Market Report (Assignment One)

7MECM003C Media Markets

Media Market Report: Assessment Guidelines

Assessment Type: Market Report (Assignment One)
Due date: Thursday 21st November 2019, before 1pm (Beijing Time)
Submission: Electronically, via Turnitin (Blackboard). Tunitin is a plagiarism-detecting
software. Please submit your document in a PDF format.
Weighting (% of overall module mark): 40%
Word Limit: Up to 2,500 words and no less than 1,500 words. Please note that a
deduction of 3 marks will be automatically applied for assignments under or over
the word limit. Cover page, table of contents, tables, charts and references are
not included in the word count.
Cover page: As this is an anonymously-marked assignment, DO NOT provide your
name and student ID, OR ANY OTHER INFORMATION THAT MIGHT IDENTIFY
WHO YOU ARE on the cover page OR ANYWHERE ELSE. On the cover page,
please provide only: the module title and the module code, the assignment title, the
chosen media outlet, and the word count.

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Brief:
Choose a UK television channel, radio station, newspaper or magazine. Using
Mediatel as your main data source, supplemented with information gathered through
other publicly available sources (e.g., company annual reports, trade journals, news
sources, Ofcom, Office for National Statistics) answer as many of the following
questions as the available data allow you:
1. Referring to a recent 12-month (full-year) period or the last calendar year, how
does the audience performance of your media outlet compare with the rest of
the product market (as you have defined it)? What percent share of the market
does it hold? Briefly discuss the main reasons for your media outlet’s recent
performance.
2. What has been your media outlet’s audience performance over the past 10
years (or over any other medium- to long-term time period that you deem
relevant for the purpose of the analysis)? Briefly discuss the main reasons for
your media outlet’s long-term performance.
3. Does the socio-demographic profile (age, gender, social class) of your media
outlet’s audience/readership differ from the rest of the market and/or from the
UK population at large? And has it changed significantly over the years? Briefly
discuss the main reasons for any significant change over time or difference
compared to the market.
4. Does the audience of your media outlet show significant seasonal variation? If

so, how can this be accounted for? [N.B.: if you choose a magazine, Mediatel
data does not allow to perform a seasonal variation analysis]
5. How is your media outlet likely to perform in viewership/readership terms in the
next 5 to 10 years? Explain the assumptions that have informed your forecast
(e.g., consideration of change in technology, economy or consumer
preferences) and (if relevant) the forecasting technique used.
Please note:
– You don’t have to answer the above questions in the given order. You can
organise and present your analysis as you see fit;
– In answering some of these questions, especially questions n. 2 and n. 5, it is
advisable to take into account, where possible, the performance of your media

outlet’s online ‘off-spring’ (e.g. the website of a newspaper, or the online ‘catch-
up’ service of a broadcaster).

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Formatting and other requirements:
– You must keep a record of the raw data that you have used in your report and
be prepared to provide it on request.
– On the coverage please indicate the word count (the word count does not
include cover page, table of contents, tables, charts and reference list)
– Please add page numbers to your document.
– Please provide the source of any data that you use for your report in an
appropriate and consistent manner. We do not require that you use ‘scholarly’
referencing for this assignment (i.e., Harvard referencing as specified by the
University). Just indicate where you have used research in your text and where
it’s from, and use the same style all the way through your report. For instance,
you could use ‘footnotes’ or ‘end-notes’ (Microsoft Word allows you to do this
very easily – see here).
– Provide the source for your tables and charts based on data you have collected
from Mediatel as: “Source: Mediatel from [provide here the original source, e.g.,
BARB] data” and place it below your tables and charts.
– Please refer to the Marking Criteria below (under ‘Presentation’) for rules of
good practice in presenting tables and charts that we expect that you adhere
to.

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Mediatel registration and log in instructions:
– Go to mediatel.co.uk
– Click on ‘Log in’ in the top right of the screen
– Click on ‘First time user? Create an account’
– Complete the form using the registration key: 5Q4D-QVAM-8TD2-425C
– Please use your westminster.ac.uk email address
– Click ‘Register’ and you will receive an email with instructions to complete the

registration and log-in (make sure you check your junk mail folder if you did not
receive the email)

 

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General overviews of the UK media landscape:
Below are some links to online resources providing overviews of the UK media
landscape or parts of it:
– A very basic UK media profile from the BBC:
http://www.bbc.co.uk/news/world-europe-18027956
– Ofcom – Communications Market Reports annual publications, 2019 version

available at: https://www.ofcom.org.uk/research-and-data/multi-sector-
research/cmr

– PWC’s 2018 UK media and entertainment outlook report:

https://www.pwc.co.uk/industries/entertainment-media/insights/entertainment-
media-outlook.html

– A website with a focus on news media in the UK:
http://www.newsmediauk.org/UK-News-Media-Industry
Here you can find a useful glossary of metrics and other terms used by Mediatel:
http://mediatel.co.uk/glossary

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Marking Criteria (please read carefully):
Category Total
possible
mark

Analysis – Appropriate use and correct interpretation of market data and
audience metrics; analytical rigour; clear argumentation and smooth‐flowing
narrative; critical use of sources; use of appropriate techniques to predict future
performance

40

Presentation
– Cover page provides the required information; and does NOT identify you.
– The number of word count are provided on the cover page
– Pages are numbered;
– Table of contents is provided;
– List of Figures (charts) and List of Tables are provided;
– Figures and tables are numbered in separate sequences and not stacked
above each other at the beginning or end of a section;
– All tables and figures in the main body of the report are given a clear caption
title (caption titles should be self-explanatory);
– Numerical data in tables and charts are presented clearly, using a consistent
style;
– The chart formats used to visualise the data at hand are appropriate;
– All required elements of tables and charts are provided (caption title,
table/chart number, legend, source, and, if appropriate, notes);
– Tables and charts are referred to in the text, with the appropriate number;
– Tables and charts contain no redundant or duplicated information (e.g., no
double titling);
– Notes are added below tables and figures to clarify the data presented (if
appropriate);
– The sections of the report are given clear and meaningful headings which
relate to their content.

30

Research – Ability to retrieve relevant data from Mediatel and to gather
additional information and data from other sources to support the analysis

20
Writing – Clear writing with good sentence structure; writing style must be
appropriate for a market report

5

Referencing –Sources must be duly acknowledged using an appropriate and
consistent referencing system

5
Total 100