<b>EMV multipliers cluster at 1.4-2.1x, not the 5-7x vendors quote</b>

<b>EMV multipliers cluster at 1.4-2.1x, not the 5-7x vendors quote</b>

EMV = earned media value, the modeled ad-equivalent worth of organic reach.

— Vendor default 5.0x ░░░░░░░░░░
— Validated B2C 2.1x ████
— Validated B2B 1.4x ███

Most EMV tools apply a fixed CPM gross-up and ignore audience overlap, so the same impression gets counted across three creators. Strip duplicates and the multiplier collapses toward 2x.

So what: treat any EMV above 2.5x as a sales artifact until the overlap method is disclosed.

Benchmark: n=140 reconciled campaigns vs paid-media baseline, 2023-24.