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10.02.2016 Business & Finance

ADB Claims 2016 Media Visibility Ranking Top Spot

By  CMA Business Intelligence Desk
ADB Claims 2016 Media Visibility Ranking Top Spot
10.02.2016 LISTEN

The agricultural development bank (ADB) has been adjudged the best in media visibility by the Centre For Media Analysis (CMA); a feat made possible partly due to the banks listing on the Ghanaian Stock Exchange.

In a research conducted for January 2016, ADB beat off competition from other industry players to clinch top spot of a log that featured formidable financial institutions like, Stanbic, HFC, Barclays, Ecobank, First Atlantic Bank, UniBank e.t.c

The media visibility ranking is a research analysis aimed at gauging how Ghanaian banks are portrayed in the media. In the research, a total of twenty (20) banks namely: ADB, Stanbic, HFC, Access Bank, Barclays, Ecobank, First Atlantic bank, Sahel, Unibank, Sahel Sahara Bank, GCB, GTB, NIB, Bank of Baroda, Capital Bank, Data Bank, First Atlantic Bank, GN Bank, The Royal Bank, Societe Generale Bank, Standard Chartered Bank, UT Bank, GTB and GCB were put under the lights to ascertain their level of visibility in the media landscape .The research used 36 mediums (including online14 ,print 18 and radio 4) to arrive at the findings.

In the report, which focused on the top ten, a total of 104 media stories were recorded; out of which ADB emerged tops with an impressive 24 media stories attributed to the bank. Stanbic Bank was left in a distant second spot, with 12 stories .In third, fourth, and fifth spots, HFC, Access Bank and Barclays Bank managed 11, 10, and 9 stories respectively.

Pan African giant, Ecobank came in behind the pack closely with 6 stories followed by Sahel Bank who managed 4.Unibank tied with Sahel Bank on 4 while Stanchart was left rock-bottom of the log with a paltry 3 stories. UT Bank managed to tie with Stanchart at the base of the log on 3 while Capital bank, GNbank, NIB, Societe Generale, Rural bank, Bank of Baroda, managed 2. Databank, GCB and GTBank had just 1 story each to their credit.

Adverts are an indispensable tool for marketing bank products and services; and how banks take advantage of this medium is very crucial to their success in the industry. As a media researcher, CMA believes that the success of any business is closely linked to media visibility hence its view on the need for banks to pay more attention to their visibility in the media. The ability of the media to reach a wide spectrum of society, presents the banking sector with the best opportunity to imprint brand image in the minds target audience.

The Centre For Media Research (CMA) is a media research agency dedicated to generating reliable data and usable information for corporate Ghana through media research. It uses scientific means to analyse data and presents same to corporate Ghana to help it leverage on strategic communication meant for target audience.

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