AdReview Gold Standard

How AdReview creative points are calculated

AdReview points are allocated according to how easy it is to win the award. The benchmark is the Gold Loerie, which is worth 37 points. An award that is twice as easy to win,  gets half as many points. The degree of difficulty is measured by the win ratio: Gold awards as a percentage of total entries.

It can also be expressed as the number of entries for each Gold Award won.

Here’s the calculation for the Assegais:

1. Take the number of Loerie entries for each Gold Loerie awarded to get the win ratio. Total entries (2744) ÷ Golds (27) = 102.

2. Do the same calculation for the Assegais:  356 ÷ 9 = 40.

3. Now calculate forty 102nds of 37 (the point score for a Loerie Gold): (40 ÷ 102) x 37 = 15. That is the point score for an Assegai Gold.

Although our primary concern is the Gold Standard, the other awards are also required to meet given “scale ratio.” A Grand Prix or Best of Show should be worth approximately twice the value of a Gold. A Gold equals 2.5 Silvers, and a Silver is equal to 2.5 Bronzes. But some leeway is acceptable in these ratios, in a band from 2.3 to 2.7. The Loeries ratios are: GP = 2.2 Golds; Gold = 2.6 Silvers; Silver = 2.3 Bronzes.

If an award’s scale ratio is out of step with this standard, the point score may be adjusted.  If there’s a clash between the scale ratio and the actual ratio, we would generally favour the scale ratio as a basis for point allocation.

This year, Gold Loeries were presented to 0.8% (just under 1%) of entries. Any gold award which matched that ratio would receive 37 points.

Both scales are necessary, the one to maintain the proper ratio between the hierarchy of awards, the other to compare the awards with each other on a level playing field. If the hierarchy relationship is incorrect, the point-count is adjusted.

AWARDS VALUE

Calculating value of awards 2011