Brand Deals, Sponsorship & Business
Earned media value
Also called: EMV
A brand takes the views and engagement a piece of coverage produced, multiplies by an assumed cost of buying that attention as advertising, and reports the result as a value. The multiplier is chosen in-house. No two agencies use the same one, which makes two EMV figures impossible to compare and any single one impossible to check. Creators usually meet it in a wrap deck at the end of a campaign, and occasionally in a negotiation, where a large number gets offered as evidence the fee was already generous. Read it as presentation rather than measurement, because no invoice has ever been settled in earned media value.