Media Favourability Index is a relative indicator characterizing the favorableness of publications about a company or brand based on their sentiment. This is the ratio of the number of positive messages to negative ones.
Respectively:
If MFI <1, then there were more negative publications than positive ones for the period.
MFI = 1 – the number of positive and negative publications is the same, or all messages were with neutral sentiment.
MFI> 1 – positive messages prevail.
In fact, it is a very convenient generally accepted figure, which is used throughout the world.
The MFI can be calculated for various purposes. For example, to compare the indicator of the entire array of mentions with competitors and the average value for the market for a certain period; or to understand what types of media concentrate more positive/negative, at which levels of publications, and for what period.
Sometimes you can detect signs of a paid-for publication or bias edition, when analyzing the situation for a long period. Therefore, the MFI will immediately show who your lawyer is, and who your hater in the media is.
In addition, the index opens another angle from which communications can be assessed. The most talked about company will not always be the most media efficient. As a rule, having a large number of positive and negative news, it is impossible to get ahead of competitors. After all, there is always a company, which will not have many positive mentions, but no negative ones, which will result in the better MFI.