Another post in our series of media impact analysis of football Euro 2012.
Spain and Italy play the final game to determine the new champion of the UEFA Euro tournament.
We proceed to a new analysis using image content analysis of the game.
We start with the analysis of the media coverage given the day before the final in newspapers in the directly affected countries: Spain and Italy.
We analyze which is the storyline profile chosen by media in each country.
We show first results concerning media coverage in Spanish newspapers.
According to our results, media provide 53.6% of all images about the final referring exclusively to team Spain. There are 25.5% of the images showing only Italian team images. The remaining 21% photos show players or coaches from both Spain and Italy.
If we compare with views in media in Italy, as shown in the figure below, we find that they give 58.1% of all images to Italy team, for 26.6% to team Spain. There are just 15.3% fo all images showing together both teams.
Media in Spain show 26% of all images to individual stars, against 14% to team images. This ratio is also found in media coverage in Italian newspapers: 32% for individual stars, for 16% for collective images.
Media in Spain, when covering Italian team, prefer to show images of individual stars: 15% of all images are for individuals, versus 4% for the team. This pattern is not seen in Italian media: news for individual stars (11%) are similar to images about the team (8%). This would probably reflect that Spain is feared in Italy media as a powerful team, while media in Spain fear more the impact of individual actions of Italian stars.
Coaches both in Spain and Italy receive a very similar pre game media coverage.
As for individual stars, we find the surprising results that the main star of the final for newspapers in Spain is Casillas (9% of all news). Another surprising result is that the second star is not Iniesta (just 3% of all images) but Xavi (8,2%).
The Italian stars receiving more media coverage in Spanish media are: Pirlo and Buffon (5.2%) and Balotelli (4.5%)
Media in Italy choose Mario Balotelli as main star of the final, with 15.6% of all images. Second star is Cassano (6%) and then Buffon (5.6%).
Main stars from Spain as viewed by Italian media are Casillas (3.2% of all images), followed by Iniesta and Xavi (2.4%).
Spain became champion after winning the final, 4-0. Goals by David Silva, Jordi Alba, Fernando Torres and Mata.
Post game media impact analysis will come soon.