Media Coverage Value Calculator
Calculate the value of earned media placements using AVE, impression-based, and outcome-based models.
Media Placements
Coverage Value Analysis
💡 PR value includes credibility and longevity multipliers. Earned media often delivers 3-5x the impact of equivalent paid advertising.
How to Use This Calculator
Enter media placements and outlets
Add circulation/audience reach
Select valuation methodology
Calculate total media value
Frequently Asked Questions
What is AVE and should I use it?
Advertising Value Equivalency (AVE) compares editorial to ad costs. While simple, it's criticized for not measuring actual impact. Use alongside engagement and outcome metrics.
How should I value earned media?
Consider multiple metrics: reach/impressions, engagement (shares, comments), sentiment, message pull-through, and business outcomes (traffic, leads). No single metric tells the full story.
What multiplier should I apply to AVE?
Some add 2-3x multiplier assuming earned media is more trusted than ads. This is debated—many practitioners now avoid multipliers entirely and focus on outcomes.
How do I track PR-driven business results?
Use tracking URLs in online coverage, monitor brand search volume around coverage, survey customers on media influence, and track inbound inquiries mentioning specific stories.
What coverage is most valuable?
Tier 1 outlets (major national publications) matter less than coverage reaching your specific target audience. A trade publication your buyers read may be more valuable than broad consumer press.
Why Use This Calculator
- Quantify earned media value
- Track coverage ROI over time
- Compare placements across outlets
- Report PR value to stakeholders
- Justify PR investment
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