Media evaluation

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Media evaluation is a discipline of the social sciences and centres on the analysis of media content rating the exposure using a number of pre-designated criteria commonly including tonal value and presence of key messages. It is said to be one of the fastest growing areas of mass communications research.

The end result of media evaluation is a rating by which organisations can measure their media exposure, often comparing their results with their contemporaries and competitors. Media evaluation uses a series of metrics, or methods of measurement. These include audience impact, opportunities-to-see and can feature equivalent advertising value. This last method of measurement is sometimes criticised as it equates PR value to advertising. See also Content_analysis and Public relations measurement