Navigational Metrics

Advertising Value Equivalency (AVE)

Advertising Value Equivalency (AVE) is what your editorial coverage would cost if it were advertising space (or time). How You Do It To calculate the AVE for one month, measure the space (column inches) occupied by a clip (for radio…

Accuracy of Coverage

Accuracy of Coverage is not one metric but a combination of component metrics. PR people differ about what those component metrics should be and about how they should be combined and used. That is to say, this is one of…

Media Impressions

In addition to Counting Clips, many PR people calculate Media Impressions (the number of people who may have seen an article, heard something on the radio or in a podcast, watched something on television, or read something on a web page or…

Clip Counting

Clip Counting is the simplest form of PR measurement. It’s nothing more than counting all the editorial coverage (news items, feature stories, guest editorials, reviews, roundup stories, buyer’s guides, etc.) that mention your company, product or service. This coverage includes…

Cost per Point (CPP)

Cost per Point (CPP) is the cost of buying one Rating Point, or one percent of the target population. CPP = cost of the campaign / Gross Rating Points How You Do It Media planners calculate CPP to compare the…

Cost per Thousand (CPM)

Cost per Thousand (CPM) is the cost to reach one thousand people or households via a given advertising outlet or medium. (M is the Roman numeral for 1,000.)   CPM = cost / (target audience / 1,000) or   CPM =…

Impressions

The number of Impressions is a fundamental metric used in advertising. It means one exposure of an ad or commercial to an individual or household. A “gross” version of this number is the total number of exposures during a campaign.…

Target Rating Points (TRPs)

Target Rating Points (TRPs) are related to Gross Rating Points (GRPs). A Target Rating Point (TRP) is one percent of the specifically targeted audience, not the total audience, being reached by an advertisement. That is to say, it is a Gross Rating Point times…

Gross Rating Points (GRPs)

Gross Rating Points (GRPs) equal Reach times Frequency, expressed as a percentage. GRPs measure the total of all Rating Points during an advertising campaign. A Rating Point is one percent of the potential audience. For example, if 25 percent of all targeted televisions are…

Frequency

Frequency is the number of times your schedule was exposed to an average person or household during a time period. For example, if your commercials, due to repetition, reached a total of 30 million households in a region that has…