There is no scientific evidence that a two-column by three-inch story on page 99 of the New York Post has the same impact as a two-column by three-inch ad in the same publication, so Ad Value is inherently based on bad data. However, if you want to compare results across different disciplines, if you look at your media coverage and select those articles that contain your key messages, your desired positioning, and/or recommendations benefit or visuals for your product, those are probably pretty close in impact to ads. You can then look at the total number of people who had the opportunities to see those articles, calculate what it cost you to place them, and come up with a valid cost per opportunity to see. This then can be compared to the cost per impression that advertisers use. Click here for more information.

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