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ING GLOBAL CITIES
DIGITAL VISIBILITY SERIES
2020
Europe’s
most talked
about cities
2020
TWITTER: @INGMEDIA ING-MEDIA.COM INSTAGRAM: @ING.MEDIAEurope’s most talked about cities Global surveys rank cities and major towns against almost every aspect of urban life; influencing investment, where talent concentrates, and our travel choices. ING’s research, now in its second year, provides insight into the impact digital messaging is having on cities as brands. Our global exploration into digital visibility highlights that the extent to which people are talking about cities is positively correlated with economic potential at a country level. Increasing awareness of place is one of the single most important measures local and national leaders can take to ensure their cities thrive in our connected world. ING has identified Europe’s Top 50 cities using existing global city indices and reordered them according to their share of the online conversation. We have also provided analysis to show which cities punch most above their weight and which show the most potential for increasing their digital profiles. A snapshot of top trending topics and a comparison of performance between the 2019 and 2020 editions highlight how online conversation patterns are always changing. “All cities have significant talent and investment needs, but smaller urban areas may be the biggest winners in using digital conversations to improve their visibility to access new opportunities. The most forward-thinking places are already using a long-term strategy to identify and share their unique story across all forms of media. The challenge is to maintain momentum, while adapting to the ever-changing online environment. ” LEANNE TRITTON MANAGING DIRECTOR, ING MEDIA
Digital visibility
change
2019/2020
2019 2020
LONDON 01 01
PARIS 02 02
MADRID 03 03
ROME 04 04
Last year, ING introduced a new BARCELONA
MOSCOW
05
06
05
06
ranking identifying how Europe’s Top ISTANBUL
BERLIN
07
08
07
08
40 cities featured on social media MILAN
AMSTERDAM
09
10
09
10
and online news. The 2020 edition MANCHESTER
BRUSSELS
11
12
11
12
expands this to 50 cities. While there VIENNA
LYON
13
14
13
14
is stability at the top of the ranking DUBLIN
MUNICH
15
16
15
16
– with London, Paris, Madrid and HAMBURG 17 17
PRAGUE 18 18
Barcelona retaining their positions – BIRMINGHAM 19 19
LISBON 20 20
there is significant movement lower FRANKFURT 21 21
ATHENS 22 22
down as smaller cities gain profile. GLASGOW 23 23
EDINBURGH 24 24
The addition of two German cities, HELSINKI 25 25
and one new city from Portugal, GENEVA
STOCKHOLM
26
27
26
27
Spain, The Netherlands, Poland, and WARSAW
TALLINN
28
29
28
29
Belgium, suggests smaller cities are BUDAPEST
ZURICH
30
31
30
31
leveraging the network potential that COPENHAGEN
ST. PETERSBURG
32
33
32
33
exists when strategically connecting OSLO
BELGRADE
34
35
34
35
conversations with their surrounding GOTHENBURG
RIGA 36
37
36
37
cities. It also appears far more BUCHAREST 38 38
VILNIUS 39 39
difficult to climb the rankings than LJUBLJANA 40 40
41
to drop, highlighting the challenge 42
43
cities face in consolidating leading 44
45
positions through a consistent and 46
long-term communications plan. 47
48
49
50ING’s Top 50 cities by online
mentions
SHARE OF TOTAL DIGITAL VISIBILITY (IN PER CENT)
