Media Measurement
Granular Media Intelligence
Level 3 sentiment analysis that reveals the nuanced emotions, themes, and trends hidden in your media coverage.
Basic media monitoring tells you what was said. PetaSight tells you how it was said, why it matters, and what to do about it.
Traditional platforms classify sentiment as positive, negative, or neutral-an approach that misses most of the emotional nuance in real coverage. Sarcasm registers as positive. Mixed sentiment gets flattened. Subtle criticism goes undetected. The result? Marketing teams make decisions based on incomplete data.
Basic Monitoring
- ✗ Binary positive/negative scoring
- ✗ Misses sarcasm and subtext
- ✗ Generic theme categorization
- ✗ 24-48 hour analysis lag
- ✗ Static dashboard reports
PetaSight Level 3
- ✓ Multi-dimensional emotion detection
- ✓ Contextual sarcasm & irony analysis
- ✓ Custom theme tracking per client
- ✓ Real-time processing & alerts
- ✓ Investigable, drill-down reporting
Our AI doesn't just score sentiment-it understands context, detects narrative shifts, and surfaces the specific issues driving brand perception. Whether you're tracking a product launch, managing a crisis, or monitoring competitive positioning, PetaSight delivers the granular intelligence marketing teams actually need.
Advanced Sentiment Understanding
Go beyond positive/negative with AI that understands context, tone, and subtext
Level 3 Sentiment Analysis
Detect subtle emotions, sarcasm, and mixed sentiment that basic tools miss. Understand not just what is said, but how it's said.
Thematic Deep Dives
Analyze specific themes and topics requested by marketing teams with granular detail and actionable insights.
Trend Detection
Identify emerging narratives and sentiment shifts before they become mainstream stories.
Comprehensive Coverage Across All Channels
Your brand is discussed across a fractured media landscape. News outlets, broadcast TV, podcasts, social platforms, blogs-each channel requires specialized collection and analysis techniques. PetaSight aggregates it all.
Print & Online News
Global coverage across 100+ countries, 50+ languages. Real-time ingestion with full article context and metadata.
Broadcast & Audio
TV, radio, and podcast monitoring with automated transcription, speaker identification, and visual logo detection.
Social & Digital
Major platforms plus forums, blogs, and review sites. Influencer tracking, viral trend detection, and audience demographics.
The Challenge with Volume
A mid-sized brand might generate 10,000+ mentions per month. Enterprise brands see 100,000+. Manual analysis at this scale is impossible. Basic automation misses nuance. The solution? AI that reads like a human analyst but processes at machine speed.
Custom Theme Analysis for Your Brand
Generic sentiment scores don't answer the questions marketing teams actually have. Is our sustainability message resonating? How is the pricing change being received? Which product features are generating buzz?
PetaSight lets you define custom themes aligned with your strategic priorities. Track sentiment on specific initiatives, competitive comparisons, or stakeholder concerns. Our AI monitors coverage through the lens of what matters to your business.
Example: Product Launch Monitoring
Track whether coverage frames your product as premium, affordable, or overpriced. Detect shifts in value narrative over time.
Monitor which features journalists and users highlight. Identify confusion or frustration signals early.
Analyze how your product is compared to alternatives. Understand where you win and lose in side-by-side coverage.
Each theme receives its own sentiment scoring, trend analysis, and example article clustering. Marketing teams get answers to specific strategic questions, not just generic volume metrics.
Investigable Reporting
Turn raw data into strategic intelligence
Interactive Dashboards
Explore sentiment data with drill-down capabilities to understand the story behind the numbers.
Executive Summaries
AI-generated narrative reports that highlight key findings and strategic implications.
Custom Alerts
Configure alerts for specific sentiment thresholds, topics, or sources that matter to your brand.
Stakeholder Intelligence: Who's Talking & What They Think
Understanding sentiment means understanding who holds that sentiment. A critical article from a tier-1 outlet carries different weight than a positive blog post. An influencer's endorsement reaches different audiences than traditional media.
Source Profiling
PetaSight analyzes journalists, outlets, and influencers by historical coverage patterns:
- • Which sources are consistently positive, critical, or neutral toward your brand?
- • What topics do specific journalists focus on?
- • How large is their typical audience reach?
- • Do they cover your competitors differently?
