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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Getting your brand or business featured in top-tier media can do wonders for your reputation. But first, you need to know how to write a media pitch that will convince journalists to publish you.

Journalists and editors get bombarded with hundreds of requests from PR and communications professionals each day, and yours may get lost in the shuffle. If your subject line doesn’t grab them or your message can’t deliver fast, you’re left with wasted time and no feature.

Forget about blasting a generic press release to a massive list. Here’s how you can leverage precision, timing, and value to create a media pitch that gets noticed.

How to Write a Media Pitch (Step-by-Step Guide)

Tools to Improve Your Media Pitching Strategy

Media Pitch definition: A brief, personalized message sent to a journalist, editor, or influencer to propose a story idea and earn media coverage for a product or business.

A media pitch is your gateway to a solid PR strategy. It’s how you introduce yourself to journalists and show you have an idea worth covering.

Unlike a press release, which is a formal announcement ideal for broad distribution, a media pitch targets a specific journalist or publication. It tells why the story matters and why the publication should cover it.

Brands send media pitches when there’s something timely, newsworthy, or uniquely valuable to share. This might be expert commentary on a trending topic, a compelling story, or new data that supports something people are talking about.

TIP: Don't miss our free guide Craft Winning Pitches for Media Relations to learn even more tips and tricks for creating eye-catching media pitches!

Every media pitch will be one-of-a-kind, even if you’re pitching the same story to multiple outlets. You’ll need to tailor each pitch to fit the publication you’re targeting.

Customizing each pitch adds extra work to the process, but using a template can streamline the process. Each pitch should have these five elements:

This is your first (and sometimes only) chance to grab attention. Journalists scan their inboxes quickly, so your subject line needs to be clear, specific, and intriguing.

If it doesn’t want to make them open the email, the rest of your pitch won’t matter.

Mass emails get ignored. A pitch should clearly show you’ve done your homework.

You could mention the journalist’s recent work, align your idea with their beat, or explain why the audience will care about what you’re proposing.

The first line should deliver the “why now.” Don’t bury the lead; get straight to the story idea and make it clear why it matters.

Supporting details: Keep it concise and relevant

After the hook, add just enough context to back it up. This might be a stat, a quote, or a short explainer.

They don’t need the full backstory. Just provide the essentials so they’ll know what to expect.

CTA: What do you want the journalist to do?

Provide a clear next step, such as scheduling an interview or getting in touch with you. Make it easy for them to say yes by telling them exactly what you’re offering and how to act on it.

TIP: Meltwater's new AI teammate, Mira, can help you easily streamline the media pitch process, quickly identifying ideal media targets and even crafting your pitch for you. Click here to learn more!

Learning how to pitch to journalists can become a highly rewarding skill, especially if you want journalists to see it. Nearly half of journalists get anywhere from 11-100+ pitches a day, and yours needs to stand out.

 Follow these steps to turn your story idea into real press coverage.

Before you write a single word, know who you’re pitching. Look into the outlet’s audience, tone, and content style. For example, do they publish hard news, human interest stories, or thought leadership?

Understanding the outlet helps you align your PR pitch to the publication’s interests, which increases your odds of getting noticed.

2. Tailor the pitch to the journalist’s beat

Many publications have more than one editor or journalist, each of whom cover specific topics or beats. Look at each journalist’s recent articles to learn what they cover and how they approach stories. 

If the publication has an editor page or media kit, make sure you choose the editor who covers the topic area that your story aligns with. For example, don’t pitch a marketing trend to a health reporter.

A well-matched pitch shows respect for their work and increases the likelihood they’ll respond.

Keep your pitch short and focused, 3-4 paragraphs max. Start with a strong subject line and an attention-grabbing hook. Then briefly explain your story idea and finish with a clear CTA. 

Subject: Gen Z Is Killing Traditional Ads—New Data Shows Why

I loved your recent piece on how brands are shifting their TikTok strategies. I thought you’d be interested in a new consumer study we just ran: 78% of Gen Z say they ignore traditional ads but trust influencer content more.

