Media favorability index (MFI)
The Media Favorability Index/MFI is the proportion of positive and negative mentions of the monitored object in a flow of publications.
The Semantrum system uses the "Favourability Index" based on the use of the MFI and coefficients that allow displaying values from -10 to +10 on the chart. Anything over zero means that there are more positives than negatives. Anything below zero means there are more negatives than positives.

The media favorability index has a value from -10 to 10.
The Media Favorability Index is a quick way to assess the ratio of positive and negative publications regarding a company/person, rather than the amount of positive and negative. The Index makes it possible to compare objects different in media representation with one another on the basis of the extent to which positivity prevails over negativity in newsfeeds, regardless of the total number of publications.

Please Note:
The Media Favorability Index is calculated for publications based on the tone of the publications that are currently displayed in a particular topic. If the user has independently adjusted the automatically determined tone of the publications on a given topic, the Media Favorability Index will take those adjustments into account.
The Media Favorability Index is calculated when the following reports are exported:
- Report in .docx format for one topic;
- Report in .xlsx format for one topic;
- .docx format report in the topic comparison mode.
In the .docx-format report for one topic you can get a visualization of the Media Favorability Index level in dynamics for the chosen period:
You can get quantitative values of the Media Favorability Index for one topic from the report export in .xlsx format (on the Tone tab):
In the multi-topic view (up to 5 topics), you can download a report in .docx format comparing the selected topics and get the data on the Media Favorability Index in each of them (average for the period and in dynamics):


Enjoy using the Semantrum system!
Related Articles
Media Visibility Index
Question Answer What is the media visibility index? is an index that shows in one figure how noticeably your object is represented in a particular publication and in the media in general for a selected period of time. The index takes into account ...
Media Visibility Index
What is the Media Visibility Index Media Visibility Index / MV / Media Visibility is an index that shows in one figure how noticeably your object is represented in a particular publication and in the media in general for a selected period of time. ...
How to find the share of voice of a brand, company or person in Semantrum?
What is Share of voice? Share of voice is the visibility of a brand/company/person in comparison with all competitors. Share of voice allows you to understand how popular/recognizable your brand is in comparison with all competitors in the media and ...
What is a dashboard and what are its features?
What is a dashboard? A dashboard is a tool for visualizing monitoring results, a set of interactive graphs and indicators customized for one or more topics. Using dashboard makes data analysis much easier, because you get summarized data of your ...
Social media monitoring
Social networks monitored by Semantrum: Facebook Youtube X Instagram Telegram TikTok LinkedIn Every social network is scanned in a different way, depending on its structure and technical limits. Only public information is monitored. Semantrum can ...