All major media may be evaluated together through comparable metrics. How is each medium measured?

Out-of-Home
Geopath provides Geopath Ratings to make outdoor media easy to plan, buy and measure. Geopath Ratings measure audience impressions and translate them into target demographics, reach and frequency. Using geo-audited Out-of-Home locations, demographics and visibility adjustments of each panel, Geopath Ratings measure who actually sees an ad, and delivers highly dependable audience ratings

Television
The Nielsen Company provides advertisers with Nielsen Ratings to measure TV viewing audience. Ratings provide information about who is tuning into a TV show, network and programming hour and how many people have the opportunity to see commercials during that time.

Radio
Nielsen Audio measures radio audiences and translates them into ratings that identify who is listening to what type of radio format, which station and at what time of day.

Print
Print media is measured by circulation, which tells advertisers how many people subscribe to the publication. Scarborough also measures American newspaper readership through field interviews conducted by phone. National magazine publications report reader demographics from surveys by GfK Mediamark Research & Intelligence.

Online
Online ads are typically purchased by Cost Per Thousand Impressions (CPT), Cost Per Click (CPC) and Cost Per Action (CPA). Internet technology allows you to measure exactly how many people saw your message and how they responded. Nielsen and comScore both provide analytics that can help you reach your target audience.

Mobile
Mobile ads are typically purchased by views (Cost Per Impression), Cost Per Click (CPC) and Cost Per Interaction (CPI). Internet technology allows you to measure how many people saw your message and how they responded (installed an app, clicked something, etc.) on their mobile device. comScore and Nielsen both provide analytics that can help you reach your target audience.