Would you be open to a quick interview with our CMO about what this means for future campaigns? Happy to send over the full data set if it’s helpful.

If you don’t hear back after 3–5 business days, a polite follow-up is fair game. 

Keep it brief with a quick “just checking in” and restate the value from your origin's email. If you still don’t get a response, move on. Persistence is fine, but pushiness kills relationships.

Let’s use this fictional media pitch example and explore how to take it from ignored to irresistible.

We’re excited to announce the launch of our new productivity app, TaskPro. It helps users organize their to-do lists, manage calendars, and collaborate with teams.

Please see the attached press release for more details. Let me know if you’d like to cover this.

It’s not personalized to the journalist

There’s no mention of why the journalist should care

Now, let’s look at an edited version of this same PR pitch:

Subject: Exclusive: New App Cuts Wasted Meeting Time by 30%

I’ve been following your coverage of workplace tech and thought you’d be interested in a new app we’re launching next week that tackles calendar overload head-on.

TaskPro uses AI to analyze team workflows and reduce redundant meetings. Beta users report a 30% drop in time spent in unproductive calls. It launches Tuesday, and we’d love to offer you early access or an interview with our founder to explore the bigger story around tech reshaping the workday.

Let me know if this fits your schedule. I’d be happy to share a demo or data sheet.

See the difference? The second is more specific and tailored to the journalist. There’s a clear benefit-driven hook and a CTA that makes it easy to say yes. 

When you send your PR pitch is just as important as what it says. If you send it at a time when journalists aren’t busy in their inboxes, it might get buried.

<table class="table-primary alternate-color">
  <thead>
    <tr>
      <th>When to Send</th>
      <th>Don’t Send</th>
    </tr>
  </thead>
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    <tr>
      <td style="text-align: center;">Mid-week (Tuesdays Wednesdays Thursdays)</td>
      <td>Mondays and Fridays</td>
    </tr>
    <tr>
      <td style="text-align: center;">Early to Mid-morning (8:30-11:30 AM)</td>
      <td>Late afternoons (2:00-6:00 PM)</td>
    </tr>
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      <td></td>
      <td>Weekends</td>
    </tr>
    <tr>
      <td></td>
      <td>Holidays</td>
    </tr>
  </tbody>
</table>

Mid-week during the mid-morning tend to be the best times to pitch. Journalists are actively in their inboxes and have space to fill with stories.

Mondays tend to be catch-up days, while Fridays are for tying up loose ends. Also, avoid sending pitches late in the day or right before holidays or during big holiday weeks.

Even if you time your pitch just right, you’ll need to stand out in the inbox. 

Keep it skimmable, with short paragraphs and bullet points.

Use media pitching tools like Meltwater to build media lists, schedule outreach, and track open and response rates.

With the right tools and timing, your media pitch lands in the right place and gets read.

Meltwater's media relations solution can slash the time it takes to put together your media pitch and send it to the most important journalists in your space. Click here and fill out the form for a personalized demo!

Even with a good story idea and clear value, your PR pitch might not make the cut. In many cases, one of these common mistakes is to blame.

How to Write a Media Pitch That Gets Results

Tennis fans around the world look forward to the US Open every year, and the 2025 tournament didn’t disappoint. From Naomi Osaka’s custom, bedazzled Labubu dolls to thrilling wins from this year’s champions, Carlos Alcaraz and Aryna Sabalenka, there was something for everyone to enjoy and discuss online. 

Along with the icons on the court and the stars in the bleachers, brands took the spotlight as player and tournament sponsors, boosting visibility and generating engagement along the way. We used our consumer intelligence solution to dig into the major talking points and brands from this year’s tournament. Read on to check out some highlights. And for a full analysis, download our exclusive US Open 2025 Insights Dashboard exploring the performance of top brand sponsors, including Rolex, La Roche-Posay, Dove, Nike, and more.

