Deloitte Mauritius
January - June 2023 Media Insights
Embedded Files
Executive Summary
Executive Summary
Across the first half of 2023, the Big Four media landscape (news including at least one of the Big Four accounting firms) has been extremely thin, with small, episodic bouts of media activity, guided primarily by PwC and KPMG. Deloitte Mauritius featured in the news in only 2 instances, with a significant spike in media presence in early May (linked to the CEB Wages Report) and in early June (linked to the Budget 2023-2024).
Across the past 6 months, Deloitte Mauritius launched only 1 communication campaign, "Budget Insights/Commentary' which achieved a mere Rs 25,000 in Advertising Value Equivalency (AVE). In comparison, the best-performer PwC generated more than 8 times the AVE of Deloitte, completing its first 2 quarters with over Rs 205,000 in AVE. This comes as no surprise since PwC was the top communicator over the first half of 2023, launching a total of 10 unique communication campaigns, against only 1 for Deloitte Mauritius.
Brand prominence analysis
Brand prominence analysis
Over and above quantitative insights about the context of the media coverage (coverage size, media type, coverage frequency), a qualitative analysis about the nature of the coverage can further assist any brand in its strategic communication plans. We group these qualitative insights under a Brand Prominence analysis.
For this report, each media coverage has been categorized as 'Campaign' coverage (an earned media coverage related to a communication action), and 'Report' coverage (any coverage mentioning a report published by one of the accounting firms), and 'Mention' coverage (which includes mere mentions of each brand and is unrelated to the sector of activity).
We note that Deloitte was the brand to be most associated with its publications (primarily the CEB Wages Report), whereas KPMG was the brand most mentioned in external media stories (such as sponsorship of ACCA High Achievers, human story of employee, Budget 2023-2024 analysis review).
Page placement is another measure of brand prominence. According to media and news theories, the closer your brand features to the cover page, the higher the media value. Average page placement is an easy measure of brand prominence, and is calculated by averaging the page numbers of all print news, resulting in the average page placement within print media. Below are the consolidated average placement (across all print news) and the detailed page placement per coverage type, which provides the average placement for each content type. Interestingly, we find that there is an industry standard for the Big Four campaigns, which all end up around the upper half of Tier 2 Pages (pages 11-20). Noteworthily, Deloitte's campaign coverage was only online, resulting in no average page placement for the brand across the last 6 months.
Communication campaigns analysis
Communication campaigns analysis
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