Glossary of Terms

  • 30-Second Impressions

    Since most commercial units are 30 seconds long, it is normal to report and calculate audience impressions on commercials in terms of 30-seconds. In most common reporting environments, impression numbers are expressed in terms of 30-second impressions. When units are equivalized, units of lengths other than 30 seconds have their impressions adjusted upward or downward in proportion to their length’s ratio to 30 seconds.

     

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