What Is Average MIV?
Average MIV is a rolling benchmark that represents the typical media impact of a source (e.g., a specific magazine, website, or social account) based on its recent activity. It helps you quickly assess how valuable a source is compared to others.
Key distinction: Individual document MIV and Average MIV are independent. Every clipping always has its own MIV value. Average MIV is a separate, source-level metric calculated from recent data.
How Is Average MIV Calculated?
The system calculates Average MIV using a 40-day rolling window based on the publication date of each document. Every day, the system looks at all documents published by a given source in the last 40 days and computes the average of their individual MIV values.
If a source has no documents with a publication date within the last 40 days, the Average MIV will not be displayed. This does not mean the source has no value — it simply means there is not enough recent data to produce a meaningful average.
When Average MIV May Be Unavailable
Online and social channels
For online media and social channels (Instagram, TikTok, Facebook, YouTube, etc.), content is ingested almost immediately after publication. This means the publication date and the date the content appears in Launchmetrics are virtually the same. As a result, Average MIV is reliably available whenever there is recent activity.
Print channels
Print content follows a different path. A magazine issue has a cover date (its official publication date), but the physical copy must be received, scanned, and processed before it enters the platform. This processing period can sometimes exceed 40 days from the cover date.
When this happens, a clipping may be visible in your feed (because it has been processed and ingested), but its publication date falls outside the 40-day calculation window. The result:
- The individual clipping MIV is present and accurate.
- The source-level Average MIV may show as unavailable until newer issues are published with cover dates within the 40-day window.
📌 This is a known limitation specific to print sources. It occurs because the calculation uses the editorial publication date (cover date), not the date the content was added to the platform. Our team is aware of this behaviour and is evaluating improvements.
What Is Not Affected
- Individual document MIV — always calculated and displayed, regardless of processing delays.
- MIV in reports and dashboards — aggregate MIV in your reports is based on individual document values and is not impacted by the Average MIV calculation.
- All non-print channels — online and social channels are unaffected by this limitation.
Frequently Asked Questions
Q: I can see a print clipping in my feed but the source has no Average MIV. Is the data wrong?
A: No. The clipping and its MIV are correct. The Average MIV is simply unavailable because the publication date of that issue falls outside the 40-day calculation window due to print processing times.
Q: Will the Average MIV appear eventually?
A: Yes — once a source has documents with publication dates within the most recent 40-day window, the Average MIV will be recalculated and displayed automatically.
Q: Does this affect the MIV I see in my reports?
A: No. Reports use individual document MIV values, which are always present and accurate.