Calculate earned media value without inflating it

Calculate earned media value without inflating it

EMV = earned media value, the ad-equivalent worth of organic reach. Honest formula order:
— Base: true views x your real paid CPV (not a vendor's inflated rate)
— Discount engagement: apply 0.3-0.6 weighting, not raw multipliers
— Strip duplicates: dedupe reach across a creator's own posts
— Cap virality: one outlier post counts at median, flagged separately

Vendors who skip the discount step report EMV 3-5x reality.

So what: EMV is a directional planning number, never a substitute for tracked conversions.

Benchmark: defensible EMV runs 1.2-2.0x media spend (n=90 programs), not the 5x decks promise.