Is evaluation on the increase?

Metrica released an interesting survey this week about media evaluation in the UK.

These stats showed promise:

"Almost one in four organisations (23%) now believe that between 11% and 20% of annual PR budget should be spent on measurement, representing an increase of 9% over the past two years. The number who believe that between 5% and 10% should be spent remains about the same at 61%."

It would be interesting to know if the percentage range of 11%-20% is actually being spent, rather than the amount that companies feel should be spent.

Interesting also, the growing incidence of using advertising value equivalents, which indicates to me that perhaps some of the companies who have recently started to do media evaluation are relying on AVEs as their primary measure. It’s still a very basic form of measurement, but I think it’s also indicative of the general challenge of the PR industry - which is to come up with a universally acceptable methodology on which to base media evaluation.