Geopath Ratings represent the average number of consumers who are likely to notice an ad on an outdoor advertising display, and helps us understand the consumer behavior of each location's audience. 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.