TORONTO, Nov. 20, 2013 /CNW/ - A new study measuring the global media
exposure of Toronto released today highlighted the negative impact on
the city's brand around the world that the Rob Ford scandal is
having. The study conducted by Cormex Research found that the City of
Toronto's total global audience exposure in newspapers was up by over
31% by November 15, 2013, compared to the same time last year.
Toronto's tone of coverage was also deteriorating rapidly, as the
city's share of negative exposure climbed from 12% in 2012 to 26% in
2013. The Rob Ford story accounted for 60% of total negative media
exposure. "Toronto's brand globally is hip and smart, generated by its
cultural industries such as TIFF and performers such as Drake, and its
education and research organizations like the University of Toronto and
the Hospital for Sick Kids," remarked Andrew Laing, author of the study
and director of the company's MediaLAB project. "Now there's a new
narrative - bad political governance - and its quickly overtaking the
good-news story that is Toronto globally."
The study also examined major digital news sites such as theguardian.com
and bbc.co.uk, US cable news coverage, and commentary about Toronto on
Twitter from users in eight different countries. "The results point to
an even bigger impact of Rob Ford on digital media and television,
where the story's elements of hourly developments, a constant flow of
new video and a polarizing character around which to build a narrative
are attracting more and more global media to the scandal," added Laing.
The full report is published on the Cormex MediaLAB website. For more
information, go to www.cormex.com/medialab.
About Cormex Research
Cormex Research is Canada's leading media research firm, serving the
country's top private, public and non-profit sector organizations since
SOURCE: Cormex Research
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