An equivalency settings in the Preferences Tab consists of three fields that you may use for Impressions, GRPs, or Units. Your selection affects the Filtered and Worksheet Summary. If the equivalization preference is zero, no equivalization will occur.
The Impressions may be equivalized, and none of the other fields adjusted. Or the Grps alone may be equivalized.
When the Units setting is specified, the number in the equivalency field(s) is applied to ratings, impressions, unit count, CPP and CPM. The formula used for Units is (Unit length / Equivalency Factor) times the rating, impression and unit count. The adjusted rating and impression are then used in calculating the CPP and CPM.
For example: Units Equivalency Factor is 30, unit rating = 5.0, unit impression = 10000
Unit Length |
Calculation for Unit Count |
Calculation for Rating |
Calculation for Impression |
15 |
½ * 1 = .5 |
½ * 5.0 = 2.50 |
½ * 10000 = 5000 |
60 |
2 * 1 = 2 |
2 * 5.0 = 10.0 |
2 * 10000 = 20000 |
Total: |
2.5 |
12.25 |
25000 |
You can apply the equivalency factor to the entire worksheet, and the results will display in the statistics column for each row, as well as the Filtered and Worksheet summaries. It is expected that the statistics entered on each unit is an unequivalized rating or impression.