Mediaarvo

Mediaarvo is a term used in media and public relations to describe a quantitative measure of the value generated by media coverage for an organization, brand, or campaign. It is a form of media analytics that attempts to translate earned attention into a comparable value, analogous to advertising value, but derived from third-party coverage rather than paid media.

Etymology and usage: The word is Finnish in origin, from media and arvo meaning value. It is mainly used in Finland and other Nordic countries, within corporate communications and PR agencies; usage varies by organization.

Methodology: Mediaarvo typically combines factors such as reach and impressions, prominence and article placement, sentiment, share of voice, and, in some models, engagement and duration on screens. It may be expressed in currency terms or as a standardized index. Unlike AVE, it attempts to avoid direct price-based equivalence, focusing on value drivers like credibility and relevance.

History and reception: Developed in late 2000s–early 2010s as PR professionals sought alternatives to AVE. Several Nordic consultancies have published frameworks; no universal standard exists, leading to variations in formula and interpretation. Proponents argue it provides more nuanced insight into earned media; critics note potential bias and the lack of comparability.

In practice: used for campaign evaluation, reporting to stakeholders, and benchmarking. It is often used alongside other metrics such as reach, engagement, website traffic, and conversions.