A - C | D - I |
J - M | N - R| S- Z
A
Ad Slicks - camera-ready glossy prints ready for newspaper
placement (usually black and white).
Adjacency - an advertising pod positioned next to a particular
TV or radio program. Also called commercial break positions.
Advertising Impressions - the audience delivery of media
vehicles, programs or schedules. Usually expressed as thousands (000).
Affidavit - a statement, usually notarized, accompanying
station invoices which confirms that the commercial actually ran at the time
stated on the
invoice.
Affiliate - a station associated with a network by contract to
broadcast the network's programs.
Air Date - the first broadcast of a commercial; also refers to
the exact date of a particular TV or radio program.
Audilog - the diary used by household members in Nielsen's
local rating sample which records what stations and programs they viewed during
a week's time.
Audimeter - Nielsen's device for electronically recording TV
viewing in sample households. Has been replaced nationally by the People Meter,
but still being used in selected markets.
Availability ("avails") - unsold units of time
available for broadcasters to sell to advertisers. Also refers to a station's
submission of programs and rating estimates for advertising planning and
buying.
Average Quarter-Hour Rating - the audience estimate reported by
Nielsen and Arbitron for television and radio. It provides the average number
of persons or households who watched/listened for at least 5 minutes of the 15
minute segment being reported.
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B
Bonus Spot - additional TV or radio spot provided to an
advertiser at no charge to raise the overall audience delivery of the schedule.
Break Position - a broadcast commercial aired between two
programs instead of in the middle of one program.
Broadcast Calendar - an industry-accepted calendar used mainly
for accounting and billing purposes. Weeks run Monday-Sunday, and each month is
four or five weeks long.
C
Cable TV - TV programming that is delivered by coaxial cable
rather than over the air for the purposes of improved reception and delivery of
additional program choices beyond the local stations.
Clearance - a station's agreement to carry a particular
program.
Cut-In - a commercial inserted by the local station that covers
the commercial airing at the same time on the network at the advertiser's
request. Useful for testing different copy in a limited geography.
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D
Daypart - one of the time segments into which the day is
divided by broadcast media, determined by type of programming and who provides
it (network or local).
Designated Market Area (DMA) - Nielsen's term for geographical
areas made up of exclusive counties based on which home market stations receive
the predominant share of viewing. (See also ADI)
Diary - an instrument for measuring viewing, listening or
reading of media vehicles kept by people in a sample.
Drive Time - the dayparts used in radio to signify primary
listening being done in cars. Generally considered to be Monday-Friday 6- 10
a.m. and 3-7 p.m.
E
Expression - a group of similarly-themed advertising
G
Gross Rating Points (GRPs) - the sum of the ratings delivered
by a given list of media vehicles. GRPs commonly indicates household rating
points. HUT-(Households Using Television) - a broadcast research term
indicating the percent of homes with sets on during a specific time
period.
I
ID - station identification of its call letters and location,
channel or frequency. Also refers to any commercial message less than ten
seconds long.
Infomercial - a long (more than two minutes) commercial
providing extensive product/service description and sales information.
L
Log - chronological record of a station's program and
commercial exact air times.
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N
Net Cost - advertising rates which do not include advertising
agency commission and/or include discounts.
Network - two or more stations joined by a line to broadcast
the same program from a few original studios simultaneously.
Network Affiliate - a television or radio station that
designates a portion of its air time for network programs.
P
Penetration - the degree to which a medium or vehicle has
coverage in a specific area. Can also refer to the effectiveness of
advertising's impact on consumers.
O
O & O Station - a station owned and operated by a network.
O.T.O. - one time only, usually referring to a TV or radio
special program.
Overnights - audience data provided by Nielsen or Arbitron to
metered market clients the day after the broadcast.
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P
Pay Per View - a type of Pay TV where viewers are charged each
time they watch the special event or movie being broadcast.
Pay TV - a TV system providing programs which are available
only to the households who subscribe, usually transmitted via coaxial cable or
telephone lines. Also called "premium channels" on cable, such is
HBO, Cinemax, Showtime, Disney Channel, etc.
Per Inquiry (P.I.) - agreement between a media owner and an
advertiser where the advertiser pays the owner for advertising on the basis of
the number of inquiries or completed sales from the advertising.
Persons Using Radio (PUR) - the percent of the area's
population listening to radio at a specific time.
Piggyback - back-to-back scheduling of two or more brand
commercials of one advertiser in network or spot positions.
Pilot - a sample of a proposed television series.
Pocketpiece - Nielsen's weekly reports providing audience
estimates for all network and syndicated programs.
Pre-emption - the substitution of one advertiser's local TV
commercial by another advertiser paying a higher price for the spot, or by a
different
program of interest.
PVT/PUT (Persons Viewing or Using Television) - the percent of
individuals viewing all television stations during a specific time period,
indicating total viewing to TV in general, not to a specific program or
station.
Psychographic - describes consumers on the basis of some
psychological trait, characteristics or life style.
Q
Quintile - the division of the audience or sample into five
equal groups ranging from heaviest to lightest amount of exposure to any
medium.
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R
Rate Card - a statement by a medium showing advertising costs,
issue dates, program names, closing dates, requirements, cancellation dates,
etc
Rating - an estimate of the size of an audience expressed as
one percent of the total population.
Reach - the unduplicated percent of a potential audience
exposed to advertising one or more times during a given period.
Roadblocking - a scheduling technique where a brand's
commercial airs at approximately the same time on all three networks or on all
stations in a given market.
Roll Out - an advertising technique where advertising is
expanded to cover more and more markets as distribution/ product sales are also
expanded.
R.O.S. (Run Of Schedule or Run Of Station) - a broadcast
schedule, similar to R.O.P. where specific programs and air times have not been
requested by
the advertiser
S
Share - the percent of an audience tuned to a particular
program at a given time.
Share of Voice (SOV) - a brand's percent of the total
advertising weight in its product category.
Short Rate - the cost difference between the discounted
contract rate and the higher rate actually earned by an advertiser if he fails
to fulfill the contracted amount of advertising.
Simmons Market Research Bureau (SMRB) - a syndicated source of
print and broadcast audience measurement, as well as product usage data.
Simulcast - broadcast of the same program at the same time on
both AM and FM radio stations. Can also refer to a radio station simultaneously
broadcasting the audio portion of a TV program.
Spill-In - the amount of programming viewed within a market
area to stations that are licensed to an adjacent market.
Spill-Out - the amount of viewing to local stations outside the
home market area.
Sponsorship - purchase of all or part of a TV program or all
pages of a magazine.
Standard Rate & Data Service (SRDS) - monthly reports of
publications', TV and radio stations' rate cards and supporting technical
information arranged by state and market.
Starch - a research company providing print advertising
readership information.
Strip - a program scheduled at the same time each day,
typically Monday-Friday.
Superstation - an independent station whose signal is
transmitted to many markets via a satellite.
Sweeps - the four 4-week periods when all TV markets are
measured by Nielsen and Arbitron for station viewing and demographic
information. Sweep months are February, May, July and November.
Syndicated Program - a program bought by a station or
advertiser from an independent organization, not a network.
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