Brands/Products
Why Analyzing Media Sentiment by Frequency is Holding You Back
By Philip Odiakose
As someone who has spent over 15 years working directly with public relations measurement and intelligence and more than a decade helping brands make sense of their media performance, I can say with confidence (and a touch of media analysis fatigue) that not all PR metrics are doing what we think they are doing. And when it comes to sentiment analysis, many of us have been led by tradition, not truth. In my constant pursuit to help PR and comms professionals access metrics rooted in objectivity and research, I had to take a deeper look into how sentiment is currently being measured. After spending time digging into the methodology, analysing patterns, and comparing outcomes, it became clear: sentiment analysis by frequency has overstayed its welcome.
“Too often, we focus on counting sentiment rather than weighing it — frequency tells us how much, but deeper analysis tells us how much it matters.”
For too long, we have boxed sentiment into just three labels — positive, negative, and neutral — and then celebrated (or panicked) based on how large each segment appears. If a brand has 60% positive sentiment, someone somewhere is already serving small chops and cutting cake. But ask the hard question: what does that 60% actually mean? Does it carry weight? Is it impactful? Is it meaningful? I recall being in a strategy session where an agency CEO saw a 60% positive sentiment report and asked, “So… should I be excited or worried?” And truthfully, the data didn’t answer that. In another situation, a client saw 35% negative sentiment and wanted to escalate to crisis mode. Again, I had to ask, what kind of negative are we talking about?
“When it comes to sentiment analysis, it’s not enough to know the quantity of sentiment; you need to understand the intensity and quality of that sentiment. Without that, data can lead you astray.”
You see, frequency analysis doesn’t tell you intensity. It doesn’t ask, how positive is this positivity? Or how damaging is this negativity? In reality, a comment like “The brand dey try sha” (Nigerian slang for “they are doing okay”) and another saying “This brand saved my life!” are both tagged as positive but are clearly worlds apart in tone and impact. That is where the problem lies — we have focused too much on counting sentiment without weighing it.
Research provides a more meaningful approach. The empirical formula I recommend is:
Sentiment Score (StSc) = (Number of Positive Mentions – Number of Negative Mentions) / Total Number of Mentions
This gives us a normalized sentiment index between -1 and +1, where 0 is neutral, and the extremes show very strong positivity or negativity. So if a brand has 3 positive and 2 negative mentions out of 10 total, the score becomes (3 – 2)/10 = 0.1 — slightly positive. But if it is 8 positive and 1 negative, the score is 0.7 — that is significant. Now compare that to simply saying “80% positive,” and you see why frequency alone is not enough. The difference is in the depth of interpretation. This formula still isn’t widely used across the media intelligence space, but one company that’s already ahead of the curve is Truescope (North America) — where my friend and industry expert, Todd Murphy, serves as President of North America.
“Objective metrics that account for sentiment weight and distribution are what truly empower PR strategies. It’s not about having more positive mentions — it’s about understanding the level of positivity and negativity and its true impact on brand perception.”
To fix this gap in analysis, we have developed the Future-Proof Sentiment Score Framework – A P+ Measurement Services Proprietary Sentiment Score Framework. This includes a more advanced Sentiment Weight Score and Distribution Matrix, which doesn’t stop at “positive/negative/neutral,” but goes further to classify sentiment into strongly, moderately, and slightly — for both positives and negatives. This matrix brings clarity to brands and communications teams. It helps you know when to celebrate, when to adjust, and when to truly raise the red flag. Starting from Q2 2025, all clients of P+ Measurement Services will have access to this upgraded sentiment analysis dashboard, alongside a dedicated dashboard that tracks the media performance of competitive CEOs. And I can say with confidence — it changes the game.
“Let’s stop being impressed by pie charts that look shiny but don’t provide actionable insight. Understanding the meaning behind sentiment and the true impact on your brand is what matters.”
I will give you a practical example. A multinational brand we monitored recently saw 35% negative sentiment and was ready to call a crisis meeting. But our deeper analysis showed 80% of that negativity was slightly negative—things like delayed customer service or pricing feedback. Meanwhile, their strongly positive mentions were increasing daily, driven by user experience reviews. Instead of reacting emotionally, the brand realigned calmly. No panic, just action. That is the power of context.
So, let us stop being impressed by shiny pie charts. Let us stop reporting frequency without understanding what it means. A sentiment report that doesn’t answer so what? and what next? is simply not useful. This is why I always say: vanity metrics may look nice in a report, but they can’t guide strategy. Objective, research-backed metrics can.
“Vanity metrics can’t guide strategy. Only research-backed, objective metrics help you turn insights into action.”
At the end of the day, this isn’t just about a better dashboard. It is about moving our industry forward. For those interested in the technical side, I am happy to share more about lexicon-based sentiment scoring and resources like the Harvard General Inquirer—empirical research that goes beyond assumptions and digs into real language science. But even without the jargon, the message is simple: frequency tells you how much, but only deeper analysis tells you how much it matters.
Philip Odiakose is a leader and advocate of public relations monitoring, measurement, evaluation and intelligence in Africa. He is also the Chief Media Analyst at P+ Measurement Services, a member of AMEC, NIPR, AMCRON, ACIOM and Founding Member of AMEC Lab Initiative
By Adedapo Adesanya
Canal+ and Warner Bros. Discovery have signed a new multi-year, multi-territory agreement to strengthen their partnership internationally that will scrap the exit plans of channels like CNN International and Cartoon Network on pay television services -DStv and GOtv.
The last minute agreement reached on December 31, 2025, means 12 channels at risk of being yank off, including Discovery, CNN, TLC, Discovery Family, Real Time, Food Network, HGTV, Investigation Discovery, and Cartoon Network, will remain on both DStv and GOtv.
