How media value is calculated

Market value of a deliverable

Market value is what a deliverable’s results would cost to buy as advertising. For a season of social posts with 400,000 impressions at a $15 social CPM, the impressions alone are worth $6,000.

1. Open the deliverable, then Manual KPIs and targets and the ROI tab. On a repeating deliverable, open Detailed metrics and AI analysis first.
2. Click Estimate value with AI. SponsorFlo adds up the metrics you recorded and shows the estimate, a line-by-line breakdown, and a confidence level. More kinds of metrics and more measurements raise the confidence.
3. Click Use as market value to save it, or Dismiss to keep the current value.

You can also click Market value or Cost basis on the same tab and type a number. With both set, the tab shows ROI, and with impressions recorded it shows cost per thousand impressions too.

Media value of a video

When you analyze a video, SponsorFlo finds each sponsor’s logo on screen and scores every appearance for size, legibility, position, and how long it lasts. Crowded frames with several logos score lower. Team, league, and venue marks are left out of the value.

• When the video has a view count, the value is the views, times the share of the video that sponsors were on screen (adjusted for placement quality), priced at the platform’s CPM.
• Without views, as with most uploaded files, the value is the quality-adjusted seconds on screen at a fixed rate per second, weighted by share of voice.

The platform CPM comes from your Social CPM: YouTube is valued higher than Instagram, and TikTok lower. Uploaded files and other links use your Display CPM. To see the inputs behind one video, open it and click the info icon next to Est. media value for the Valuation audit.

Each sponsor’s share of the video’s value follows its share of time on screen. See Measure sponsor exposure in your videos.

Change the rates

1. Go to Settings → AI configuration.
2. Under Valuation benchmarks, set your Default CPM, Default CPC, Social CPM, Display CPM, Email CPM, Signage CPM, and Engagement multiplier.
3. Click Save changes.

Make a video’s value more accurate

• Add the view count when you start the analysis. Click Add post metrics and enter views or impressions. With views, the value is based on audience instead of time alone.
• For a YouTube link, SponsorFlo reads the view count for you. For an Instagram or TikTok post, it collects views and engagement after the analysis starts.
• If the numbers are wrong, open the analysis, go to the Social tab, click Edit metrics, fix impressions or video views, and click Save Metrics. The video’s value is recalculated from the new views.
• If one sponsor shows up under two spellings, click Merge duplicate brands below the list of analyses so its screen time and value are counted together.

Where the number appears

• A repeating deliverable’s Performance card shows its market value when one is set.
• An ROI report from a deliverable shows market value as value delivered.
• A partnership recap adds the partner’s deliverable market value to the media value of every video analysis linked to that partner. See Send a partnership recap.