01 LONDON 16.4 – London and Paris share almost a
02 PARIS 14.2 third of the online conversation for
03 MADRID 7.5 the Top 50 cities, however, both
04 ISTANBUL 6.9 cities have seen a reduction in
05 BARCELONA 6.4 visibility since the 2019 edition.
06 ROME 6.0 – London leads for mentions on news,
07 BERLIN 3.8 Twitter, Facebook, Reddit, YouTube,
08 MOSCOW 3.3 Instagram, blogs, and reviews and
09 MILAN 3.2 comments. Last year, Paris had the
10 MANCHESTER 2.3 upper hand on social media.
11 BRUSSELS 2.2
12 AMSTERDAM 1.9 – Berlin, as with other German
13 PORTO 1.8 cities, scores well for digital news
14 LYON 1.5 coverage. However, comparatively
15 VIENNA 1.5 fewer mentions on social media
16 VALENCIA 1.3 reduce its overall ranking. The same
17 DUBLIN 1.2 pattern exists for many capitals in
18 MUNICH 1.1 Northern and Eastern Europe.
19 GLASGOW 1.1 – Valencia, Istanbul, and Barcelona
20 FRANKFURT 1.1 have the highest percentage
21 BIRMINGHAM 1.1 coverage for social media, but
22 EDINBURGH 1.1 comparatively lower news coverage.
23 PRAGUE 1.0 Mentions were not inflated in the
24 GENEVA 1.0 summer months of higher tourist
25 LISBON 0.9 arrivals.
26 HAMBURG 0.9
27 STOCKHOLM 0.9 – Munich performs relatively well on
28 ATHENS 0.9 forums (5th overall), Vienna (4th)
29 WARSAW 0.7 and Amsterdam (5th) for reviews,
30 KIEV 0.6
and Brussels (4th) for comments.
31 COPENHAGEN 0.6 – Cities featured from Germany
32 OSLO 0.6 (6), the UK (5) and Spain (3) are
33 HELSINKI 0.5 collectively responsible for almost
34 BUDAPEST 0.5 half of all mentions in the Top 50.
35 ST. PETERSBURG 0.5
36 ZURICH 0.5 – Countries with more cities ranked
37 STUTTGART 0.4 highly for digital visibility are more
38 BELGRADE 0.4 likely to have stronger economic
39 ROTTERDAM 0.4 performance.
40 DÜSSELDORF 0.3 – Key languages for attracting digital
41 KRAKÓW 0.2 visibility are English and Spanish
42 ANTWERP 0.2 followed by German, French,
43 BUCHAREST 0.2 Japanese and Arabic.
44 RIGA 0.2
45 GOTHENBURG 0.2
46 BRATISLAVA 0.1
47 TALLINN 0.1
48 SOFIA 0.1
49 LJUBLJANA 0.1
50 VILNIUS 0.1Top risers and fallers
It is easier to fall than to rise in our digital visibility – Oslo’s digital visibility gain over last year’s ranking
ranking. Cities fell, on average, three times more comes alongside a reduction in its global city
positions than for cities gaining. Over time, the ranking resulting in closer alignment between both.
relationship between digital visibility and global
city rankings appears to converge, underlying the – Edinburgh and Geneva (like Glasgow), noted in our
importance of online conversations in improving 2019 edition for punching above their weight, have
global city rankings. seen an increase in both measures.
– Istanbul had most mentions in Turkish, which may
CHANGE IN DIGITAL VISIBILITY RANKING explain the limited impact of these conversations
on its global city ranking.
+4 -18
GLASGOW TALLINN – A successful communications campaign, which
+3 -11 elevated Helsinki’s digital visibility in our 2019
ISTANBUL VILNIUS edition, has been followed by a subsequent fall
in 2020. Like Hamburg, however, its global city
+2 -9 ranking increased in the following year.
EDINBURGH LJUBLJANA
+2 -9 – Cities like Riga, Tallinn, Ljubljana and to some
GENEVA HAMBURG extent Vilnius in countries without other large
urban areas, may require regional-level strategies
+2 -8 to compete against nations more able to pool their
OSLO GOTHENBURG
digital visibility across a local network of cities.
-8
RIGA
-8
HELSINKI
Top trending topics
Unlike last year’s survey, sport no longer dominates led to similar spikes in Kraków, Antwerp, Zurich and
conversations in cities. Peaks were more likely to Stockholm.
take place for political and cultural activities.
– Stuttgart’s peak is one of the few directly related to
– Copenhagen, Helsinki, Amsterdam, Milan, Berlin a city’s industrial capacity: the global launch of an
and Vienna trended after digital mentions linked all-electric Porsche.
to Korean boy bands went viral. A Canadian band
– Almost a third of top mentions for sport related to
antisocial behaviour, as with racist incidents that
took place during a Bulgaria v England football
28X match in Sofia. Kiev’s spike was for similar reasons.
