What does potential audience and potential reading instances mean?

The figures for reach and potential audience

Reading instances/potential audience is an estimation of how many occasions potential readers/viewers/listeners may have encountered the publicity featuring the subject of analysis.

The total number of reading instances/potential audience is a sum of each individual source's reach. The figures are sourced from Orvesto Konsument, KIA Index, and MMS, and are continuously updated in Retriever's media database.

Reading instances are usually reported in millions. The total number of reading instances may appear high as it represents the gross figure, which is not the same as the number of individuals. Please note that reach and reader figures may be calculated and used differently by various entities.