Ad value is a dollar figure which attempts to quantify the cost of purchasing an advertisement with similar dimensions or parameters as the article in question.

Ad value can be used to quantitatively evaluate the success of a media campaign; the public relations impact of an event; or the potential damage caused by an event.

Ad value for print media is calculated by a formula which takes into account:

• The length of the article (in words, which is converted to lines).
• The number of images in the article.
• The Circulation of the source.
• The publicly posted advertising rates for the source of the article

The Ad Value calculation does not take into account:

• Font size or style
• Size of images
• Placement within the page
• Proximity to any other content

Please Note:When an advertising rate is not publicly or easily available for a particular source, it is estimated on a pro-rated scale comparing that source to one with a similar circulation/audience reach value.

Return to General Overview and Media Analysis Help contents