– While politics doesn’t feature in the Top 5, it was
MULTIPLE OF DAILY AVERAGE MENTIONS
the top trending topic across most cities. Crisis
(particularly the fire at Notre Dame in Paris) and
activism, often around climate, featured strongly too.
10X 12X
– Live programmed events remained responsible
11X for almost half of all the top trending content in
11X Europe’s Top 50 cities, underlining their strategic
communication value.
– Vilnius airport’s Christmas tree made of confiscated
items was the best example of creating viral content.
A flight scheduled for Düsseldorf that accidentally
landed in Edinburgh was the most peculiar topic to
trend.
JAN 2019 DEC 2019
COPENHAGEN HELSINKI VIENNA SOFIA STUTTGARTComparing visibility between city
rankings and online mentions
This chart ranks the Top 50 European cities by the same ranking for both city ranking and digital
visibility on global city indices against total digital visibility, a tight correlation between the two, and
mentions. A downward slope illustrates cities that the influence digital visibility recorded in the 2019
aren’t necessarily making the most of their stronger edition appears to have on the updated city rankings
rankings, while a rising gradient highlights the cities suggest what people are talking about online impacts
with the most opportunity to challenge global city place branding.
rankings. While only London, Paris, and Prague have
TOP 5 CITIES WITH THE MOST DIGITAL TOP 5 CITIES PUNCHING ABOVE
PROFILE POTENTIAL THEIR WEIGHT FOR DIGITAL MENTIONS
LONDON 01 01 LONDON
PARIS 02 02 PARIS
BARCELONA 03 03 MADRID
BERLIN 04 04 ISTANBUL
COPENHAGEN 05 05 BARCELONA
STOCKHOLM 06 06 ROME
AMSTERDAM 07 07 BERLIN
MADRID 08 08 MOSCOW
MOSCOW 09 09 MILAN
MILAN 10 10 MANCHESTER
ISTANBUL 11 11 BRUSSELS
DUBLIN 12 12 AMSTERDAM
VIENNA 13 13 PORTO
MUNICH 14 14 LYON
ZURICH 15 15 VIENNA
TOP 50 CITIES RANKED BY DIGITAL VISIBILITY SCORE
VISIBILITY SCORE ACROSS GLOBAL CITY RANKINGS
WARSAW 16 16 VALENCIA
FRANKFURT 17 17 DUBLIN
BRUSSELS 18 18 MUNICH
HELSINKI 19 19 GLASGOW
ROME 20 20 FRANKFURT
LISBON 21 21 BIRMINGHAM
ATHENS 22 22 EDINBURGH
PRAGUE 23 23 PRAGUE
BUDAPEST 24 24 GENEVA
HAMBURG 25 25 LISBON
ST. PETERSBURG 26 26 HAMBURG
OSLO 27 27 STOCKHOLM
BIRMINGHAM 28 28 ATHENS
GENEVA 29 29 WARSAW
EDINBURGH 30 30 KIEV
MANCHESTER 31 31 COPENHAGEN
GLASGOW 32 32 OSLO
BUCHAREST 33 33 HELSINKI
LYON 34 34 BUDAPEST
TALLINN 35 35 ST. PETERSBURG
ANTWERP 36 36 ZURICH
VALENCIA 37 37 STUTTGART
PORTO 38 38 BELGRADE
KIEV 39 39 ROTTERDAM
BELGRADE 40 40 DÜSSELDORF
STUTTGART 41 41 KRAKÓW
ROTTERDAM 42 42 ANTWERP
VILNIUS 43 43 BUCHAREST
LJUBLJANA 44 44 RIGA
KRAKÓW 45 45 GOTHENBURG
SOFIA 46 46 BRATISLAVA
DÜSSELDORF 47 47 TALLINN
GOTHENBURG 48 48 SOFIA
BRATISLAVA 49 49 LJUBLJANA
RIGA 50 50 VILNIUS
ING Media’s investigation into Europe’s Most Talked About Cities (2020 edition) covered 276 cities in 53 countries included in a diverse set of 29
publicly available global city rankings. This aggregated list of Top 50 cities appearing on city indices were then ranked by total 2019 digital mentions on
Twitter, forums, blogs, news, Reddit, Facebook, Instagram (partial data set), comments and reviews. Spelling variants were included for English, Chinese
(simplified), Spanish, Arabic, Portuguese, Japanese, Russian, German, French, Malaysian, Indonesian, and the city’s local language, representing over 90%
of total online mentions. Mentions containing sport were limited. Category shares, generated from a set of keywords unique to each category, represent
only English mentions.Top 5 cities punching above their weight
for digital mentions
These cities generate significantly more mentions driven by conversations around technology. Porto,
on digital media relative to their positions on city which also leads the Top 5 for culture, now has the
indices. This presents an opportunity to climb the highest share for this category.
