Media Intelligence for Nonprofit and PSA Campaigns
We add audience, reach and value to the verified airings of your nonprofit PSAs, market by market, and label every modeled figure as an estimate.
- Reach and frequency
- By market and nationally
- Media value
- Estimated airing by airing
- Airings
- Counted from measured data
- Method
- Published in plain language
What is media intelligence for PSAs? An airing list tells you what ran. We add what it was likely worth and what to do next.
Media intelligence is the context around your PSA airings. It shows how many people each market likely reached and how often, which stations ran the campaign in premium dayparts, what that exposure was worth at commercial rates and where you missed your audience. An airing report tells a nonprofit what ran. We add what it was likely worth and what to do about it.
We build it from audience data, station reference data and rate observations, with software and tools we built from the ground up for an efficient PSA workflow. Estimates are stored apart from the evidence they came from, and we never present a modeled rate as a station’s official price. Each estimate is labeled as one, and our methodology explains how it is calculated.
We use the same framework for donated broadcast and paid digital. With CPM, CPP and GRP as shared measures, you can compare estimated donated exposure with a paid plan on equal terms. Our media planning and strategy work starts from here.
See who each market reached
Audience, reach and value for every market your campaign ran in, in AdModus, with measured and estimated figures labeled.
Sample data, shown to explain the report.| Market | Airings | GRPs | Reach | Avg freq | Value |
|---|---|---|---|---|---|
| Chicago | 412 | 142 | 59% | 2.4 | $212K |
| St. Louis | 268 | 188 | 66% | 2.8 | $96K |
| Milwaukee | 231 | 164 | 63% | 2.6 | $61K |
| Indianapolis | 186 | 121 | 55% | 2.2 | $52K |
| Detroit | 167 | 96 | 49% | 2.0 | $78K |
What you get
Context for the PSA airings of nonprofit organizations and NGOs, built on verified airings. Everything modeled is labeled estimated.
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Audience and impressions
Estimated impressions for each airing, for households and the audiences your campaign targets, added up by station, market and daypart.
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Reach and frequency
Estimated reach and average frequency for each market and nationally, with TV and radio kept separate, so you can see how many people the message likely reached and how often.
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Media value
A commercial-equivalent value for each airing by station, daypart and spot length, labeled estimated and never presented as a station's official rate.
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GRP, CPM and CPP
Rating points by market, plus cost per thousand and cost per point worked out from estimated value, so donated exposure compares directly with a paid plan.
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Daypart quality and delivery gaps
How much of the campaign ran when your audience was watching or listening, and which markets fell short of the plan.
How we answer a question
We keep what was measured apart from what was modeled, then tell you what we would do with it.
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Step 1: Define the questions
We agree which markets, stations, dayparts and audiences matter, for this campaign or the next one you're planning.
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Step 2: Assemble the evidence
We pull verified airings, audience data, rate observations and station reference data into one dataset.
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Step 3: Model the estimates
We work out impressions, reach and frequency, value and efficiency with documented methods, and label each one estimated.
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Step 4: Compare markets and dayparts
We set markets, stations and dayparts side by side against your plan, so the gaps and the strong performers stand out.
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Step 5: Explain and recommend
You get a briefing that keeps measured and modeled figures apart and recommends what to do next.
Evidence kept apart from estimates
Coverage is counted from verified airings of your public service announcements. Audience, reach, value and efficiency are modeled, and each is labeled estimated with its method explained.
Read the measurement methodology| Metric | Basis | How it is counted |
|---|---|---|
| Station coverage | Measured | Counted from verified airings against a station master. |
| Market coverage | Measured | The markets those stations serve, counted from the same verified airings. |
| Impressions | Estimated | Modeled from audience estimates for each airing. |
| Commercial-equivalent value | Estimated | Estimated per airing, never a station's official rate. |
| Reach and frequency | Estimated | Modeled per market and nationally; TV and radio kept separate. |
| GRP, CPM and CPP | Estimated | GRP is counted within each market. CPM and CPP are worked out from estimated value, not spend, and labeled that way. |
Measured airings and modeled estimates are kept apart.
Each figure in a board or funder report says whether it was counted or estimated, so anyone can check where it came from.
What do you mean by media intelligence?
It's the context around your airings: how many people they likely reached and how often, what the exposure was worth at commercial rates, and how efficient it was in CPM and CPP terms. That's the part that helps you decide what to do next.
Are your rate estimates the stations' official rates?
No. Commercial-equivalent rates are estimates built from rate observations and market evidence. Each one is labeled estimated, and we never present a modeled number as a station's official price.
Where does your data come from?
The airings come from measured occurrence data. The estimates are built from audience data, station and market reference data and rate observations. Our methodology page explains how each estimate is calculated.
Can you give us true reach and frequency?
Nobody records which households saw a broadcast PSA, so broadcast reach is always modeled. We estimate reach and average frequency for each market and nationally, for TV and radio separately, and label them estimated.
Do we have to use your PSA tracking to get media intelligence?
No. We can start from airing reports you already get, from a planning question about markets or stations, or from a valuation exercise. Scope is agreed per engagement.
Find out what your donated airtime was likely worth.
Send us the markets, stations or campaigns you have questions about. A short list is enough to start.