Cost per impression calculator
See how many brand impressions a merchandise program delivers and what each one costs, using the 2026 ASI Global Advertising Impressions Study. Add several items, then compare the cost with buying the same impressions in other media.
Results
1,750,000 impressions
- Cost per impression
- 0.33 cents
- CPM
- $3.33 per 1,000
Same impressions in TV: $54,250.00 at $31 CPM
- Your program$5,835.00
- TV$54,250.00
Your program costs about 9.3 times less than buying the same impressions in TV.
| Item | Qty | Cost | Impressions | Cost per impression (cents) | CPM |
|---|---|---|---|---|---|
| T-shirts | 500 | $5,835.00 | 1,750,000 | 0.33 | $3.33 |
| Total | 500 | $5,835.00 | 1,750,000 | 0.33 | $3.33 |
Average impressions per item: 3,500
76% of US consumers say they are more likely to do business with an advertiser after receiving a promotional item (ASI 2026).
ASI estimates impressions from how long people keep an item, how often they use it, and how many people see it.
Merchandise is a one-time cost spread over the item's life; media CPMs repeat with every campaign.
Estimates from a trade-association study; use them for planning, not guarantees.
Cost per impression calculator
Compared with TV at $31 CPM.
1,750,000 impressions. 0.33 cents per impression. $3.33 per 1,000.
Same impressions in TV: $54,250.00. Your program: $5,835.00.
| Item | Qty | Cost | Impressions | Cost per impression (cents) | CPM |
|---|---|---|---|---|---|
| T-shirts | 500 | $5,835.00 | 1,750,000 | 0.33 | $3.33 |
| Total | 500 | $5,835.00 | 1,750,000 | 0.33 | $3.33 |
Sources: ASI Global Advertising Impressions Study 2026/2027, U.S. findings (https://media.asicentral.com/resources/AdImpressionStudy/Ad-Impressions-2026.pdf); Solomon Partners 2025 Major Media CPM Comparison, via Adams Outdoor (https://www.adamsoutdoor.com/blog/billboard-cpm-how-out-of-home-advertising-compares-to-tv-radio-and-digital-cpm-in-2026/).
Estimates from a trade-association study; use them for planning, not guarantees.
Branton Promo Group, hello@brantonpromo.com, 347.350.2745
Impressions and cost per impression by item (ASI 2026, U.S.)
| Item | Lifetime impressions | Cost per impression (as published by ASI) | How long people keep it |
|---|---|---|---|
| Fleece and jackets | 9,000 | 4/10 of a cent | 87% keep more than 1 year |
| Bags | 4,900 | 1/10 of a cent | 84% keep 1+ year |
| Caps and hats | 4,000 | Not published | 64% keep 1+ year |
| T-shirts | 3,500 | 1/3 of a cent | 80% keep 1+ year |
| Polos | 2,900 | 7/10 of a cent | 73% keep 1+ year |
| Umbrellas | 2,300 | 7/10 of a cent | More than half keep 5+ years |
| Writing instruments | 1,900 | 1/10 of a cent | 65% keep 1+ year |
| Power banks | 1,800 | 7/10 of a cent | 85% keep 1+ year |
| Drinkware | 1,300 | 1 cent | 80% keep more than 1 year |
| Desk and office accessories | 1,200 | 1 cent | 77% keep 1+ year |
| Housewares and tools | 1,200 | 1/3 of a cent | Nearly half keep 5+ years |
| Blankets | 1,200 | Less than 2 cents | Half keep 5+ years |
| Magnets* | 800 | 1/10 of a cent | 67% keep 1+ year |
| Buttons, lanyards and stickers | 600 | 1/4 of a cent | 62% keep 1+ year |
| Calendars | 550 | 1 cent | Used weekly |
| Notebooks and notepads | 500 | Less than 1 cent | 61% keep 1+ year |
| Health and safety items** | 400 | Less than 1 cent | 64% keep 1+ year |
| USB drives | 400 | Less than 2 cents | Nearly half keep 5+ years |
| Food gifts | Not published | 1/3 of a cent | 72% keep and consume |
* Magnets: ASI's report shows both 750 and 800; we use 800, the category page figure.
** Health and safety items: ASI's report shows both 400 and 4,000; we use the lower figure.
How to read these numbers
In ASI's method, an impression is one person seeing an item. ASI multiplies how long people keep an item, how often they use it, and how many people see it each time.
Outerwear and bags lead because people wear or carry them in public for years, so every use puts the logo in front of new people.
Cost per impression drops the longer people keep an item. A well made item that stays in use often costs less per impression than a cheaper one that is thrown away, so quality matters more than unit price.
Merchandise compared with other media
| Media | Cost per 1,000 impressions |
|---|---|
| TV | $13 to $49 |
| Radio | $4 to $25 |
| Out-of-home billboards | $2 to $16 |
| $13 to $54 |
At ASI's average of 6/10 of a cent per impression, merchandise works out to about $6 per 1,000 impressions, and the cost is paid once rather than every campaign.
Frequently asked questions
- What is the cost per impression of promotional products?
- ASI's 2026 study puts the average at 6/10 of a cent per impression, with about 3,300 lifetime impressions per item. Bags and writing instruments come in near 1/10 of a cent.
- Which promotional items get the most impressions?
- In the U.S., fleece and jackets lead with about 9,000 lifetime impressions, followed by bags (4,900), caps and hats (4,000) and T-shirts (3,500), according to ASI's 2026 study.
- How are impressions calculated?
- ASI multiplies how long people keep an item, how often they use it, and how many people they come in contact with while using it, based on consumer surveys.
- How does merchandise compare with TV or radio?
- Solomon Partners' 2025 comparison puts TV at $13 to $49 per 1,000 impressions and radio at $4 to $25. Most promotional items deliver impressions for well under $10 per 1,000, and the cost is paid once.
- Do people keep promotional products?
- Yes. In ASI's 2026 U.S. data, 87% keep fleece and jackets more than a year, 84% keep bags at least a year and 80% keep T-shirts at least a year.