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GLOSSARY
 

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 / WEB TV / OTT / SOCIAL VIDEOS

Based on spot rates or CPT (dependent on commission)

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PRINT

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ONLINE

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CPT based on standard banner prices per website category (between 20€ - 35€)

SOCIAL MEDIA

CPT based on post type (between 10€ - 25€)

 

C

PT

Price-performance ratio of a sponsorship
 

TV / WEB TV / 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:

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M

EDIA CONTACTS

 

Quality measure of the coverage in the different media:
 

TV / WEB TV / 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.

PRINT

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.

S

PONSORING CONTACTS

 

Quality measure of the sponsor visibility in the different media:
 

TV / WEB TV / OTT / SOCIAL VIDEOS

Relates sponsor visibility and audience per 30 seconds (FASPO convention)

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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.

PRINT

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 

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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)

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ONLINE  (Weighted advertising equivalent value)

Basis: Official banner CPTs of the website. Weighting of the sponsor presence according to:

  • Dominance class (dominant, recessive neutral)

  • Size of the advertising message

  • 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)

 

E

NGAGEMENT

SOCIAL MEDIA
 

Amount of interactions with posts/videos on social media platforms

The engagement is measured for the different platforms as follows:

 

  • Flickr: favourites + comments

  • Facebook: likes + comments + shares

  • Instagram: likes + comments

  • Twitter: retweets + favourites

  • YouTube: likes + 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

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