Ad Value Equivalency have been dirty words in the measurement world in recent
years. But a few PR pros are touting AVE as more credible than many may have
previously thought. Execs from Surveillance Data Inc., Excel Communications
and Jeffrey Communications recently pooled their resources to study the effectiveness
of AVE. The study analyzed results of 43,000 telecommunications newsclips using
Textall, an artificial intelligence service from Surveillance Data that analyzes
massive text files. The results showed that when newsclipping volume, audience
impressions and AVE were compared directly to sales, all three measurement methodologies
performed at a similar level of accuracy. For more information on the study,
contact Gary Getto, Surveillance Data, 610/834-0800, ext. 148.
Validating AVE.
