Advertising Value Equivalency (AVE) in Coverage Reports

Muck Rack's Standard AVE Formula

A media outlet’s default Advertising Value Equivalency (AVE) in Muck Rack is calculated using this industry-standard formula:

SimilarWeb UVM x 0.025 x $0.37

Variable	Description
SimilarWeb UVM	The Media Outlet's number of unique visitors per month as provided by SimilarWeb.
0.025	The industry standard estimated percent of how many visitors to an outlet view a given article.
$0.37	The industry standard dollar value per visitor. This can be manually adjusted based on how much your organization values a particular outlet.

Assign Custom AVE Values

If your organization wants to add values outside the standard formula, you can assign custom values to individual media outlets within your Settings page. This ensures consistency in AVE across the entire organization.

Navigate to your Settings page by selecting your Muck Rack user icon and then Settings.
Under Advertising Values, select Customize Advertising Value Equivalency.
To add a custom AVE value for a Media Outlet, select the Create New button.
Select the Media Outlet you would like to assign custom AVE values to, add your value per visitor to article, then select Save.

NOTE: Custom AVE values apply to digital articles only.

View AVE in Coverage Reports

Go to the Articles tab of your Coverage Report.
Select Edit Columns at the top-left of the page.
In the list of metrics that can be toggled on or off, select the Media Outlet Data dropdown and toggle AVE to ‘ON.’
Once toggled ‘ON’, AVE will appear in the Articles tab of your Coverage Report, the Clips tab of your Coverage Report, any Presentations made with that report, and any Excel or PDF exports for the report.

NOTE: Print AVE is only offered for articles published after July 10, 2023. If there is a need for Print AVE before this date, please reach out so we can collect this feedback and look into delivering this enhancement.

Broadcast AVE

Broadcast is available as a paid add-on. Please contact your Customer Success Manager if you want to add this to your subscription.

Enable Broadcast AVE

You can enable AVE for broadcast clips in your account settings. To access Settings, go to your Muck Rack user icon and select Settings.

Navigation bar with Avater/Name selected, displaying a dropdown menu. The 'Settings' option is circled in red.

Under Advertising Values, you will find the option to toggle Broadcast AVE on or off:

Shows the Settings page with the Advertising Values section highlighted.

NOTE: Clips saved prior to enabling Broadcast AVE will not update with AVE values after enabling this feature.

View AVE for Broadcast Clips

Navigate to the Clips tab of your Coverage Report.
Locate the National Ad Value and Local Ad Value columns.
Select the Add Filter button to filter clips by Local Ad Value or National Ad Value.

Learn More

For more information on Broadcast in Muck Rack, see our Broadcast Clips Help Center article.

Frequently Asked Questions

Question	Answer
How is print AVE calculated?	Print AVE is based on reach metrics (like audience), outlet rank, and word count of a given article. We receive this value directly from LexisNexis, our provider of print articles.
What is the currency for AVE for non-US articles?	Much like digital AVE, the currency for AVE is in $USD. Articles from other countries have their currency converted to $USD.
What if one of my print articles has an AVE of N/A?	Select articles might not have advertising value due to a gap in the data available to us via our print article provider.
Why am I not seeing AVE data when tying a Saved Search as a source to an AVE widget?	In Dashboards, a widget source can either be a Saved Search or a Coverage Report. When adding a Coverage Report as a widget source to an AVE widget, the AVE will include both digital and print AVE. However, when adding a Search as a widget source to an AVE widget, the AVE will only include digital AVE. This is because print AVE only exists where Coverage Report values exist. This will create confusion and inaccuracies for users, as their 'Total AVE' or 'AVE Over Time' will only include digital AVE if it's from a Search.
Why am I not seeing any AVE data for a specific article?	Muck Rack currently partners with LexisNexis to provide AVE for print articles. If they are not tracking AVE for a particular article, we will display “N/A” to signify that the data is currently unavailable. Print AVE is only offered for articles published after July 10, 2023. If there is a need for Print AVE prior to this date, please reach out so that we can collect this feedback and look into delivering this enhancement.

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.