A | |
ABC | Audit Bureau Circulations / an organization that provides certified statements of net paid / qualified circulation of magazines and newspapers. The first issue is on pink paper, while the official audited document is printed on white paper. |
Added Value | Additional media delivery, merchandising or promotion provided to an advertiser by a purchased medium, that provides greater value to the media buy. |
Affiliate | A broadcast station bound to a contractual relationship with one or more networks to carry network-originated programs and announcements. |
Agate Line | A newspaper space measurement that measures 1 column wide and 1/14 inch deep. Rarely used these days – the Wall St. Journal is the exception. |
B | |
BDI | Brand Development Index / the number of cases, units or dollar volume of a brand sold per 1,000 population. It is calculated by dividing the percentage of sales in a market by the population percentage in the same market. |
Billboard | In broadcast, free airtime (e,g, brought to you by) given to a sponsoring advertiser. In outdoor, an advertising structure. |
Bleed | In print media, the illustration or copy is extended to the edge of a page so there is no white border – may be a premium charge for this. |
Bulletin | Outdoor billboard generally posted on highway and major thoroughfares. Average size is 14’ high by 48’ wide (live area), and these are used to rotate between locations throughout the showing. |
C | |
CDI | Category Development Index / the percentage of total U.S. sales of a product category related to population percentage in a geographical market. |
Checking Copy | A copy of the publication sent to an advertiser / agency as proof that the advertisement appeared as ordered. |
Column Inch | A newspaper space measurement that measures 1 column wide and 1 inch high as a cost factor. |
Composition | The percentage of individuals in each demographic cell for any media vehicle. |
Cost per Point | The unit cost divided by the rating of the program in which the commercial will appear. |
Cost per Thousand | The cost per 1,000 individuals delivered by a medium or media schedule. |
Coverage | The percentage of persons covered by a medium. |
Cume | Based on the total number of unduplicated persons reached by a TV or radio schedule. |
D | |
Daypart | Times of broadcast for TV and radio. |
DEC | Daily effective circulation – The number of persons estimated to pass an out-of-home unit during the average day. |
DMA | Designated Market area – Unduplicated television area to which a county is assigned on the basis of highest share of viewing. |
Duplication | The number or percentage of people in one vehicle’s audience who are exposed to another vehicle or the same vehicle (e,g, weekly TV show or magazine) within the advertising period. |
E | |
Effective Reach | The number of individuals reached by a media schedule at a given level of frequency. |
Efficiency | The relationship of media cost to audience delivery. |
F | |
Frequency | The number of times an individual is exposed to an advertising message. |
Frequency Discount | A rate schedule that allowed to an advertiser who purchases a specific schedule within a specified period of time. |
G | |
Gross Impressions | The sum of audiences of all vehicles used in a media plan, representing the message weight of a media plan. This includes all duplicated impressions. |
GRP | Gross Rating Points / The sum of rating points delivered by a given list of media vehicles. Generally refers to household points, not a specific target. |
H | |
Hiatus | A period of non-activity. |
I | |
Index | A percentage that relates numbers to a base. |
Impressions | A sum of all exposures expressed in terms of actual numbers of persons reached (with duplication). |
M | |
Makegood | Compensation for missed spot or ad due to error by station/publisher. |
Metro Area | The hub(s) of a TV market but does not encompass the entire population of a TV market. Generally are individual radio markets within a TV DMA. |
Merchandising | Promotional activities that complement advertising and are provided by media purchased for advertising. |
P | |
Pass-Along-Reader | A person who reads a publication that he or a member of his family did not purchase. |
Premiere Panel | A vinyl wrap over a 30-sheet outdoor billboard, making it half the size of a bulletin. Also called a junior bulletin. Generally posted on major thoroughfares. Size is 12’ 3" high by 24’ x 6" wide (live area). |
Primary Reader | Readers who purchased a magazine or are members in a household where the publication was purchased. |
Q | |
Quintile Distribution | A display of frequency among audiences grouped into equal fifths of total reach. |
R | |
Rate Base | The circulation of a print vehicle upon which rates are based – may or may not be guaranteed. |
Rate Card | States the costs for advertising as well as other pertinent information relating to the vehicle. |
Rate Protection | A guarantee that an advertiser’s current rate under the old rate card will be protected for a specified period of time should a new rate be introduced. |
Rating | The percentage of individuals exposed to a particular TV or radio program. |
Rating Point | One rating point is equivalent to reaching 1% of your target. |
Reach | The number of different individuals exposed to a media schedule within a given period of time. |
Readers per copy | The average number of readers of a magazine per copy of circulation. When multiplied by circulation, the result equals its audience. |
ROP | Run of Press / a position request to run an advertisement anywhere in the publication. |
ROS | Run of schedule / a broadcast commercial for which a definite time is not specified. |
S | |
Short Rate | The dollar penalty an advertiser pays for not fulfilling space requirements. The penalty is the difference between the contracted and earned rate in print media. |
Showing | Gross rating points within out-of-home advertising. A #25 showing reaches 25% of individuals in the given market daily. |
Sponsorship | The purchase of one or more announcements within a program may allow advertisers to receive bonus time via billboards. |
Spots | TV / radio commercial announcements. |
T | |
Tabloid | A newspaper smaller than the size of the standard newspaper OR a magazine larger than the standard magazine. |
30-sheet poster | Outdoor billboard generally posted on non-highway streets. Size is 10’ 6" high by 22’ x 8" wide (live area). Note that paper is used to post ads on these units and there are approximately 8 sheets that make-up the ad. |
TSA | Total Survey Area / In radio, the area in which radio signals from an originating market can be received. |
TRP | Target Rating Points / The sum of target rating points delivered by a given list of media vehicles. |
U | |
Unwired Networks | A combination of TV or radio stations in separate markets cooperating to sell advertising at a discounted rate. |