Ecobank recorded the highest positive issues projections across the traditional media last year, with Access Bank following with 3,007 positive issues projections according to sentiment ratings data analyzed by Ghana’s leading media monitoring firm, Center for Media Analysis (CMA).
The sentiment ratings basically measured the nature of the various news stories that were reported on in the media concerning the banks in Ghana. This conclusion was drawn when CMA strategically analyzed the 3,767 stories reported on in 2016 in the entire media landscape with print media gaining the largest share with 1788 stories and online sources ranked second with 1546 stories. Radio however received the least reported stories in this category with 433 stories.
The entire media reports that were reported on during the year under review covered diverse topical issues in the banking and financial sectors of the economy such as shares performance, corporate social responsibility initiatives, general bank performances, branch openings, etc.
All the banks that were reported on in the year however received some varying degrees of negative reporting (representing 3% of all reported stories) according to our sentiment rating barometer but the Agricultural Development Bank (ADB) topped this category after it made headlines in the first and second quarter of 2016 largely about its Initial Public Offer (IPO) challenges after the bank missed two deadlines it set to list on Ghana Stock Exchange (GSE).
2016 was however a good year for the sector because the Ghanaian Banking Sector recorded 31,050 positive issues representing (90%) positive image.
This study is relevant because, the sentiment ratings of all banks in Ghana has a direct intrinsic impact on their operations and brands as people tend to “humanize brand, attribute personality characteristics to them, see them much as they do to humans in terms of being “mature,” “liberal,” “friendly,” and such other related attributes. Maintaining or expanding market share, keeping customers and business relations loyal, pre-empting competitive moves, and maintaining a profitable position will depend on differentiation and a unique positioning in the minds of corporate audiences (Bayton, 1959).
Centre for Media Analysis (CMA) is Ghana’s foremost media monitoring firm, reputed for its highly dependent strategic analysis of data to help organizations best contextualize and understand the entire media industry, with the view to leveraging its prospects to advance their individual company’s communication functions and operations.
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