Impact is a metric used on our media monitoring portal to evaluate the influence of a given source within a specific market.
It is measured on a scale from 1 to 10, with 10 representing the highest level of influence. This metric helps users assess the importance of a source without needing to understand the absolute reach numbers associated with it.
The primary purpose of the Impact metric is to provide a quick and easy way to gauge how influential a media source is in its respective market. This allows users to prioritize sources for monitoring and analysis based on their relative importance, regardless of their raw audience size.
Example: Consider two media sources:
- Source A has 500,000 monthly visits.
- Source B has 500,000 monthly visits.
In Country X, Source A is one of the largest and most influential media outlets. It has an Impact score of 9, indicating that it plays a significant role in shaping public opinion and market trends.
On the other hand, Source B is relatively unknown in Country Y, with an Impact score of 3, indicating low influence despite having the same number of monthly visits.
This example illustrates that the same reach number can signify different levels of influence in different markets. The Impact metric helps users quickly identify which sources are most important in a given market without needing to delve into the raw visit data.