Media Monitors has launched a new service which it claims will allow brands to measure their media and PR coverage online and in traditional media and work out its equivalent value in advertising dollars.
The service comes as part of a tie in with audience research organisation ComScore.
In a release, Media Monitors claimed the tool will “provide the region’s most comprehensive quantitative analysis tool for editorial content across all media types”.
It said it had developed “a measurement methodology that incorporates data on page impressions, unique visitors, content style, advertising rates, size, language scaling and placement to provide instantly comparable advertising space rates (ASR) across internet monitoring content.”
Gregg Amies, Media Monitors’ GM for Australia and New Zealand said: “Our clients will be receiving comprehensive and immediate ASR values across press, broadcast and internet, allowing full and consistent reporting of both campaign and ongoing media relations measurement.”
The announcement may trigger some debate as many PR pfressionals challenge whether advertising equivalent is a credible measure of media coverage for brands.