Tbilisi 01/03/08.- The third report of Media Monitoring conducted by PRIMETIME Analytical Consulting Group was published today covering the period from the 23rd to the 29th of December.
The report is based on the same parameters used in the previous reports with a view to following the developments of pre electoral campaigning.
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
· All candidates, except for Maisashvili, have advertisements on the air. Compared to previous reports, it can be pointed out that results in the first report showed only four candidates (Gachechiladze, Gamkrelidze, Natelashvili and Saakashvili); results in the second report showed five (previous four plus Patarkatsishvili) and current report shows six (previous five plus Sarishvili).
· According to figures shown on slide No. 7, qualified candidates have used their allocation of free air time for advertisements as follows: Gachechiladze is leading with 4:04:42 hours; Gamkrelidze with 3:57:17; Saakashvili with 3:47:58; Natelashvili with 3:33:59.
· In addition, Patarkatsishvili and Sarishvili, in spite of being unqualified candidates for the purpose of allocating free air time, have been given 0:40:23 and 0:35:35 free hours respectively.
· When it comes to the number of advertisements per candidate, Saakashvili leads with 506 total advertisements, followed by Gamkrelidze with 283; Gachechiladze with 35; Natelashvili with 207; Sarishvili with 142 and Patartasishvili with 87.
Time Share of Free and Paid Advertisements:
· According to previous figures (slides No. 7 and 8), it can be pointed out that while Saakashvili leads by total amount of advertisements -506-, the total amount of air time -3:47:58 hours- is less than the total amount of air time provided to Gachechiladze, who therefore leads with 4:04:42 but has less advertisements -352-. In other words, Gachechiladze has less amount of advertisements but they run for longer.
· Regarding paid advertisements, the trend in the previous report continues: only three candidates have paid advertisements: Saakashvili, Patartasishvili and Gamkrelidze.
Time Share of Presidential Candidates Free Advertisements per TV channel
· In this third report, it can be pointed out that Imedi stopped broadcasting on the 26th of December. Therefore, data for Imedia covers the period from December 23rd to the 26th (4 days).
· Public Brodcaster continues to be the first choice for political advertisements, followed by Rustavi 2, Mze, Imedia and Kavkasia.
· It can also be pointed out that all channels subject to monitoring are active in broadcasting political advertisements.
Second part of report: News Programmes
Number of TV Shots (physical exposure of candidates) on the air
· Saakashvili and Gachechiladze lead with exactly the same amount of TV shots on the air: 104 each; followed by Natelashvili with 91; Patarkatsishvili with 90; Gamkrelidze with 65; Sarishvili with 49 and Maisashvili with 47.
Total Air Time:
· However, when it comes to total air time provided (length of physical exposure), Patarkatsishvili leads with 4:56:12 hours, followed by Saakashvili with 3:59:48; Gachechiladze with 2:45:15, Sarishvili with 2:14:22; Maisashvili with 1:09:46; Gamkrelidze with 1:01:11 and Natelashvili with 0:40:25.
· It can be pointed out that compared to previous results, Patarkatsishvili’s exposure has increased considerably in the period covered. (In first report Patarkatsishvili had 0 TV shots; in the second he had 29 with a total air time of 0:35:06 hours and in the third 90 TV shots with a total air time of 4:56:12 hours).
· Sarishvili’s exposure also increased considerably compared to previous weeks. In the first report she had 3 TV Shots with a total air time of 0:02:16 hours; in the second report she had 74 TV Shotws with a total air time of 2:15:29 hours; and in the third she had 49 TV Shots with a total air time of 2:14:22 hours.
Air Time allocated to Presidential Candidates per Channels:
· As in second report, this report includes a breakdown of air time per channel differentiating between talk shows and news programmes (slides 14 to 18).
· From these results, it can be pointed out that all candidates appear in news programmes and in talk shows. Compared to last report when Rustavi 2 and Imedi were more active hosting talk shows, this report shows all channels hosted talk shows.
· Therefore, all candidates have participated in talk shows, except Natelashvili who has participated in previous weeks quite actively.
Number of times mentioned:
· Patarkatsishvili leads with 739 times mentioned in the period covered, followed by Saakashvili with 612; Gachechiladze with 351; Natelashvili with 190; Maisashvili with 77 and Sarishvili with 37 times mentioned.
· When it comes to giving a positive or negative value to mentioning of candidates, Patarkatsishvili shows to be the most mentioned candidate with a negative connotation -453-; followed by Saakashvili with 295 times, Gachechiladze with 59; Natelashvili with 11; Gamkrelidze with 2 and Sarishvili with 1 (including both negative and indirectly negative number of times mentioned).
· However, Saakashvili continues to be the most mentioned candidate with a positive value with 99 times mentioned, followed by Natelashvili with 30; Gachechiladze with 27 and Gamkrelidze with 16 times and Maisashvili with 1 time positively mentioned (all including indirectly postive and positive number of times mentioned).
According to the current results, it can be concluded that:
1. Patarkatsishvili’s exposure in media coverage increased significantly.
2. Different presidential candidates are leading according to different parameters;
3. Coverage in channels continues to be diverse. However, pre-election campaign runs in a less competitive media athmosphere than last week taking into account that Imedi stopped broadcasting.
4. All sources of monitoring continue providing the CEC with the information required by law regarding the duration and frequency of political advertisements in a timely manner.
5. The last and final report of media monitoring from December 30 to January 4 will be published after elections.