Earned media value (EMV)
What is earned media value?
Earned media value, or EMV, is an estimate of what the views, engagements and reach of content would have cost as paid advertising. Tools calculate it by multiplying results by an assumed price per impression, view or engagement.
Methods differ a lot between tools, so EMV is useful for comparing campaigns measured the same way, not as a precise money figure.
Why earned media value matters
It gives a rough value to unpaid mentions and influencer posts. Sales, sign-ups and tracked conversions remain the better measure of whether a campaign paid off.
Related marketing terms
CPM, cost per mille, is what you pay for every thousand impressions or views. It lets you compare the price of creators and ad channels.
Reach is the number of unique people who saw a piece of content or a campaign at least once, as opposed to impressions, which count views.
Impressions count how many times content was shown on screen, including repeat views by the same person, unlike reach, which counts people.
Share of voice is your brand’s portion of the conversation in a market: your mentions compared with competitors’, as a percentage.