Traditional Media Trends in T&T

Despite the rise in popularity of social media as a source of news and a means of doing business, traditional media platforms still reign supreme in the Caribbean. Television, radio and print media are still essential to the dissemination of information in the region, especially for those who are unable to access the internet in their communities, afford the required devices or grasp the use of the technology required. As such, identifying patterns across your industry will help you to get a better overview of what is happening. Here’s a look at some of the trends across traditional media in T&T for the month of August

As a country’s whose economy is reliant on our oil and gas sector, it’s no surprise that there were over 400 industry mentions for just traditional media alone. The majority of mentions for keywords including NGC, Petrotrin and Heritage Petroleum were notably found in print media, accounting for 47.4% of all mentions. August 17th was the busiest day for this sector with 17 energy sector radio mentions recorded. NGC’s signing of a contract with eTeck dominated the news that day.

Telecommunications

Print media mentions were also prevalent in this sector, accounting for 65.3% of the 95 results. Mentions in this sector include local conglomerates TSTT/Bmobile, Digicel, Green Dot and DirecTV. While the number of mentions is significantly less than those in the energy sector, there were very important mentions during this period. Top stories included Bmobile sponsored awards for Champions of Business and the trade union’s plans for their Freedom Day march.

Banking & Financial Services

The local banking sector is one of the most competitive industries with several major players including Republic Bank, RBC Royal Bank, First Citizens Bank, JMMB TT and others, as shown in the Share of Topics. Of the 525 traditional media mentions recorded for the month of August, industry topics dominated the stories, with keywords including foreign exchange and the Central Bank. But it is easy to see that Republic Bank was the leading brand mention, accounting for 18.5% of all mentions.

As with the previous industries, the overwhelming majority of mentions (78.4%) were found in print media. The sector’s busiest day was August 5th with 19 mentions. In terms of sentiment, this sector recorded a significant percentage of negative radio mentions. These stories mainly dealt with the trade unions’ outcry over Republic Bank’s vaccination policy for its employees.

Keeping on top of traditional media trends will help you to get a more accurate idea of the Share of Voice and Media Types in your industry. To find out more about Media InSite can help your brand get the bigger picture and get ahead, be sure to visit our website.