What is AVE?
AVE (Advertising Value Equivalent) measures the value of media coverage by comparing it to the cost of an equivalent advertisement. It's used to understand how much earned media is worth in monetary terms. AVE gives a quick snapshot of media impact, which is helpful for showing clients or stakeholders the financial value of PR efforts.
Note: The AVE metric provides an estimate, meaning there isn't one definitive "correct value".
Where to find AVE?
AVE is displayed in the numbers table in the Analysis tab, Comparison tab, and in the "Numerical Summary" section of PDF reports.
This means you can:
Analyze AVE for your project
Compare your AVE with your competitors'
Report on these results
How is AVE calculated?
AVE calculation methods can vary, which may result in differences between various tools. In Brand24 AVE is calculated based on a few key factors within a selected date range.
Here are a few most important ones:
Source reach: The size of the platform where the mention appears
Type of mention: Whether it’s a main post, forum entry, or product listing.
Sentiment: Positive mentions are valued more than neutral ones.
The AVE calculation takes into account all filters you apply in the Analysis tab or PDF reports.
We hope you found this article helpful! If you have any more questions or need assistance, feel free to reach out.