Explaining the Fundamental Indicators of Content Value Creation in Media Advertising Planning (Case Study: Islamic Republic of Iran Broadcasting)

Abstract

In the digital age and with the emergence of new media, traditional media such as television face serious challenges in maintaining their competitive advantage in the advertising market. The Islamic Republic of Iran Broadcasting (IRIB) is no exception and requires a revision of its advertising content valuation models. The main objective of this study is to explain the fundamental indicators of content value creation in media advertising planning, using IRIB as a case study, in order to provide a coherent framework for more effective advertising pricing and planning. This study adopts a qualitative approach and is applied in terms of purpose. To achieve the research objectives, a grounded theory strategy was employed. Data were collected through semi-structured interviews with 15 experts in the fields of media, advertising, and marketing, selected through purposive and snowball sampling. Data analysis was conducted using three stages of open, axial, and selective coding. The qualitative data analysis led to the identification of 75 open codes, 16 axial codes, and ultimately 4 selective codes (core categories). The fundamental indicators of advertising content value creation were classified into four main categories: (1) audience-based value creation (including demographics, emotional and behavioral engagement), (2) intrinsic content value (including production quality, narrative appeal, and credibility), (3) technical characteristics and broadcasting platform (including airing time, platform integration, and shareability), and (4) strategic and economic value (including brand alignment, return on investment, and impact on brand image). The findings indicate that the value of advertising content in media such as IRIB is a multidimensional concept that goes beyond traditional metrics such as audience size during a specific timeslot. To compete with digital media, IRIB must adopt a comprehensive model in which audience interaction quality, the alignment of the advertising message with program context, and the potential for long-term brand value creation are precisely assessed and incorporated into pricing.