Geopath Ratings represent the average number of consumers who are likely to notice an ad on an outdoor advertising display. Geopath Ratings measure race, gender, age, ethnicity and income, so we know who is actually seeing our units. The data is reported as weekly impressions, so it's comparable and compatible with other media formats. Advertisers looking at Out-of-Home media will now be asking “who” sees their campaign (audience), rather than “how many" (circulation). All major media can be evaluated together through the comparable metrics of reach, frequency and GRPs/TRPs.