Brand Analysis P2S3

Brand Analysis

Project #2 Stage #3

By Sarah Ali, Julia Marino and Nicole Zevallos

06 Brand and Consumer Alignment

01 Hypothesis

Índice

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02 Brand Share

07 Findings BCA

03 Findings BS

08 Recommendations

04 Brand Audience

05 Findings BA

01

Hypothesis

National Television (America Television and Latina.pe) in Huancayo, Peru, will have a higher share of voice, share of audience, and share of search than TV Wanka and CadenaTV, which are regional TV stations.

Share of Voice

According to the first hand information TV Wanka has 2 main competitors: Cadena TV and Unitel TV. But, when you try to look it up information about Unitel Peru it doesn't appear any information.

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01

PART 1

Brand Share

Share of Voice

Social Media

Share of Voice

Non-social media

Latina

Share of Voice

America TV

About top brands in the same market segment, there two national channels: Latina and America TV

Share of Voice

Social Media

Latina

America TV

Share of Voice

Non-social media

Latina

America TV

Share of Search

Interest overtime

Share of Search

Breakdown by Subregion

General

My brand

Share of Audience

Breakdown by Social Media

Tik Tok

YOUTUBE

Facebook

66 %

58%

66%

AMERICA TV

AMERICA TV

AMERICA TV

01

03

02

Share of Voice

Share of Search

Share of Audience

When comparing regional and national channels, América TV and Latina have a significantly greater reach due to their national presence. In contrast, regional channels like TV Wanka, Cadena TV, and Unitel have minimal digital presence and therefore struggle to achieve a similar level of visibility.

America TV generates more searches on Google than Latina, and both far exceed the search volume of local channels like TV Wanka, Unitel, and Cadena TV. This is true across all 24 regions of Peru, including Junin, where local channels are based.

On social media, the number of followers for America TV and Latina is overwhelming, making it difficult for local or regional channels such as TV Wanka, Cadena TV, and Unitel to compete in terms of audience size.

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01

PART 2

Brand Audience

Reach 280k

TVWANKA

Engagement 3460

Reach 143k

CADENA TV

Engagement 1586

Findings

Total Audience Reach

Total Audience Engagement

Between October 1 and October 4, TV Wanka experienced its highest social media reach compared to other days during the period from September 16 to October 16. This peak stands out as a notable moment for engagement within that timeframe. On the other hand, Cadena TV had two periods of higher reach: first between September 22 and September 28, and then from October 1 to October 13. These two intervals suggest more sustained peaks for Cadena TV, while TV Wanka's spike in engagement was concentrated within a shorter, four-day period.

The total audience engagement of TV Wanka is significantly higher than that of Cadena TV, with TV Wanka reaching nearly double the engagement compared to Cadena TV. This highlights a substantial difference in audience interaction between the two channels.

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PART 3

Brand and Consumer Alignment

01

03

02

Consumer Perceptions

Brand Realities

Brand Aspirations

Some unique words in the "mentions" data include terms like Chilca, Huancayo, Tambo, serenos, delincuentes, accidente, and municipalidad. These words reflect local topics related to regional issues, accidents, security, and local government, which are not prominent in the YouTube data.

Common words in both datasets are Perú, envivo, noticias, octubre, partido, eliminatorias, del, and vs. These words reflect a focus on current events, sports (particularly football), and live broadcasts, representing shared content realities across platforms.

Words like movistar, uruguay, brazil, eliminatorias, and envivo are more prominent in the YouTube cloud. These terms are likely associated with sports and international events, indicating an aspiration toward wider coverage of sports content and engaging with broader audiences.

Recommendations

Increase Organic Search by using keywords related to sports and news

Create content for facebook and youtube that focus on sports (specifically Football/Soccer) and news.

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¡Que fluya la comunicación!

Con las plantillas de Genially podrás incluir recursos visuales para dejar a tu audiencia con la boca abierta. También destacar alguna frase o dato concreto que se quede grabado a fuego en la memoria de tu público e incluso embeber contenido externo que sorprenda: vídeos, fotos, audios... ¡Lo que tú quieras! ¿Necesitas más motivos para crear contenidos dinámicos? Bien: el 90% de la información que asimilamos nos llega a través de la vista y, además, retenemos un 42% más de información cuando el contenido se mueve.

• Genera experiencias con tu contenido.
• Tiene efecto WOW. Muy WOW.
• Logra que tu público recuerde el mensaje.
• Activa y sorprende a tu audiencia.

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