Sports ETA's

Earned Media Calculator

The Sports ETA Earned Media Calculator, launched in 2024, is a new tool to guide members in tracking earned media metrics to add to your impact reporting. The report can be used for your annual report, grant and funding reports, and proof of performance reports for your clients and partners.

Members can use the data from the calculator to estimate the value of media coverage gained through non-paid media channels such as press coverage, social media content, or word-of-mouth referrals.

The media measured will include:

  • TV
  • Radio
  • On-line/print and social media


It will be collated during an exact date, either annually or from the initial start of your event promotional period. Earned media key words that may be reported include: Organization Name, Event Hosted Name, CEO media coverage, etc.

Unlocking the Value of Earned Media - White Paper

The sports events & tourism industry is expanding rapidly, with destinations competing to host events of all sizes. While traditional metrics like visitor spending and hotel occupancy remain essential, earned media offers a powerful, untapped opportunity to measure the broader impact of sports events.

Key Points:

  • Earned Media Value (EMV): Represents unpaid, organic publicity from media coverage, influencer mentions, and social sharing—capturing the intangible impact of media impressions.
  • Broader Event Value: EMV highlights the significance of events beyond overnight stays, showcasing audience reach, brand visibility, and media exposure.
  • Enhanced RFPs: Including EMV in event proposals helps Rights Holders present a comprehensive and compelling case for their event’s economic and cultural value.

The Sports ETA Earned Media Calculator formula will comprise:

Advertising Value Equivalency

 

This calculates the equivalent of ad costs of earned media coverage based on reach, placement, and audience demographics.

Impressions-Based Calculator

 

This estimates the value of earned media by multiplying the number of impressions or views by an audited cost per impression.

Social Media Reach Calculator

 

This estimates the potential reach of earned media coverage on social media platforms based on follower count, engagement rates and virality.

 

Cost Structure

There are four subscription levels:

• $3,000 yearly subscription

$3,000 yearly subscription includes 15-20 reports including an annual Earned Media Report and 14 individual reports

• $2,500 yearly subscription

$2,500 yearly subscription includes 11-15 reports including an annual Earned Media Report

• $2,000 yearly subscription

$2,000 yearly subscription includes 5-10 reports including an annual Earned Media Report

• $1,500 yearly subscription

$1,500 year subscription includes 1-4 reports including an annual Earned Media Report

• $500 for 1 report

How It Works

  1. Select your subscription level (listed above)

  2. Complete the Earned Media Calculator Interest Form to begin processing your report (the report will be completed within five business days from submission)
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Earned Media Calculator on SEEN

Jackie Reau, our Earned Media expert, shares the benefits of earned media, why it’s important to your organization, its role in both destination and event branding, and much more on our SEEN podcast. Check it out!

Questions

For individual questions, please contact Jackie Reau at (513) 708-5822.

Sports ETA Earned Media Calculator Powered by Game Day