Donated media value calculator
Estimate what donated PSA airtime was worth. Multiply spots by an estimated unit rate, row by row, and use impressions and the implied CPM as a cross-check.
Estimated value = Σ spots × unit rateImplied CPM = value ÷ impressions × 1,000 Your airings
Example figures are filled in. Replace them with yours.
| Station, daypart, length | Spots | Unit rate ($) | Impr. / spot | Value | Remove |
|---|---|---|---|---|---|
| $7,200 | |||||
| $2,475 | |||||
| $5,700 | |||||
| $3,000 |
How it is calculated
The same formulas as the methodology page, applied to the rows you enter.
Read the full guide Estimated value per row = Spots × Estimated unit rate Estimated donated value = Sum of every row Estimated impressions = Spots × Estimated impressions per spot Implied CPM = Estimated value ÷ Estimated impressions × 1,000 Enter each spot length on its own row. A :15 usually sells at roughly half to 60 percent of the :30 rate, but it reaches the same audience. Length goes on the rate, not on the impressions.
Use a commercial-equivalent rate, not a rate-card list price. For anything you publish, check how much the total moves with a lower and a higher rate, and state the rate basis.
Is this a valuation of our campaign?
No. It multiplies the figures you enter. A real campaign valuation starts from verified airings and uses rate evidence for each station, daypart and spot length. It is labeled estimated and names its method.
Where do I get unit rates?
From commercial-equivalent rate evidence for each station and daypart. A rate card is a list price and usually overstates value. If you use one, say so, and treat the result as a ceiling.
Why do :15 and :30 spots need separate rows?
A :15 reaches the same audience as a :30 but sells for less, usually about half to 60 percent of the :30 rate. Separate rows keep the value right without inflating impressions.
What is a plausible CPM?
It depends on the market and daypart. Treat the implied CPM as a sanity check. If it's far outside the usual range for local TV or radio, a rate or audience is probably attached to the wrong daypart.
Other calculators
Want the value calculated from verified airings?
We value each airing by station, daypart and length, and label every figure estimated.