There are often several ways to describe the same measurement metric in media-speak. A good example is Reach (or Cume), which can be reported as a percentage (or in thousands). Reach is the unduplicated expanse of your content or your message whether it is measured in homes, viewers or set-top boxes, and whether it is based on time or quantity. With STB data, reach can be calculated to the second-by-second level which may or may not be meaningful to programmers or advertisers. Time will tell.