Equivalization
Equivalization involves aggregating data for units of different durations to a standard 30-second basis. GI, GRPs, CPP, and CPM for non-30-second spots are weighted up or down proportionally to their lengths. The Equivalized Unit Rate (EUR) represents the unit rate for a 30-second spot, while the Average Unit Rate (AUR) is the weighted average of the EURs for multiple spots.
Let's consider a 60-second spot with 2,000 booked impressions at a rate of $100. The CPM value in this scenario is obtained by dividing $100 by the GI of 2 (12000/1000) resulting in a CPM of $50. However, this spot is equivalent to 2 equivalized spots of 30 seconds, hence the equivalized CPM is obtained by dividing $100 by GI of 4 (22000/1000) giving the equivalized CPM of $25.
Now, take a 15-second spot with a booked rating of 0.4 and a rate of $100. The CPP value in this scenario is obtained by dividing $100 by the GRP of 0.4 (10.4) resulting in a CPP of $250. However, this spot is equivalent to 0.5 equivalized spots of 30 seconds, hence the equivalized CPP is obtained by dividing $100 by GRP of 0.2 (0.50.4) giving the equivalized CPP of $500.
- Equivalization does not apply to Paid programs, TV Non-spots, and Digital Non-spots, even when the toggle is set to 'Yes.' These spots are excluded from aggregated TV audience ratings, impressions, CPP, or CPM values.
- Paid programs are always counted as one single booked unit, regardless of their duration.
- Equivalization does not alter the ratings or impressions of individual spots. It only adjusts the number of spots, which in turn affects the GI, GRP, CPP, and CPM values accordingly.
Viewing Equivalized Data
To view equivalized data, simply switch the toggle to "Yes" on the respective pages on EOS.
You can access equivalized data by switching the toggle to 'Yes' in the following places:
- Order Listing Page
- Order Details
- Audience Performance: Equivalized data is displayed for the order's booked and posted values.
- Offers Awaiting Approval