GLOSSARY
A
DVERTISING EQUIVALENT VALUE
TV
Comparable with classic TV advertising. Basis: Official TV spot prices for 30 seconds in relation to the actual length of the sponsor visibility
OTT
Calculation of the monetary value based on predefined CPTs comparable to classical advertising (depended on the platform)
ONLINE (Weighted advertising equivalent value)
Basis: Official banner CPTs of the website. Weighting of the sponsor presence according to:
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Dominance class (dominant, recessive neutral)
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Size of the advertising message
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Text: heading vs. subheading vs. mention in article (see Quality Score)
Quality Score:
PRINT (Weighted advertising equivalent value)
Base: publications’ official ad rates; same weighting as in online media (see Quality Score)
SOCIAL MEDIA (Weighted advertising equivalent value Basis)
Social Media CPTs; same weighting of the sponsoring presence as in the online sector (see Quality Score)
C
PT
Price-performance ratio of a sponsorship
TV / OTT / SOCIAL VIDEOS
Depending on the individual sponsoring fee, the ratio shows the amount of money that must be invested to reach 1.000 people within 30 seconds.
If IRIS is not informed about the exact sponsoring fee, a fee of 100.000 Euro or 1.000.000 Euro, depending on the size of the commitment, is being assumed. The sponsor can calculate its own CPT through this formula:
E
NGAGEMENT
SOCIAL MEDIA
Amount of interactions with posts/videos on social media platforms
The engagement is measured for the different platforms as follows:
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Flickr: favourites + comments
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Facebook: likes + comments + shares
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Instagram: likes + comments
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Twitter: retweets + favourites
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YouTube: likes + comments
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TikTok: ikes+comments
E
NGAGEMENT RATE
Measures the amount of interaction social content earns relative to reach
SOCIAL MEDIA
The calculation is made for every item separately, the total engagement rate is an average of all single engagement rates
M
EDIA CONTACTS
Quality measure of the coverage in the different media:
TV / OTT / SOCIAL VIDEOS
Relates Broadcasting Time and audience per 30 seconds (FASPO convention)
Example: A Broadcast with a viewership of 5 million and a broadcasting time of two minutes means 20 million media contacts.
The calculation is made for every item separately.
Multiplies the Print readership and the number of articles per event. E.g. two articles in one publication are counted twice for the media contacts, thus the total media contacts for a competition are higher than the total reach – for the reach, readership is counted only once per publication and day.
ONLINE
Multiplies the Online visits and the number of articles per event. E.g. two articles on one website are counted twice for the media contacts, thus the total media contacts for a competition are higher than the total reach – for the reach, visits is counted only once per website and day.
SOCIAL MEDIA
The Social Media reach is counted per post, therefore there is no difference between the reach and the media contacts on social media.
M
EDIA VALUE
As all content to a competition/event is accompanied by communication effects, IRIS calculates a monetary value for the competition/event based on the total coverage. Therewith, the MEDIA VALUE represents a hypothetical maximum Sponsoring Value provided that a sponsor would be visible the entire broadcasting time or occupied all articles/posts completely.
TV / OTT / SOCIAL VIDEOS
Based on spot rates or CPT (dependent on commission)
ONLINE
CPT based on standard banner prices per website category (between 20€ - 35€)
SOCIAL MEDIA
CPT based on post type (between 10€ - 25€)
S
PONSORING CONTACTS
Quality measure of the sponsor visibility in the different media:
TV / OTT / SOCIAL VIDEOS
Relates sponsor visibility and audience per 30 seconds (FASPO convention)
Example: A Broadcast with a viewership of 5 million and a sponsor visibility of two minutes means 20 million media contacts.
The calculation is made for every item and sponsor separately.
Multiplies the Print readership and the number of articles with sponsor presence. E.g. two articles with sponsor presence are counted twice for the sponsoring contacts, thus the total sponsoring contacts for a competition may be higher than the total reach.
ONLINE
Multiplies the Online visits and the number of articles with sponsor presence. E.g. two articles with sponsor presence on one website are counted twice for the sponsoring contacts.
SOCIAL MEDIA
For the sponsoring contacts, the reach is counted once per post where a sponsor is present.
S
PONSORING VALUE
Monetary value of a sponsorship based on an assumed CPT. The assumption of the CPT is based on the price that a sponsor would be willing to pay to reach 1000 contacts. Sponsorship-specific CPTs vary between 1 and 5 Euros.
Furthermore, there are approaches where the CPT is derived from classical advertising between 10 and 30 Euros (depended on the market).
TV
