The tool will allow users to use data to understand how press coverage is affecting their brand, and will focus on online media effects and executive-relevant metrics to measure and manage effectiveness, as well as mitigating reputational risk.

YouGov’s BrandIndex daily brand tracking data and Metricomms’s media analytic system form the basis for the new tool, with the data used to quantify how press coverage impacts a brand’s ‘buzz’, consideration and impression scores. 

Will Ullstein, chief executive at YouGov UK, said that the partnership would allow clients to “fully understand the reality of how their audience engages with media coverage, and what this engagement is doing to their public perception”. 

Karen Williams, client director at Metricomm, added: “Partnering with YouGov adds significant value to our ability to quantify and explain how, when and why media coverage impacts business performance.

“Combining our data with BrandIndex data provides brands with compelling evidence of the important role played by media coverage in the marketing and advertising mix, helping shape consumer opinions, behaviour and purchase decisions.”