sony, page-18

For the sake of clarification, media is measured in readership, the number of listeners or the number of viewers.

It is NEVER measured in potential reach based on the number devices in the market.

If it was then every TV channel and TV show would have the same size audience because they would have the same potential reach. Every radio station would rate the same on that basis, every newspaper would have the same circulation in each market because they are available to the same number of people in the same place. It wouldn't matter how big the audience was if it was all about the number of devices.

However, that is fantasy land logic which no media or advertising agency in the world would recognise.

Media is measured on your past audience over a period of time. Online, that is generally views per month.

Advertising is generally purchased based on the number of times an ad will be viewed on a Cost Per Thousand (CPM) basis.

If a company had 65,000 views on the past month and an advertiser was using that media, then expected revenue would be $XCPM the number of views divided by 1000.

65,000 views on an average $30CPM for pre-roll video advertising in Australia is $1950 a month in revenue (minus agency commission minus partner share).

Now I understand the 65,000 views figure is unsubstantiated information from an anonymous poster and not officially released by the company. I couldn’t image the company would be too happy that the anonymous poster is painting a clear picture of failure of its core product based on the figure he has provided.