Advertising Value Equivalency (AVE)
Definition
A controversial PR metric that estimates the dollar value of earned media coverage by calculating what the equivalent advertising space would cost. If a half-page feature appears in a magazine where a half-page ad costs $10,000, the AVE would be $10,000.
Why It Matters for Restaurants
AVE has fallen out of favor in the PR industry because earned media is fundamentally different from advertising — a positive review carries more credibility than an ad. However, some restaurant clients still find AVE useful as a rough benchmark. ChowPR uses it as one data point among many, always accompanied by qualitative analysis of coverage tone and placement quality.
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