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Audience Measurement
Gross Impressions (GIs)
The total mathematical sum of all exposures to an advertisement, regardless of whether they represent unique individuals.
What is Gross Impressions (GIs)?
Gross Impressions count every exposure, not every person. If a station's average quarter-hour audience is 10,000 and an advertiser runs 50 spots, Gross Impressions equal 500,000: even though the number of unique people reached is far lower. GIs therefore represent total delivery, not deduplicated audience.
Gross Impressions are the universal cross-medium currency for advertising delivery. Whether the exposure occurred on a terrestrial radio spot, a podcast mid-roll, a CTV ad, or a streaming audio pre-roll, it all rolls up into one comparable number. Programmatic pricing, CPM benchmarks, and cross-media planning all use GIs as their base unit.
Why it matters
Impressions are the foundational currency of both traditional and digital ad models, heavily utilized in calculating programmatic pricing.
Track Gross Impressions across competitors
Spotwise totals impressions across every monitored competitor campaign so you can benchmark delivery in real time.