How do we explore you: methodology and samples of the Content Analysis Center

How do we explore you: methodology and samples of the Content Analysis Center

Answers for all your questions about the ways we get the resultes of our research, typologies we use and how do we measure the estimated number of publication`s contacts with audience.

Subscribers and readers often ask what certain data in our reports means and how we received it. We describe the specific techniques in each article, but there are some universal approaches that are used in most cases. We will disclose three of these in this article.

TOP-100 sample

Media list that is often used to assess the reach of certain messages only through the media that have high visits rates. Little trick: there are actually more than 100 media in the sample (we limit the number of internet sites only).

We fully describe it as TOP-100 Internet sites, all national Ukrainian press, Information Agencies and news releases on central Ukrainian TV channels and radio stations.

The list of online media is formed on the basis of public ranking (SimilarWeb, Bigmir and Ukrainian Internet Association reports), as well as a survey of experts of the Center for Content Analysis in order to include the most influential national media. 

Media typology

The typology described in this section is based on the expert assessments of the Center for Content Analysis employees. However, the experts are guided by certain selection criteria.

Classification takes place in two dimensions: audience and bias.

We have identified five main types of media audience:

- mass;

- interested in politics;

- business audience;

- regional audience.

In addition, in the same list we mark the media without audience.

Of course, these audiences overlap, as people watching the entertainment channel can also read a political news site. In other words, the classification does not describe the groups covered by the messages, but the media as institutions of a certain orientation. Our charts show how many people can be reached through media channel that works for the mass audience, for the business audience, and so on.


Mass audience: TRK Ukraina, KP in Ukraine,

Interested in politics: Channel 5, Ukrainian Truth (, Mirror of the Week (

Business Audience:, First Business TV Channel, Ports of Ukraine, Detector Media.

Regional audience: newspaper Sivershchyna, Radio Track,

The second attribute of media classification is political bias. It was determined with the help of open source information about media owners, and if they could not be established this way, from the experience of monitoring news and detecting favor, affection or bias. The groups currently depict the coalitions formed for the 2019 parliamentary elections.

For example, if Putin's old friend V. Medvedchuk run for the parliament together with oligarh Dmitry Firtash and Yuriy Boyko, the media affiliated with them will be marked as "Russia/Firtash" category. Similarly, for the oligarh Igor Kolomoisky: his ans his allies media form the group "Kolomoisky, Zelensky, Avakov".

Separately, there are two categories of media that can not be attributed to any group of influence. The first is "Non-partisan media" that belong to the editor-in-chief, a journalistic staff, has a foreign investor or grants funding, and strives to comply with journalistic standards. Examples: Ukrainian Truth (, BBC Ukraine, etc. The second category is "Unscrupulous". We refer to it the media that are constantly involved in negative or other kind of well organized campaigning, but there is no single vector of their bias, which may be due to the practice of cooperation with different parties and customers.

The list of categories as of June 2019:

- Non-partisan

- Unscrupulous in favor

- State-owned

- Grytsenko, Sadovy

- Groysman

- Kolomoisky, Zelensky, Avakov

- Akhmetov, 'Oppositional Block'

- Pinchuk

- Poroshenko

- Russia/Firtash

- Smeshko

- Tymoshenko

Audience Reach (OTS, Impressions)
The indicator characterizes the number of contacts with an audience of content used in the analysis. We do not disclose the formula in detail, but it is based on:

- Metrics of visits for the digital media
- Circulations for the printed press
- Data on the number of TV viewers according to the available research on the TV panel for the TV
- Data on the average number of listeners available in open sources for the radio

Let's hope the explanations will help you better understand our research. But we are also always ready to answer all your questions.