Access Bank recently recorded the highest media mentions when compared with other Nigerian brands. A study was carried out by Quadrant MSL and in their report, Access Bank came out with the highest media mentions. In the report, Quadrant MSL reviewed the financial service industry of the banking sector.
About Quadrant MSL Reports on the Financial Service Industry
Quadrant MSL recently released the first ever edition of its PR Intelligence Report. It was titled Quadrant MSL Review of the Financial Services Industry: Banking Sector. The report looks at the last quarter of 2018 and focuses on the ways in which banks engaged newspapers to communicate with various audiences and stakeholders. The report showed the Share of Voice, SOV (number of news stories as compared to competitors), sentiments (how the story was viewed by readers) and sector news trends amongst commercial banks.
According to Quadrant MSL Managing Consultant, Uche Ajene, they exclusively focused on newspaper exposures. Even though most eyes moved to the online space. They did this because newspapers still retain high consumer trust and are influential among key stakeholders such as regulators, policy makers and government.
Access Bank Tops Media Share of Voice Rating
After monitoring the 9 newspapers, Access recorded 209 mentions or 16 per cent share of voice. According to the report, some of the key news drivers for the bank were reported to be Access Bank Born in Africa (BAFEST) and the merger announcement. All these they believe gave the bank a boost especially in December where it recorded a breakaway high number of print media exposures.
According to the report, after the overall analysis, the bank pushed 10 campaigns within the quarter. This might have also contributed to the rating. Apart from topping the SOV index, they also led in the positive and neutral news sentiment chart. They stated that reports showed that Access Bank merger with Diamond Bank dominated the news pages.
More Details about the Report
After Access Bank, the next bank for share of voice was Sterling Bank with 11 per cent, while Zenith Bank and Diamond Bank held the third and fourth places with 10 shares of voice each. First Bank had nine per cent SOV, while Union Bank and UBA got seven per cent each. Eco Bank, FCMB, Stanbic IBTC and Fidelity bank received six per cent SOV. GT Bank and Wema Bank rated poorly with four and two per cent.
Union bank had the most negative news sentiment in the quarter owing with 42 per cent. Many say it is the Economic Financial Crimes Commission (EFCC) involvement in some of the bank’s activities. Another bank with poor negative news sentiment includes Diamond Bank who saw16 per cent negative sentiment share. This is a result from the views that their merger with Access Bank stemmed from poor performance.