UNICEF Leverages Critical Mention for Real-Time Campaign Monitoring

NEW YORK, NY, Jan 26, 2009 — Critical Media Inc., the leader in global broadcast intelligence solutions, today announced that the United States Fund for UNICEF is leveraging its Critical Mention Web-based television search and monitoring platform to track message penetration and brand perception across the broadcast landscape. With Critical Mention, UNICEF maintains keyword-searchable access to more than 15,000 hours of broadcast content per day to constantly monitor the effectiveness of its communications in broadcast markets across North America.

The state of the global economy has created mounting concerns for non-profit organizations that rely on the donations of individuals, non-governmental organizations, foundations and corporations to sustain growth and support their underlying philanthropic objectives. The ability to measure which campaigns and messages are the most effective in fundraising becomes even more critical as organizations fight for valuable airtime in a crowded media environment.

For this reason, the U.S. Fund for UNICEF leverages the Critical Mention platform for real-time monitoring of its message perception as content is broadcast in more than 600 channels of television and radio. Using the platform, UNICEF is able to measure the resonance of its messages and corporate communications initiatives within minutes of broadcast airtime, using this information to hone its campaigns to generate maximum awareness for children's needs and UNICEF's efforts around the globe.

"Like most non-profitUorganizations, we find ourselves deeply concerned with the current economic climate and its impact on charitable giving," said Richard Alleyne, public relations officer, U.S. Fund for UNICEF. "Critical Mention provides us with the tools necessary to effectively track and report which of our messages resonate within this already noisy and cluttered media environment. I'm not sure how we'd beUable to do our job without Critical Mention."

The Critical Mention broadcast capture network is the most comprehensive in the industry, digitizing the world's broadcast news and making it searchable in near real-time. The platform indexes more than 800 minutes of television every 60 seconds across four continents and makes all of this content searchable by every spoken word within moments of broadcast. Users can perform keyword searches and view the results either within the platform or via e-mail alerts. Clients can also choose to have real-time results of stored filters delivered via XML or RSS feed into other business intelligence platforms.