Metrik.world
Adix
Adix assesses media outputs across three components: the relevance of the outlet, the extent of the output, and the relevance of the content to the key message. The score is the product of the media value and the sum of the output's extent and relevance.
The aim of the Adix metric is to look at the value of a media output in three dimensions: the quality and relevance of the outlet (not just through the lens of reach), the quality of the output itself (were the key messages delivered?), and the extent of the output (was it a full page, or just a mention alongside other competitors?).
Adix can also serve as the basis for calculating an agency's success fee.
alternative names
- Adison index
- Adix PR score
- media quality (Adix)
related metrics
units
- Score or % (ratio)
Additions, clarifications, extended definition
Media outlets are divided into categories (super media, main, secondary, out of scope) with a coefficient (e.g. 2, 1.3, 0.8, 0.1). The extent of the output is scored on a points scale (0–10), as is content relevance (0–10). The maximum score is 40.
Interpretation
A higher Adix means the output is of high quality: it comes from a relevant outlet, has sufficient extent, and contains the key messages. A low Adix indicates an output of limited significance.
Watch out: limits and risks of distortion
- Subjectivity in scoring the extent and the relevance of the content.
- The media value is set on a relative basis.
- The administrative burden of scoring.
- Risk of overvaluing certain outlets based on individual preferences.
Where and how to measure
- Internal media evaluation (Adison, PR team).
- Monitoring outputs and categorising them.
- Content analysis of articles (key messages, quotes, visuals, links).
Context
Adix is an alternative to purely quantitative metrics. It is a form of qualitative media quality index that also assesses the outlet's relevance to the target audience.
It evaluates the quality of coverage and enables more sophisticated reporting.
Example from practice
A producer of an alcoholic beverage launched a PR campaign for the introduction of a new product to the Czech market. Over two months, monitoring captured dozens of media outputs, which were scored using Adix.
Media mix:
1 major article in a daily newspaper (coef. 1.5; extent 9; relevance 8) → Adix = 1.5 × (9 + 8) = 25.5
1 report in the main TV news (coef. 2; extent 10; relevance 9) → Adix = 2 × (10 + 9) = 38
3 articles in super media (coef. 2; average extent 7; relevance 7) → each 2 × (7 + 7) = 28 → total 84
5 mentions in main media (a mix of trade and mass media) (coef. 0.8; extent 5; relevance 6) → each 0.8 × (5 + 6) = 8.8 → total 44
10 online outputs on specialised lifestyle websites (coef. 1.2; extent 6; relevance 7) → each 1.2 × (6 + 7) = 15.6 → total 156
Total Adix for the period = approx. 300
Interpreting the result:
A value of 300 means the campaign achieved a combination of relevant, high-quality outputs across media.
In practice, this shows that the brand not only generated a large number of articles, but that the coverage was of high content quality (quotes, visuals, key messages).
If the same campaign had relied only on short news briefs in less relevant media, the Adix could have been half as high even with the same number of outputs.
Adix thus makes it possible to distinguish quantity from quality – the figure of 300 signals that the coverage was not only extensive but also valuable.
