A new tool launched by YouGov, in partnership with media coverage and impact measurement platform Metricomm, will provide brands with real-time insights into how news sentiment and volume influence consumer behaviour.

The partnership aims to assist brands in managing reputation, crisis response and brand recovery through data-driven strategies for media engagement. The tool is designed to identify which media coverage has the greatest impact, enabling more effective communication strategies.

Karen Williams, client director at Metricomm, highlighted the tool's potential to offer brands concrete evidence of how media coverage shapes consumer opinions and purchasing decisions.