Mediaskopas Data Solutions and Analytics Director Vilūnė Kairienė emphasizes that the review of candidates’ mentions in the media and their correlation with election results was intended to show that there is more than one correct way to plan and analyze an election campaign. “This path is one of the simpler, less expensive ones, created from publicly available data. And in the information age, the advantage belongs to those who are able to collect that data, analyze it well, and interpret it successfully. In addition, as internet penetration grows, Lithuania is left with fewer strictly defined local media outlets, while national media traditionally has a significant impact on its audiences,” says V. Kairienė.
