Tbilisi 12/28/07. The second report of Media Monitoring conducted by PRIMETIME Analytical Consulting Group prior to Extraordinary Elections of the President of Georgia was published today covering the period from December 16 to 22.
The report includes the same parameters used for the first reporting period from December 10 to 15 with a view to following the developments of pre electoral campaigning since last week.
The report can be divided in two main sections: the first one shows free and paid political advertisements; and the second shows air time on news programmes, which includes interviews, talk shows, etc. as well as number of TV shots and number of times each candidate is mentioned.
First Part of Report: Political Advertisements
Free and Paid Political Advertisement
· Current results show that all five sources of monitoring (Kavkasia, Mze, Imedi, Rustavi 2 and Public Broadcaster) are participating actively in electoral campaigning, compared to the first report, when channels Imedi and Kavkasia didn’t participate. The reopening of Imedi is appreciated as a good contribution to increase competitiveness and plurality in the media environment.
· Gachechiladze shows the lead when it comes to the amount of political advertisements with a total of 758, followed by Saakashvili with 608; Gamkrelidze with 429; Natelashvili with 216 and Patarkatsishvili with 28.
· Irina Sarishvili continues not to have any political advertisements on the air.
· Saakashvili, as a qualified candidate, started making use of the allocation of free time, which he had not done in the previous week.
· Gachechiladze, as a qualified candidate, continues to make use of the allocation of free time on the media and continues not to have any paid advertisements on the air.
· Gamkrelidze has paid political advertisements broadcasted only on Kavkasia TV.
· Badri Patarkatsishvili who didn’t have any political advertisements last week appeared in the covered period with paid advertisements.
· Comparing first and second reports, it can be pointed out that the total amount of advertisements by all candidates has increased considerably, which means that candidates are increasing their exposure as elections day approaches.
Time Share of Free and Paid Political Advertisement
· Although Gachechiladze has more political advertisements than the rest of candidates, the length of advertisements is shorter. Thus, his total share of time is 4:36:40 hours (all free advertisements). Saakashvili, on the other hand, has less advertisement but they are longer, which puts him in the lead with a time share of 10:09.75 hours (3:06:31 of free advertisements and 7:03:44 of paid advertisements). Gamkrelidze follows with a time share of 5:11:45 hours (5:01:45 of free and 0:10:00 of paid ads); Natelashvili with 3:40:49 (all free); and Patarkatsishvili with 0:18:29 hours (all paid since he is considered an unqualified candidate for the purpose of allocating free air time).
Time Share of Presidential Candidates Free Political Advertisements per TV channel
· From all presidential candidates, Saakashvili has the smallest free advertisement share of air time;
· Gamkrelidze has the largest share, followed by Gachechiladze and Natelashvili;
· Public Broadcaster is the first choice for free political advertisements, followed by Imedi, Mze, Rustavi 2 and lastly Kavkasia, only used by Gachechiladze and Gamkrelidze.
· From the results, it can be pointed out that Imedi quickly started playing an important role as soon as it came back on the air.
Second part of report: News programmes
Number of TV Shots (physical exposure of candidates) on the air:
· Gachechiladze shows the lead with 147 TV shots, followed by Natelashvili with 105 TV shots; Gamkrelidze with 82; Sarishvili with 74; Saakashvili with 72; Maisashvili with 50 and Patarkatsishvili with 29.
Total Air Time:
· Saakashvili shows the lead with a total of 3:00:43 hours of air time, followed by Sarishvili with 2:15:29 hours (she participated on two talk shows); Gachechiladze with 1:36:04 hours; Gamkrelidze with 1:32:57; Maisashvili with 00:42:22 and Patartatsishvili with 00:35:06 hours.
Air Time allocated to Presidential Candidates per Channels:
· In addition to the graphic showing air time allocated to presidential candidates per channel (slide No. 14), this report includes a breakdown of air time per channel differentiating between talk shows and news programmes (slides 16 through 19).
· From these results, it can be pointed out that Rustavi 2 and Imedi are more active hosting talk shows than other channels, which broadcast mainly news programmes.
Number of times mentioned:
· When it comes to the number of times mentioned, Saakashvili is first, followed by Patarkatsishvili, Gachechiladze, Natelashvili, Gamkrelidze, Maiashvili and Sarishvili.
· When it comes to giving a positive or negative value to mentioning of candidates, Saakashvili continues to have almost as most negative than positive in the scale shown in slide No. 22.
According to the current results, it can be concluded that:
1. The overall trend of the first week continues in the second week;
2. Different presidential candidates are leading according to different parameters;
3. Pre-election campaign runs in a competitive media-atmosphere and its coverage is balanced and diverse;
All sources of monitoring provide the CEC with the information required by law regarding the duration and frequency of paid political advertisement in a timely manner.
Media Monitoring (Second Report from 16-22 December)
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CEC Press and PR Office