comScore impressions numbers seem low

And their CPM number seems very high. See release here.

Based on my estimates, I’d guess they came in about 50% on the impressions numbers and about doubled the CPM. But then what do I know? :-)

My guess is around 24.1 billion impressions a day whereas theirs comes in around 12.2 billion a day (or around a trillion in the US for the first quarter). $2.48 as a CPM is high; the true number is quite probably in the $1.00 to $1.50 range. Especially when you look at Facebook – the CPMs there for an ad unit are in the $0.20 range on the higher end and if you look at three ads or max four ads per page, that’s $0.60-$0.80 or so.

Would love other people’s thoughts on this, back of the envelope or not.