Gerard

When we purchase media, one of the major components of the buy is around how many impressions we will achieve with a campaign. The common thought here is that the optimal amount of impressions against a target audience will yield positive advertising results. This is fairly common thinking around Madison Avenue and has led us to using the Nielsen metrics as currency for TV, circulation metrics for print, and unique visitors as being important for digital media. The higher the rating, the larger the circulation and the more unique visitors a media property has, the higher the amount of impressions, theoretically* and thus, the more media spend that they can handle. - Gerard