In Argentina, there are 153 registered printed media outlets according to the Institute of Circulation Verification (IVC). The registered outlets consist of 36 daily newspapers, 3 weekly newspapers, 79 magazines, 8 free daily papers, 26 free magazines, 1 monthly insert. It is worth noting that not all printed media are registered with the national Institute of Circulation Verification. In Buenos Aires alone, there are 12 daily newspapers that report on the national agenda and in the 24 provinces of Argentina there are on average 2-3 provincial newspapers that reflect the national, provincial, and municipal agendas. Radio and television are also widely viewed and listened to with 1377 authorizations and licenses granted by the Federal Authority of Audiovisual Communication Services (AFSCA). TV has a slightly larger viewership profile with 98.5% of households having a television with 54% of households having more than one, with five national channels and 20 cable channels. While radios are estimated to be in 89.4% of households. Mobile phone usage is also incredibly high in the country with 94% of population having them, while internet penetration lags with 41.4%. The communication team in UNICEF Argentina is staffed with one national communication specialist and three assistants focusing on media, social media and communications, respectively. Additionally, there is an in-house consultant responsible for specific campaigns. Collectively, the team generates content, publishes and manages both off and online communications as well as C4D activities.

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Case Study
How did they do it?
Tracking KPIs in support of a
new Global Communication
and Public Advocacy
Strategy
Argentina Country Office
14 October 2015

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Division of Communication
United Nations Children’s Fund (UNICEF)
3 United Nations Plaza
New York, NY, 10017
www.unicef.org

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At a glance
Background
In Argentina, there are 153 registered printed media outlets according to the Institute
of Circulation Verification (IVC). The registered outlets consist of 36 daily newspapers,
3 weekly newspapers, 79 magazines, 8 free daily papers, 26 free magazines, 1
monthly insert. It is worth noting that not all printed media are registered with the
national Institute of Circulation Verification. In Buenos Aires alone, there are 12 daily
newspapers that report on the national agenda and in the 24 provinces of Argentina
there are on average 2-3 provincial newspapers that reflect the national, provincial,
and municipal agendas.
Radio and television are also widely viewed and listened to with 1377 authorizations
and licenses granted by the Federal Authority of Audiovisual Communication Services
(AFSCA). TV has a slightly larger viewership profile with 98.5% of households having a
television with 54% of households having more than one, with five national channels
and 20 cable channels. While radios are estimated to be in 89.4% of households.
Mobile phone usage is also incredibly high in the country with 94% of population
having them, while internet penetration lags with 41.4%.
The communication team in UNICEF Argentina is staffed with one national
communication specialist and three assistants focusing on media, social media and
communications, respectively. Additionally, there is an in-house consultant
responsible for specific campaigns. Collectively, the team generates content, publishes
and manages both off and online communications as well as C4D activities.
M&E before GCPAS
The UNICEF Argentina office has been active on social media since 2009 and has
conducted ad hoc monitoring for both traditional and social media. We have
continually seen continued growth on our platforms but with the new GCPAs KPIS, we
have been able to standardize the information being monitored.

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Strategy & Implementation
UNICEF Argentina was one of the 16 early adopter country offices in the rollout of the Global Communication
and Public Advocacy Strategy. The process of developing the new Country Programme Document (CPD)
provided an opportunity to formally incorporate the new Key Performance Indicators (KPIs) and the M&E
Framework in the official document. We also took advantage of the country team meetings around the CPD
development to share information and involve colleagues in the GCPAS implementation. As part of the early
adopter experience, we also had in-person support from DOC’s planning specialist who shared expertise and
advice to the whole country team on the value of monitoring the indicators in the new M&E Framework.
Progress & Results
Measuring Results
As part of the implementation of the GCPAS, we adopted many of the KPIs identified in the KPI handbook
produced by DOC, which helped standardize our monitoring in a systematic way. We now track through
monthly reporting, using an external media monitoring company, that is collecting metrics based on the KPIs.
The media monitoring company also provides daily quantitative data on traditional media.
We have harmonized the KPI monitoring and it now includes social media, print/broadcast news and offline
engagement. The comprehensiveness of the KPIs we track has already been leveraged for analysis in in six
specific campaigns in 2015. (#CarreraUNICEF, #FinAlMaltrato, #TerremotoNepal, #UnSol2015,
#AméricaNosUne, #YoElijoVotar... ahora #12millones).
In addition to our local media monitoring company, we have worked with Gorkana, the global media
monitoring company used by DOC. Gorkana has assisted in monitoring several social media campaigns.
Although we are measuring many of the KPIs, there are still several that are outside our current capacity
including for traditional media, “share of voice”, the “average media algorithm score” and the “percentage of
coverage that includes key messages” as well as “share of voice” on social media.
We have found that since our communication team is working at maximum capacity outsourcing the media
monitoring is a better use of our time and skills.
Sharing Results: Increased Transparency and Accountability
To increase collaboration, transparency and accountability, we created an internal bulletin “UNICEF
Comunica” that details the main outcomes and metrics of social networks, web and traditional media. The
internal bulletin encourages the participation of all sections within the country team leading to the generation
of compelling content and allows deeper engagement with our audiences. We also share the results weekly in
the Digital Council that provides feedback on our content and provides insights into which channels can work
best while also contributing to transparency.
Next Steps
The communication team will continue contracting with an external media monitoring company while
conducting most of the social media monitoring in-house that will be complemented by strengthening the
capacity of our consultant. We plan to use Gorkana for upcoming campaigns:, #SemanaDelPematuro. We
also plan to begin measuring our share of voice in social media.

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Lessons Learned
The qualitative and quantitative data we have tracked through our enhanced M&E framework has influenced
how we communicate, when to communicate, to whom and through which channels. As we continue to track
metrics, we have identified baselines that we now use to compare all our current and future campaigns
against.
While striving to reach the goals set forth in the GCPAS, we utilize the metrics we gain from social media
outlets like Facebook to track our reach and engagement to youth and millennials. UNICEF Argentina
measures, the indicator “Age Group between 13 and 17 and between 18 and 24” for the teen and youth
population tracking in Facebook. This allows us to monitor specifically millennials, to learn their habits, interest
and engagement with our content.

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About us
The Strategic Planning and Communication Support section ensures that UNICEF’s global
communication initiatives are well planned, coordinated, adequately resourced and of the
highest quality, so we deliver the best possible results on the ground.
The Planning, Research, Analysis and M&E unit within the Strategic Planning and
Communication Support section leads DOC in strategic planning; coordinates detailed
analysis and insights of UNICEF´s communication and public advocacy initiatives; and
oversees the integration of the monitoring and evaluation framework of the Global
Communication and Public Advocacy Strategy at both the global and country office levels.
Acknowledgements
This case study was prepared by colleagues from the Argentina Country Office:
 María José Ravalli, Communication Specialist
 Natacha Carbonelli, Social Media Assistant
 Natalia Calisti, Media Assistant
Contact us
Arturo Romboli
Planning Specialist
aromboli@unicef.org
Arissa Sidoti
Communication Specialist
asidoti@unicef.org
Dounia Kchiere
M&E - Project Coordinator
dkchiere@unicef.org

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