Madrid, world media capital during WYD, according to a University of Navarra study
With more than 54,000 news items in 108 countries, its impact has been five times greater than that of the last ETA attack in Madrid and 3.3 times greater than that of Benedict XVI's visit in Barcelona.
workshop According to a study carried out by the University of Navarra, Benedict XVI's pastoral trip to Spain generated more than 54,000 news items around the world, which meant that for a week all eyes were on Madrid due to the celebration of the World Youth Day (WYD). Of these, 30,000 were published by the Spanish media and 12,600 by the press in the rest of Europe. Likewise, 6,200 news items came from Latin America; 3,600 from the USA and Canada; 2,000 from Asia; 400 from Oceania; and 200 from African countries.
In total, report has identified news about WYD in 108 countries, some from remote places such as Fiji (2 articles) or Sierra Leone (2 articles) or countries with obstacles to religious freedom, such as Sudan (1 article), Saudi Arabia (4 articles) or Cuba (42 articles).
The study highlights that the media coverage of WYD has been massive, in contrast to other recent events associated with Madrid. In this sense, the news related to WYD has had a media impact five times higher than the last ETA attack in Campo de las Naciones or thirteen times more than the non-selection of Madrid as the host city for the Olympic Games.
If we compare the Pope's last stay in Spain with other religious events, the impact of WYD was 3.3 times greater than that of visit in Barcelona to inaugurate the Sagrada Familia and 1.3 times greater than the beatification of John Paul II.
WYD, ambassador of the Madrid and Spain brands
The data about the media coverage of the Pope's meeting with young people is a preview of the report that is being prepared by the group of Media, Reputation and Intangibles of the University of Navarra on the impact of WYD on Madrid's brand image.
As Francesc Pujol, lead author of the study, points out, "WYD has been an excellent ambassador for the Madrid brand, as it has strengthened its credibility to host other major world events in the future". An impact that also affects the international projection of the organizing country. "WYD has contributed to partially restore the deteriorated economic image of Spain abroad", says the professor of the School of Economic and Business Sciences.