A new metric being introduced for analysis is ‘Advertising Value Equivalent’, IMANI Africa in its latest assessment of the social media engagements of the two leading political parties in Ghana, has said.
This shows how much the value of the social media reach will be if the content is being paid for. It will also allow for valuation of the social media presence of the presidential candidates of both the New Patriotic Party (NPP) and the National Democratic Congress (NDC) and the parties themselves.
“For the month of December, the Advertising Value Equivalent for the NPP is just over $1.14 Million, while that of NDC is a modest $251K plus,” the IMANI Public Understanding and Literacy for Sentiment and Election analysis (PULSE), stressed.
It further concluded that head-to-head, the governing NPP in December had a social media reach of about 14 million, while the NDC had a social media reach of about 3.1 million.
The social media interactions which result from comments and posts show NPP having 266,000 interactions against NDC’s 192,000 plus interactions, the survey said.
It still shows that people are talking more about NPP than the NDC, it stressed, adding that outside social media on traditional web based sources like websites, it was overwhelmingly clear that about 90% of content was about NPP.
Lead Researcher at IMANI Africa, Selorm Branttie said “So, for those interested, there was a disparately huge difference in the total media engagement on social media between NPP and NDC.”
Commenting on these findings, Vice President of IMANI Africa, Kofi Bentil, wrote on his Facebook page that “Facts are sacred. Start work.”