How AVE is calculated
The calculation of AVE is based on two elements: the advertising rate of the media outlet (cost of an ad space of the same size or duration) and a multiplier coefficient intended to reflect the superiority of editorial content over advertising in terms of credibility. This coefficient varies by agency: some apply x2, others x3 or x5. This lack of a standard is one of the primary criticisms leveled at the metric. In practice, coverage in a trade magazine with a rate of 3,000 euros for a full page generates an AVE of 6,000 to 9,000 euros depending on the chosen coefficient.
Why AVE remains in use despite its limitations
AVE has one decisive advantage: it speaks the language of executives and CFOs. Announcing that 6 months of PR generated 200,000 euros in AVE puts PR in direct competition with the advertising budget, on a playing field everyone understands. This is why AVE persists, despite repeated criticism from industry professionals since the 2010 Barcelona Principles, which officially recommend abandoning it.
What we see with our clients
Most startup founders ask us for AVE during the first few weeks of collaboration, often because an investor or board member has requested it. We calculate and provide it, but we always accompany it with complementary indicators: actual reach, quality of media outlets reached, and impact on brand traffic. AVE alone does not tell the whole story.
Modern alternatives to AVE
Several indicators usefully complement or replace AVE. Share of Voice (SoV) measures your media presence relative to your direct competitors: it is more relevant for steering a positioning strategy. Organic reach (the cumulative audience of the outlets that published) provides an idea of actual exposure, without any arbitrary coefficient. Brand traffic in Google Search Console, when correlated with spikes in coverage, provides direct proof of the impact on online brand awareness. These indicators are less simple to summarize in a single figure, but they are more reliable and actionable.
How to interpret AVE without making mistakes
If you use AVE, ask yourself three questions: What coefficient was applied, and why? An AVE x5 does not have the same value as an AVE x2. Are all types of coverage included? A mention on an obscure blog and an interview in Les Echos are not worth the same thing. How does the AVE evolve over time? It is the trend that counts, not the absolute figure for an isolated period.
