AoE is 1 roll to hit 1 roll of damage.
The key is the difference between AoE and 1, 2,or 3 creatures. The 1, 2,or 3 creatures power is multi target, and therefore separate rolls for each target. Note, this also means it is effected by things like invisibility and concealment.
AoE on the other hand targets an area and only does a single attack and damage roll. In addition AoE is unaffected by invisibility and concealment (note that concealment and cover are similar but different, mostly in regard to AoE).
Of course, the final say is that of our illustrious DM.