Since the beginning of March Institute of Media Monitoring (IMM) has rendered available a new parameter - AVE (Advertising Value Equivalent) for Internet publications. Currently IMM provides AVE for publications covered by all types of media: press, radio, television and now also the Internet. The service is free of charge.

Advertising Value Equivalent is one of PR effectiveness measuring techniques which consists of assessing the value of publications by comparing costs of advertising publicity of the same format. The method enables to determine the value of publication expressed in money which, eventually, gives an opportunity to, for example, juxtapose a company’s activities with competitors.

Additionally IMM Internet platform enables ordering of viewing and demographic data that covers all television programs and radio audience. Information on readership of main newspapers and magazines is accessible free of charge. Accurate telemetric data is obtained from TNS OBOP opinion polling company, radio audience rate from MillwardBrown SMG/KRC research institute and readership surveys from PBC.

Telemetric data present the exact number of viewers by place of living, genre, age and education. Quantitative measurements of viewers refer to a specific minute of the broadcasting. Radio measures present listening ratings for all quarters of week and weekend days. The volume of readership (based on CCS index) indicates the average quantity of people that encountered with a given title during the monitored season cycle.

Information about TV viewing ratings, radiostation listening and the volume of readership is broadly adopted in verifying the effectiveness of PR activities right next to the information about the Advertising Value Equivalent. The data enable to assess the efficiency of the campaign and verify its guidelines in the normal course. This information might be compared to sponsoring and advertising analysis which provides coherent summary of the effects of the conducted informational and marketing activities.

How to add fields that define AVE, reading, TV and radio audience rates to description of materials?
In order to complement the field that contains description of a media piece available on IMM platform, you have to select the appropriate field in menu More parameters (upper-right part of the Platform, above the materials list).