Agility has transitioned from using the term “Audience Reach” to “Impressions” within the Monitoring module. This change ensures more accurate reporting and better reflects how media coverage is consumed.
While “Audience Reach” remains important in Targeting, the term can be misleading when discussing multiple articles or groups of mentions in Monitoring.
“Impressions” more accurately represents the total potential views of one or many pieces of coverage.
🔹 Why the Change?
Audience Reach
Describes how many people a publication could reach — the size of the outlet’s audience or circulation.
This term remains accurate and useful in Targeting, where you select outlets based on their potential readership or viewership.
Impressions
Describes how many potential views (“opportunities to see”) are generated by an article or a collection of articles.
This term is more appropriate for Monitoring, where you track visibility across multiple mentions.
🔹 A Simple Example
Let’s say:
The New York Times has an audience reach of 89 million.
One article is published mentioning your brand.
At the individual article level:
That article has 89 million impressions — meaning 89 million opportunities for it to be seen.
But if 10 articles are published in the New York Times in one month:
Impressions: 10 × 89 million = 890 million
Audience Reach: Still 89 million people
Using “Audience Reach” in Monitoring would incorrectly imply the coverage reached 890 million different people — which is not true.
The correct interpretation:
✔️ 890 million impressions (total opportunities to see)
❌ Not 890 million audience reach
This distinction prevents overestimating the size of the audience exposed to your coverage.
🔹 When to Use Each Term
Use Audience Reach when discussing…
An outlet’s audience size
Circulation
Targeting and media planning
Use Impressions when discussing…
Article-level potential views
Total visibility across multiple mentions
Monitoring dashboards and reports
📝 Support & Resources
Help Center: Monitoring
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