Unless otherwise noted, the data below analyzes conversations about the US Open across various platforms, including television, radio, podcasts, forums, websites, blogs, and social media platforms, such as X, Facebook, Instagram, Reddit, and others. 

Discussions about the US Open were up 60% year over year.

Our analysis found that from August 18 to September 7, 2025, there were more than 1.33 million mentions of the US Open, a 60% increase from the about 829,000 mentions generated last year. Unsurprisingly, engagement and post volume spiked with the tournament final on September 7. However, activity in and beyond the stands was a driving force in the conversation. 

The day of the finals, 23% of mentions of the US Open were focused on US President Donald Trump’s attendance. Meanwhile, the second-biggest day for engagement was September 5, when 9% of the day’s total 7.47 million actions were generated by Alcaraz’s celebratory social media post after his semifinals win against Novak Djokovic. 

And finally, August 31 saw the third-biggest engagement spike thanks to the online firestorm that erupted around the moment an adult spectator snatched a hat away from a child in the stands. The moment, captured on live television, went viral online, and the offending spectator was subsequently identified and publicized in an incident that echoed “Coldplaygate” from earlier this year. 

Grey Goose was the top alcohol brand of the 2025 US Open, with 51% share of voice (SOV).

Our analysis of five leading alcohol brands that were US Open sponsors — Grey Goose, Dobel Tequila, Aperol, Heineken, and Moët & Chandon — found that Grey Goose generated the most buzz by far in terms of both post volume and engagement. Nearly 95% of brand mentions, and 56% of related engagement actions, focused on Honey Deuce, the official cocktail of the tournament, which features Grey Goose vodka. However, the brand’s biggest surge of engagement on August 27 was thanks to a single post from influencer J Mulan.

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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; 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<script async src="//www.instagram.com/embed.js"></script>

The post generated about 370,000 engagement actions, making up nearly 33% of Grey Goose’s total engagement for the tournament. According to data from our influencer marketing solution, J Mulan’s post tagging Grey Goose and the US Open achieved a 153.77% engagement rate and over $3.6 million in Estimated Media Value.

Get a full deep dive into brand sponsorship performance at the US Open via our exclusive insights dashboard. See which finance brands captured the spotlight, which alcohol brands stirred conversation, which sports brands commanded attention, and more.

Nike was the top sportswear brand of the 2025 US Open, with 65% SOV.

Our analysis found that Nike beat Lacoste, Adidas, New Balance, and On to be the top sportswear brand sponsor of the 2025 US Open. Mentions of Nike accounted for 65% of all sports brand mentions, as well as 52% of engagement actions. 

Lacoste came in second place with 21% SOV. The majority of those mentions, at 61%, referenced the brand’s ambassador, Djokovic. By contrast, Nike’s mentions were more diversified, with 23% of posts mentioning brand ambassador Naomi Osaka. This suggests that  though volume helps drive Nike’s visibility, Lacoste’s ambassador alignment is especially effective.

There’s more to explore in our full US Open 2025 Dashboard, but in the meantime, here are a couple of lessons marketers can take away from the above data:

The competition is just one part of the conversation. Sports tournaments are classified as entertainment for a reason. The drama of what happens between sets, and off the court, is as much of a focus for consumers as who wins and who loses. Taking a unified approach to monitoring and measurement, one that captures the interplay between media coverage and social media conversations, is the best way to stay tuned-in culturally and evaluate brand performance holistically. For more about how online discourse pairs with entertainment, check out our 2025 Consumer Insights: Streaming report.

Influencer fit is everything. The right influencer can achieve global brand ambassador-levels of EMV, proving just how critical brand fit is. Grey Goose won big when it let influencer J Mulan take the reins and show off the US Open experience from the fashionista’s perspective. The short video exuded confident cool, successfully highlighting Grey Goose as a culturally relevant lifestyle brand. Learn more about how alcohol brands use influencers to stand out with our Alcoholic Beverages Influencer Benchmarking Snapshot.

