Advertising Value Equivalency (AVE) uses an equivalent rate paid for advertising in any given media type (i.e. Print, Online, Radio, and TV) to value earned media/news content.
AVE is calculated automatically as follows:
Print Media: Based on the cost of a full-page advertisement in that specific publication.
Broadcast Media (Television and Radio): Determined by the cost per second of airtime.
Online Media: Calculated using CPM (cost per thousand impressions).
The calculation can take into account the overall size or length of media and compares this to a similar item of media (i.e. an ad) in Print, Online, or broadcast (radio or TV). AVE data is sourced directly from publishers, broadcasters’ media item rate cards, and from third-party aggregators of this data.
It is important to note that AVE is an indicative metric. While it provides a monetary value representation, it should not serve as the basis for return on investment (ROI) calculations or as the sole metric for evaluating communication performance.
To access AVE metrics in the Cision platform, ensure that the media content is indexed in the database and included in your customized Stream. Articles or media content that are part of the Stream configuration will have accessible potential audience and AVE metrics, which will also appear in your exports.
Where to find Advertising Value Equivalency
The Advertising Value Equivalency can be found at the bottom of the Mention card. You can hover over the AVE number to view a quick summary of what it is measuring.
If you have updated your view to the List view, the Advertising Value Equivalency can be found as a column.
Where to find Advertising Value Equivalency Widget
You can find the Advertising Value Equivalency widget under the Instant Insights tab in your sidebar.
If you are not seeing the widget:
Click Add Chart
Select Advertising Value Equivalency.
Click Confirm to save your changes.
Generating Reports
You can choose the desired Mention Stream/s, Media Types, and Reporting Timeframe in the adjoining menus.
To generate the AVE report:
Select Generate PDF on the bottom right-hand corner of the Instant Insights page.
Your report will shortly be ready for download in the Reports tab in your sidebar.
You can opt to stay on the current page or go directly to the report page to wait for your report.
Reports Page
To access your new Instant Insights report:
Click on the Reports tab in your sidebar.
Select the Instant Insights Reports tab from the tab list.
You will be able to see your most recent reports. Pending reports are indicated with an ellipsis in the Status column.
You can delete your report or refresh it by selecting the appropriate icon in the Actions column.
The Advertising Value Equivalency will display in local currency.
Please note: CisionOne has no control over the price of advertising and ad rates are subject to change according to demand and general economic conditions.
AVE should be contextualized carefully as it is an indicative metric and does not replace comprehensive communication analysis. For an accurate evaluation, consider using it alongside other metrics.