Download Spain valuation of official statistics in the media

Use case of the valuation of official statistics in the media
To estimate the value of statistics in the media, INE Spain currently searches for three keywords in the
various media types (printed media, radio, television, internet). Based on these searches, they publish
three statistics:
1. number of references;
2. impact: number of references times the audience (i.e. circulation of the newspaper, number of
viewers);
3. market value: cost of placing an advertisement of the same size (for print and internet) as the
article that contains the reference (at the same time and section). For radio and television content
INE and INEGI use the rate per second.
INEGI Mexico obtains the total market of references to statistics as the sum over all media types.
The estimate by INEGI amounted to US$ 151 million in an average month in 2015 (see figure 3a). For
INE, the total value increased from EUR 46 million in May 2015 to EUR 47 million in May 2016 (see
figure 3b). This value can be broken down by statistical product. For INE, for example, the GDP
statistics in May 2016 were estimated to have a public value of EUR 9.95 million per month, followed
by the CPI (3.35 million) and the census (2.07 million).
Figure 3. Newspaper advertisement methodology
a) Monthly valuation of references to INEGI
Mexico
b) Monthly valuation of statistical products of
INE Spain
Source: INEGI Mexico (Iñigo Suárez Gómez-Urquiza), INE Spain (Donald Peña Martinez) and
authors’ own.