BMW wins Media Tenor's DAX 30 Annual Report Award

EMBARGOED UNTIL 6PM, OCTOBER 23.

Berlin. October 23, 2013. BMW was honored today as the winner of Media Tenor's DAX 30 Annual Report Award presented at a ceremony held at the German parliament during the 14^th International Agenda Setting Conference in Berlin.

The Media Tenor Best DAX 30 Annual Report Award recognizes the DAX 30 company that has produced an annual report that provides the most detailed and diverse content to its readership, while also dovetailing accurately with media sentiment. Ideally, an annual report addresses media concerns and also helps to steer the media agenda on a company. To determine the winner, Media Tenor analyzed 20,012 statements in non-legally mandated portions of the most recent annual reports from DAX 30 companies, along with 3,024 quoted analyst statements, 1,374 reports on international TV news, and 4,075 reports in opinion-leading business press for the period July 1, 2012 – June 30, 2013. The DAX 30 companies were evaluated on the basis of this data across ten key criteria.

The ten criteria were: Share of materiality; diversity of source; diversity of location; diversity of topics; share of positive tonality; share of negative tonality; share of sustainability; overall tonality compared to quoted financial analysts; overall tonality compared to international TV news; overall tonality compared to opinion-leading business media.

Media Tenor declared BMW the winner on its overall strong performance and the degree to which the image it presented in its annual report matched that of quoted analyst and TV media. Deutsche Bank, with a clear focus on sustainability topics; Adidas with diverse messaging on its global presence; and Beiersdorf, with clear optimism and communication on its future activities, tied for first runner-up.

For over 20 years Media Tenor's mission has been to contribute to objective, diverse and newsworthy news by bringing together the diverse parties who both impact and are affected by the news. Media Tenor's global research projects include analyses of election campaigns, investor relations, public diplomacy, corporate communications and other topics critical to news makers and news audiences. The annual Agenda Setting Conference brings together these diverse constituencies for data-driven workshops, panels, case studies and keynote speeches.