Why are audience figures different when I calculate them using different software?

An essential element of print advertising is calculating how many people are likely to see an advertisement placed within a particular publication.

Why are print audience figures different when I calculate them using different software?

Andrew GreenZenithOptimedia

BACKGROUND

Media planners and buyers have an on-going need to determine how many people are likely to see or hear the advertising campaigns targeted at them.

Media plans are built based on the number and proportion of people likely to see individual advertisements (expressed in thousands of impressions and/or as percentage ratings) as well as the net number of different people likely to see an entire campaign once, twice or any number of times over the period it runs for (expressed as percentage...

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