While we believe AVE, especially on its own, is not an impactful metric, we know that some companies and leadership teams are still asking for it. We want to continue making your job easier while you transition to more meaningful ways to report the impact of earned media coverage.

You can toggle on Advertising Value Equivalency in any Coverage Report by following the steps below:

  1. Click Settings & Sharing in the top-right corner of your Coverage Report

  2. In the list of metrics that can be toggled to on, locate Advertising Value Equivalency (AVE)

  3. Once this is toggled ‘On’, AVE will appear in the Articles tab of your Coverage Report, Presentations made with that report, and your Excel and PDF exports for that report

A media outlet’s default AVE in Muck Rack is calculated using the industry standard formula of a Media Outlet’s SimilarWeb UVM x .025 x $0.37.

You can assign custom values to individual media outlets in your Organization Settings if your organization values certain outlets differently than the standard formula. This ensures consistency in AVE across the entire organization.

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