Term
|
Definition
The specific time periods, usually two minutes long, which precede and
follow regular television programming. |
|
|
Term
| Advertising Appropriation |
|
Definition
A company’s estimated dollar figure for an advertising effort of a flight,
season campaign or total marketing year; typically based on projected
business volume. |
|
|
Term
|
Definition
The amount of advertising planned for or used by a brand; usually stated in
gross rating points or gross impressions. |
|
|
Term
|
Definition
A station associated contractually with a network for the purpose of
broadcasting network programs. |
|
|
Term
|
Definition
| Radio daypart between 3 p.m. and 7 p.m. |
|
|
Term
|
Definition
A radio rating service that measures the listening audience to local radio
stations and national networks. |
|
|
Term
|
Definition
The number of people or households exposed to a medium. Remember,
this is measuring exposures only – NOT who actually read it, saw it or heard
it. |
|
|
Term
|
Definition
The build-up of audiences over a given time period; a method of counting
audiences wherein each person exposed to a vehicle is counted only once,
even if (s)he sees the ad repeatedly. |
|
|
Term
|
Definition
Also called holding power, a Nielsen term to describe the degree to which a
program retains its audience throughout a broadcast. |
|
|
Term
|
Definition
The characteristics of the people who make up the audience of a media
vehicle in terms of age, gender, income and other demographic and
psychographic factors. |
|
|
Term
| Audit Bureau of Circulations |
|
Definition
A nonprofit, self-regulatory organization of advertisers, agencies and
magazine and newspaper publishers that verify the circulation figures of
print media; also called ABC for short. |
|
|
Term
|
Definition
A specific period of unsold broadcast commercial time that is offered for
sale to an advertiser. Often shorted to avail. |
|
|
Term
|
Definition
A Nielsen measurement, it is the number of homes/persons tuned into a
program for an average minute. In print, it is the number of persons who
read or looked into an average issue of a publication. |
|
|
Term
|
Definition
| A demographic group, such as males ages 18-34. |
|
|
Term
|
Definition
An advertisement in which some or all of the graphics and/or copy runs
past the usually margins out to the edge of a page; typically these insertions
are sold at a premium rate. |
|
|
Term
|
Definition
When salespeople offer an added incentive of "no charge" or "free"
announcements in return for buying a larger package of announcements;
also helps to ensure that predicted GRPs will be reached. |
|
|
Term
|
Definition
An advertisement appearing on two facing pages in the center of a
publication. |
|
|
Term
|
Definition
In print, the number of copies of a vehicle distributed, based on an average
number of issues. In outdoor, the number of people who have the
opportunity to see the vehicle in a given period of time. |
|
|
Term
|
Definition
A geographic area that includes the corporate limits of the central city of
the market, plus any contiguous areas that have substantially the same builtup
characteristics of the central city. |
|
|
Term
|
Definition
Those broadcast spots that were ordered and thus “cleared” – meaning they
ran when they were supposed to and at the contracted rate. Non-clearance
refers to commercials that had been negotiated but could not be scheduled
due to tight inventory. |
|
|
Term
| Clipping Bureau or Service |
|
Definition
An organization that examines newspapers and magazines and clips articles
from them so clients can keep track of their and their competitors’
advertisements and editorial coverage. |
|
|
Term
|
Definition
The final date to commit contractually for the purchase of advertising
space; usually the space closing date will precede the materials (art) closing
date. |
|
|
Term
|
Definition
Excessive amounts of advertising or non-program material carried by media
vehicles. |
|
|
Term
|
Definition
A measurement of newspaper space that is one column wide and one inch
deep (14 agate lines); this is the standard unit of measurement for
newspaper pricing. |
|
|
Term
|
Definition
The percent of a media vehicle’s audience that is within an advertiser’s
demographic target with respect to income level, age, gender, geography,
etc. |
|
|
Term
|
Definition
A method of scheduling advertising so that audiences have an opportunity
to see ads at continuous regular intervals; often called straight-through
advertising. |
|
|
Term
|
Definition
| The written text of an advertisement or promotional piece. |
|
|
Term
|
Definition
The cost of one demographic rating point in a given market. To calculate,
divide the cost per spot by the rating. |
|
|
Term
|
Definition
The cost of achieving 1000 exposures, within the target demographic, one
or more times. |
|
|
Term
|
Definition
| A medium’s geographic potential. |
|
|
Term
|
Definition
The different specific time period breakouts of a broadcast day for which
audience estimates are reported. |
|
|
Term
|
Definition
Used by Nielsen Media Research to describe non-overlapping TV market
coverage; identifies an exclusive geographic area of counties in which the
home market television stations hold a dominance of total hours viewed. |
|
|
Term
|
Definition
The times of day, both morning and afternoon, in which most people drive
to and from work. |
|
|
Term
|
Definition
In broadcast, it is a measurement of the number of people reached by one
program or station who are also reached by another. In other words, a
"shared" audience. |
|
|
Term
|
Definition
The minimum level of frequency, or number of exposures (repetition),
determined to be effective in achieving the goals of an advertising
campaign. |
|
|
Term
|
Definition
The percentage of the targeted demographic population exposed to the
message that is effective in the planner’s judgment. |
|
|
Term
|
Definition
An individual's contact with an advertising message or medium; “open eyes
facing a medium” – those folks who say assuredly that they watched it,
heard it or read it. |
|
|
Term
|
Definition
A specific period of station broadcasting time reserved for an advertiser and
sold at a premium rate. |
|
|
Term
|
Definition
A method of scheduling advertising for a period of time, followed by a
hiatus period of no advertising, followed by a resumption of advertising.
