Billboard Impressions Calculator

How Impressions Are Calculated

Weekly impressions for billboards are typically estimated using traffic data and visibility formulas. The exact methodology varies by market and measurement provider, but here’s our general process:

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Static Billboard Formula

Weekly Impressions = Daily Traffic Count (or DEC) DIVIDED by 2 (One Side of the Billboard) TIMES 1.5 (Average Vehicle Occupancy) TIMES 7 (1 week)

For example:

• Traffic Count: 20,000 vehicles per day
• Divided by 2 = 10,000
• Times 1.5 = 15,000
• Times 7 = 105,000

105,000 weekly impressions

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Digital Billboard Formula

Weekly Impressions = Daily Traffic Count (or DEC) DIVIDED by 2 (One Side of the Billboard) DIVIDED by the Total number of Slots (8) TIMES 1.5 (Average Vehicle Occupancy) TIMES 7 (1 week)

For example:

• Traffic Count: 20,000 vehicles per day
• Divided by 2 = 10,000
• Divided by 8 =1,250
• Times 1.5 = 1,875
• Times 7 = 13,125

13,125 weekly impressions

NOTE: If your digital billboard is located at a stoplight, the slot might get viewed 2x. If so, adjust your impressions accordingly.

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How GeoPath Usually Measures It

Organizations like Geopath use:

• Traffic counts from state DOTs and local agencies
• Travel patterns
• Billboard location and orientation
• Speed of traffic
• Number of lanes
• Viewing angle
• Distance from the roadway
• Population demographics

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A Note for Billboard Sales

When you’re building proposals for billboard companies, it’s important to distinguish between:

• Traffic Count = Vehicles passing
• Impressions = Estimated people exposed to the billboard

Many advertisers assume they’re the same thing, but impressions are usually higher because multiple people may be in a vehicle.

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