Sunday Morning Roundup Report (4 29-2012)

A Focalytic Report

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FocalyticTM Text Analysis

Sunday Morning Roundup
for April 29th, 2012
A summary of Sunday morning news maker interviews by the four major news services including,
ABC 's This Week, Fox News Sunday, NBC's Meet the Press, and CBS Face the Nation.

© Copyright 2012 FocalyticTM is a product of Discovery Research Group Client Confidential

Focalytic is an MVL Group Company

The following text analysis is based on the conversations and responses of
each of the Sunday morning news maker interviews by the four major news
services including, ABC's This Week, Fox News Sunday, NBC's Meet the
Press, and CBS Face the Nation. Focus and sentiment are derived by the
analysis of the program content. The news maker interviews that are
examined in this evaluation are noted in the following list by program.

ABC This Week
JOHN BRENNAN (President Obama's Chief Counterterrorism Adviser)

NBC Meet the Press
ED GILLESPIE (Former head of the party, counselor to President Bush and now a
senior advisor to Mitt Romney)
ROBERT GIBBS (Former White House Press Secretary, Senior Advisor to the
President's Reelection Campaign)
HILARY ROSEN
ALEX CASTELLANOS (Political strategist, Republican)
REP. CATHY MCMORRIS RODGERS (Washington State, Head of the Republican
Conference on Capitol Hill)
RACHEL MADDOW (MSNBC Correspondent)
BRIAN WILLIAMS (Managing editor of Nightly News)

CBS Face the Nation
HALEY BARBOUR (Former Mississippi Governor/Former Republican National
Committee Chairman)
ANTONIO VILLARAIGOSA (D-Los Angeles Mayor/Democratic National Convention
Chairman)
GOVERNOR JERRY BROWN (D-California)

FOX News Sunday
JOHN BRENNAN (President Obama's Chief Counterterrorism Adviser)
JOEL and VICTORIA OSTEEN (Preachers, On their positive and controversial
message of hope)

Please contact a Focalytic representative at info@Focalytic.com for an
explanation or any questions regarding the following content analysis and
how this process can be used to position your company, candidate, or
product.

2


Some of our Key Findings...

● JOHN BRENNAN, President Obama's Chief Counterterrorism Adviser, had the top
podium time this Sunday with a strong presence on ABC This Week and Fox News
Sunday. Although the subject was on defense and security, his sentiment was
positive with strong emotions of Trust and Doubt. He had the strongest focus on
Ability to Deliver and Improvement of all the speakers with a strong topic focus on
Defense.

● ED GILLESPIE, Counselor to President Bush and now a senior advisor to Mitt
Romney and ROBERT GIBBS, Former White House Press Secretary, Senior Advisor
to the President's Reelection Campaign, squared off in separate interviews on NBC
Meet the Press with very similar profiles -- similar sentiment (a little more negative
than positive) and a strong focus on Trust, with Gillespie focusing a little more on
the Economy and Gibbs focusing a little more on Defense.

● HALEY BARBOUR (Former Mississippi Governor/Former Republican National
Committee Chairman), ANTONIO VILLARAIGOSA (D-Los Angeles
Mayor/Democratic National Convention Chairman), and GOVERNOR JERRY
BROWN (D-California) all spoke on CBS Face the Nation with Brown and Barbour
much more negative than Villaraigosa with Brown's emotional focus on Doubt and
Barbour's emotional focus on Annoyance.

● JOEL and VICTORIA OSTEEN, spoke on their "message of hope" but interestingly
had more negative than positive language and emotional language focused on Anger
and Annoyance. The characteristic of their language was on Expectations for the
future focusing on domestic issues and issued all of the data in the form of a
prediction rather than a promise. Also it is interesting that the grade level of their
speech is at a fourth grade level whereas, religious speech in general (with quotes
from the Bible) is generally much higher than normal.

