Media valuation involves assessing a brand’s visibility through communication activities such as press relations, events, and sponsorships. This approach assigns a value to each media mention by comparing it to the cost of an equivalent advertisement on the same platform. For example, if a brand appears for 30 seconds during a television news broadcast, its media value can be estimated based on the usual rate for a 30-second advertisement broadcast before or after the news.
Media valuation takes into account brand visibility and may apply adjustments for extended exposure during sports broadcasts. This method is used in combination with other tools to evaluate the effectiveness and profitability of communication activities. For example, a study conducted by Kantar Media in several European countries estimated the media impact of Europcar’s cycling sponsorship at €18 million between January and the end of the 2012 Tour de France.
It is essential that media valuation take into account market developments, particularly by incorporating new communication trends and technologies. For instance, a charitable marketing campaign in Slovakia not only improved healthcare but also generated media coverage equivalent to 85 times the initial investment, according to the agency in charge of the project.
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