Reach: The percent of the target audience that will see or hear an ad at least one time.
Frequency: The number of times the average target audience member that was reached sees or hears an ad.
Rating Point: Rating points represent the percent of the total available target audience impressions that are delivered by a media vehicle.
• GRP stands for Gross Rating Points, the sum of all the rating points for a specific time period.
• TRP stands for Target Rating Points, the rating points delivered to a particular target audience for a specific time period.
Audience: The number of homes or people exposed to an advertising vehicle.
CPM (Cost per Thousand): Used as a comparison tool to determine the efficiency of different media vehicles. Cost of a media vehicle divided by the targeted impressions expressed in thousands. For example: a media vehicle that costs $10,000 and has an audience of 500,000 Women 18-34 has a CPM of $20.
CPP (Cost per Point): CPP’s represent how much it would cost to deliver one target rating point, or 1% of target audience. Primarily used in television and radio buying as a comparison and planning tool to determine how much media can be afforded at a given budget level. For example, a unit that costs $1,000 and delivers a 10 Women 25-34 rating has a CPP of $100.
Impression: A single potential exposure of a message to a member of your target audience. The number of pairs of eyes or ears that will be exposed to a media vehicle.
Share: The percentage of households or target audience members using television or radio that are tuned to a particular program.
Newspaper (and Local Magazine) Terminology:
Circulation: The number of copies sold or distributed.
Insertion: A single ad.
Broadsheet: Term used to describe a full or standard size newspaper such as the New York Times. Typically, a broadsheet newspaper is 6 columns wide by 20-22 inches high.
Tabloid: Term used to describe a smaller than standard size newspaper such as the Chicago Sun Times. Typically, a tabloid newspaper that is 5 columns wide by 14 inches high (approximately half the size of a broadsheet newspaper).
Closing Date: The final date to commit to the purchase of advertising space.
Materials Closing: The final date by which a publication must receive the advertising materials to be printed.
Radio Terminology:
Dayparts: How the day is broken down for buying purposes.
Morning Drive: 5am – 10am (CST)
Day: 10a – 3p
Afternoon Drive: 3p – 7p
Evening: 7p – 12m
Overnight: 12m – 5a
Billboard: (Usually) free airtime (generally 10-12 seconds in length) given to an advertiser, generally as a bonus to an ad buy.
Spot: A commercial announcement.
Outdoor Terminology:
Out-of-Home (OOH): Any form of visual communication outside a consumer’s place of residence.
Billboard: Generic term for bulletins and posters.
Bulletin: Largest OOH vehicle (14’ x 48’ and larger).
30-Sheet Posters: Largest poster form (12’ x 25’) and most widely available size.
8-Sheet Poster: Smaller than 30-sheets, located mainly on secondary arterials and in urban neighborhoods.
Showing: The basic unit of measurement in purchasing OOH. A showing is the total number of GRPs delivered in a market on a daily basis.
Daily Effective Circulation (DEC): The gross number of exposure opportunities, per unit, per day against a given target audience. Provides basis of all outdoor measurement.
Television Terminology:
Dayparts: How the day is broken down for buying purposes.
Early Morning (EM): 5am – 9am (CST)
Day: 9a – 4p
Early Fringe (EF)/ Early News (EN): 4p – 6p
Prime Access (PA): 6p – 7p
Prime: 7p – 10p
Late News (LN): 10p – 10:35p
Late Fringe (LF): 10:35p – 1a
Overnight: 1a-5a
Billboard: (Usually) free airtime (generally 10-12 seconds in length) given to an advertiser, generally as a bonus to an ad buy.
Spot: A commercial announcement.
General Terminology:
Flighting: The scheduling pattern of an advertising schedule.
Gross Cost: The total cost of a media vehicle or media schedule which includes the “discount” typically offered by a media supplier.
Net Cost: The cost of a media vehicle after all discounts are deducted.
Makegood: In broadcast, a commercial offered in lieu of an announcement which was (or will be) missed due to either station error, preemption by another advertiser, or movement of the program purchased from one time slot to another. In print, the free repeat of an ad to compensate for the publication’s error in the original insertion.
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