● ABC This Week took the top spot this Sunday in overall sentiment expressed
about their programming (showing that most of the comments regarding the other
programs were fact based containing little sentiment). Fox took the overall positive
position with strong extreme positive speech and minimal strong negative speech.
Emotion about ABC was nearly equal across all 8 emotional elements expressed
about their programming; whereas, comments about NBC, CBS and Fox strongly
focused on Optimism and Trust.

3


Conversation Volume
NBC Meet the Press GIBBS
10%
NBC Meet the Press CBS Face the Nation
ABC-This
CASTELLANOS BARBOUR
Week
4% 7%
BRENNAN
NBC Meet the Press 10%
RODGERS
4%
MADDOW BROWN
6% 10%

NBC Meet the Press
GILLESPIE CBS Face the Nation
13% VILLARAIGOSA
5%

FOX News FOX News Sunday
Sunday BRENNAN
NBC Meet the Press OSTEENS 8%
WILLIAMS 14%
3%
NBC Meet the Press ROSEN
6%

Note: The volume of words is indicative of which participant had the
dominant presence in the media.
__________________________________
Flesch-Kincaid Grade Level
11.0
10.0
9.0
8.0
7.0
6.0
5.0
4.0
BARBOUR

CASTELLANOS
BROWN

WILLIAMS

GIBBS
GILLESPIE

RODGERS
VILLARAIGOSA

ROSEN
BRENNAN

BRENNAN

MADDOW
OSTEENS

ABC-This CBS Face the Nation FOX News Sunday NBC Meet the Press
Week
Note: Grade level illustrates both the contributors perception of the audience they are
speaking too, and their background and willingness to speak in a way that can be understood.
The Flesch-Kincaid Grade Level score is a number that corresponds with a educational level.
A score of 8.2 would show that the text is expected to be understood by an average student in
8th grade (usually around ages 12–14 in the United States).

4


Sentiment ABC-This Week BRENNAN
50.0% CBS Face the Nation
NBC Meet the Press GIBBS 45.0% BARBOUR
40.0%
NBC Meet the Press 35.0% CBS Face the Nation
30.0%
CASTELLANOS 25.0% BROWN
20.0%
15.0%
NBC Meet the Press 10.0% CBS Face the Nation
RODGERS 5.0% VILLARAIGOSA
0.0%

NBC Meet the Press FOX News Sunday
MADDOW BRENNAN

NBC Meet the Press
FOX News Sunday OSTEENS
GILLESPIE
NBC Meet the Press
WILLIAMS

Excellent Good Fair Poor

100%
80%
60%
40%
20%
0%
BARBOUR

WILLIAMS

CASTELLANOS
VILLARAIGOSA

GILLESPIE

GIBBS
BRENNAN

BROWN

BRENNAN

ROSEN

RODGERS
OSTEENS

MADDOW

ABC- CBS Face the Nation FOX News NBC Meet the Press
This Sunday
Week


Note: The sentiment measure is the scaled classification of contributors statements into four
positive & negative categories - Excellent, Good, Fair, and Poor. Statements without positive
or negative characteristics are treated as statements of fact and are not included. The spider
chart spikes reflect the outlier opinion of the contributor.
5


Emotion
ABC-This Week BRENNAN
40.0% CBS Face the Nation
NBC Meet the Press GIBBS
BARBOUR
30.0%
CASTELLANOS 20.0% BROWN

10.0%
RODGERS VILLARAIGOSA
0.0%

NBC Meet the Press FOX News Sunday
MADDOW BRENNAN

NBC Meet the Press
FOX News Sunday OSTEENS
GILLESPIE
NBC Meet the Press
WILLIAMS

Joy Admiration Optimism Trust
Anger Annoyance Pessimism Doubt

100%
80%
60%
40%
20%
0%
CASTELLANOS
BARBOUR

BRENNAN

WILLIAMS

GIBBS
BROWN
BRENNAN

VILLARAIGOSA

GILLESPIE

MADDOW

RODGERS
ROSEN
OSTEENS

This Sunday
Week

Joy Admiration Optimism Trust Anger Annoyance Pessimism Doubt

Note: Emotion is the classification of the sentiment elements into categories. The categories reflect
some of strongest emotion used by the contributors and illustrates polar opposites in approach
(Admiration/Annoyance, Joy/Anger, Optimism/Pessimism, Trust/Doubt). The spider chart spikes
reflect the outlier emotion of the contributor.
6


