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