<b>The 'standard' 6x earned-media-value multiplier survives almost no audits.</b>
EMV (earned media value — modeled ad-equivalent worth of organic reach) multipliers, measured back from real conversions:
— Vendor-reported median: 5.8x
— Audited median: 1.7x
— Audited interquartile range: 1.1x–2.9x
Most EMV inflation comes from counting impressions at rate-card CPM instead of incremental CPM. Strip duplicated reach and platform discounts, and the multiplier roughly thirds.
So what: discount any deck quoting EMV above 3x until they show the CPM basis.
Benchmark: n=88 campaigns reconciled to last-click, mixed verticals.
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<b>The 'standard' 6x earned-media-value multiplier survives almost no audits.</b>
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