LAGOS, Nigeria – Hilda Bassey, known widely as Hilda Baci, recently stirred the pot of global attention with her attempt to set a new Guinness World Record for the longest cooking period.
This feat has been reported to have reached an audience of over 4.8 billion, according to a media intelligence report published by P+ Measurement Services on Tuesday, May 23, 2023.
P+ Measurement Services, a reputable media intelligence consultancy, disclosed these astounding figures after conducting an extensive media performance audit on Baci’s culinary marathon, known as the “Cook-a-thon”.
The audit meticulously scrutinized the event’s sponsorship details, media sentiment, reach, and the share of media coverage by countries.
The survey unveiled that the digital media, accounting for a whopping 87% of the attention, coupled with traditional media’s 13%, played an integral role in amplifying awareness and audience engagement around the event.
“The high percentage of online media mentions suggests that digital media played a significant role in driving awareness and engagement about the event,” the report stated.
In terms of geographic breakdown, the report illuminated that 67% of the media coverage for Baci’s Cook-a-thon originated from Nigeria, Baci’s home country.
The United States accounted for 15% of the coverage, followed by the United Kingdom with 4%, Ghana with 3%, and Canada with 1%.
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The analysis further highlighted the impact of the sentiment surrounding the event. “The positive sentiment garnered 85%, which Hilda Baci can leverage to build brand loyalty and increase engagement with her audience,” the report advised.
The modest negative sentiment of 15% was seen as an indicator of prompt and effective handling of issues or concerns raised during the event.
A unique aspect of this report was its study of sponsor visibility. According to the findings, the top sponsor, Amore Gardens, received 18% of the media attention.
It was followed by Uber with 14%, BaigeWallet with 13%, while Arla and Woodscope held lower positions with 10% and 9%, respectively.
However, the report advised caution in equating media prominence to the level of support provided by the sponsors.
“It reflects the volume of media exposure and visibility they received during the event period,” the report clarified.
The report’s revelations underscore the monumental success of Baci’s Cook-a-thon, placing her, quite fittingly, in the hot seat of international culinary fame.
