Vast Majority of Firms Still Use AVE for Measurement

percentagesWe hope everyone’s taken something valuable from this year’s Measurement Week event so far.

In case you missed it, last week Peter Himler of Flatiron Communications and Rebekah Iliff of AirPR gave us their takes on the future of measurement, and yesterday our own Nancy Lazarus brought you 10 pointers from Monday’s event with Heidi Sullivan of Cision Vocus, Shonali Burke of Shonali Burke Consulting, Chris Penn of Shift Communications and Sharam Fouladger-Mercer of AirPR.

Here’s our favorite quote from Rebekah:

“We should not, would not, could not use the Advertising Value Equivalency (AVEs) to measure the value of earned media. Most PR pros I know have done away with this, but according to a Ragan’s study last year, nearly a third of PR/communications practitioners still use them. Ugh.”

This morning, we came across a post on the This Is PRable blog indicating that the problem is worse than that.

The blog’s author surveyed 100 contacts in the industry and found that:

  • 42.86% still use AVE for a majority of clients
  • Only 10.2 percent don’t use it at all
  • 20.41% use it for EVERY SINGLE CLIENT

This despite the fact that we’ve yet to hear a single contact defend AVE. What do we think, readers? Is this survey accurate, and how should the industry at large address the issue?

Also: This is PRable has been live-tweeting the week’s events. Very good stuff. We strongly recommend a follow.

[H/T Hotwire PR]

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.