Agility provides audience and advertising value metrics for supported print, magazine, broadcast, and online media. The calculation method varies by media type and is based on available publication, vendor, and third-party data.
Note: AVE is available in supported currencies worldwide. Update your preferred currency in Account Settings, and all AVE values will be displayed using that currency.
🔹 Missing or Incorrect AVE for a Mention
If a mention doesn't display an AVE, audience reach, or circulation value—or you believe the value is incorrect—Support can review it.
Support can investigate whether:
the mention is associated with the correct publication or outlet
audience or advertising data is available for that source
the publication data needs to be updated
an AVE value can be added or corrected
To help speed up the review, include:
the article URL (if available)
the publication or outlet name
the publication date
the Topic or Saved Coverage folder where the mention appears
a screenshot, if helpful
Note: Not every publication has audience or advertising data available. In those cases, Agility may be unable to provide an AVE or audience value.
🔹 How Agility Calculates Media Metrics
Agility maintains audience and advertising data for thousands of publications across multiple media types.
These values are reviewed and updated using publication information, vendor data, and trusted third-party sources.
The calculation method depends on the type of media.
🔹 Print Publications
Audience Reach
For newspapers, circulation and audience reach values come directly from the publication's media kit.
Print AVE
Print AVE is calculated using the publication's full-page advertising rate.
Formula
Ad rate per word × Number of words in the article
This estimates the advertising value of the individual article.
🔹 Magazines
Magazine audience data is sourced from:
publication media kits
rate cards
publicly available circulation data
Magazine AVE uses the same calculation as print publications.
Formula
Ad rate per word × Number of words in the article
🔹 Broadcast (TV & Radio)
For television and radio coverage, Agility provides audience reach and AVE using:
vendor-provided audience and advertising data
estimated values based on comparable stations and industry data when direct data isn't available
Where sufficient information exists, broadcast mentions include:
audience reach
AVE
🔹 Online Publications
Audience Reach
Online audience reach is based on Monthly Unique Visitors (MUV).
Traffic estimates are sourced from Similarweb.
Online AVE
Online AVE is calculated using a standard $25 CPM (cost per thousand mpressions).
Formula
$25 × (Average Daily Visitors ÷ 1,000)
Example
If a website averages 100,000 daily visitors:
$25 × (100,000 ÷ 1,000) = $2,500 AVE
🔹 Summary of Media Metrics
Media Type | Audience Metric | Data Source | AVE Calculation |
Circulation / Audience Reach | Publication media kit | Ad rate per word × article length | |
Magazine | Circulation | Media kits and rate cards | Ad rate per word × article length |
Broadcast | Audience Reach | Vendor data or estimated values | Vendor rate or estimated equivalent |
Online | Monthly Unique Visitors | Similarweb | $25 CPM × average daily visitors |
🔹 Best Practices
Compare AVE only between similar media types.
Use audience reach and impressions alongside AVE to better understand the impact of your coverage.
Contact Support if you believe a publication's audience or AVE information is missing or inaccurate.
Remember that not every publication has audience or advertising data available.
Frequently Asked Questions
Why is AVE missing from a specific article?
The publication may not have audience or advertising data available, or the mention may not be linked to the correct publication record.
If you believe the value should be available, contact Support for a review.
Can Support add AVE to an article?
Support can investigate the publication and mention data and, when appropriate, update or add AVE information.
Why do two articles from the same website have the same AVE?
Online AVE is calculated using the website's estimated audience data rather than the number of views for an individual article. As a result, articles from the same website may display the same or similar AVE values.
Why is AVE calculated differently for different media types?
Each media type has different audience and advertising data available.
For example, print AVE is based on advertising rates and article length, while online AVE is based on estimated website traffic using a CPM model.
Can every article have an AVE?
No.
AVE depends on the availability of audience, circulation, or advertising-rate data for the publication. Some sources may not have sufficient data to calculate an AVE.
📝 Support & Resources
Help Center: Monitoring
Need help? Chat with Support or email agilitysupport@agilitypr.com