Definitions for "Gross impressions"
an expression of the weight of a media plan; the sum of all target audience exposures to the media vehicles in a media plan, including duplications (each exposure = one impression). Also called gross audience. See advertising weight, message weight, net audience, net impressions, gross rating points, target rating points, and unduplicated audience.
The total number of households or people delivered by a particular media schedule, including duplication of the audience. It can be calculated by the reach multiplied by the number of times the ad/commercial will run.
The sum of all exposures to an advertising message in a given advertising schedule.