Affinity
A metric for how effectively a medium is able to reach a particular target group. Ratio of the target group reach to that of the sampled universe (average = 100).
CATI
Computer-assisted telephone interview.
CAWI
Computer assisted web interview.
Cross media
Cross media is a multi-channel marketing strategy in which content is developed for and distributed across different media channels in order to maximise advertising effectiveness.
Demographic characteristics
Description of population characteristics, usually of a social or economic nature, such as gender, age, income, etc.
External overlap
Also known as deduplicated net reach in technical jargon.
Gross reach
The sum of all of the audiences or potential audiences exposed to a medium.
Intermedia comparison
A comparison of the performance of different media genres with respect to coverage, communication, technical and economic criteria.
Internal overlap
The readership overlap across several issues of a title.
Intramedia comparison
Comparison of the performance of advertising media of the same type in terms of reach, exposures, costs, etc.
Market share (MA%)
Share of a media carrier in the total market.
Media selection
The process of choosing advertising media with the aid of computer analysis. – Evaluation Measuring the effectiveness of media plans – Ranking Measurement of the effectiveness of advertising vehicles
Projection
Reach in absolute figures. Extrapolation from sample values to the sampled universe.
Reference target audience
It is used as a comparison with the (main) target audience.
Reach (net)
The number of individuals reached by a medium at least once during a specific period of time.
Representativeness
How characteristic the random sample is of the universe from which it is taken.
Sample (also known as number of cases)
A subset of the population or universe.
Structure
Breakdown of a universe into subgroups, e.g. the total population by age group.
Target audience
A group of people defined in terms of their demographic, consumer and attitudinal characteristics.
TV purchasing target audiences
Distributors provide an audience guarantee for these. They are limited in number and are defined individually by the distributor. Usually reduced to the features of gender, age and household management.
Didn't find the term you were looking for? You can find more terms in the Media Focus advertising compass.(German content)
Affinity index
Measure of the suitability of a medium, advertising vehicle or environment for a specific target audience in relation to its reach in the universe (or another reference target audience). The average value is 100.
Average contact / opportunity to see (OTS)
The average number of ad exposures indicates the ratio between the gross and net reach of a media plan
AVOD/SVOD (advertising-based video on demand/subscription video on demand)
Content that is made available on demand through advertising financing (AVOD) or ad-free through recurring payments as a subscription (SVOD).
BVOD (broadcaster video on demand)
Content from traditional TV channels that can be made available online and on demand.
Cost-per-Point (CPP)
Cost to achieve 1% (= 1 GRP) of the target audience. The CPP depends on the commercial length, i.e. the longer a TV commercial is, the higher the CPP. In the TV sector, it is customary to calculate the length of each commercial on the basis of the 30-second price.
Cost per thousand exposures (CPM)
Cost for 1000 contacts based on the respective advertising activation costs
Connected TV (CTV)
Connected TV is the technical delivery that describes the streaming of video content on TVs. These are connected to the internet via Blu-ray players, streaming boxes or sticks and game consoles, for example, or have integrated internet functions (e.g. a smart TV) and are thus directly connected to the internet.
Connected TV enables numerous functions and access to web-based content beyond linear TV. Users can access video content from a variety of sources, such as streaming services or video-on-demand suppliers.
CIRP (cost per incremental reach point)
Expresses the cost (CPP) per achievement of a further percentage of reach in the target audience (GRP).
Exclusive reach in % or thousands (ExcRch% / ExcRch000)
This specifies how many people (in % or thousands) can be reached by a channel, a programme or a group of channels which cannot be reached by a corresponding comparison channel, comparison programme or comparison group of channels.
Free Ad-Supported Streaming TV (FAST)
Free TV streaming channels that are financed by advertising placements but do not offer subscription models (subscriptions) like the web TV apps.
Gross reach in thousands
Also referred to as gross total contacts in thousands or cumulative total contacts in thousands. It is the sum of all contacts achieved or contact opportunities of people with the medium, for which multiple contacts are counted.
Gross rating point (GRP)
The GRP is the gross reach in percent (1 GRP = 1%) and a critical measure of the advertising impact of a TV campaign. Since it is a gross value, it can be over 100 (%). It shows the ratio of the gross total contacts of a TV plan to the size of the target audience
HbbTV
HbbTV is an industry standard and the result of an international harmonisation of the various approaches to the distribution of information via broadcast signal and the Internet. HbbTV works across network operators, platforms and TV manufacturers and is - like TELETEXT - bound to a TV channel.