The Most Talked About Moments and Brands of the 2025 US Open

This year, the denim brand wars took off in a major way thanks to a handful of ad campaigns that got the world talking. From Beyoncé’s year-long Levi’s partnership to Addison Rae’s collaboration with Lucky Jeans (and, of course, American Eagle’s much-discussed Sydney Sweeney commercials), we’re in a booming era of celebrity-centered jeans marketing. However, one commercial in particular got the world not only talking, but dancing, sparking a wave of fan-made content in the process. 

If “Milkshake” is already playing in your head, then you know where we’re going with this one: Gap’s music video-esque commercial featuring girl group superstars Katseye is one of the most well-received of the year. And according to the brand itself, it may be “one of the most iconic brand campaigns that we’ve done.” We used our social listening capabilities to examine the buzz around this runaway success of a campaign.

What is the Katseye x Gap “Milkshake” commercial?

Better in Denim.

On August 19, Gap premiered the latest commercial in its Better in Denim campaign, and it took off with a bang. Starring multicultural girl group Katseye in an energizing dance number to Kelis’s 2003 hit “Milkshake”, the ad mixes Y2K nostalgia with K-pop hype to highlight the brand’s line of Long & Lean jeans. According to Gap, the Katseye ad has already outperformed its four previous releases combined, including those from 2024 featuring Tyla and Troye Sivan, respectively.

How much buzz did the Katseye Gap ad generate, and what drove it?

From August 17 to September 1, 2025, there were about 131,000 mentions of the Katseye Gap ad across social, digital, and traditional media sources. After an initial discussion spike for the campaign’s August 19 premiere, mentions surged again on August 24, with the vast majority being positive. 

On one hand, that second bump was fueled by Gap’s steady stream of bonus content across social channels, like this dance tutorial from choreographer Robbie Blue and this video profile of creative director Humberto Leon. It was fueled, on the other hand, by highly-engaged fan- and influencer-made content recreating, reinterpreting, and reacting to the commercial, or even just documenting it. For example, this 11-second YouTube Short posted by a Katseye fan simply shows footage of a screen displaying the ad in a Gap store set to Katseye’s “Gnarly”. Despite how basic it is, the Short has garnered 1.5 million views in only 12 days. As we saw with the success of KPop Demon Hunters, bonus and fan-made content have been huge forces in the Gap Katseye campaign’s social media virality. 

Lastly, media coverage and analysis of the campaign also helped boost discussion in the week after its premiere. In particular, far-reaching articles from AOL, CNN Entertainment, and others praising the campaign for its inclusivity and timeliness helped boost the positive sentiment spike.

For Gap as a company, the commercial’s success paid off in a 171% increase in brand mentions during the time period analyzed, with positive mentions surging by 286%. The most-used phrase of the conversation? “Gap campaign”.

Lessons for marketers from the Gap x Katseye campaign

Not every brand can count on superstar endorsements for their next marketing hit, but the Better in Denim campaign does offer some more universal lessons: 

Give fans lots of bite-sized content to engage with. From behind-the-scenes footage to cast and crew featurettes, Gap gave fans a lot of content to consume and remix themselves. As a result, the campaign generated discussion over time instead of being a much-hyped flash in the pan. In your own campaigns, see how to build in audience participation from the ground up with content that will deepen their interest instead of as an afterthought.

Cultural intelligence is foundational. Gap truly knew how to read its audience when it decided to go full-force on artistry, Y2K aesthetics, and cultural diversity for this campaign. Other brands can do the same, using social listening to understand both the zeitgeist and their audience’s place within it. 

How Viral Was the Katseye Gap Campaign and Why?

In the world of public relations, marketing, and social media, every mention of your brand has the potential to provide valuable insight and opportunity. But in order to fully harness this potential, you need to locate and interpret these mentions.

