In September, we analyzed the top banks in the Balkans region based on how often they were mentioned in media outlets. The study focused on news articles featuring these banks, analyzing the types of content and the context in which they were mentioned. This analysis provides a insights of the media narratives surrounding the banks during the month.

In Serbia, more than 40% of news articles related to banks focus on general information and their connection to broader socio-economic factors, reflecting the crucial role banks play in the country's financial landscape. Promotions and campaigns account for 29% of coverage, highlighting the competitive strategies banks use to attract customers. Corporate social responsibility (CSR) initiatives, which emphasize banks' contributions to social causes and ethical practices, make up 16%, while sponsorships, often linked to sports and cultural events, represent 14%. The remaining 1% covers various other topics, showing a more diverse but less prominent media focus.

In Bulgaria, 47% of the media coverage related to banks centers on general information and socio-economic factors, reflecting the sector's influence on the national economy. Promotions and campaigns contribute 21% of the content, showcasing marketing efforts, while corporate social responsibility (CSR) accounts for 12%, highlighting banks' social commitments. Crime news covers 8%, focusing on incidents tied to the financial sector, and sponsorships represent 7%, often linked to events and partnerships in cultural and sports sectors, while other 5% have different content.

In Albania, 46% of the news about banks focuses on general information and socio-economic factors, with 18% dedicated to promotions and campaigns. Unlike other countries, corruption, along with crime, forms a significant part of the media coverage, together accounting for 13%. Corporate social responsibility (CSR) also takes up 13%, while sponsorships contribute 7%, and 3% of the content covers other diverse topics.

In Montenegro, 40% of the news related to banks focuses on general information and socio-economic factors, similar to other countries in the region. Promotions and campaigns are particularly active, accounting for 30% of the coverage. Corporate social responsibility (CSR) initiatives make up 15%, while sponsorships represent 14%. Unlike other countries, crime news is minimal, covering only 1% of the total content.

In Bosnia & Herzegovina, 46% of news related to the banking industry covers general information and socio-economic factors. Promotions and campaigns account for 26%, followed by 11% on corporate social responsibility (CSR), 7% on sponsorships, 6% on crime, and 4% on other topics.

In North Macedonia, nearly 50% of banking-related news focuses on general information and socio-economic factors. Promotions and campaigns make up 24% of the coverage, with corporate social responsibility (CSR) accounting for 12%. Sponsorships and crime news each contribute 7% to the overall content.

In Kosovo, 52% of banking-related news focuses on general information and socio-economic factors, the highest percentage in the region. Promotions and campaigns follow closely at 29%. Sponsorships contribute 6%, while corporate social responsibility (CSR) accounts for 5%. Crime news makes up 4%, with another 4% covering various other topics.

Conclusions: 

General Information and Socio-Economic Factors: In most countries, general information and socio-economic factors dominate the news, indicating the banks' integral role in the financial and social landscape of the region. Kosovo has the highest focus at 52%, while Serbia and North Macedonia also highlight this aspect prominently.

Promotions and Campaigns: Marketing strategies are a key theme in many countries, particularly in Montenegro (30%) and Serbia (29%). This suggests a competitive banking environment where institutions are actively promoting their services.

Corporate Social Responsibility (CSR): CSR initiatives are highlighted across the region, reflecting banks' efforts to engage with societal issues. However, the emphasis varies, Serbia (16%) with Albania and Bosnia each reporting 13% coverage.

Crime and Corruption: Crime news is notably less prominent in Montenegro (1%) compared to other countries. However, in Albania, corruption-related coverage is significant, indicating ongoing challenges within the banking sector.

Sponsorships: Sponsorships feature consistently, indicating banks' involvement in supporting cultural and sports events, although the percentage is relatively low compared to other categories.

For this analysis, Pikasa utilized its own real-time platform (analytics.live) to monitor media content related to the banking industry across the respective countries. This approach allowed for comprehensive tracking of news coverage, enabling insights into the themes and contexts surrounding banks in the Balkans.