Perhapsatonetime, it would have been enough to simply say that a breakfastcereal sitting atop the kitchen table of a sitcomset was getting 8 million pairs ofeyeballs.
The advertiser has two variableto contend with(1) the sheer number of eyeballs or ears that a particular advertising strategy will reach, and (2) within a set, the number of eyeballs and ears actually interested in the product being advertised.