September’s chart of the month demonstrates the resilience of the average impact of TV ads a day over the past 10 years.
The BARB definition classifies an impact as a measure of viewing to commercial spots. One impact is one member of the target audience viewing one ad. Impacts are added together to give, (e.g. the total impacts delivered by a particular spot), the gross total achieved by a particular advertising campaign or the total supplied by a given channel. A total of 10 impacts could be achieved in a number of ways: by ten people viewing a single commercial; by one person seeing the commercial ten times; by five people seeing the commercial twice and so on.
On average each person sees 42 TV ads in full a day at normal speed which means 2.5 billion TV ads are seen in the UK every day.