Audience Segmentation
The same coverage can land differently with different audiences. PetaSight segments sentiment by:
- • Geography: Regional sentiment variations and market-specific narratives
- • Demographics: Age, profession, interest-based audience clusters
- • Channel: How sentiment differs across news, social, and broadcast
Why It Matters: You can't fix brand perception problems you can't diagnose. Understanding which audiences and influencers drive negative sentiment lets you craft targeted responses instead of blanket statements.
Real-Time Crisis Response: When Minutes Matter
Negative coverage spreads faster than teams can coordinate responses. By the time a traditional monitoring service flags a crisis, the narrative has already metastasized across channels, audiences, and geographies. PR teams need to detect and respond to emerging threats in real-time, not retrospective daily reports.
Crisis Timeline: Traditional vs PetaSight
Hour 0-6: Negative coverage begins spreading. No alert.
Hour 6-12: Story gains traction across social media. First manual check detects issue.
Hour 12-24: Alert sent to PR team. Initial assessment begins.
Hour 24-48: Response prepared and distributed. Peak amplification already passed.
Minute 0-15: AI detects anomalous sentiment spike. Instant alert to PR team with context.
Minute 15-30: Team reviews PetaSight dashboard showing source analysis, key influencers, and reach projections.
Minute 30-120: Coordinated response deployed while story is still emerging.
What Real-Time Detection Enables:
- • Proactive Outreach: Contact journalists and influencers before they amplify inaccurate narratives
- • Targeted Corrections: Deploy responses to the specific channels and audiences where misinformation is spreading
- • Narrative Shaping: Introduce counter-messages while the conversation is still forming, not after opinions have hardened
Beyond Volume: Measuring What Actually Moves the Needle
Most media intelligence platforms obsess over easy-to-measure vanity metrics: press mentions, social impressions, advertising value equivalency. But C-suite executives don't care about volume-they care about impact on brand equity, customer perception, and competitive positioning.
What Doesn't Predict Outcomes
Total Mention Count
10,000 low-reach mentions mean less than 100 high-influence placements
Advertising Value Equivalency
Assumes earned media has the same impact as paid ads (it doesn't)
Binary Sentiment
"Positive" coverage about a product recall is still damaging
What Actually Matters
Share of Voice in Key Narratives
How much of the sustainability conversation do you own vs competitors?
Influencer Sentiment Shifts
When tier-1 journalists change their framing of your company
Message Penetration
Are your key messages appearing in coverage, or just your brand name?
PetaSight custom-builds measurement frameworks that align with business objectives. If your executive team cares about customer trust scores, we track media narratives that correlate with trust. If competitive differentiation is the priority, we measure how your value propositions appear in comparative coverage.
This requires going beyond out-of-the-box dashboards. Every organization has different strategic questions, which means different analytics needs. Our platform adapts to your KPIs, not the other way around.
Journalist Relationship Intelligence
Traditional media intelligence tells you what journalists wrote. Strategic intelligence tells you what they care about, who influences them, and how they've covered your category over time. This context transforms reactive monitoring into proactive relationship management.
Beyond the Byline: Understanding Journalistic Context
Coverage History
Track how individual reporters have framed your industry, competitors, and brand over months or years. Identify allies, skeptics, and emerging voices worth cultivating.
Thematic Preferences
Which angles resonate with specific journalists? Who writes about innovation vs regulatory issues vs competitive dynamics? Tailor pitches accordingly.
Source Network Mapping
Understand which experts, companies, and studies a journalist typically references. Become one of their go-to sources by providing relevant, credible insights.
Practical Application: When planning a product launch, identify journalists who have covered similar innovations favorably, understand their preferred story angles, and provide them with exclusive access aligned to their editorial priorities. This isn't spray-and-pray PR-it's precision targeting based on behavioral data.
PR teams using relationship intelligence report higher placement rates and more favorable framing compared to generic media lists.
Built for Media Teams, Not Generic Monitoring
Truly Granular Analysis
Level 3 sentiment captures subtle emotions, sarcasm, and mixed sentiment that basic positive/negative scoring misses. Understand the full spectrum of how your brand is perceived.
Custom to Your Needs
Define the themes, issues, and narratives that matter to your organization. Track custom KPIs beyond volume and reach. Get insights tailored to your strategic questions.
Fast, Scalable Intelligence
Process thousands of articles, broadcasts, and social posts in minutes. AI-powered analysis that scales with your coverage volume without sacrificing depth or accuracy.
Ready for deeper media insights?
See how PetaSight helps marketing teams understand the sentiment and themes that shape brand perception.