Mediaskopas’ Head of Data Solutions and Analytics Vilūnė Kairienė emphasizes that by reviewing candidates’ mentions in the media and their correlation with election results, the aim was to show that there is more than one correct way to plan and analyze an election campaign. “This path is one of the simpler, more affordable ones, built from publicly available data. And in the information age, the advantage belongs to those who can 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 audience,” says V. Kairienė.
