The Obama Report evaluating coverage of President Obama across eight Asia-Pacific markets: Singapore, Australia, China, Hong Kong, Indonesia, Malaysia, New Zealand, Pan-Asian media. 3,417 media items from over 213 outlets were reviewed.

1. MEDIA ANALYSIS SERIES
Business Seminar – Singapore 2nd April 2009
The Obama ReportThe Obama Report

2. Agenda
• 9.30am: Registration and morning coffee
• 10.00am: Welcome Note by Cameron Buckley, General Manager - SEA
• 10.10am: Presentation on “Analysing the Media Response to President Obama” by Leon Hudson,
Sales Director - SEA
• 11.10am: Question and Answer
• 11.25am: Closing Note by Cameron Buckley
• 11.30am: Light Refreshments
• 12.00noon: Seminar ends

3. Media Analysis Series
Issues detailing specific abilities of media analysis while providing insight
on major topics of global interest
> Subi ipsum

4. The Obama Report
Evaluating coverage of
President Obama across eight
Asia-Pacific markets:
- Singapore
- Australia
China- China
- Hong Kong
- Indonesia
- Malaysia
- New Zealand
- Pan-Asian media
3,417 media items from over 213
outlets reviewed by a team of
experienced analysts

5. Obama Report – monitoring and analysis process
Monitoring scope and systems – 5,000 traditional media outlets,
15,000 websites, 25,000 blogs monitored regularly
Analysis matrix developed
Keywords developed - (obama) and (inauguration)
Material sent through to the brief automatically and then accessed by
analysts
Analysts use the Carma methodology to evaluate each media item for
story focus, issues, messages and favourability

6. Obama Report – monitoring
and analysis process
Positioning
Prominence
Issues
Messages
Sources
Tone

7. Obama Report – Story Focus
Event coverage dominated
U.S. Economic concerns were the focus of only 12% of the coverage

8. Obama Report – Key Challenges
International hotspots were the most mentioned challenges
Favourability was generally high, particularly on Iraq and Afghanistan, but lower for the Israeli-Palestinian
issue

9. Obama Report – Media Type Comparison
Websites number one for volume
- A key finding of the report is that news websites are already producing higher volumes of news on key
issues than traditional media.
- Press still provided greater analysis of issues with a lower proportion of neutral items

10. Obama Report – Media Intermediation
Print and TV still most referred to media
Print and television news were seen as the most authoritative media, with news agencies not far
behind in mentions
Blogs were only mentioned in two items out of over 3,000 analysed

11. Obama Report – Leading Messages
The campaign’s key messages of hope and change maintained
excellent cut-through all the way up to the inauguration
- Positive messages dominated, accounting for over 95% of all messages
- Leading messages related to broad themes, with specific policy messages appearing far less
frequently

12. Obama Report – Market by Market Story Focus
Singapore media showed a much greater focus on the policy
challenges for President Obama
- While Chinese media focused almost entirely on the event itself, South East Asian media and in
particular Singapore media showed an issues focus
- These results seem to indicate a “wait and see” approach from the Chinese and Hong Kong media

13. Obama Report – Economy mentions
Singapore media also led the way on discussion of U.S.
economic concerns, with this issue mentioned more often than in
any other analysed market
- Again, the relatively low level of discussion of economic issues at the time of President Obama’s inauguration in
Chinese and Hong Kong media is surprising

14. Obama Report – Singapore Story Focus
Over 50% of Singapore reports focused primarily on the
challenges facing the new President
- The conflict in Gaza during January kept international issues at the forefront, however there was still a
far larger focus on U.S. domestic economic issues than in most other markets

15. Obama Report – Singapore Leading Media
News websites and newspapers debated the prospects for
success of President Obama in equal depth in Singapore,
unlike in most other markets, where newspapers were
more analytical than the other media types.
Media companies in Singapore, as in Australia and Malaysia,
have embraced online technology to deliver their information.
There were almost double the number of media reports on
news websites than there were in newspapers in Singapore.

16. Obama Report – Singapore Key Challenges
While the Middle East conflict over Gaza was the leading key
challenge, the range of economic issues, when combined, were
the most discussed in media relating to President Obama.

17. Obama Report – Singapore Leading Messages
Hope and change still lead, but policy messages close behind

18. Obama Report – Singapore Media Intermediation
Hope and change still lead, but policy messages close behind

19. Obama coverage - two months on
Singapore People Index goes here – Obama v Goh etc

20. Media Index
Media Monitors is the largest accumulator
of news and opinion in the Asia-Pacific
region
This data provides us with the opportunity
to track leading issues across all forms of
mediamedia
As a service to the media and the public,
Media Monitors produces a range of Indices
ranking news stories, brand mentions and
leading people in the news

21. Media Index
Brand Index