Red Cross Dominates Share of Voice in Philippines Disaster Coverage

As disaster relief organizations across the globe mobilize to deliver aid to the victims of Typhoon Haiyan, U.S. media coverage has focused overwhelmingly on the Red Cross over other agencies.

Donations during times of crisis are vitally important to humanitarian aid organizations, so exposure through both paid and earned media channels is an important financial metric.

U.S. television editorial coverage has mentioned the Red Cross 4,097 times from midnight on November 8 through mid-morning today.

During that same period, UNICEF was included in coverage 335 times, the Salvation Army 179 times and Catholic Relief Services 163 times.

Others disaster relief charities mentioned most frequently on American TV this week are Save the Children, 114; MercyCorps, 98; World Vision, 97; AmeriCares, 93; Doctors Without Borders, 53; and Oxfam, 14.

Contributing to the dominant share of voice for the Red Cross are partnerships with local media and businesses. (see videos of local coverage) A significant chunk of news coverage focused on fund drives involving schools, supermarkets, car washes and other micro-local outlets naming the Red Cross as the recipient for monies collected to help Filippinos affected by the typhoon.

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