CAMBRIDGE, Mass. – April 19, 2018 – NAB 2018, the largest trade show for media, entertainment, and technology professionals was held in Las Vegas between the 7th and the 12th of April, is considered to be a critical launchpad for emerging brands and products for mass media and consumer awareness. More than 1000 companies including the world’s leading brands such as Sony, Blackmagic, Canon, Nikon, Panasonic, Cisco, Ericsson, Google, Facebook, IBM, Imagine, and others participated to showcase their innovative solutions and vied for media attention. Analysts from Fullintel, a leading agency for media monitoring and analysis, conducted an analysis of the coverage around the event and has published the Fullintel NAB 2018 Media Impact Report reporting upon the prominent newsmakers and their topics from the event.
Sony was the major newsmaker from the event, having been mentioned 122 times across print and digital media. Their announcement about opening a digital media production center in Los Angeles, and their launch of the PXW-Z280, the world’s first camcorder with built-in Dual Link Cellular connection, were the major topics covered. Also, Sony’s Crystal LED video wall generated buzz on the floor and attracted participation from the Hollywood crowd. Sony was one of the top exhibitors who received a very good response to tout new technologies and latest cloud-based solutions for broadcast and production at all levels. Sony’s announcements attracted the attention of some of industry’s top journalists’ including Brandon Costa from Sports Video Group, Carolyn Giardina from The Hollywood Reporter, and Jeff Berman from Media & Entertainment Services Alliance.
The other leading newsmaker from the event was Amazon Web Services, which had over 97 media mentions. Media coverage about Amazon was primarily focused on their new video processing and delivery technologies, and other complementary AWS services including Amazon CloudFront, AWS CloudFormation, and Amazon CloudWatch and third-party applications for security.
Some of the other companies that were quoted frequently included Panasonic, thanks to its wide array of debuts — the AK-UC4000 4K/HDR/high-speed studio camera and the AV-HLC100 Live Production Center with Network Device Interface. Canon also made it to the top of the list for introducing the first full-frame cinema camera, the EOS C700 FF, and the CN-E 20mm T1.5 L F cinema prime lens.
The event was covered widely by prominent news sites across the world, including Broadcasting & Cable, Newsshooter, and Rapid TV News. While Broadcasting & Cable dedicated a total of 17 articles towards the event, Newshooter covered the event with 14 articles. Around 3,000 articles from news sites and magazines across the world covered the NAB 2018 show.
“We analyzed over 2 billion online footprints and over 8 million Twitter accounts that were following the event. The general sentiment among broadcasters, technicians, and other participants was positive. Some of the major announcements at the event included the news that NAB’s location-based entertainment could be worth $2 billion in five years – it was reported more than 850 times on social and other digital news media,” says Andrew Koeck, President and Co-founder of Fullintel, the company behind the media coverage analysis.
The major journalists covering the event included Lee Herbet of the Newsshooter. He covered Teradek’s Bolt XT and LT, the visit of SmallHD, and Kessler’s new release. Jeff Baumgartner from Multichannel was also a significant contributor to media coverage covering brands including CBSN, Dish Network and Spectrum Consortium LLC, Redrock Microsystems, and Disney/ABC Television Group.
“Our team of media analysts were able to collate this coverage with the assistance of technology. What was difficult though was the identification of coverage that was relevant, and valuable to these brands, and their topics. Layering human analysis with technology is really our key differentiator and we are helping brands gauge the impact of their PR efforts much faster, and more accurately while giving them piece of mind that the media coverage report is going to meet their expectations,” adds Koeck.