Donated media value calculator
What was the donated airtime worth?
Estimated value = Σ spots × estimated unit rate You enter
- Spots by station, daypart or length
- Estimated unit rate for each row
- Optional impressions per spot
Calculators
Free PSA and media calculators
Three calculators for nonprofits and their agencies. Each one shows its formula and labels its results as estimates, and you can export what you entered.
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GRP calculator
How much advertising pressure did the schedule deliver?
Estimated GRP = gross impressions ÷ universe × 100You enter
- Gross estimated impressions
- Audience universe
- Or a list of rating points
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CPM and impressions calculator
Is the value plausible for the audience delivered?
CPM = value ÷ impressions × 1,000You enter
- Estimated value
- Estimated impressions
- Or solve for impressions from a CPM
How to read the results
The calculators do arithmetic on the numbers you enter. Use them as a quick check. A valuation of your campaign starts from verified airings.
Read the methodology-
Every result is an estimate
The rates, impressions and CPMs you enter are estimates, so the results are too. They're labeled that way on screen and in the export.
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Keep spot lengths apart
Enter :15, :30 and :60 airings on separate rows with their own rates. Length changes the value, not the audience.
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Test the rate before you publish
For a report or a grant application, check how much the total moves with a lower and a higher rate, and state the rate basis.
Guides behind the formulas
- Donated media value
How to calculate donated media value
A step-by-step method for valuing donated PSA airings: rate evidence, commercial-equivalent rates, spot length, a CPM cross-check and honest labeling.
9 min read - Measurement
How reach and frequency are calculated for PSA campaigns
What reach and frequency mean for a PSA campaign, the formulas that link them to GRP and impressions, and how to use them to plan and report.
7 min read - Methodology
Measured vs estimated impressions: how to report responsibly
Why PSA impressions are usually estimates, how they are modeled from ratings and universe data, and how to label and present them honestly.
9 min read
Want the real numbers, airing by airing?
We start from verified airings and give you value and audience, labeled estimated, with the method named.