We found out market trends, popular words of the banking information space and evaluated the media activity of banks.

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Infospace overview

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To track the dynamics, we will analyze the information space for February and March 2022. Four Most notable topicsin February materials related to Polish banks: “war in Ukraine”, “interest rates, indices”, “lending” and “work, employees, taxes”. The graph shows that these topics have been divided into two groups according to kinship: war and the rest.

In a month, the topics have changed somewhat. In March topic “interest rates, indices” replaced “humanitarian aid”. It is placed between the issues of “lending” and “war in Ukraine”, which means that these issues are connected.

Analytics allows us to track the dynamics of trend development. If the word begins to be used more often, then it becomes a trend. This knowledge allows the brand to use topical meanings to assert itself.Top trending words— these are the words that had the highest frequency of use in dynamics. We see that in the banking information space during March the largest increase in usage was obtained“gas”, “ban”, “ruble”, “forecast”, “commodity”. And these are the words that most often used In the context of the Polish banks, this “Ukraine”, “Russia”, “Russian”, “Bank” and “Polish”. When defining these words, only the number of mentions is taken into account, without measuring the dynamics.

‍Related Words— those that were most often used next to the word “bank” and were closest to it. The three related words are included “Ukraine”, “Russian” and “Russia”— while the popularity of the first two increased during March. Also, the word “bank” was often mentioned “Polish”, “advertising” and “war”.Kaufland, Lidl, Carrefour, Mega Image, Profi in Romanian Online Media ‍

Media activity

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In March 2022, the number of publications about selected banks increased significantly compared to February indicators. And although by a considerable margin the most active in the information space was PKO Bank Polski, the highest Media Favorability Index has mBank. This means that although his voice is not the strongest in the information space, it is around him that the most positive information circle has formed.

Regarding the quantity of materials: the graph shows that PKO Bank Polski occupies almost half of the publicationsfrom all mentions of five banks. In addition, during March, the number of publications of the two most active banks in the information space (PKO Bank Polski and Bank Pekao SA) increased.

It stands out in the potential coverage of materials about banks Santander Bank Poland. The number of its publications is 47% less than Bank Pekao SA. However, the potential coverage of Santander Bank Polska is over 2 million higher than Bank Pekao SA. This means that the bank team could use more effective information drives and publications with a large audience.

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As you can see, most mentions of banks are neutral. Also in March, the amount of positive in all banks prevailed over the amount of negative. However, we have retrospective figures and see that this has changed over the month — back in February there were three percent more critical mentions than positive ones. Given that during March the number of materials increased, we can say that the employees of the companies tracked the level of negativity and compensated it with the targeted media activity of the companies.