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“On
the secret to success: early to bed, early to rise, work like [mad],
and advertise.” Gertrude Boyle
If
you are a business owner and done any type of advertising, you have
no doubt encountered special acronyms and terminology unique to
the electronic, print and outdoor advertising industries. These
terms can be a foreign language at best. Some of this “media
speak” is defined below.
ELECTRONIC/BROADCAST (television & radio)
AUDIENCE COMPOSITION is the distribution of the audience for a particular
program or time period in terms of specific demographics. This is
also known as audience comp.
BEST TIME AVAILABLE (BTA-radio) is a way of ordering a schedule.
COST PER THOUSAND (CPM) is the cost per thousand of gross impressions.
The amount spent to have your announcements exposed 1,000 times
or to 1,000 people.
COST PER RATING POINT (CPP) is used by most media planners in developing
and allocating market budgets and setting rating point goals. It
is defined as the cost of reaching 1% of the target audience.
COVERAGE is the number of households or individuals that are able
to receive a given television or radio station.
DAYPART is a term used in both television and radio. Stations break
up the day into units called dayparts. For example, in radio, Drive
time is the daypart between 6a and 9a. In television, early fringe
is the daypart between 3:30p and 5p.
DEMOGRAPHIC is the population and makeup of the audience watching
or listening to a particular program.
FREQUENCY (Average) is the average number of times the people reached
is exposed to an advertisement. For example, an advertisement which
appears a number of times over a four-week period will be seen or
heard an average of X times by a certain percent of the target audience.
GROSS IMPRESSIONS is the total number of people delivered by an
ad schedule without regard to duplication that may occur. As distinguished
from a net, unduplicated audience which measure the number of different
people reached. This is also called gross or total audience.
GROSS RATING POINTS (GRPS) is a measure of total audience delivery
expressed as a percent of the population. The gross rating points
may represent audience delivery for a single medium or a combination
of media. “Gross” signifies that the audience delivery
it represents defines neither “reach” (net delivery)
nor frequency, but a combination of both. Duplication is NOT factored
out in Gross Rating Points. Also refers to the sum of ratings of
all announcements in the schedule.
RATING is the size of an audience expressed as a percentage of the
total target audience universe.
REACH is the number of different people exposed to the ad schedule;
those who see the message at least one time.
RUN OF STATION (ROS-radio or television) is a way of ordering a
radio or TV schedule in which the spots may run at any time during
the flight.
SCHEDULE/FLIGHT is air time purchased and scheduled to run with
a start and end date.
SHARE is the percentage of all televisions (or people watching/listening)
in use that are tuned to a specific station or program.
UNIVERSE is the total target audience, either by demographic (ex.
18-49) or households that exists either on a national or local basis.
NEWSPAPER
AVERAGE NET PAID CIRCULATION is the average number of copies sold
per issue.
OPEN RATE is a rate subject to discount for volume or frequency.
PRIMARY READER is the subscriber or purchaser of the newspaper.
RUN OF PAPER (ROP) is advertising placed anywhere in a regular section
of a newspaper.
ROP COLOR is any form of color printed during a regular pressrun
on standard newsprint. This includes spot color and process color.
SECONDARY READER is one who reads a publication they did not purchase.
SHORT RATE is a charge when the advertiser fails to use as much
advertising as they specified in the contract.
STANDARD (OR BROADSHEET) NEWSPAPER is a newspaper format that is
6 columns wide and 21” deep. Total page = 126 column inches.
TABLOID NEWSPAPER is a newspaper format that is 5 columns wide and
14” deep. Total page = 70 column inches.
MAGAZINE
AVERAGE FREQUENCY is the average number of issues the cumulative
audience has been exposed to for a particular schedule.
AVERAGE ISSUE AUDIENCE is the measured audience of the average issue
of a publication reported in terms of specific demographics of total
audience.
BLEED means to extend type or illustration to the edge of a page
(no margins).
COLUMN INCH is one column wide by one inch deep.
COPY SPLIT (A/B SPLIT) a split-run, where one ad is placed in every
other copy of a magazine (A) and a different ad is placed in the
remaining copies (B).
EFFICIENCY is the relationship of cost to audience. This is used
for direct comparison of various print media.
FLAT RATE is an ad rate not subject to discounting.
ISSUE LIFE is the length of time it takes a publication to reach
its maximum measurable audience. For a weekly, the issue life is
generally 5 weeks, for a monthly, 10-12 weeks.
OUTDOOR & TRANSIT
APPROACH is the distance measured along the line of travel from
the point where the poster becomes fully visible to a point where
the copy ceases to be readable.
AVERAGE DAILY EFFECTIVE CIRCULATION (ADEC) is the average number
of persons exposed to a sign or group of signs per day. ADEC is
based on annual tabulations.
BILLBOARD is a poster panel for outdoor advertising.
CHARTING THE SHOWING is the process of selecting the individual
panels which comprise the showing under contract.
DIORAMA is a back lighted display located in transit terminals and
sports arenas.
DISPLAY PERIOD is the period of time during which a particular poster
or painted bulletin is on display. The standard poster display period
is one month; for painted bulletins, 4-6 months.
EFFECTIVE DAILY CIRCULATION indicates those individuals who have
a reasonable opportunity to see the posting. Traditionally figured
as half of all pedestrians or those in cars, and 25% of all passengers
on buses and other mass transit passing a given point during a 12-hour
daylight (or 18-hour in the case of illuminated panels) period.
GROSS RATING POINTS (GRPS) corresponds to the number of a “showing.”
This designates ADEC of a showing as a percentage of an outdoor
market’s adult population. For example, a #25 showing delivers
250,000 impression opportunities in a market with 1,000,000 adults.
This number should be multiplied by 30 to determine total GRP’s
for a one-month purchase.
LOAD FACTOR is the average number of people riding in each car in
the traffic flow.
PAINTED BULLETIN is an outdoor advertising medium, generally measuring
14’ by 48.’
PLATFORM POSTER is located in terminals and transfer points and
seen by commuters while they are waiting to board. Usually measures
46” by 60.”
POSTER SHOWING is the unit of sale in outdoor advertising. The number
of daily gross rating points represented by X number of locations.
This is expressed as #25, #50, #100, etc.
POSTER (3 SHEET) is a small poster with copy area generally measuring
6’8” by 3.’ Usually found on outside walls of
retail stores.
POSTER (8 SHEET) is a small poster with copy area generally measuring
5’ by 11.’ Usually found on the vicinity of retail stores.
POSTER (24 SHEET) is the standard 24-sheet poster provides a copy
area measuring 8’8” by 19’6.”
POSTER (30 SHEET) is a poster with copy area generally measuring
10’5” by 22’8.”
Source: NBC Affiliate Advertising & Promotion Services
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