New studies show high value of AVE

PLYMOUTH MEETING, PA: Two major studies have released results in

favor of PR practitioners using the controversial measurement technique,

ad value equivalence (AVE).

Commissioned by the panelists at the 2001 Bulldog Media Relations Forum,

one study looked at the relevance of AVE as a measurement tool, and the

second study determined the appetite of PR people for AVE


The first study, by Textall (a wholly owned subsidiary of Surveillance

Data of Plymouth Meeting, PA), analyzed 43,000 articles generated by

Excel Communications, Lexis-Nexis, and others for the calendar year

2000. News sources included newspapers, magazines, radio and TV

transcripts, and news wires, as well as trade and professional journals.

Audience impressions and ad values were supplied by Arbitron, Nielsen

Media Research, Spot Quotations and Data, SRDS, and American Newspaper


The study found that the quantity and quality of media coverage based on

AVE had a better correlation to sales than article counts or


While the study's authors admit that AVE does not perform statistically

significantly better than other methods, Textall argues that the study

helps put to rest the claim that AVE is not as valid a tool as audience

impressions and article counts.

"AVE may actually have the advantage because it accounts for the

relative market values of mass media space and time," said Gary Getto,

vice president of Textall.

The second study, an internet survey of 4,200 members of an unnamed PR

association, was undertaken by QuickSilver Interactive Group in


The survey found that 86% of respondents said that while they are held

more accountable for media relations results than ever, most are

providing little beyond traditional clip books and intuition to provide

results to management.

When asked which of a list of features respondents would want in a PR

analysis software package, 59% said they wanted AVE.

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