An impression occurs when one person is exposed on one advertising message.
In the Audience Watch System, a distinction is made between sample impressions and population impressions.
- Sample Impressions The number of times that members of a sample have been exposed to an ad in an advertising campaign. One member of the sample could have multiple impressions. Typically measured in hundreds or thousands.
- Population Impressions The estimated number of times that members of the demographic group have been exposed to an ad in an advertising campaign. Measured in millions.
In a portion of the schedule from the
Audience Watch System
, based on a
, we can see that 31 members of the sample saw Movie #2 at 7:00 PM during the first period, and 19 saw the same program during the next period.