Loyalty index
This value sets the rating in relation to the average reach. This gives an indication of how faithful the viewership is, i.e. how much of a programme (or a channel) was actually watched by the people who tuned in. The closer the number is to 100 (= 100%), the better the result is to be evaluated. 100 would mean that every person who tuned in saw everything.
Market share (MA %)
Share of the rating in % of a channel in % of total TV use during a defined time interval. It is always expressed as a percentage and always refers to programme and not to commercial breaks. It can be calculated for individual target groups, time slots and time periods (e.g. over 24 hours, prime time, only Saturdays).
Net reach in % (net coverage in percent)
Proportion of target audience reached by an advertising vehicle at least once. Each person reached is counted only once.
Net reach in thousands (net coverage in thousands)
It quantifies the number of target persons that were reached at least once, regardless of how long this contact took place. Each person reached is counted only once.
Overspill
Reception and use of foreign television channels and viewing of ad breaks beyond national borders. In addition to television, foreign magazines and radio stations are also used in Switzerland. Television, and sometimes radio and individual print media too, make it possible to measure the advertising impact of foreign campaigns.
Reference target audience
Is a comparison target audience, which is only needed for the affinity calculation. As a rule, the entire universe is used as a reference target audience. However, advertising-related comparison target audiences, such as people aged 15+ or people aged 15-74, are often used in TV media planning.
Replay ads
Replay ads as a special form of decoupled advertising are used in time-shifted TV and are delivered in different usage situations. There are three different types of replay ads: start ads, pause ads and fast-forward ads.
Rating (Rt-% / Rt-T)
Synonyms: audience share / planning currency in the TV genre / effective contact with advertising media. It shows the average number of people who have watched TV (total TV), a channel, a programme or a commercial break in general. However, it can also be calculated for a specific time period. The results are expressed in thousands or as a percentage. The effective viewing time is taken into account when calculating the rating. For example, if a viewer has watched a commercial break only half way through, the contact is only counted as 50%, while two viewers who have watched a commercial break each for 50% will together result in a full contact. Therefore, the rating never shows how many people are actually behind the figure. The rating cannot be calculated but only measured.
Sampling
Also called number of cases or sample and is a subset extracted from a universe according to scientific rules, which represents the universe (the opposite is the complete survey).
Session length
Specifies the average length of time people have used the medium TV (total TV), a period of time, a channel, a programme or an ad break during a defined period. Usually displayed in minutes.
Set-top box (STB)
A set-top box is a device that is connected to a television set and used for various functions and services such as digital television. For example, with many TV subscriptions such as Swisscom and Sunrise, Swiss customers need a set-top box in order to receive TV programmes. The set-top box receives the digital signals, converts them and sends them to the connected TV.
Smart TV
A smart TV is a TV that is directly connected to the internet.
Technical reach
Theoretical total number of households or persons in an area who are technically able to receive a TV programme via terrestrial, cable or satellite transmission. It does not take into account whether the households/persons have a TV set or whether the programme has been actually programmed into the TV set.
Time-shifted viewing (TSV)
Also known as replay TV. TV use is divided into live (use at the same time of broadcast), TSV same day (time shifting on the same day of broadcast) and overnight+1 to overnight+7 (use from one day to a maximum of seven days after broadcast).
TV planning target audience
A reduction in the marketing target audience, which is usually very precisely described (e.g. through personas). The planning target audience contains the most important features of the marketing target audience, e.g. gender, age, job status, education, household income, household management, children, housing situation, possession of a driving licence, pets, etc.
TV purchasing target audience
Distributors provide an audience guarantee for these. They are limited in number and are defined individually by the distributor. Purchasing target audiences are usually reduced to the features of gender, age and household management.
Universe
Size of the universe of an element (for TV, either persons or households) from which a sampling is drawn.
Viewing duration (VD Ø)
Average duration of use of the TV medium (total TV), a channel, a time slot, a programme or an advertising break. It is usually expressed in minutes. It is important to note that even those who are not watching TV at the time are included in the calculation. Therefore, the average viewing duration is always lower than the average dwell time.
Web TV apps
Web TV apps such as Zattoo and the blue TV app offer the content from the TV channels live or as broadcast video-on-demand (BVOD) via applications.
Didn't find the term you were looking for? You can find more terms in the Media Focus advertising compass.(German content)