Total Post Value
Total Post Value is an advertising equivalency value modeled on the engagements and number of followers at the time of the post.
Post Value $228K
166K Likes
798 Comments
0 Shares
Total Post Value formula
Engagement Metrics
Likes (β) + Shares (β) + Comments (β)

Each network specific passive or active engagement is compared within our trained model, which bases its learnings on historical Organic and Paid Data to generate Beta weights (constantly updating value weights) for each data point independently on a per post basis.

Audience Metrics
Followers (β) + [℮Video Views (β)] + [℮Reach (β)] + [℮Impressions (β)]

Reach and impressions for non-authenticated accounts are calculated through machine learning.
Impressions and brand awareness are the most common metric used
to anchor advertising and marketing objectives. Our model backs into impressions to deliver valuation that aligns with an advertising equivalency for CPA/CPE.

Total Brand Value
Brand Value is a portion of the Total Post Value and based on text, audio and visual detection for a brand.
Post Value $228K
Biofreeze
$74.6K
Adidas
$31.1K
Total Brand Value formula
Text Metrics ($)
Post content, Hashtags,
@ mentions, With Tags

Brand equities (i.e. post content data, or specific brand value factors, that appear within the body of a post that align with brand name, brand mention, tagline, keyword, or hashtag) are weighted and adjusted based on post performance, and provide an input value for the raw brand value score. They do not hold an independent numerical value.

Audio/Visual Metrics ($)
Recognized Detections * [size (β) + clarity (β) + location (β)]

Based on channel, placement and format, visual and audio metrics are derived via an image or video scanning process. Detections of all visually branded elements within a post are valued based on calculations of size, duration (not valid for image), location/position, and clarity (visibility and clutter).

Total Video Value
Total Video Value is an advertising equivalency value modeled on the viewership for a stream or broadcast.
Video Value $218M
0 Min
5h 33m
Total Brand Value
Brand Value is a portion of the Total Post Value and based on text, audio and visual detection for a brand.
Titleist
$305K
Travis Matthew
$267K
0 Min
5h 33m
Total Video Value formula
Audience Metrics
[Viewership (β)] × [CPM]

Broadcast valuation uses the CPM value of the broadcast and the viewership to determine the overall value of the entire broadcast. The CPM rates are based on the type of broadcast (local, regional, national etc.). The viewership is recorded from MVP’s nationwide database encompassing more than 3 million households. Streaming viewership data is taken in one to five minute intervals and valuation is determined accordingly.

Brand Value formula
Audio/Visual Metrics ($)
Recognized Detections * [size (β) + clarity (β) + clutter (β) + location (β)]

Brand value begins with the overall video value and portions value to the visible brands within the broadcast or stream. The portions are based on the size of the logo (larger is more valuable), the clarity of the logo (brands have to be visually recognizable), the clutter of the space (more brands in a single shot lead to less perception), and the location of the logo. Optimal logo locations include the top left and center of the viewing area. During a stream, the viewership at the moment the logo is visible is used to determine the value for the brand.

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Social Valuation Rankings

Major League Soccer
2020

Top 25 Brands ranked by total brand value across the MLS

Posts from official League and Team social media channels of the MLS (Twitter, Facebook, Instagram, and YouTube)
Rank
brand posts
engagements
engagement rate
post value
brand value
Spalding logo
9.1K
3.4M
0.09%
$15.9M
$2.6M
Yahoo logo
14.3K
17M
0.44%
$8.6M
$1.5M
Nike logo
976
3M
0.28%
$1.6M
$661.4K
Farmers Insurance logo
1.2K
1.2M
0.20%
$1.5M
$652.3K
Kia logo
3.4K
1.7M
0.19%
$1.5M
$625.4K
Rank
Spalding logo
brand posts
9.1K
engagements
3.4M
engagement rate
0.09%
post value
$29.5M
brand value
$3.9M
Rank
Spalding logo
brand posts
14.3K
engagements
17M
engagement rate
0.44%
post value
$16.1M
brand value
$2.2M
Rank
Spalding logo
brand posts
976
engagements
3M
engagement rate
0.28%
post value
$2.9M
brand value
$984.7K
Rank
Spalding logo
brand posts
1.2K
engagements
1.2M
engagement rate
0.20%
post value
$2.8M
brand value
$971.2K
Rank
Spalding logo
brand posts
3.4K
engagements
1.7M
engagement rate
0.19%
post value
$2.7M
brand value
$931.1K

Top 25 Entities ranked by total post value across the MLS

Posts from official League and Team social media channels of the MLS (Twitter, Facebook, Instagram, and YouTube)
Rank
brand posts
engagements
engagement rate
post value
brand value
Spalding logo
26.3K
32.3M
0.07%
$66.4M
$32.9M
Yahoo logo
4.5K
11.9M
0.23%
$6.5M
$2M
Nike logo
5.8K
8.5M
0.32%
$5.2M
$1.5M
Farmers Insurance logo
6.7K
8.3M
0.32%
$4.6M
$1.2M
Kia logo
7.1K
10.9M
0.37%
$4.1M
$2.1M
Rank
Spalding logo
brand posts
26.3K
engagements
32.3M
engagement rate
0.07%
post value
$123.5M
brand value
$49M
Rank
Spalding logo
brand posts
4.5K
engagements
11.9M
engagement rate
0.23%
post value
$12.1M
brand value
$2.9M
Rank
Spalding logo
brand posts
5.8K
engagements
8.5M
engagement rate
0.32%
post value
$9.7M
brand value
$2.2M
Rank
Spalding logo
brand posts
6.7K
engagements
8.3M
engagement rate
0.32%
post value
$8.5M
brand value
$1.9M
Rank
Spalding logo
brand posts
7.1K
engagements
10.9M
engagement rate
0.37%
post value
$7.7M
brand value
$3.1M

Top 25 Brand Partnerships ranked by total brand value across the MLS

Posts from official League and Team social media channels of the MLS (Twitter, Facebook, Instagram, and YouTube)
Rank
brand posts
engagements
engagement rate
post value
brand value
Spalding logo
6.4K
2.2M
0.02%
$15.1M
$2.5M
Yahoo logo
751
2.8M
0.30%
$1.3M
$591.4K
Nike logo
474
599.8K
0.05%
$1.2M
$585.1K
Farmers Insurance logo
1.2K
3.5M
0.16%
$3.6M
$493.2K
Kia logo
2.6K
931.1K
0.19%
$727.3K
$404.1K
Rank
Spalding logo
brand posts
6.4K
engagements
2.2M
engagement rate
0.02%
post value
$28.1M
brand value
$3.6M
Rank
Spalding logo
brand posts
751
engagements
2.8M
engagement rate
0.30%
post value
$2.4M
brand value
$880.6K
Rank
Spalding logo
brand posts
474
engagements
599.8K
engagement rate
0.05%
post value
$2.2M
brand value
$871.2K
Rank
Spalding logo
brand posts
1.2K
engagements
3.5M
engagement rate
0.16%
post value
$6.8M
brand value
$734.4K
Rank
Spalding logo
brand posts
2.6K
engagements
931.1K
engagement rate
0.19%
post value
$1.4M
brand value
$601.7K