Now we analyze the media presence of FMCG stores in the information field of Ukraine.

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Analytics covers the period from January 1 to July 17, 2022. Supermarkets “ATB”, “Silpo”, “NOVUS”, “Varus”, “METRO”, “Auchan”, “Fozzy”, “Fora” and “Eco-Market” were included in the study.

Who is talked about the most?

The leader in the number of recalls for the entire period was the ATB supermarket chain. The store occupies the third part of the media field in terms of the number of publications and 41% of the potential coverage. In second place is the network “Silpo”. It is part of the Fozzy Group, but compared to other stores of the corporation “Silpo” is mentioned 3 times more often. The coverage of Silpo publications is 13% of the entire area (this is 2 times more than the Fozzy network, which is also part of the corporation). The network of supermarkets “Silpo” has a bright character for consumers and looks like one that works out interaction with them in sufficient detail. It is safe to assume that Silpo collects usage data, studies the preferences of its customers in order to gain an understanding of their behavior at each point of contact. In addition, media analytics allows you to learn about the demographics, interests and professions of digital consumers in a matter of minutes. Gaining insights from this data allows you to ultimately understand consumers and gain market share through relevant campaigns. Especially considering that communication campaigns now cannot be as successful as possible without researching global and local trends. For high-quality and timely campaign preparation, a combination of the results of market research and media analytics is valuable. A productive formula in this case is to use, for example, Industri Watcherand LOOQME Hub: to analyze what is happening and create the experience that consumers seek.

It is likely that the Fozzy network also pays special attention to consumer interest: the potential coverage of Fozzy mentions exceeds that of the three closest competitors, which at the same time have a higher number of publications. This indicates effective work on high-quality relevant content, rather than quantitative indicators.

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• The largest number of supermarket recalls was during late February and early March. The peak number of publications falls on March 4, and the potential coverage is on February 24.

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• During the full-scale war, mentions of companies increased by an average of 20.9%, and audience coverage almost doubled.

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• The largest increase was shown by the Fora store (+363% to the number of mentions and +1.469% in coverage, compared to the period up to February 24).

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• But the media activity of Novus, Metro and Auchan stores decreased. Auchan additionally lost half of its average coverage.

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• ATB was the leader in mentions for almost the entire period, except for mid-April and early June, but in the monthly section it still remained in first place.

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• We see a jump in the number of messages mentioning METRO during June 6-12. However, the network was then mostly mentioned in an episodic role when news of queue for humanitarian aid in the former METRO shopping center, reaching from 1.5 to 2 thousand people (Mariupol).

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• Own activity (total number of publications) of all stores, except METRO and Auchan, was the highest in March 2022. Auchan is the only store among those surveyed whose number of mentions decreased in March.

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• If we consider the share in the media field, we see that ATB occupies a leading position throughout the period, but its closest competitor Silpo is actively increasing communication and reducing the gap in the media field.

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• In June, the distribution of the media field is very similar to January.

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About Media Engagement

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• The highest quality indicators of publications in Varus were in May and April. The main source of information that gave such a result was the project in partnership with Visa and the Ministry of Social Policy”This is for you from the bottom of my heart“.

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• In general, the MFI, which shows the commitment of the media to the company, increased by 140%, compared to the period to February 24. The highest MFI index is seen in the network “Fora”, Varus and Fozzy.

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• The media's commitment to METRO has significantly decreased (recall that the Russian division of the German METRO AG continues to work in Russia. Each division is a separate player in the local market with a separate operating model).

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Peaks of activity and their information drivers

The largest number of publications per day was March 4, 2022. The cloud of words of this day shows that the words appeared most often in the texts”Coca-Cola Co.“,”company“,”networking“,”store“,”Ukraine“,”products“. In the trends we see the words”waive“,”shoot“,”prolong“,”Sponsorship“,”call“,”inhumanity“. The main information of the day was that stores refuse to cooperate with Coca-Cola due to its decision to continue working in Russia.

The other peak was February 24 — 1649 publications. Then the context of the texts was made up of words related to the mode of operation of stores:”store“,”work“,”networking“,”regimen“,”company“. And there were words in the trends.”try“,”provide“,”logistical“,”category“.

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Important words of the infofield

The most used words in the media field:”store“,”Ukraine“, “mereja”,”company“,”work“,”town“,”supermarket“,”price“,”product“,”ware“,”ATB“

The words that showed the greatest increase in number of uses:”remove“,”war“,”cash“,”locational“,”salt“,”currency” Words that ceased to be actively used after February 24:”plastic“,”Cyprus“,”Buffet“

If we consider the immediate environment of words”store” and”supermarket”, then the closest words are used to them”networking“,”ATB“,”Silpo“,”work“,”product“,”grocery“.

Regarding the dynamics of change, during the period of full-scale invasion next to words”store” and”supermarket“They are used more often.”sugar“,”price tag“,”for sale“,”work“.

Until February 24 next to”shop” or”Supermarket“The most common words”sirloin“,”herring“,”Buckwheat“,”profit“,”General Director“,”place“,”pepper“,”fitness“,”club“,”fruit“.

Unique environment for a separate network:

‍SUBWAYS: “beautiful”, “cash & carry”, “edge”, “Mariupol”, “vegetable”, “Aushan”, “German”, “offer”

‍Novus: “removal”, “Alexey”, “amstor”, “Raimondas”, “operate”, “milk”, “access”, “fillet”, “herring”, “buckwheat”

‍Varus: “Oleg”, “automotive”, “city”, “kilogram”, “commerce”, “wonderful”, “products”, “shoot”, “Olga”

‍ATB: “Boris”, “card”, “Raif”, “communication”, “good”, “arise”, “enter”, “provide”

‍Auchan: “real”, “Chornovol”, “local”, “Hungary”, “bear”, “Khotinsky”, “pomel”, “Leroy”, “scatter”, “Poland”

‍Silpo: “le”, “application”, “plan”, “most important”, “agree”, “increase”, “gradually”, “deputy”, “decrease”, “mall”

The article was first published on Marketer.ua