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45% North Americans are unaware of AMEC principles.

The 2020 ICCO World PR report states that almost half the industry leaders still use AVE (advertising value equivalency), despite the Barcelona Principles being passed and the AVE denounced for the measurement of public relations a decade ago. The study highlights that AVE has almost ceased in the UK and the US, only used by 16% and 18% of respondents, respectively.

It is commonly used in Latin America (74%) and Europe (58%). 75% of respondents using AVE said they do so because their clients expect it.

There is varying awareness of Association for the Measurement & Evaluation of Communications (AMEC) and the Barcelona Principles. 72% of respondents follow AMEC principles in the UK, however, only 41% cited them from North America, raising concerns of AMEC’s relevance outside Europe.

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