In 1990, AIM published its evolutionary “Behind the Numbers” in Market Research Magazine. The article recognized the relationship between seers and readers of advertising as determined from the raw research studies available and included the “AIM Ratio.” While a simple ratio, the AIM Ratio revealed the relationship of readers to inquiries. That is, unlike seeing scores, which are based solely on the size of the ad (larger brings more seers), the AIM Ratio shows that there is no direct correlation between size and readership. Rather, the content – or Readership Chain – determines whether or not a reader will move forward along that chain to become a response. This ratio became the basis of the AIM Advertising Database – hundreds of thousands of measurements in diverse markets – that led to a thorough understanding of what drives response in advertising.