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PR Score

Infomedia uses a so-called PR Score to express the quality of media coverage.

The PR Score is determined by five factors: readership, exposure in headline, exposure in article, article size, and tone (whether the article is positive, neutral or negative). The total PR Score is an average for all articles and broadcasts.

An ordinal five-step scale is used for the PR Score. It ranges from +100 (very positive)to -100 (very negative).
+51 to +100 is an expression of a very favourable angle in relation to the client.
+11 to+50 is an expression of a favourable angle in relation to the client.
+0 to +10 is an expression of a neutral angle in relation to the client.
+0 to -50 is an expression of a slightly critical angle in relation to the client.
-51 to -100 is an expression of a predominantly critical angle in relation to the client.

Reach (Readers/listeners/viewers)

Reach is the calculated sum of potential readers, listeners, and viewers of the respective press coverage. Thus, it is not the total number of unique readers, listeners, and viewers, but the sum of the potential amount of exposures.

The number of viewers and listeners for radio and TV is based on the number derived from Gallup, which are calculated as an average for a half a year.


Estimated Ad Cost (DKK)

As members of AMEC (International Association for the Measurement and Evaluation of Communication) we, Infomedia, has obliged not to use Estimated Ad Cost (EAC) without emphasizing the challenges that can be present when enabling estimated ad cost as an independent measure. The challenges can be:

– To use EAC as a measure in which is it mixed up as value and cost. Hence, that cost is used as measure for a value of, for example, the value of a press release.

– That EAC are based on an estimated ad cost that does not take into consideration of placement, size, color, etc., of the press release.

– That EAC does not take the quality of the media coverage into account.

– That the use of EAC as a measure promotes a tendency, that does not necessarily support your organization, as EAC favors high volume instead of a determined coverage.

– That the ad cost prices that EAC are based upon are generally dwindling. Thus, if EAC is compared with earlier years EAC, the EAC would probably be lower for the present year.

Additional information can be obtained at

Infomedia has other measures, in which some are, at the moment, dependent on that the press coverage has been perused and analyzed by Infomedia’s analysts. We are currently working on implementing AI/Machine Learning that would replace the manual process of processing data.

Ad cost for Print Media is calculated on the basis of what the corresponding cost for an ad in the repsective media if the article was published as an ad. The headline and the body text of the respective article are converted from the number of words to column inches. Information about the ad cost are continiously reevaluated. The price per column inch are calculated on the basis of the respective medias ad cost for text sides in four colours.

Ad cost for Radio and TV are calculated on the basis of the respective features length (max 3 minutes), the number of viewers/listeners (from Gallup) and the ad cost per second for the respective media. The prices for TV ads are based on TV 2’s prices, which are updated minimum once a year. The prices for radio ads are based on SBS’ prices, which are updated minimum once a year.

Ad cost for Web sources are calculated on the basis of the number of unique users per week (readership) and the respective media’s CPM-prices (ad cost per thousand user). Ad cost for web media are a fixed price for the respective media per article, which are independent of the size of the article and the placement on the web site.

Notice: It is list prices

Customer Success: – 88 77 33 00

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