🗓 Released on June 27th

✨ Improved MIV (Online)

Online MIV formula is evolving! 

We are now able to reflect the importance of the brand in the MIV computation. Until today, the MIV for an Online placement was attributed to all brands mentioned, they received the same MIV. With the new factors each brand mentioned receives a unique MIV.

Formula

With the Online MIV improvement, each brand mentioned in an Online article will receive a different MIV, thanks to new factors that were recently introduced:

Brand Occurrences - The number of occurrences of a brand within an article. The more occurrences a brand has, the higher its MIV.

Distribution of Brand Occurrences - The distribution or brand occurrences within crucial sections of an article now increases or decreases the MIV for the brand.

• If the brand is mentioned in the title it increases a lot
• If there are multiple brand occurrences the optimal distribution for the brand is an even repartition throughout the article
• If there is only one brand mention the optimal distribution is at the top of the article

These new features emphasise the importance of a brand's occurrence and distribution within the content and offer a more nuanced evaluation of its relevance. They also allow for a more precise understanding of a brand's performance within an article compared to the other brands in this article.

Impact

This Online formula change will have some impact on your MIV numbers and evolution. Globally the impact is minimal but at the placement level, it can be significant.

Below is an example of an Online placement from the New York Times for the brand Dior. The placement went from 33K to 66K MIV and from 2nd to 1st position for Dior for that period. 

Data

This MIV evolution will not impact your YoY analysis and benchmark as we re-compute MIV past data from January 2022 with this change.

When the change is effective, all brand in your tenants will have their Online MIV change from the old one to the improved formula.

Data prior to January 2022 will stay unchanged.

Availability

Improved MIV is now available to all Launchmetrics users as Beta, you can request your CS manager to activate it in your tenant.