Radio advertising is a one-to-many advertising solution that allows you to reach more customers everywhere they are. When you run campaigns on iHeart AdBuilder you have access to metrics like Impressions, Reach, and Frequency.
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 of the same ad so this is not indicative of the total number of people who heard your ad. Reach, on the other hand, will tell you how many individual listeners are hearing your ads and Frequency is the number of times they’ll hear them.
When planning a radio campaign, impressions are important because you want maximum exposure to your potential customers. If you are targeting the right people, every impression is impactful, even repeat ones! Increasing the Impressions, Reach, and/or Frequency of radio ad campaigns will help you get your message heard by more people more often, ensuring that your business is top of mind when they are in the market for your product or service.