Advertising Value Equivalency (AVE) in Coverage Reports
What is AVE?
Advertising Value Equivalency (or AVE for short) stands for the practice of determining the success of an earned media placement by comparing it to the cost of an advertisement.
For example, if your carefully crafted and well-timed pitch resulted in a story in The New York Times, you could use the price of an advertisement in that publication to determine the Ad Value Equivalency of the earned media placement. AVE assigns a monetary amount to an earned media placement to show its worth in dollars and cents. This is how you can prove ROI on your PR budget to your clients or bosses.
How does Muck Rack calculate AVE?
For online articles, AVE is based on the outlet's unique viewers per month, how many website visitors view a given article, and the industry standard value per visitor. A media outlet’s default AVE in Muck Rack is calculated using the following industry standard formula:
SimilarWeb UVM x 0.025 x $0.37
Variable | Description |
SimilarWeb UVM | The Media Outlet's number of unique visitors per month as provided by SimilarWeb. |
0.025 | The industry standard estimated percent of how many visitors to an outlet view a given article. |
$0.37 | The industry standard dollar value per visitor.
NOTE: This can be manually adjusted in your Organization Settings based on how much your organization values a particular outlet. Note that this will only apply to digital articles. |
Assign Custom AVE Values
If your organization wants to add values outside the standard formula, you can assign custom values to individual media outlets within your Settings page. This ensures consistency in AVE across the entire organization.
Navigate to your Settings page by selecting your Muck Rack user icon and then Settings.
Under Advertising Values, select Customize Advertising Value Equivalency.
To add a custom AVE value for a Media Outlet, select the Create New button.
Select the Media Outlet you would like to assign custom AVE values to, add your value per visitor to article, then select Save.
NOTE: Custom AVE values apply to digital articles only.
View AVE in Coverage Reports
If you want to add AVE to your Coverage Reports, follow these steps:
Go to the Articles tab of your Coverage Report.
Select Edit Columns at the top-left of the page.
In the list of metrics that can be toggled on or off, select the Media Outlet Data dropdown and toggle AVE to ‘ON.’
Once toggled ‘ON’, AVE will appear in the Articles tab of your Coverage Report, the Clips tab of your Coverage Report, any Presentations made with that report, and any Excel or PDF exports for the report.
NOTE: If your Coverage Report is powered by the Curation Engine, the Articles tab defaults to showing only Approved articles. The AVE values displayed will reflect this approved coverage set only.
To include Rejected articles in your view, adjust the Relevancy filter. Note that the Relevancy filter is sticky; your selected filter state will persist when you return to the report.
Broadcast AVE
Requires an Add-On Subscription
Broadcast is available as a paid add-on. Please contact your Customer Success Manager if you want to add this to your subscription.
Enable Broadcast AVE
You can enable AVE for broadcast clips in your account settings. To access Settings, go to your Muck Rack user icon and select Settings.
Under Advertising Values, you will find the option to toggle Broadcast AVE on or off:
NOTE: Clips saved prior to enabling Broadcast AVE will not update with AVE values after enabling this feature.
View AVE for Broadcast Clips
Navigate to the Clips tab of your Coverage Report.
Locate the National Ad Value and Local Ad Value columns.
Select the Add Filter button to filter clips by Local Ad Value or National Ad Value.
Learn More About Broadcast
For more information on Broadcast in Muck Rack, see our Broadcast Clips Help Center article.
Frequently Asked Questions
Question | Answer |
How is print AVE calculated? | Print AVE is based on reach metrics (like audience), outlet rank, and word count of a given article. We receive this value directly from LexisNexis, our provider of print articles. |
What is the currency for AVE for non-US articles? | Much like digital AVE, the currency for AVE is in $USD. Articles from other countries have their currency converted to $USD. |
What if one of my print articles has an AVE of N/A? | Select articles might not have advertising value due to a gap in the data available to us via our print article provider. |
Why am I not seeing AVE data when tying a Tracker as a source to an AVE widget? | In Dashboards, a widget source can either be a Tracker or a Coverage Report. When adding a Coverage Report as a widget source to an AVE widget, the AVE will include both digital and print AVE. |
Why am I not seeing any AVE data for a specific article? | Muck Rack currently partners with LexisNexis to provide AVE for print articles. If they are not tracking AVE for a particular article, we will display “N/A” to signify that the data is currently unavailable.
Print AVE is only offered for articles published after July 10, 2023. If there is a need for Print AVE prior to this date, please reach out so that we can collect this feedback and look into delivering this enhancement. |
How does the Curation Engine affect AVE in my Coverage Report? | If your Coverage Report is powered by the Curation Engine, articles are automatically evaluated for relevance and labeled as Approved or Rejected.
By default, only Approved articles are shown in the Articles tab, so AVE values in your report reflect your approved coverage set only.
Adjusting the Relevancy filter will update what's visible, and what AVE is calculated against. The Curation Engine does not change how AVE is calculated. |
Get Help
For additional help, contact support by choosing the chat icon in the bottom right-hand corner of the screen and selecting Messages > Send us a message.
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