Sometimes called bursting. |
|
|
Term
|
Definition
The average number of times a targeted audience member is exposed to the
advertising message, measured over a specific period of time. |
|
|
Term
|
Definition
Time periods preceding and following peak television viewing periods
(called prime time); for example, late fringe is typically considered to be
after 11 p.m. |
|
|
Term
|
Definition
The practice of giving extra attention to one or more markets that have
more varying sales potential than other markets due to location,
demographics, etc. |
|
|
Term
|
Definition
The duplicated sum of audiences of all vehicles used in a media plan.
Sometimes called gross audience or “tonnage.” |
|
|
Term
| Gross Rating Points (GRPs) |
|
Definition
The total accumulation of average rating points a schedule will yield, each
rating point representing one percent of the population; calculated by
multiplying frequency and reach. |
|
|
Term
|
Definition
| A scheduled period of time in which advertising activity ceases. |
|
|
Term
| Households Using Television |
|
Definition
Also called HUT, the number of homes within a particular market that use
at least one television set during a specific period of time. |
|
|
Term
|
Definition
Also called holdover audience, the audience a program acquires from
listeners or viewers who tuned into the preceding program and remained
with the station for the next program. |
|
|
Term
|
Definition
Authorization from an advertiser or agency to a publisher to print an
advertisement of a specified size on a given date and for a defined cost. |
|
|
Term
|
Definition
In outdoor advertising, the strength of combinations of locations
throughout a city in terms of coverage or repetition opportunities.
Obviously, intensity varies from city to city. |
|
|
Term
|
Definition
| The fixed amount of television or radio time or billboard space for sale. |
|
|
Term
|
Definition
Comparable commercial time or space given to an advertiser at no
additional cost when advertising is preempted, omitted or airs in an unfit
condition. |
|
|
Term
|
Definition
The geographic area that can receive the advertisement; can rage from the
entire United States down to one community. |
|
|
Term
|
Definition
| A product’s share of an industry’s sales volume. Also called Share of Market. |
|
|
Term
|
Definition
A group of elements used to sell a product or service: product, price,
placement and promotion. |
|
|
Term
|
Definition
| The physical specifications of a publication that advertising materials must meet in order to be reproduced in the publication. |
|
|
Term
|
Definition
The blueprint for how the advertising message will be delivered to the
target audience. |
|
|
Term
|
Definition
Any media class used to convey an advertising message to the public, such
as television, newspapers , billboards, internet, direct mail or magazines. |
|
|
Term
| Metropolitan Statistical Area |
|
Definition
Developed by the US Census Bureau to describe a large population area
with a nucleus at the center with which adjacent areas have significant
economic and social interaction. |
|
|
Term
|
Definition
| Radio daypart from 6 a.m. to 10 a.m. |
|
|
Term
|
Definition
Each cable network targets selective audience groups, which allows
advertisers to be extremely focused in their targeting process. Also called
targetcasting. |
|
|
Term
|
Definition
Short for two companies (that were one before the mid-1990s). A.C.
