1. What Are Gross Impressions?

Gross Impressions represent the total number of times an advertising message is delivered to an audience. It's a key metric in media planning that combines reach (how many people) and frequency (how many times).

2. How Does the Calculator Work?

The calculator uses the Gross Impressions formula:

Where:

• Reach — The number of unique people exposed to the message
• Frequency — The average number of times each person is exposed

Explanation: If an ad reaches 1000 people (reach) and each person sees it 3 times on average (frequency), the gross impressions would be 3000.

3. Importance of Gross Impressions

Details: Gross Impressions help media planners understand the total volume of advertising exposure, compare different media plans, and allocate budgets effectively across different channels.

4. Using the Calculator

Tips: Enter reach as a whole number (people reached) and frequency as a decimal number (average exposures per person). Both values must be positive numbers.

5. Frequently Asked Questions (FAQ)

Q1: What's the difference between reach and gross impressions?
A: Reach counts unique individuals, while gross impressions count total exposures (including multiple exposures to the same person).

Q2: How is this different from GRPs (Gross Rating Points)?
A: GRPs are gross impressions expressed as a percentage of the population (GRPs = (Gross Impressions ÷ Population) × 100).

Q3: What are typical frequency values?
A: Frequency varies by campaign goals but typically ranges from 3-10 exposures for effective campaigns.

Q4: Can gross impressions exceed population size?
A: Yes, since it counts all exposures, not unique individuals. A small audience seeing ads many times can generate high gross impressions.

Q5: How does this apply to digital media?
A: The concept remains the same, though digital platforms often provide more precise reach and frequency measurements.