# Donated media value calculator

> Estimate what donated PSA airtime was worth: spots times an estimated unit rate, row by row, with estimated impressions and an implied CPM.

Source: https://psareach.com/tools/donated-media-value-calculator/

Free 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 |  |

## Results

Estimated donated media value Estimated

$18,375

Σ spots × unit rate

Total spots

245

The figures you entered

Estimated gross impressions Estimated

1,625,000

Σ spots × impressions per spot

Implied CPM Estimated

$11.31

Value ÷ impressions × 1,000

This checks your own figures. It isn't a valuation of your campaign, so label each result as estimated.

## How it is calculated

The same formulas as the methodology page, applied to the rows you enter.

[Read the full guide](https://psareach.com/insights/how-to-calculate-donated-media-value/)

`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.

## Questions about the calculator

Can't find what you need here? Ask us directly.

[Talk to PSAReach](https://psareach.com/contact/)

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

-   [GRP calculator Estimated GRP from gross impressions and a universe, or from a list of ratings. Open](https://psareach.com/tools/grp-calculator/)
-   [CPM and impressions calculator CPM from value and impressions, or impressions from a CPM. Open](https://psareach.com/tools/cpm-calculator/)
-   [All calculators The three free tools, with the formula behind each. Open](https://psareach.com/tools/)

## Want the value calculated from verified airings?

We value each airing by station, daypart and length, and label every figure estimated.

[Talk to PSAReach](https://psareach.com/contact/) [See a sample report](https://psareach.com/sample-report/)