rankings by consistently improving the quality – Porto, which has continued to gain profile, was
and impact of the conversation about them. noted in the previous survey for having far higher
Their category shares show significant variance, digital visibility than its global city ranking would
highlighting areas these cities can potentially suggest.
consolidate a lead in.
– Lyon now has a comparatively higher share of
– None of the Top 5 cities perform strongly for conversations happening around sustainability,
more traditional news coverage, except Rome, but indicating the growing significance of this topic.
benefit from huge amounts of user-generated
content that tends to be more positive than for – Manchester’s high talent share, as was the case
most other European cities. Rome is top for forums, in 2019, may be indicative of sustained population
the only platform London doesn’t lead. and jobs growth.
– Lyon’s digital visibility, which punched the most – Valencia, a new entrant (like Porto) leads
above its weight in the 2019 edition, is no longer conversations for business.
28 30 21 15 7
1 PORTO
25 25 22 16 12
2 VALENCIA
27 15 20 20 17
3 MANCHESTER
23 23 20 21 13
4 LYON
26 25 21 18 10
5 ROME
CULTURE TECHNOLOGY BUSINESS SUSTAINABILITY TALENT
Top 5 cities with the most
digital profile potential
Global city rankings highlight these as the cities we – Helsinki, which replaces Oslo, is the only city in this
should pay attention to, but this doesn’t necessarily list that didn’t appear last year.
translate to the digital world, where these cities – Warsaw continues to lead for culture and, with
attract fewer mentions than their peers. These cities Zurich, has the highest share for technology.
have the most potential to grow their digital profiles
by leveraging their strengths more strategically. Cities – Zurich, perhaps unsurprisingly, has the highest
that don’t are more likely to see a reduction in their share for business. However, it also has one of
visibility score in global city rankings. the lowest digital conversation shares for culture,
while other financial capitals have seen far greater
– Copenhagen, Stockholm and Helsinki all have divergence in conversation topics since last year’s
raised numbers for sustainability, highlighting the edition.
Nordic region’s credentials. However, London and
Paris have comparable shares to Copenhagen. As
this topic becomes more mainstream, places with
a strong history of sustainability may need to find
new ways of differentiating.
24 18 20 24 14
1 COPENHAGEN
21 20 23 23 14
2 STOCKHOLM
20 21 26 20 13
3 ZURICH
24 17 22 23 13
4 HELSINKI
28 21 21 19 11
5 WARSAW
CULTURE TECHNOLOGY BUSINESS SUSTAINABILITY TALENTWe are the leading communications agency
for the BUILT ENVIRONMENT.
We are the only agency that can navigate the
complex worlds of property, architecture, design,
regeneration and culture to help brands, organisations
and cities thrive in a CONNECTED WORLD.
Contact Us
LEANNE TRITTON
LEANNE.TRITTON@ING-MEDIA.COM
ING MEDIA LTD TWITTER: @INGMEDIA
T: +44 (0) 20 7247 8334
21 CURTAIN ROAD INSTAGRAM: @ING.MEDIA
M: +44 (0) 77 4710 4435
LONDON EC2A 3LT, UK LINKEDIN: ING MEDIA
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