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Advertising equivalent is a metric that quantifies the visibility achieved through a marketing action, campaign, or press mention in monetary terms. It calculates the cost of purchasing equivalent advertising space in terms of duration, impact, or reach across a given media outlet. This method allows for the evaluation of a campaign’s effectiveness and return on investment by comparing media coverage to a standard advertising cost. However, it must be complemented by a qualitative analysis, as it does not account for the difference in impact between an advertising message and a mention in an editorial context, nor the benefits related to media credibility or search engine optimization (SEO).

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