media evaluation guidelines

1. BT Tate 2006/7
Media Evaluation Guidelines
Only coverage that has a BT credit or refers directly to Tate Online / Tate
website / www.tate.org.uk should be included in the media evaluation.
Print media
Where possible, Cutting Edge should be used to evaluate all print media coverage. The full
article should be measured and inputted into the system - the ad value will then be
generated accordingly.
If a publication is not covered by Cutting Edge, the full page / half page advertising rates
should be sourced by phoning the advertising department of the publication. The coverage
value should then be calculated based upon the proportion of the page that the article fills.
10% is added to the advertising value if the article is accompanied by a picture.
The advertising value is the multiplied by three to generate the PR value.
Online media
It is very difficult to source realistic advertising values for websites. This because websites’
advertising charges are generally based upon ‘click through’ rates rather fixed values for page
space. However this media is becoming increasingly valuable to PR professionals and should
be given equal prominence in our reports. Until a satisfactory evaluation method is devised,
the following process should be used to estimate advertising values:
1) Source the unique user per month. This figure can be found in BRAD, Mediadisk or
simply by phoning the website manager.
2) The advertising value (per month) can then be estimated by taking the unique
visitors per month figure and making calculations below based upon the following
bands:
a) 500,000+
Unique visitors per month ÷ 170 = advertising value
b) 100,000 – 500,000
Unique visitors per month ÷135 = advertising value
c) >100,000
Unique visitors per month ÷ 100 = advertising value
Radio
Again, cutting edge should be used where possible to evaluate radio coverage. It is important
to secure the actual recording of the interview if possible. This should be requested before
the interview is aired.

2. Independent Radio News
The number of stations taking the IRN service in the UK has now risen to nearly 300 with a
total audience of 26 Million listeners - making it one of the biggest radio news services in the
world.
The Markettiers4dc policy on evaluating this coverage should be observed. They report on
approximately 40 commercial stations taking the feed from IRN.
This coverage is a great bonus for clients and as discussed, the above level (approximately
40 stations) is certainly a very conservative figure, as the pick up tends to be a lot higher.
These are listed below and should be evaluated according to the number of minutes recorded
in the original IRN piece.
106.9 Silk FM
107.4 The Quay
107.5 Star FM
107.8 Arrow FM
3TR FM
97.4 Vale FM
Asian Sound Radio
Champion 103 FM
Channel 103 FM
CONNECT
Delta 102 FM
Easy Radio 1035
Island FM
Isle of Wight Radio
Juice 107.2
KL.FM 96.7
KMFM 106
KMFM for Folkstone
Lite FM
London Turkish Radio
Mix 107
Mix 96
North East Community Radio
Q102.9
Quay West Radio
Radio Jackie
Sabras Sound
South Hams Radio
Sovereign Radio
Spectrum International Radio
Spire FM
Spirit FM
Star 107 (Camb)
Sunrise Radio (London)
Sunshine 855
The Bay
The Saint
Waves Radio 101.2FM
Wessex FM
Win 107.2 FM

3. Newswires, photo agencies
Stories published on newswires and photo agencies should be included in all reports but
should not be given estimated audience figures or advertising values. Newswires are not
published media and as such do not have audience figures or advertising rates.