Not every mention of a company is of equal value.
At the heart of Apollo's measurement system is the ability to factor in the prominence of a company within each article. We consider how likely it is that the reader would have seen the company within an article - the more visible the company, product or brand the more it will count towards overall share of voice. (NB where a company has received negative coverage this will also count towards its share of coverage.)
Points are awarded to every company, brand or product mention. If a story contains several competitors, credit is awarded to each according to the space they occupy/their profile within the story. The system is designed to account for the fact that not every mention of a company is of equal value. Counting an article in which a company has one passing mention in the same way as a story in which the company is the main focus of the news gives a distorted view of a company’s profile in the media vis-à-vis its competitors.
Each story is zoned with the highest number of points awarded to headline mentions, followed by first paragraph mentions. These are given a much higher score than mentions further into the body of the story on the basis a reader is much more likely to see the company mention (reader attention falls beyond the headline / first paragraph). Each mention is given a point score with progressively fewer points for each subsequent paragraph. As a rough illustration, the point ratio of headline mention to minor mention at the very end of an article is approximately 7:1.
The article below shows how Apollo zones each article and apportions the scores accordingly:
No company can score more than 275 points in any one article. The average score for a technology company is 43 points per article.
The points scored by each company are aggregated at the end of the reporting period and it is from this that the share of coverage is calculated.
The points from each article are also used to rank Writers and Media.