Radio Stats

What is an impression?

January 13, 2021

What is an impression, and why is it important? In radio, an impression simply refers to a person hearing your advertisement (i.e., one impression equals one listen). However, one person can experience multiple exposures to the same ad, so this is not indicative of the total number of unique individuals that have been reached, or in our case, the total number of people who heard your ad.

Impressions are important when planning a radio campaign because you want maximum exposure to your potential customers. If you target the right people, every impression is impactful, even repeat ones!

Wait, how do I know I’m targeting the right people?

This part is really easy because we’ve done the hard part for you! You’ll notice that you can target traditional demographics (e.g., age and gender), or you can choose specific audience segments. These predetermined audience segments are highly targeted to fit your unique business information and goals.

For example, if you own a coffee shop, you might want to target coffee drinkers or avid readers.

iHeart AdBuilder "Choose your customers" screen that shows a few audiences that a coffee shop might like to target with radio ads


AdBuilder then automatically selects the stations and times of day to play your audio ad where your primary customers are most likely to listen.

Before your AdBuilder ad runs, you might notice that we list “estimated impressions” in your campaign details. Once your AdBuilder Campaign is live and your audio ad is playing, you will be able to see how many actual impressions (or listens) your campaign has achieved in real-time.

Are you ready to get started? Launch your AdBuilder campaign now, and we’ll get started writing and producing your custom radio ad!

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