In homage to Measurement Week 2014 I issued a survey on the use of Advertising Value Equivalence (AVE) via Twitter asking whether the disputed metric is still prevalent in the PR and marketing industries. The results might surprise:
Over 100 of you responded, with 42.86% stating that they still use AVE as a form of measurement for the majority of their clients. Just 10.2% of respondents said that they do not use the metric for any of their clients, with a further 10.2% saying that they rarely use it.
Finally, 20.41% said that they still use AVE for all clients.
The value of AVE as a measurement for PR has long been debated, and the Barcelona Principles set out in 2010 were, in part, designed to do away with the metric. While this survey only offers a very small cross-section of the PR and marketing industry, it clearly shows that AVE is still in common use.
I hope that AMEC’s Measurement Week will provide some clarity on replacing this outdated and ineffectual metric, helping PR professionals to understand alternatives, educate their clients and push for a viable and long-term solution that offers an accurate representation of the benefits of PR.