Earned Media Value Calculator
Estimate the earned media value (EMV) of PR mentions, press placements, and brand coverage using impressions, engagement, and placement quality.
Total impressions across the placement (monthly reach × number of views).
Comparable paid CPM. $8–$25 is typical for editorial.
Comments, shares, clicks, and reactions on the coverage.
Average CPE in your category. $0.15–$1.50 is typical.
Source quoted by name
Total qualifying placements with these averages.
What Is Earned Media Value?
Earned media value (EMV) is the estimated equivalent ad spend a brand would have paid to generate the same reach and engagement through paid channels. PR and brand teams use EMV to translate press mentions, social shares, and unpaid coverage into a dollar figure that executives can compare against the paid media budget.
The standard EMV formula blends reach-based and engagement-based value:
EMV = (Impressions ÷ 1,000 × CPM) + (Engagements × Cost per Engagement)
× Placement multiplier × Number of mentions
Choosing a Realistic CPM
Use a CPM that matches the channel and audience. National lifestyle publications typically run $15–$30 CPM, niche B2B trade press $20–$50, and broadcast TV $25–$40. Social posts and influencer coverage tend to be lower at $5–$15. Pulling from your own paid media plan is the most defensible benchmark.
When to Adjust the Placement Multiplier
- 1.0× — Simple mention: brand name appears once in the body of an article or post.
- 1.3× — Quote or commentary: a spokesperson is quoted and the brand is attributed.
- 1.8× — Feature article: the piece centers on the brand, product, or campaign.
- 2.5× — Headline feature: brand appears in the title or hero image of premium coverage.
Related PR & Earned Media Calculators
Build a complete earned media report by pairing this tool with:
- PR Coverage Value Calculator — value individual press placements by publication tier and domain authority.
- Social Media EMV Calculator — calculate EMV from organic social posts, hashtag mentions, and engagement.
- Media Impressions Calculator — total reach across multiple outlets and social amplification.
- Share of Voice Calculator — benchmark your coverage against competitors.
Frequently Asked Questions
- What is earned media value (EMV)?
- Earned media value (EMV) is the estimated equivalent ad spend a brand would have paid to generate the same reach and engagement through paid media. PR and brand teams use EMV to put a dollar figure on unpaid coverage like press mentions, organic social posts, and influencer shoutouts.
- How do you calculate earned media value?
- The standard EMV formula is: (Impressions ÷ 1,000 × CPM) + (Engagements × Cost per Engagement), then multiplied by a placement multiplier and the number of qualifying mentions. The placement multiplier ranges from 1.0× for a brand mention up to 2.5× for a headline feature.
- What CPM should I use for earned media value?
- Use a CPM that matches the channel and audience. National lifestyle publications typically run $15–$30, niche B2B trade press $20–$50, broadcast TV $25–$40, and influencer-led social coverage $5–$15. Pulling from your own paid media plan is the most defensible benchmark.
- Is earned media value the same as PR value?
- They are closely related but different. EMV typically refers to total campaign-level value including both press and social engagement. PR value (sometimes called AVE) refers to the ad-equivalent value of a single press placement. Use the PR Coverage Value Calculator for placement-level analysis and the Earned Media Value Calculator for the campaign total.
- What is a good EMV for a PR campaign?
- Healthy industry benchmarks for an integrated PR campaign with social amplification are 5–10× the campaign cost in EMV. Top-tier feature placements alone can deliver six-figure EMV, while tier-three trade mentions deliver $5,000–$25,000 each.
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