FAQs: Linear Impressions

In our media plan, where do the impressions come from?

In my Tatari dashboard, where do the impressions come from?

Why are the impressions in the media plans different from the ones in the dashboard?

What value are you pulling from set-top box data?

In our media plan, where do the impressions come from? 

The impressions in the media plan come from the networks and are usually comparable to Nielsen ratings.

In my Tatari dashboard, where do the impressions come from?

At first, the impressions in the dashboard are projected impressions calculated by our data science algorithm. The algorithm calculation uses set-top box data from 30M+ households. Approximately three weeks after a spot (ad) has aired, we’ll get actuals at which point we’ll update the impressions in your dashboard.

Why are the impressions in the media plans different from the ones in the dashboard?

Networks use Nielsen data and we use set-top box data from 30M+ households. We prefer to use set-top box data over Nielsen as it gathers data from a larger sample size of all viewers (3 orders of magnitude, or one thousand times greater than the sample used by Nielsen), it’s objectively collected (i.e. not from a written survey; see example at the bottom of the article), and it’s collected much faster. 

What value are you pulling from set-top box data?

We are pulling average audience (AA) impressions from set-top box data, not household (HH) impressions. AA is determined by this equation:

Average Audience = Total Hours Viewed / Time Frame of Event in Hours