Skip to comments.'Michelle Effect' Brings Spain $25 Million Media Windfall
Posted on 08/09/2010 8:57:00 PM PDT by 2ndDivisionVet
Madrid: The Obama's holiday visit has had an advertising windfall of about 20 million [$26.45 million] in Spain, according to Kantar Media, a company dedicated to monitoring and measuring media and TV audiences.
According to the company, foreign media coverage brought about by the visit of the U.S. first lady has translated into a large-scale promotion of Spanish tourism. A survey conducted by the firm shows that the 1,423 news reports on the visit have a total economic value of $25.7 million [19.3 million].
The figure arrived at by the company was calculated based on what it would cost if a publicity agent wanted to promote tourism in Spain. According to the firm, the agent "would have to spend that amount on advertising on order to achieve the same media impact."
In fact, the company emphasized how the Obama's visit to Costa del Sol, despite being characterized as private, has generated coverage "well beyond" other major issues, such as the air traffic controllers strike [1034 news stories], or the announcement by the Madrid Socialist Party's general secretary, Thomas Gomez, that he intends to be a candidate for the presidency of the Communities of Madrid [1012 news stories].
The Spanish cities that have gotten the most out of the Obama trip have been Marbella, Ronda, Granada and Mallorca. For his part, Malaga Mayor José Antonio Mena, where the Hotel Villa Padierna is located and in which the Obamas have been staying, said this trip was "a unique opportunity to promote tourism in Costa del Sol and project Spain into the U.S. market."
Kantar Media's survey also analyzes the impact and value in euros of the "Michelle effect" on the press, radio and television. The visit had more coverage in print news, 777 articles, followed by television spots, 346, and finally radio spots, 300.
In economic terms, the trip resulted in the greatest returns for television: $13.8 million [10.50 million]; then newspapers: $6.10 million [4.61 million]; and finally for radio stations, $5.52 million [4.18 million].
The study focused on news published in the press, or broadcast on radio and television, nationally and regionally, from August 4, when the Obama's landed at Malaga airport, up to August 9, at the end of the visit in Malaga, when they had lunch with the royal family at the Marivent Palace in Mallorca.
It probably cost us that much..too bad she did not do that for her own country.
Why don’t they just keep her?
Maybe Spain did something to make her proud...
Why, yes it is. The best press money can buy!
Michelle Obama and daughter Sasha arrive in Spain
That’s one angry looking bunch. Wouldn’t want to meet any one of them in a dark alley!
I despise these people.Why can’t they have some class and presence as befitting the position of First Lady.
The Princess of Spain does this even when she is out with her children.
Oh dear God! I literally sprayed my keyboard with that one!
Some men have taste...
$20 million the Gulf Coast could have used. And they wouldn’t have to cordon off the beaches either!
Mrs. Obama met two friends in Spain,
One of the women is a longtime Obama friend, Anita Blanchard, an obstetrician who delivered Sasha and big sister Malia, 12. Her husband is Marty Nesbitt, a close Obama friend and treasurer of Obamas Rpresidential campaign fund.
A White House source said that Mrs. Obama was not able to attend the funeral for Blanchards father at the beginning of July. Blanchard, who was taking her daughter on a promised trip to Spain, asked the first lady and Sasha to come to Spain with her. (Malia is at overnight camp.) She felt it was important as a dear friend to do this,
Because nothing says healing like an international media circus with dozens of Secret Service agents, policeman and reporters around.
Nesbitt (husband Of Anita Blanchard) is chairman of the board for the Chicago Housing Authority, which is tasked with overhauling Chicagos public housing
He was also a key player in trying to get the Olympics in Chicago.
Don’t you know that thong outlines under slacks are all the rage now?
Who are the other two angry looking women with her and Sasha? Relatives or that woman who is said to have lost her father or whomever?
South side Chicago huh? Well I guess you can take them out of the slums but you can’t take the slums out of slum rats.
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