|Sample Media Evaluation ReportAirline Industry

This sample report is strictly confidential. Its results are based on sample data only, and no conclusions should be drawn from its commentary, data or illustrations.

Contents 2

Competitor Report Executive Summary 4

Media Impact – Reach over Time

5

Top Stories 6

Media Highlights 7

Competitor Key Highlights 8

Trends & Media Intelligence 9

Top Sources 10

Key Message Analysis 12

Sentiment Landscape – Tier 1 13

Market Analysis 14

Country Reports Country Analysis Summary

15 - 18Country Competitor Overview

Media Highlights By Country

2

Competitor Report

Q1 SNAPSHOT MONTH 1 Q1 TOTALARTICLES 227 227

REACH 5.2b 5.2b

Executive Summary

4

• Airline A was mentioned in 227 articles during

[month] with the majority of items (91%) being

positive or neutral in tone. • The Airline X crash in [country] and aviation

security fears dominated the coverage in week 1

and 2. However, Airline A’s new route unveiling

and expansion plan also drove volume.• Media coverage reached over 5.2 billion

potential audience through online and print

media, driven by national and international

coverage of the jet crash.• One or more of Airline A’s corporate key

messages were featured in 78% of coverage,

with Key Message 1 the most widely reported

through reports about the airline’s expansion of

routes.

Competitor SOV

Coverage over Time

5

MoM1.5b

MoM3.2m

MoM1.8m2.3b

MoM

WEEK 3

Media Impact: Reach Over Time

Gear VR partnerships and speculation around Project Zero at MWC

STORIESTIER 1

SOURCES VOLUME

TIER 1 SOURCES

REACH

ALL SOURCES VOLUME

ALL SOURCES REACH

Airline X crash in [country]The Airline X crash in [country] and resulting general aviation security fears drove coverage for multiple airlines, including Airline A.

41 1.8b 80% 20% 200 2b

Plan to further expand [country] operationsAirline A’s plan to further expand on its operation in [country] boosted the airline’s positive coverage.

13 1m 70% 30% 100 2m

6

Media Type

Online Print

Top Stories

POSITIVE

Turkish Airlines among top firms for overall role in 2014

(The Gulf Time, 22 Dec)

BA set to become world’s first major carrier to ask passengers not to eat nuts

if someone nearby is allergic to them(Mail Online, 15 Feb)

Air France-KLM returns to profit on cheaper fuel prices

(BBC, 18 Feb)

NEGATIVE

The Great Escape: Busiest ever Christmas getaway season begins extra

early(The Independent, 19 Dec)

Turkish Airlines cancels flights due to bad weather

(Airline Industry Today, 30 Dec)

Libya descends into chaos as airstrikes hit Misurata

(The Telegraph, 28 Dec)

7

34% POSITIVE

45 ARTICLES

8% BALANCED

12 ARTICLES

55% NEUTRAL

76 ARTICLES

3% NEGATIVE

8 ARTICLES

Media Highlights

8

COMPETITOR HIGHLIGHTS SOV TIER 1

SOV ALL

SOURCES

SENTIMENT ALL SOURCES

POSITIVE BALANCED NEUTRAL NEGATIVE

Airline B

Driven by the Airline X crash and aviation security fears, to which the terrorist attack in [city] also contributed. A complaint from [celebrity] also drove negative volume, particularly in [celebrity]’s home country, [country].

21% 31% 60% 2% 33% 5%

Airline CAirline C coverage peaked in week 3. This was driven by reporting on its new CEO’s effort to tackle its financial position.

13% 3% 60% 4% 31% 5%

Airline DAirline D also saw their coverage dominated by the [city] crash. The airline’s strike action also drove the volume.

11% 1% 60% 1% 34% 5%

Competitor Highlights

TOPICS TYPE OF CONTENT

9

The topic with the highest volume was Price Competition and Taxation with 26% of all coverage, including stories on new IMF regulations on the aviation industry taxation and recent quotas. Journalists reported the backlash of consumer rights governing bodies for the free trade of low cost airlines which would be affected as a result.

Opinion pieces and trends reports were the most frequent type of posts within all media during [month]. This was due to the large scale analysis in top tier publications such as the Financial Times and New York Times where key aviation and industry journalists compared Airline A with other leading airlines. News was also high with 26%, particularly in print sources, which reported the increase in services for airlines in South East Asia.

Trends & Media Intelligence

ONLINE / PRINT SOURCEARTICLE

VOL.