According to a statement by Canal+ yesterday, the deal between the two broadcasting giants spans multiple territories, including South Africa, the rest of Africa and regions in Europe where Canal+ also has operations.
Canal+ said: “This expanded agreement covers both the distribution of HBO Max and the renewal of several Warner Bros Discovery thematic channels across numerous regions.”
The announcement comes as a relief to DStv subscribers, who received notices via email and on-screen warnings from December 1, 2025, stating that the channels in question could be removed from their bouquets since contractual negotiations between Canal+ and Warner Bros Discovery had reached an impasse.
Regions outside Africa also affected by the new deal include Romania, Hungary, the Czech Republic and Slovakia, where Cartoon Network, Cartoonito and CNN International have been renewed.
Other Warner Bros channels renewed in European regions not available in Africa include Warner TV, Cinemax and TVN.
“Canal+ and its longstanding partner, Warner Bros Discovery, are pleased to announce the signing of a new multi-year and multi-territory agreement, marking a major milestone in the development of their collaboration on an international scale,” Canal+ stated.
The agreement between WBD and the French media group builds upon previous deals made in 2024, including the renewal of the exclusive pay-TV window for Warner Bros. Pictures films six months after their theatrical release in France and the integration of HBO Max within select Canal+ group offers.
It also comes during Netflix’s pending purchase of Warner Bros. Discovery, which could further position Canal+ as a power player on the global stage as the company already has distribution deals in place with Netflix.
By Aduragbemi Omiyale
Nigeria’s trusted hybrid and integrated electromechanical energy provider, JMG Limited, has completed the installation of solar power systems at three key fuel stations of NIPCO Plc.
The clean energy source was installed at NIPCO’s petrol dispensing outlets in Gwagwalada Abuja, Lekki Lagos, and Mpape Abuja.
This will help the organisation eliminate diesel reliance, and unlock more than N44 million in annual energy cost savings.
The installations feature advanced hybrid systems, combining solar arrays, lithium battery storage, and smart inverters to provide 24/7 energy for fuel pumps, lighting, and office operations. Each site has reported zero use of electricity or generator power since the systems were installed.
The three NIPCO stations now run on an advanced hybrid solar system that combines high‑efficiency PV panels, intelligent lithium‑battery storage and smart inverters.
Since commissioning, the sites have operated with zero grid or generator power, providing silent, clean, uninterrupted electricity for pumps, lighting and administration.
“We are proud to help NIPCO lead the energy transition at the retail level.
“The scalable architecture can be sized to each location and has already delivered significant savings, about 88,535 kWh/year, N44.4 million in annual cost savings and a 43.8‑tonne reduction in CO₂ emissions,” the Head of JMG’s Hybrid Solar Division, Mr Abbass Hussein, stated, adding that, “Collaborating with NIPCO on this initiative demonstrates a practical pathway for other firms to reduce both emissions and energy expenses.”
Also commenting, NIPCO’s Station Manager at Gwagwalada, Mr Idoko Jacob, said, “The stations have not relied on electricity or generator power on bright-weather days since commissioning. The solar systems fully meet our daily energy needs during such periods. On days with poor weather, we supplement the solar system with generator power to ensure uninterrupted operations.”
Business Post gathered that the NIPCO Gwagwalada Station has a solar output of 42,450 kWh/year, annual savings of N15.6 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 51.2kWh Lithium Battery Storage.
The NIPCO Lekki Station has a solar output of 3,635 kWh/year, annual savings of N12 million, and CO₂ reduction of 13,130.1 kg/year, with a system installed consisting of a 25kW Must Hybrid Inverter, 22.95kWp Solar PV, and 76.8kWh Lithium Battery Storage.
As for the NIPCO Mpape Station, it has a solar output of 42,450 kWh/year, annual savings of N16.8 million, and CO₂ reduction of 15,332.76 kg/year, with a system installed consisting of a 20kW Deye LV Hybrid Inverter, 26.8kWp Solar PV, and 61.44kWh Lithium Battery Storage.
MAGGI, the culinary brand from Nestlé Nigeria, has announced the launch of its festive campaign, Taste of Christmas, designed to celebrate the sights, sounds, and flavours that define the Nigerian Christmas experience.
Central to the campaign is a collaboration with Nigeria’s fast-rising pop star Qing Madi and the renowned Loud Urban Choir, resulting in a new Christmas anthem titled Taste of Christmas.
Now available across all major music streaming platforms, the song blends contemporary sound with cultural warmth, evoking the joy of family, togetherness, and shared meals that characterize the season.
Extending beyond music, the Taste of Christmas campaign will roll out a curated series of festive recipes and culinary inspiration over a 12-day period. The collection features creative twists such as Coco Bongus, alongside beloved Nigerian classics, encouraging families to explore new flavours while enjoying MAGGI’s trusted range of seasonings.
Commenting on the campaign, the Category Manager for Culinary at MAGGI, Ms Funmi Osineye, said, “Christmas is a time when family, culture, and shared experiences come alive. With the Taste of Christmas campaign, we set out to create a platform that resonates strongly with today’s young adults while still celebrating the warmth of home. Partnering with Qing Madi and The Loud Urban Choir allows us to connect music and food in a way that feels authentic, modern, and deeply Nigerian.”
The campaign further reflects MAGGI’s commitment to celebrating home-grown talent, nurturing culinary creativity, and strengthening the role of food as a unifying force in Nigerian homes.
Consumers can access festive recipes, campaign content, and the Taste of Christmas anthem on MAGGI’s digital platforms and social media channels. Conversations around the campaign can be followed using #MAGGIChristmas.
MAGGI is a leading culinary brand from Nestlé Nigeria, committed to inspiring better cooking habits and bringing families together through delicious, nutritious meals.
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