What is PR value?

PR Value estimates what your earned mentions would have cost if you had purchased the same reach through paid advertising. It gives you a standardized way to quantify the financial impact of your media coverage.

PR Value is a benchmark that translates earned reach into an estimated advertising cost.

It is calculated using three components:

The result is shown in SEK.

PR Value is calculated using:

Reach × CPM × PR Factor

We apply a PR Factor of 2.4, an industry standard that reflects the added impact of earned media compared to paid advertising.

Example:

A TV program has a reach of 175,000 viewers. The CPM for TV is 350 SEK.
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The calculation:

175 × 350 × 2.4 = 147,000 SEK
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The PR Value for the mention would therefore be 147,000 SEK.

PR Value is based on All Ears’ estimated reach.
This estimate is derived from multiple data points, such as views and follower metrics, and optimized using our proprietary reach AI.

You can learn more about how reach is calculated here.

CPM (cost per mille) refers to the cost of reaching one thousand people through advertising.

Rates vary depending on media type and ad format. In our model, we assume that the average mention corresponds to approximately 30 seconds of exposure.

The values used in All Ears are based on current media rate cards and industry benchmarks.

CPM by media type:

Podcast: 500
TikTok: 100
YouTube: 1000
TV: 350
Radio: 250
Digital News Articles: 250
Facebook: 30
Instagram: 30
X (Twitter): 55

Earned media typically carries greater credibility and impact than paid advertising. To reflect this difference, we apply a PR Factor of 2.4 when calculating PR Value.

CPM benchmarks are based on official media rate cards and industry pricing data across the relevant channels.