Results are broken down by market, which is where the tab becomes genuinely useful. A campaign can look healthy overall while one market carries almost all of the delivery.
The Columns
Column | What it shows |
Target Pop | The target population in that market — the pool your reach is measured against. |
Audience | The audience segment the figures are calculated against. |
Audience Imps | Impressions delivered against that audience specifically, rather than everyone. |
Local Imps | Impressions delivered within that market. |
Imps % | That market's share of the campaign's impressions. |
Reach | How much of the target population is exposed at least once. |
Freq | Average number of exposures per person reached. |
What To Look For
Three patterns worth checking before you present a plan.
One market dominating. Scan Imps %. If one market holds most of the campaign's impressions on a multi-market brief, your plan is not as national as it looks.
High frequency, low reach. A market with strong frequency and weak reach means you are hitting the same people repeatedly. Fine if that is deliberate; a problem if the brief asked for coverage.
A market barely registering. Very low reach usually means too few units to be worth the money. Either commit properly to that market or drop it and put the budget where it will work.
*Note: That last one is the most common finding. A market with two units is rarely worth having — it dilutes the campaign without delivering meaningful coverage anywhere.
Audience Impressions Versus Local Impressions
The distinction matters when a client is paying for a specific audience.
Local Imps counts everyone passing your units. Audience Imps counts only the people in your target segment. A site on a busy road can deliver a great many impressions while reaching very few of the people you actually want.
Where the brief names an audience, judge the plan on audience impressions rather than the headline number.