What is PR value?

PR Value helps you measure the financial impact of your mentions by estimating what the same reach would cost through paid advertising.

PR Value, or advertising value, provides a benchmark for what it would cost to reach a similar audience through paid media – helping you quantify the value of earned coverage.

PR Value is calculated by multiplying Reach, CPM (advertising cost), and a PR Factor. We explain each of these terms below. The PR Factor used is 2.4, which is the industry standard.

Example of how PR Value is calculated:

Let’s say the reach of Program X is 175,000 and the CPM for TV is 350.

The PR Value would be calculated as:

175 (reach) × 350 (CPM) × 2.4 (PR factor) = 147,000

So, the PR Value for your mention in Program X is 147,000 SEK.

The PR Value is based on All Ears’ estimated reach. This number is derived from several data points, such as views and followers – optimized using our proprietary reach AI. You can read more about how reach is calculated here.

CPM (advertising cost) stands for cost per thousand impressions (cost per mille). This means that the price of an ad is based on 1,000 views. Mille means thousand.

Advertising is typically priced with different CPM rates depending on the ad's length.
We base our calculations on the assumption that the average mention is around 30 seconds. CPM rates also vary depending on the type of media.

CPM by Media Type in All Ears:

Since earned media has greater value than paid advertising, we apply a PR Factor of 2.4 when calculating PR Value. This reflects the added impact of organic exposure.

Our PR Value calculations are based on a range of official media rate cards (CPM benchmarks) for advertising in these channels.