Why is this such a challenge? Because, while we've seen the relative decline of print, TV has remained a staple in the daily routines of global consumers, with the average person watching between 2 and 5 hours of TV every day. At first, monitoring mentions of your brand in broadcast media might seem like a straightforward task, but considering there are approximately 22,000 television networks, 44,000 radio stations, and over 4 million podcasts, do you really have the time to find, filter, and interpret this data manually? 

Instead, you can use a network broadcast monitoring tool like Meltwater to handle the legwork and find relevant mentions as they appear. But before we get into those details, let's explore what the broadcast media landscape looks like today and how media monitoring can help you tap into the insights it offers. 

The Benefits of Using Broadcast Monitoring Software

Comprehensive Broadcast Media Monitoring: A Quick How-To

All-Encompassing Broadcast Monitoring from Meltwater

Today, the definition of broadcast media goes far beyond the platforms it's hosted on. It is a hybrid of smart TVs, internet devices, and social sharing - creating a new kind of network that blurs the lines between traditional and modern broadcasting. There is two-way feedback on content, some of it generated by users, and levels of interaction that simply weren't possible before.

And, while "Americans have been spending more time looking at their mobile device screens than they’ve spent watching TV since 2019", according to eMarketer, TV has also found its way onto those mobile devices, further perpetuating this hybrid trend across device borders. So how does this help PR and comms professionals define the current state of hybrid broadcasting? Let's briefly take a look at a few examples:

Also known as Smart TV, this technology is powered by the Internet and gives marketers and advertisers exciting new opportunities to embrace multimedia. Esther Maguire, SVP of Marketing for VideoAmp hails Connected TV as "a powerful medium for connecting the dots between awareness and attribution in 2021" because "it’s important to reach people when they’re most receptive to consuming ads". In this way, TV news monitoring remains a powerful tool for savvy marketers who want to stay in touch with consumer reactions and brand mentions. 

Digital audio has blown up over the course of the last few years. There are now thousands of internationally recognized podcasters. The shows they create, often accompanied by a video clip for each episode, are streamed on global audio platforms like Spotify and Apple Podcasts. 

Tip: See the best PR podcasts, social media podcasts, tech podcasts, finance podcasts, SEO podcasts, e-commerce podcasts, retail podcasts, marketing podcasts, and branding podcasts

On the opposite (but related) end of TV news, engaging, short-format video is all the rage on social media. In fact, 74% of marketers said that video had a better ROI than static images, according to a 2021 survey released by Biteable. 

When social giant Instagram launched its video segment, Reels, in late 2020, they created a way for users to produce their own 15-second video content. Today it is used by everybody from Louis Vuitton (7 million views) to the NBA, showcasing its ability to facilitate two-way social broadcasting with impact. 

Tip: Learn more in our Instagram Reels guide, and learn how to schedule Instagram Reels

TikTok then soared into the stratosphere, offering Covid house-bound teens a haven of entertainment. TikTok quickly blossomed into an extremely popular app for all ages, providing brands a unique opportunity to connect with wider audiences. 

Tip: Get more information on the best times to post on TikTok, the most followed TikTok accounts, and using TikTok for business.

Digital or online news broadcasting brought journalism to the world stage in a more global way. Now consumers have regular and instant access to news stories from around the world. This can be broadly categorized into two groups: traditional journalists appearing on news channels or promoting their own work on sites like Substack, and the newer school of citizen journalists, using the power of the internet to piece together the news as it happens.  

These are just a few examples of platforms that generate broadcast news content on a regular basis. But one things for certain: it has created an interwoven environment that is impossible to monitor manually. 

As marketers, this presents us with complex challenges in terms of reaching consumers, managing communities and measuring the impact of our messaging. To address these challenges, we recommend tapping into the power of a media monitoring software.

