Reach Comparison across media types

Hi @Brad Rukstales - I know that the “reach” numbers for online sources are based off of monthly reported visitors to the source (i.e. npr.com) as reported by SimilarWeb. (For more detailed information on Article Reach, see our article in the Help Center: How is Article Reach Measured?) For what it’s worth, SimilarWeb reports 95.4M unique visits last month for NPR.

As far as the massive difference in reach numbers between online and print/broadcast, I’m actually tagging in our Product Support team to see if they have any additional information on how these numbers are calculated, and we’ll follow up in this thread with more information as soon as we can!

Hey @Brad Rukstales - looks like this one got past us, and I’m so sorry about the delayed response! I did want to follow up here with a little extra info that I was able to track down. 

The calculation of AVE involves several key factors:

1. Unique Visitors: AVE starts with the unique visitor count for each source, which is based on monthly activity. This data is provided to us by our partner, SimilarWeb, a prominent internet technology company specializing in marketing data and analytics.
2. Calculation Formula: The formula used to calculate the online advertising value equivalency is as follows:
3. AVE = X * 0.025 * 0.37
4. Here's what each component represents:

• X: This stands for the reach or unique visitor figure for a specific article or source.
• 0.025: This represents the standard error, assuming that, on average, about 2.5% of the audience will view a particular article.
• 0.37: This signifies the estimated value of 37 cents for each visitor. Keep in mind that this value can be adjusted to reflect your specific valuation of each viewer.

This calculation helps you estimate the potential advertising value of your earned media efforts based on reach and engagement metrics.

I hope this helps, and again please accept our apologies for the delayed response. Please let me know if you have additional questions on this and I’m happy to follow up (in a much more timely manner this time!)

Thanks much!  I get the math for this, for online.  My question is about TV, Print, and Radio, where the 2.5% likely doesn’t hold.  How would you be able to adjust for that?

I’m looking for a pragmatic answer - I know all the caveats, I just need to comapare apples to apples.

I did talk to your product guy in Sweden, and he said they are working on a project to address this, but had nothing in the meantime.  Any ideas on where to look would be helpful…

THanks again1!

Thank you!