Contributor Characteristics

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
BROWN

WILLIAMS
BARBOUR

CASTELLANOS

GIBBS
BRENNAN

GILLESPIE
VILLARAIGOSA

BRENNAN

RODGERS
OSTEENS

MADDOW
ROSEN

This Sunday
Week
Ability to Deliver Confrontation Accountability
Expectations Call to Action Improvement

Note: Contributor Characteristics show the underlying focal point or trait the contributor is
exhibiting in the conversation. For example, if the contributor speaks in "can do" statements,
the focus is on their "Ability to Deliver." If they express "committed to" or "dedicated to" their
focus is on "Commitment."

7


Predictions & Promises
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
BARBOUR

WILLIAMS

CASTELLANOS

GIBBS
BRENNAN

BROWN

GILLESPIE
VILLARAIGOSA

BRENNAN

RODGERS
MADDOW
ROSEN
OSTEENS
This Sunday
Week

Predictions Promises

Note: Prediction statements are largely "they will" statements and
Promise statements are largely "I will" statements.

__________________________________

Geographic Focus
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
BARBOUR

WILLIAMS

CASTELLANOS
BROWN

VILLARAIGOSA

GILLESPIE

GIBBS
MADDOW
BRENNAN

BRENNAN

ROSEN

RODGERS
OSTEENS

This Sunday
Week

Domestic Issues International Issues

Note: Geographic Focus classifies the contributor by their emphasis on
Domestic vs. International issues.

8


Policy Issues
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

WILLIAMS
BARBOUR

CASTELLANOS

GIBBS
BRENNAN

BROWN

GILLESPIE
VILLARAIGOSA

BRENNAN

RODGERS
MADDOW
ROSEN
OSTEENS
This Sunday
Week

Crime Jobs Economy Energy
Health Care Education Environment Defense

Note: Policy Issues are focused sub-segments of the current domestic and
international geographic focus.

__________________________________
Rhetoric

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
WILLIAMS
BARBOUR

CASTELLANOS

GIBBS
BRENNAN

BROWN

GILLESPIE
VILLARAIGOSA

BRENNAN

RODGERS
OSTEENS

MADDOW
ROSEN

This Sunday
Week

America Character Freedom God Leadership Unity Rights

Note: Rhetoric is segmented into various "persuasive" categories used to
motivate the viewer by the contributor.

9


Public Opinion of the Sunday Morning Programs

From the time each program begins to the end of the day (Sunday), Discovery
Research Group collects all comments on Facebook, Twitter, Digg and other
microblog sources and analyzes both public attitudes and emotion toward the
program in general. Here are our findings for this weeks programs.

Public Sentiment
100%
80%
60%
40%
20%
0%
ABC CBS FOX NBC


Note: The sentiment measure is the scaled classification of contributors statements into four
positive & negative categories - Excellent, Good, Fair, and Poor. Statements without positive
or negative characteristics are treated as statements of fact and are not included. The spider
chart spikes reflect the outlier opinion of the contributor.

__________________________________

Public Emotion
100%

50%

0%
ABC CBS FOX NBC

Joy Admiration Optimism Trust
Anger Annoyance Pessimism Doubt

Note: Emotion is the classification of the sentiment elements into categories. The categories reflect
some of strongest emotion used by the contributors and illustrates polar opposites in approach
(Admiration/Annoyance, Joy/Anger, Optimism/Pessimism, Trust/Doubt). The spider chart spikes
reflect the outlier emotion of the contributor.

10


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