Wald's entropy is equal to a quarter of the horizon area in units of the effective gravitational coupling

The Bekenstein-Hawking entropy of black holes in Einstein's theory of gravity is equal to a quarter of the horizon area in units of Newton's constant. Wald has proposed that in general theories of gravity the entropy of stationary black holes with bifurcate Killing horizons is a Noether charge which is in general different from the Bekenstein-Hawking entropy. We show that the Noether charge entropy is equal to a quarter of the horizon area in units of the effective gravitational coupling on the horizon defined by the coefficient of the kinetic term of a specific metric perturbation polarization on the horizon. We present several explicit examples of static spherically symmetric black holes.