New site gauges ad value of clips

HOUSTON: Publicity Valuation Research (PVR) has developed a service, ClipValue.com, that provides advertising value equivalencies for media placements.

HOUSTON: Publicity Valuation Research (PVR) has developed a service, ClipValue.com, that provides advertising value equivalencies for media placements.

HOUSTON: Publicity Valuation Research (PVR) has developed a

service, ClipValue.com, that provides advertising value equivalencies

for media placements.



The service, a joint venture with Public Affairs Technologies, allows

users to determine values of placements on 520 TV stations, 4,700 radio

stations, 980 consumer magazines and 10,430 newspapers.



In order to arrive at a figure, ClipValue.com averages costs and ratings

data from Nielsen Media Research, The Arbitron Company and American

Newspaper Representatives, among others. An algorithmic formula is then

used to calculate an estimated ad value.



For example, Stuart Elliot’s advertising column in The New York Times

detailing PRWeek’s Super Bowl Fantasy feature (Jan. 24) measured 30x2

inches. ClipValue.com estimated it to have an ad equivalency value of

dollars 21,510. A similarly sized ad in the Times would cost

approximately dollars 27,000.



’Rather than blue-sky numbers, we are able to provide conservative

estimates for ad equivalencies,’ said PVR VP Angie Jeffrey.



Access to ClipValue.com costs dollars 2,000 per year plus dollars 1 for

each clipping.



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