UNIQUE MONTHLY VISITORS /

CIRCULATIONSENTIMENT

POSITIVE BALANCED NEUTRAL NEGATIVE

Bloomberg 37 53,112,193 60% 5% 30% 5%

Reuters 32 35,259,980 60% 5% 30% 5%

Mail Online UK 30 156,919,788 60% 5% 30% 5%

Flight International 12 547,168 60% 5% 30% 5%

Financial Times 11 13,453,186 60% 5% 30% 5%

Sky News 8 26,622,151 60% 5% 30% 5%

USA Today 7 61,964,652 60% 5% 30% 5%

Economic Times 7 78,511,196 60% 5% 30% 5%

BBC 7 195,984,238 60% 5% 30% 5%

Times of India 6 79,333,560 60% 5% 30% 5%

10

To Sources: Online & Print

11

TWITTER TWEET VOL. FOLLOWERS SENTIMENT

POSITIVE BALANCED NEUTRAL NEGATIVE

@x 37 53,112,193 60% 5% 30% 5%

@x 32 35,259,980 60% 5% 30% 5%

@x 30 156,919,788 60% 5% 30% 5%

@x 12 547,168 60% 5% 30% 5%

@x 11 13,453,186 60% 5% 30% 5%

@x 8 26,622,151 60% 5% 30% 5%

@x 7 61,964,652 60% 5% 30% 5%

@x 7 78,511,196 60% 5% 30% 5%

@x 7 195,984,238 60% 5% 30% 5%

@x 6 79,333,560 60% 5% 30% 5%

Top Sources: Social

Gear VR Partnerships And Speculation Around Project Zero At MWC

KM # KEY MESSAGE KEY MESSAGE STORY VOLUME

1 XYZ Story 24

2 XYZ Story 15

3 XYZ Story 30

4 XYZ Story 26

5 XYZ Story 22

12

Key Message Analysis

High Favourability

Low Favourability

Lo

w S

ha

re o

f V

oic

eH

igh

Sh

are of

Vo

ice

Sentiment landscape shows relative media performance of competitors within tier 1 sources. The higher in the chart the competitor is, the more favourable the coverage. The further to the right, the more extensive the coverage is, and therefore have A greater impact.

13

Lead insight: Ranked 4th by volume. The majority of Airline A’s coverage was positive or neutral in tone. Its competitors with a larger SOV attracted a relatively large volume of negative coverage, leaving it in a stronger reputational position.

Airline A

Sentiment Analysis: Tier 1 Sources

Gear VR partnerships and speculation around Project Zero at MWC

Market Analysis

14

UK (27%)Top tier content due to the [country] crash

AUSTRALIA (25%)Generated top tier content relating to

the[country] crash and route expansions

BRAZIL (16%)Top tier content on planned

route expansions

USA (32%)Generated top tier coverage over the

[country] crash

Airline A appeared in 227 news articles across the world in [Month Year]. The UK and US lead the volume, mainly over the Airline X crash in [country] and resulting general aviation security concerns. Brazil and Australia also drove coverage due to the announcement of route expansions.

Top Tier SOV All Source SOV Key Message Penetration

Country Reports

BRAND SENTIMENTKEY MESSAGE PENETRATION SHARE OF VOICE

What drove key message coverage?

The dominant media channel for coverage in the UK was Online, led by the news of the Airline X crash and [city] terrorist attacks, driving uptake of KM3. Airline A also generated KM5 uptake over its route expansion announcements.

What drove sentiment?

Airline A’s presence at the XYZ Air Show was the main driver for the airline’s positive media coverage in [country] media in [month].

16

Media Share of Voice

Airline A ranked 3rd by volume in its [country] media coverage, after the flagship carrier Airline B and another major European airline C. The major shared coverage drivers for all three airlines during Weeks 1-3 were the Airline X crash in [country], and resulting general aviation security fears.

[Country A], along with [Country B], accounted for the largest SOV by volume, mainly over the Airline X crash in [country] and resulting general aviation security discussions. However, reporting on route expansions boosted the airline’s positive profile.

[Country A]: Country Analysis Summary

SHARE OF VOICE

17

LEAD INSIGHTS: The media coverage for Airline A’s competitors were also dominated by the Airline X jet crash in [city] and general aviation security fears in Weeks 1 and 2. For [Airline B], the [city] hotel attack and the [city] attack also added volume. [Airline C] coverage was equally driven by the crash and security concerns, but also included reporting on its strike action.

Media Share of Voice

The flagship carrier Airline F led the volume for [Country A] media coverage. Another major local carrier, Airline G, followed. The dominant coverage driver for both were maintenance issues and the way the airlines responded to customer concerns – such as changing routes or waiving fees over booking date changes.

CONVERSATION BY MEDIA TYPE

What drove volume?

Online dominated [country] media coverage for [month] for all of Airline A’s key competitors, with Airline F receiving the bulk of attention due to widely-reported maintenance concerns.

COVERAGE OVER TIME

What drove the conversation?

The Airline X crash in [country] and resulting general aviation security fears increased volume at the start of the reporting period, with responses to maintenance concerns significantly boosting senior leader mentions and quotes towards the end.

[Country A]: Country Competitor Analysis

POSITIVE MENTIONSNegative mentions

NEGATIVE MENTIONS

KEY CONVERSATIONS

18

[Country A]: Country Media Highlights