lead to
better coverage of the events.
• Promoting Move WEEK in collaboration with local schools will lead to better coverage of the event. The hot topic in most
countries is the increasing inactivity observed among children and youth. Usually this triggers positive responses on both
social, as well as traditional/online media channels.

69. 2014 vs 2015
0 3 7 0
89
27 18
0 5 2 0 7 5
33
20
6
34
7 4 15
0
28
3 0 0 12 0 4 4 11 22
60 0 7 0
346
113
6
32
8 17
0 11 11
79
10
65
98
153
64
0 0 11
99
0 0
34
7 3 12 17
241
1
0
50
100
150
200
250
300
350
400
20142 2015
Volume by Country MoveWEEK
In 2014 most of the countries generated little to no
mentions on ISCA activities.
While in 2015 the increase in volume is clearly visible.
Especially in Bulgaria, Greece, Turkey and the UK.

70. Media Type 2014
Facebook Traditional Media Twitter Blogs Video & Photo Sharing
Due to the inaccuracy of the data provided in the last
year report we are unable to derive the exact count
of mentions.
Due to the inaccuracy of the data provided in the last
year report we are unable to derive the exact count
of mentions.
502
1947
1439
18 33
Share of Voice by Media type
Facebook Traditional Media Twitter Blogs Video & Photo Sharing

71. Top Publication Country Presence
Dir.bg Bulgaria 26
Novini-Dir.bg Bulgaria 26
Palo.gr Greece 18
Darik News Bulgaria 14
BNR Bulgaria 12
Mediaddress Italy 10
Maxpress Net Brazil 8
Sigma Live Cyprus 8
Nieuwsbladgeldermalsen Netherlands 7
Adnkronos Italy 6
Top Publication Country Presence
focus-news.net Bulgaria 30
DarikNews Bulgaria 26
Topnovini.bg Bulgaria 19
Merhaba Gazetesi Turkey 15
Noodls - Italy - Sport Italy 14
bulgariautre.bg Bulgaria 14
plovdiv24.bg Bulgaria 11
Haber FX - Anasayfa 9 Turkey 9
Hakimiyet - Yerel Turkey 9
Sportas.info Lithuania 9
2014 2015
The top sources of information on ISCA activities in
2014 were traditional/online media outlets from
Bulgaria.
In 2015 Bulgaria remained a leader in
traditional/online media publications.

72. Methodology
• Multinational comparison analysis in traditional/online and social media aimed at measuring the results of
communications efforts and revealing people’s response and engagement to ISCA’s activities and its NowWeMOVE
campaign.
• Media analysis based on the results of the web monitoring of social and traditional media secured via:
- leading international provider Opoint, sources lists.
- Perceptica proprietary platform
- manual open-source search on Facebook, Twitter, YouTube, blogs, forums done by Perceptica team
- monitoring lists provided by ISCA national coordinators
• Period of monitoring and analysis: April – December 2015
• Traditional media comprise of print, broadcast and their online versions; social media – Facebook, Twitter , blogs,
forums, YouTube. The differentiator: who creates the content on the particular platform – traditional media entail
professional journalists, while social provide platform for any content creators no matter of professional status,
demographics or geography.
• Monitoring and analysis is done by manual coding in the original language of each particular country.
• Each campaign is evaluated independently, however, some articles/posts would mention more than one campaign
in one text, therefore, the total mention count would not always equal the sum of all separate campaigns’ counts.
• More details on the methodology and scope of work are available in the brief by ISCA and in A Data Pro’s proposal,
part of the official tender documentation.

73. Contact us
www.Perceptica.com
Georgi Auad
Project Manager
georgi.auad@perceptica.com