All Collections
Reporting Tools
Coverage Report Data
Coverage Report Data

Overview of metrics included in Muck Rack Coverage Reports and what they mean

Steven Knollmeyer avatar
Written by Steven Knollmeyer
Updated today

Article Contents


Coverage Report Data

Muck Rack offers various types of data points and metrics to make it easy to quantify your PR campaigns. Learn more about the data that can be seen or added to Coverage Reports below.

NOTE: Metrics are listed by tab and in the order in which they appear within a report.


Overview Tab Metrics

Metric

Description

Total engagement

The number of times a link was shared, commented on or liked on social media networks tracked by Muck Rack. Currently, social data is available for the following social networks:

  • Facebook

  • Pinterest

  • Journalist shares on X (Twitter)

Average engagement

Total engagement divided by the number of links in a Coverage Report.

Journalist Shares

The total number of journalists who have shared a link on Twitter. This metric is used to provide insight into how many times a story has been amplified by the most credible, influential sources, journalists.

Journalist Reach

The cumulative number of X (Twitter) followers the journalists who tweeted the link have. This metric is used to measure journalists’ personal circulation on X (Twitter).

Average UVM (Unique Visitors per Month)

The average of the sum of unique devices visiting each publication’s domain in a month, divided by the number of total articles, over your selected time frame.

Total UVM (SimilarWeb’s UVM)

The sum of unique devices visiting this publication's domain in a month. The Total UVM is the UVM of each media outlet in the current view, added up once per media outlet even if there is more than one link included from the same outlet (e.g. if there are two articles from Outlet A in the report, and Outlet A has 1M UVM, that's still only 1M included in 'Total UVM').

Sentiment

The classification of tone of an article, which may be positive, negative, or neutral.


Articles Tab Metrics

Article Data

Metric

Description

Content Type

Denotes if the article is online or in print.

Language

The automatically identified language the article is written in.

Sentiment

The classification of tone of an article, which may be positive, negative, or neutral.

Pitch Placement

Denotes the pitch that helped generate your coverage.

Clip Data

Metric

Description

Media Type

Whether the clip is from television, radio, etc.

National and Local Audience

The number of people that have viewed this clip based on Neilsen ratings.

National and Local Ad Value

The estimated monetary value of the clip based on the national audience, and media outlet's popularity. Learn more about how this is calculated here.

Station and Network

The clip's station and network of origin.

Location

The local origin of the clip.

Date Aired

The original date the clip aired on its station.

Media Outlet Data

Metric

Description

Audience

The total print distribution for the media outlet.

Scope

The range and type of audience the media outlet creates content for.

Location

The primary location for the media outlet that published a link.

Media Market

A region where the population is likely to view content from the media outlet.

Advertising value equivalency (AVE)

A media outlet’s default AVE in Muck Rack is calculated using the industry standard formula of a Media Outlet’s SimilarWeb UVM x .025 x $0.37. Learn more about this formula here.

Insights by SimilarWeb

Metric

Description

Unique Visitors per Month (UVM)

The sum of unique devices visiting this publication's domain in a month. Insights by SimilarWeb. The Total UVM is the UVM of each media outlet in the current view, added up once per media outlet even if there is more than one link included from the same outlet (e.g. if there are two articles from Outlet A in the report, and Outlet A has 1M UVM, that's still only 1M included in 'Total UVM').

Average Visit Duration

The average amount of time spent on the site's domain. Insights by SimilarWeb.

Global Rank

A website’s relative size globally, calculated by combining the unique monthly visitors with the number of page views across desktop and mobile traffic. Insights by SimilarWeb.

Pages Per Visit

The average pages per visit to the outlet's domain. Insightsby SimilarWeb.

Total Visits

The sum of all visits per month to the media outlet's domain. Insights by SimilarWeb.

Data provided by Comscore

Metric

Description

Unique Visitors per Month (UVM)

The number of unique people who visited this publication’s domain in a month, provided by Comscore.

Data provided by Moz

Metric

Description

Domain Authority

A score (0-100) that predicts how well a website will rank on search engines, provided by Moz.

Page Authority

A score (0-100) that predicts how well a specific page will rank on search engine result pages.

Spam Score

A score that represents the percentage of sites with similar features to the site you’re researching which we've found to be penalized or banned by Google. Learn more about what percentages mean here.

Social Engagement Data

Metric

Description

Journalist Shares

The total number of journalists who have shared a link on Twitter. This metric is used to provide insight into how many times a story has been amplified by the most credible, influential sources, journalists.

Journalist Reach

The cumulative number of X (Twitter) followers the journalists who tweeted the link have. This metric is used to measure journalists’ personal circulation on X (Twitter).

Total engagement

The number of times a link was shared, commented on or liked on social media networks tracked by Muck Rack. Currently, social data is available for the following social networks:

  • Facebook

  • Pinterest

  • Journalist shares on X (Twitter)

Facebook engagement

The total number of reactions, comments and shares for a link on Facebook.

Pinterest engagement

The total number of times a link has been pinned on Pinterest.


Clips Tab Metrics

Metric

Description

Media Type

Whether the clip is from television, radio, etc.

National and Local Audience

The number of people that have viewed this clip based on Neilsen ratings.

National and Local Ad Value

The estimated monetary value of the clip based on the national audience, and media outlet's popularity. Learn more about how this is calculated here.

Station and Network

The clip's station and network of origin.

Location

The local origin of the clip.

Date Aired

The original date the clip aired on its station.



Frequently Asked Questions

Question

Answer

What if UVM isn’t available for a media outlet?

If available, the UVM for a media outlet will be displayed directly on its profile page (e.g. http://muckrack.com/nyt). A media outlet that does not have UVM will display N/A, signifying that the data isn’t currently available from Comscore or SimilarWeb.

Media outlets are automatically updated when any new or additional UVM data is available, so you always have the most up-to-date information we’re able to provide.

How is ad value (aka Broadcast AVE) calculated for Broadcast clips?

Ad cost denotes the expenses associated with running a 30-second spot in a specific market, while ad value emphasizes the ad's impact, especially in cases of earned media where the cost is $0 but the value remains significant.

To compute Broadcast AVE, data from surveys conducted for local broadcast TV, such as those providing pricing information expressed as Cost Per Point (CPP), are combined with audience metrics.

The formula for determining ad cost is simple:

Ad Cost = CPP * Share Points Earned

Once ad cost is established, conversion into ad value involves applying a multiplier tailored to customer or industry preferences. This multiplier reflects the subjective value assigned to the advertisement's impact, ensuring a more comprehensive assessment of its worth to the advertiser.


Get Help

For additional help, contact support by choosing the chat icon in the bottom right-hand corner of the screen and selecting Messages > Send us a message.

Did this answer your question?