Network broadcast monitoring tools are essential for staying on top of your brand mentions. You can be alerted in real time when sentiment shifts occur, when unusual spikes in mentions happen, and much more. From this information you can:

Have access to all mentions of your brand 

Find out how consumers feel about your media content by analyzing media coverage

Use AI to avoid human error and get more accurate results

Analyze broadcast trends alongside your news and social media coverage

Quickly generate media monitoring reports that clients will love

Want to get a free demo of our media monitoring solution? Fill out the form at the bottom of this blog and we'll be in touch!

With the right broadcast monitoring system, you can make quick work of finding relevant insights from global coverage. There's no need to rely on ancient methods like using a clipping service, manually filtering through media, or relying on time-intensive research methods. It's become a simpler and more efficient process for marketers with access to the right broadcast monitoring software. Let's explore how.

1. Establish objectives. While goal-setting is typically a good place to begin any research project, you'll need some context in place before you identify your main objectives. Your first task is to get a sense of the current digital broadcasting landscape through social listening, and use this research to spot the gaps you aim to address. This can be done at a broad level or refined to give you more granular detail. 

Tip: Check out our Social Listening for Benchmarking Guide for more info.

2. Identify trends. Once you know what you're looking for, you can segment your monitoring strategy into phases to identify key trends in your mentions. With social listening, you can follow range of channels to understand how consumers feel about your brand using sentiment analysis, find out which of your partnerships are paying off, and use these insights to improve your overall marketing strategy. With Meltwater's broadcast monitoring, you'll also be able to download your captured clips so that you'll always have a copy of the brand or news mention. 

All-Encompassing Broadcast Monitoring Services from Meltwater

Choose Meltwater for a centralized solution that gives you full-fledged functionality and deep insight into the network broadcasting world online. Our AI-powered media and PR tools crawl billions of data points to help you understand the virtual reality your brand operates in. 

Use a broadcast monitoring service to analyze consumer reactions and perceptions about content shared on every channel, from TV stations to burgeoning social media platforms, and even in speech-to-text and closed-caption text scenarios. 

Set a real-time alert in our app to find out every time your brand is mentioned. Know your target customer better than they know themselves. And, most importantly, prepare your brand for future changes and adaptations in a digital landscape that is at best promising but volatile and at worst, a breeding ground for crises.

The Meltwater platform really is the gold standard for communications professionals who want to create data-driven strategies and better understand their worth and network.

Interested in learning more in a free demo? Fill out the form below to connect with our team.

With broadcast monitoring, you're spared from watching every network broadcast, documentary, kid's cartoon, and news cycle in case your brand is mentioned. Forget manually mining through hundreds of hours of media in pursuit of real-time data. 

TV & Radio Broadcast Monitoring with Meltwater: Everything you need to know

Note: This blog is based on the Global Digital Report 2025 (Digital 2025 China) – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Essential Guide to the Global State of Digital in 2025. Download the Global Digital Report 2025 for free.

China has the world’s second biggest population at 1.42 billion, with 1.11 billion people online (+1.9% or +20 million). Social media usage continues to expand, now covering 1.08 billion user identities in the country, up 2.5% from last year. The biggest and most notable shift, however, is in mobile: cellular connections have risen by 108 million, reaching 1.87 billion or 132% of the population. This moderate increase reflects how China continues to scale its digital infrastructure, with technology becoming more embedded in the daily lives of its people.

What's ahead for social media in China in 2025?

China’s demographic profile reflects scale and digital readiness.

With a total population of 1.42 billion, China remains the world’s second most populous country behind India (1.45b), even after a slight year-on-year dip of -3.2 million (-0.2%). Its gender split is relatively even at 49.1% female, 50.9% male. Additionally, the median age is 40.1, placing China in a similar bracket to Thailand (40.6) and Australia (38.3), but significantly older than young populations like Malaysia (31) and the Philippines (26.1). Literacy rates remain high: 97% overall, with 95% literacy among women and 98% among men.

The Meltwater Blog

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How Viral Was the Katseye Gap Campaign and Why?

TV & Radio Broadcast Monitoring with Meltwater: Everything you need to know

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