16 reasons you should ditch AVEs

The advertising value equivalent metric relies on an array of variables, including the declining worth of advertising in print media.

Ragan Insider Content

Reading “Measurement: Making the grade,” I had to agree with one of the comments.

It’s an article that could have been written 20 years ago when I started measuring PR at Metrica. Although it makes valid points about credible ways to measure public relations, it spends far too long discussing AVEs – the dreaded Advertising Value Equivalent.

The main reason that AVEs have still not gone away comes down to a lack of education. To counter this, I offer a list of reasons why you should ignore this spurious and meaningless metric.

I put it out there in the hope that it will be shared widely and added to in the comments section below. The list is in no particular order.

Enjoy, please share, and let’s all do our part to help prove the PR industry’s value in meaningful and credible ways:

1. The industry as a whole has denounced AVEs as a flawed metric.

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