PRFilter Press Release Timing Analysis March 2011

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Analysis of the timings of press release distribution based on a sample of over 50,000 releases indexed by PRFilter, the PR relevance engine from RealWire

Analysis of the timings of press release distribution based on a sample of over 50,000 releases indexed by PRFilter, the PR relevance engine from RealWire

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  • 1. When are the most popular times to send out a press release?
    March 2011
  • 2. Highlights – Global sample
    54,160 releases analysed* from PRFilter data from March 2011.
    • 25 per cent of releases were sent ‘on the hour’. I.e. at 8.00, 9.00, 10.00 etc
    • 3. 31.0 times more releases were sent ‘on the hour’ than in the least popular minute during an hour (57th minute)
    • 4. 13:00 UK time (GMT/BST) was the most popular single minute to send a release with 5.5 per cent of releases sent between 13:00-13.01
    • 5. The top 5 single minutes of the day accounted for 16.7 per cent of all releases sent
    • 6. 13:00-14.00 UK time (GMT/BST) was the most popular hour to send a release with 13.7 per cent sent
    • 7. 49.6 per cent of releases were sent between 12:00 and 17:00 (GMT/BST)
    *Timings based on those stated in release source header
                 This work by RealWire is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
  • 8. Highlights – UK originating sample
    3,750 releases analysed* from PRFilter data from March 2011
    • 17 per cent of releases were sent ‘on the hour’. I.e. at 8.00, 9.00, 10.00 etc with a further 4.5 per cent in the 2nd minute of each hour
    • 9. 24.4 times more releases were sent ‘on the hour’ than in the least popular minute during an hour (5th minute)
    • 10. 15:00 UK time (GMT/BST) was the most popular single minute to send a release with 2.2 per cent of releases sent between 15:00-15.01
    • 11. The top 5 single minutes of the day accounted for 10.0 per cent of all releases sent
    • 12. 15:00-16.00 UK time (GMT/BST) was the most popular hour to send a release with 11.0 per cent sent
    • 13. 47.6 per cent of releases were sent between 12:00 and 17:00 (GMT/BST)
    *Timings based on those stated in release source header
                 This work by RealWire is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
  • 14. Potential implications of analysis
    • Is ‘on the hour’ the best time to send? - The large amount of activity around the hour mark, and to a lesser extent the half hour, make these times potentially ones where a press release will have a lot of competition for attention. Where flexibility exists it is possible that distribution at times of lower concentration may be beneficial to pick up.
    • 15. Is the release of UK originating announcements affected by US media timings? – The similar concentration of both the UK and Global samples between 12.00-17.00 despite the Global sample including a very high proportion of US releases suggests many UK announcements may be held until the US media is awake.
    *Timings based on those stated in release source header
                 This work by RealWire is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
  • 16. Timing of distribution – Global sample
                 This work by RealWire is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
  • 17. Timing of distribution – UK originating sample
                 This work by RealWire is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
  • 18. Minute analysis – Global sample
    Shows the percentage of releases that were timed across March 2011 in a particular minute in each hour of the day i.e. 00.00-00.01, 01.00-01.01, 02.00-02.01 etc all represent the 1st minute of an hour; 00.01-00.02, 01.01-01.02, 02.01-02.02 etc all represent the 2nd minute and so on.
                 This work by RealWire is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
  • 19. Minute analysis – UK originating sample
    Shows the percentage of releases that were timed across March 2011 in a particular minute in each hour of the day i.e. 00.00-00.01, 01.00-01.01, 02.00-02.01 etc all represent the 1st minute of an hour; 00.01-00.02, 01.01-01.02, 02.01-02.02 etc all represent the 2nd minute and so on.
                 This work by RealWire is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.