Spreading the word against AVE

Following a correspondence with another blogger, it became clear that we (the media evaluation industry) were in some way being viewed as partly responsible for the continuing use and acceptance of AVE as a measure.

As I am happy to once again restate: For the leading evaluation companies AVE is something that we do provide, but it is (for most) a by-product of the main analysis. Therefore we can, and occasionally do, respond to commercial demand.

We note with interest that while the PR industry bodies are clear in their disdain for the practice, we are still seeing AVE figures still being used in the PRide awards. Until such contradictory positions are rectified, we suspect that the demise of Ave's will be slow and lingering.

No doubt we will be returning to this subject again!