Page 46 - 2017 ME Ambassador Wrap Up

APPENDIX B – DEFINITIONS AND EXPLANATIONS
• All data from the date range 1/1/2017 – 11/20/2017
• Social media data is from Crimson Hexagon; Traditional media data is from Cision
• Traditional Media Notes
• Each source reports a unique visitors per month or “UVM” number. This is for the entire site, not the specific page. Each
website’s UVM is only counted once, so this number represents the combined reach of all of the websites that posted
about the ambassador this year
• Print circulation is calculated from the circulation numbers for each outlet provided by Cision. It is the sum of the
circulation of articles with different dates and outlets (so that each paper is counted once per day it publishes an article
mentioning an ambassador)
• Broadcast audience numbers are reported by Cision and correspond to half hour segments of the program. Broadcast
impressions are calculated by adding up the audience numbers reported each time an ambassador was mentioned
• Closed captioning for broadcast hits can be imprecise, especially for complex names like Miguel’s. Therefore, his broadcast
numbers could be larger than reported
• Social Media Notes
• Potential impressions are calculated by summing the number of Twitter followers of each account that posts or retweets a
post mentioning an ambassador
• Negative social media sentiment can come from a variety of sources. Phrases like “lost the lead”, “calls it quits at the
Masters”, “injury”, “crazy shot” or “can’t believe” can be read as negative by the program
• In particular, Tom Watson was susceptible to negative sentiment since he has such a common name – though best
attempts were made to isolate only his mentions, it is probable that posts were missed
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