media audit

understanding your competitive set

Understanding your competitive set is table stakes to playing well in any market.

A growing key component of any competitive landscape is understanding how your competitors are covered in media. From print to social media, a brand’s narrative lives and breathes through what (and how much) is said about them more now than ever. Understand what is being said and understand where to direct and influence what is being said about your brand through ENGINE’s Media Audit.


Examples include:

Understand the media footprint of five global chemical manufacturers including print/online, social media, paid media and strategic business news.

Review social media conversations around specific topics like healthy living, anti-aging, personalization, etc. among key supplement brands.

Understand the dynamic travel market by following the change in social media conversations as a result of COVID-19 around general travel intent, island travel intent and specific Caribbean island travel intent.

Identify the perception of key medical diagnostics companies through the narrative following each brand in media coverage over a period of time.


Below is a sample of sections from our Media Audit offering—take a look at just some of the impactful insights we can share to help you grow and expand your business.


Review published content leveraging ENGINE’s access to proprietary databases including news, creatives and social media aggregators. Sources are combed tenaciously for references to other published sources. ENGINE analyzes sources to determine the market landscape and competitive space and convey the competitive narrative.




A concise clear comparison of several competitors identified and analyzed for the project. Observations include business segmentations and financials, media volume comparisons, summaries by media, sentiment analysis and timeline analysis.


Review of the competitors’ relevant business segments including company description, revenue and revenue segmentation by business line.


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Breakdown of coverage counts of each competitor by social media posts, print/online media articles, equity research analyst reports and paid media providing a cumulative share of voice for the competitive set.


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Brief overview with top line insights on coverage of each competitor by each media. Providing key insights on each competitors’ narrative through the various channels of communication while calling out important milestones over the period.




Review of sentiment expressed in each public competitors’ earnings call over the last 12 months. Our key aggregators provide algorithms that allow for each statement made during an analyst call to be coded as positive, negative or neutral offering a net sentiment for the quarter compared to competitors.


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Deeper insights into key observations for each competitors’ narrative over the period. Calling out the media coverage strengths and white spaces for further opportunity.



Review of latest company investor presentations, equity research reports and transcripts to offer key changes or strategies of each competitor in addition to any forward plans or forecasts.



Comprehensive review of best-in-class print / online media aggregators to fuel the narrative of each competitor as written through newspapers, trade publications, and other periodicals. Including a timeline of coverage identifying key peaks in coverage and key sources, publications, authors, and frequently mentioned subjects.


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Social coverage accounts for a wide variety of content including conversations or posts captured on Twitter, blogs, forums and other social platforms. Our review tells the story of the competitor over a timeline and can include sentiment analysis, volume of posts, channel breakdown, geo-tagging, topic wheels, word clouds, and often includes key verbatims to exemplify the content.


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Finally, a review of competitors’ paid media as indexed by key industry aggregators offers a breakdown of the different channels of paid media including television, online display, newspapers, etc. Additionally, our team draws out key messaging among the competitive set to add to the competitive strategic observations.

Our insights can be shaped and designed to fit your needs from a narrow-targeted focus topic to much more topline broader insights.

Are you ready to get started with your own Media Audit?

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