Xbox Won The E3 Media Battle

What does that even mean? How can you "win" something like this based on the number of articles in the media?

For the first time since we started measuring media coverage at E3 in 2014, Sony is not leading. It has to be said that the gap between them and Microsoft is very small, but this comes on the back of Microsoft growing for the 4th year in a row, and where Sony had its 3rd best performance out of 4 companies (on the back of its best performance last year).