medal hero Katie Taylor punched above her weight in the media during London 2012, landing more coverage than almost all of the other Irish athletes combined, according to a study by Kantar Media Ireland. The report, carried out by Ireland’s largest media monitoring and evaluation company, found that Katie’s journey to gold medal success generated more than 5,000 individual stories and pictures; making her the most successful Irish Olympian in terms of media coverage and reversing the trend that traditionally sees female athletes generate less publicity than their male counterparts. The report found that Taylor generated 5,173 pieces in the media and graced the front pages of 131 publications for the period 20th July to 12th August. Descriptions of the Bray athlete further cemented her popular image with 1,081 pieces naming her as either, ‘hero’, ‘legend’, ‘golden girl’ or ‘million dollar’. Next to Taylor’s extensive coverage, Ireland’s other medal winners also packed a considerable media punch. Boxing silver medallist John Joe Nevin featured in 2,455 pieces of coverage, followed closely by bronze medal winners, Paddy Barnes, with 2,331 pieces, and Michael Conlan, who carried 1,483 articles. Show-jumping bronze medallist Cian O’Connor appeared in just 814 articles over the three week period. Kathleen Rowley, Media Analyst at Kantar Media Ireland said: “The Olympics have prompted some debate around the importance of investing in Irish sports facilities. If we take into account that the press coverage secured over a few weeks by the Irish medal-winning fighters equals the length of 16 boxing rings placed side by side, and that Katie Taylor has filled more column inches in Ireland so far this year than other high profile sporting heroes, including Rory McIlroy, Brian O’Driscoll and Jonathan Sexton, that alone should help make a strong case for increased sponsorship and better facilities – especially within the boxing community.” -ENDSAbout Kantar Media Kantar Media Ireland is the leading media monitoring and analysis provider in the Irish market. With offices in Dublin and Belfast, we employ over 50 people and provide our clients with intelligence on press, broadcast, internet and social media activity.

Kantar Media’s International operation provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behaviour and digital insights, to marketing effectiveness and online influence. Its experts currently work with 22,000 companies tracking 3 million brands in 50 countries. For further information, please contact: Roseanna Ellis Kantar Media T: +353 (0)1 8875110 Roseanna.ellis@kantarmedia.com

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