AMEC pledges to replace AVE with new measurement tool in six months

The international body for measuring comms has pledged to find an alternative to the controversial advertising value equivalent (AVE) metric within six months.

Barry Leggetter, executive director of the International Association for Measurement and Evaluation of Communication (AMEC), told PR Week: 'We need to take responsibility to replace it (AVE). We're very bullish about that and we will make it happen in the next six months.'

At the second European Summit on Measurement in Barcelona in June, seven key principles of measurement were agreed.

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