Nielsen provides market research data on products, while Nielsen Media
Research provides television audience ratings for network cable and
syndicated broadcasts. |
|
|
Term
|
Definition
| In print, the highest rate charged to an advertiser; no contract is in place. |
|
|
Term
|
Definition
A scheduling method in which stations rotate an advertiser’s commercial
among different program and/or time periods – usually in prime time. |
|
|
Term
|
Definition
A service provided by Nielsen that measures prime time viewing the day
after broadcasting. |
|
|
Term
|
Definition
|
|
Term
|
Definition
The degree to which a medium has obtained area coverage. Also referred to
as the "effectiveness" of an advertising schedule. |
|
|
Term
|
Definition
Ad advertisement’s place on a page and the location of the page in the
publication. |
|
|
Term
|
Definition
The examination of how closely the media cost estimates match actual
costs. |
|
|
Term
|
Definition
A spot announcement sold at a reduced rate, while the station has the
option to sell that same spot to another advertiser wiling to pay full rate. |
|
|
Term
|
Definition
Recapture by the station network of an advertiser’s time in order to
substitute special programming (Presidential address, national emergency,
weather situation, etc.). |
|
|
Term
|
Definition
Also called premier position, these print advertisement locations are in
places where they are easily seen and thus yield more power with consumers
(inside from cover; next to editorial content, etc.). |
|
|
Term
| Primary Audience/Readership |
|
Definition
In print, all readers who live in households where someone subscribes to or
purchases the publication. |
|
|
Term
|
Definition
| The half-hour time period immediately preceding network prime time. |
|
|
Term
|
Definition
| The period of peak television usage during the evening hours. |
|
|
Term
|
Definition
| The study of consumer lifestyles and attitudes. |
|
|
Term
|
Definition
A media scheduling technique which combines continuity and flighting
patterns. |
|
|
Term
|
Definition
The cost of advertising on/in a media vehicle as defined by that media
source. Usually a rate is given to one unit such as one spot of airtime, one
ad for a publication, or one outdoor billboard. |
|
|
Term
|
Definition
A listing distributed by a medium containing advertising cost, issue dates,
closing dates, mechanical requirements, cancellation dates and circulation
data. Issued by both print and broadcast media. |
|
|
Term
|
Definition
In television and radio, the percentage of the target demographic in the market
that is tuned in to a program or a daypart. In national television, ratings
refer to the average minute. In local TV and radio, ratings refer to the
average quarter hour of a defined daypart. One rating point represents one
percent of the targeted population. |
|
|
Term
|
Definition
The number of different persons or homes exposed to a specific media
vehicle or schedule at least once. Usually measured over a specific period of
time. Also known as cume. |
|
|
Term
|
Definition
The newspaper circulation area including the city line and beyond from
which retailers draw sufficient customers to justify including this area in the
coverage area. |
|
|
Term
|
Definition
A slang broadcasting term for placing television commercials at the same
time on two or more networks/stations. |
|
|
Term
|
Definition
A newspaper advertisement for which a definite position is not specified,
but which usually left to the discretion of the publisher; insertion typically
appears in the general news sections. Also called Run of Press or Run of Book. |
|
|
Term
| Run of Schedule/Station (ROS) |
|
Definition
A broadcast commercial for which a specific time or day has not been
requested but will be aired at the discretion of the radio or television
station. |
|
|
Term
|
Definition
A level of advertising weight several times above normal reach and
frequency levels standard for the market or product involved. Designed for
maximum impact. |
|
|
Term
|
Definition
Purchasing commercial time in broadcast media in many different network
TV programs. |
|
|
Term
| Secondary Audience/Readership |
|
Definition
In print, those people who did not purchase the publication; also called
pass-along readership or pass-along audience. |
|
|
Term
|
Definition
The percentage of the total broadcast audience tuned to a specific station
during a specific time period. |
|
|
Term
|
Definition
A brand’s share of the total advertising dollars or impressions for a product
or commodity classification. |
|
|
Term
|
Definition
In outdoor advertising, the number of posters offered as a unit in terms of
100 GRPs a day (and variations thereof). |
|
|
Term
|
Definition
The purchase of more than one announcement in a radio or TV program
(usually a majority of commercials) by one advertiser. |
|
|
Term
|
Definition
A broadcast term meaning one TV or radio commercial; one unit of
airtime. |
|
|
Term
| Standard Advertising Unit |
|
Definition
Also called SAU, the 56 advertising units in broadsheet and 33 units in
tabloid newspapers that are fixed sizes in depth and width and are measured
in standard column inches. |
|
|
Term
|
Definition
Periods during which Nielsen surveys all local television markets for
viewing habits; conducted four times annually during sweeps months
(November, February, May and July). |
|
|
Term
|
Definition
A program that is purchased on a market-by-market (station-by-station)
basis by an advertiser or station from an independent organization that is
not a network. |
|
|
Term
|
Definition
Smaller than a standard-sized newspaper, with five to six columns and
about 200 lines deep. |
|
|
Term
|
Definition
The desired or intended audience for advertising, as described or
determined by the advertiser and usually defined in terms of specific
demographic, purchase or ownership characteristics. |
|
|
Term
|
Definition
Actual pages of advertising as it appeared in the publication, removed from
the publication and forwarded to the advertiser to provide proof that an
advertisement was run as per the insertion order. |
|
|
Term
|
Definition
The department in radio/television stations, publications and advertising
agencies that handles schedule instructions and commercial materials. |
|
|
Term
|
Definition
Refers to an individual or specific carrier that is capable of exposing an
advertising message to consumers. |
|
|
