Ukrainian media brands ranking aims to identify the potential of popular media as platforms for spreading ideas or facts, their ability to attract the attention of the audience to their content and provoke online (and eventually offline) discussion.
Adherence to journalistic standards, analysis of the content, business-models, ownership and financial performance of the media were not taken into account, although they undoubtedly affect the reputation and efficiency of the media platforms.
The index is calculated on the basis of 5 factors available for the quantitative measurement and comprehensively characterize the effectiveness of the media brand.
To adjusting values measured on different scales to a common scale, we "normalized" them: the highest value in the sample for each scale is expressed by 100% (or 1). Shares (proportions between different values of the scale) is what we see on the charts.
Finally, in order to obtain an index of efficiency, we determined the "weight" of each factor by conducting a small expert survey.
15 people took part in the survey (5 journalists, 5 media experts, 3 PR-specialists, 1 media manager and 1 representative of media policymaking and regulatory authority). After calculating the mean values of the responses, we received the following weight factors: Attendance - 0.2; Citation - 0,2; Citation Reach - 0.17; 'Quality' Traffic - 0.23; Facebook Engagement - 0.2.
In the new ranking, we see an increase in the discrepancy between the number and an overall audience reach of all external references (citations), as well as between overall traffic and "quality traffic" (the amount of search, direct and social traffic). Editions that were successful in the first of these parameter pairs were generally less successful in the second set of indicators, and vice versa.