Advertising Ch 14

Front 1

Affidavit of Performance

Back 1

a signed and notarized form sent by a TV station to an advertiser or agency indicating what spots ran and when; it is the station's legal proof that the advertiser got what was paid for

Front 2

Audience Composition

Back 2

the distribution of an audience into demographic or other categories

Front 3

Audience Share

Back 3

the percentage of homes with sets in use (HUT) tuned to a specific program

Front 4

Avails

Back 4

an abbreviated term referring to the TV time slots that are available to an advertiser

Front 5

Average Quarter-Hour Audience (AQH Persons)

Back 5

a radio term referring to the average number of people who are listening to a specific station for a least 5 minutes during a 15-minute period of any given daypart

Front 6

Average Quarter-Hour Rating

Back 6

the average quarter-hour persons estimate expressed as a percentage of the estimated population

Front 7

Average Quarter-Hour Share

Back 7

the radio station's audience (AQH Persons) expressed as a percentage of the total radio listening audience in the area

Front 8

Barter Syndication

Back 8

marketing of first-run television programs to local stations free or for a reduced rate because some of the ad space has been pre-sold to national advertisers

Front 9

Broadcast TV

Back 9

TV sent over airwaves as opposed to over cables

Front 10

Cable TV

Back 10

TV signals carried to households by cable and paid by subscription

Front 11

Cost Per Rating Point (CPP)

Back 11

a simple computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience; the CPP is determined by dividing the cost of the show by the show's expected rating against the target audience

Front 12

Cost Per Thousand (CPM)

Back 12

a common term describing the cost of reaching 1000 people in a medium's audience; it is used by media planners to compare the cost of various media vehicles

Front 13

Cume Persons

Back 13

the total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day, or daypart

Front 14

Cume Rating

Back 14

the estimated number of cume persons expressed as a percentage of the total market population

Front 15

Daypart Mix

Back 15

a media scheduling strategy based on the TV usage levels reported by the rating services

Front 16

Designated Market Areas (DMAs)

Back 16

the geographically areas in which TV stations attract most of their viewers

Front 17

Drive Time

Back 17

radio use Monday through Friday at 6-10 A.M. and 3-7 P.M.

Front 18

First-Run Syndication

Back 18

programs produced specifically fjor the syndication market

Front 19

Gross Rating Points (GRPs)

Back 19

the total audience delivery or weight of a specific media schedule; it is computed by dividing the total number of impressions by the size of the target population and multiplying by 100, or by multiplying the the reach, expressed as a percentage of the population, by the average frequency; in TV, gross rating points are the total rating points achieved by a particular media schedule over a specific period; for example, a weekly schedule of five commercials with an average household rating of 20 would yield 100 GRPs; in outdoor advertising, a 100 GRPs showing (also called a number 100 showing) covers a market fully by reaching 9 out of 10 adults daily over a 30-day period

Front 20

Households Using TV (HUT)

Back 20

the percentage of homes in a given area that have one or more TV sets tuned on at any particular time; if 1000 TV sets are in the survey area and 500 are turned on, the HUT figure is 50 percent

Front 21

Imagery Transfer

Back 21

when advertisers run a schedule on TV and then convert the audio portion to radio commercials, fully 75 percent of consumers replay the video in their minds when they hear the radio spot

Front 22

Infomercial

Back 22

a long TV commercial that gives consumers detailed information about a product or service

Front 23

Inventory

Back 23

commercial time for advertisers

Front 24

Local Time

Back 24

radio spots purchased by a local advertiser

Front 25

Makegoods

Back 25

TV spots that are aired to compensate for spots that were missed or run incorrectly

Front 26

Networks

Back 26

any of the national television or radio broadcasting chains or companies such as ABC, CBS, NBC, or Fox; networks offer the large advertiser convenience and efficiency because the message can be broadcast simultaneously throughout the country

Front 27

Off-Network Syndication

Back 27

the availability of programs that originally appeared on networks to individual stations for rebroadcast

Front 28

Participation Basis

Back 28

the basis on which most network television advertising is sold, with advertisers buying 30- or 60- second segments within the program; this allows the advertiser to spread out the budget and makes it easier to get in and out of a program without a long-term commitment

Front 29

Preemption Rate

Back 29

lower TV advertising rate that stations charge when the advertiser agrees to allow the station to sell its time to another advertiser willing to pay a higher rate

Front 30

Prime Time

Back 30

highest level of TV viewing (8P.M. to 11P.M. EST)

Front 31

Program-Length Advertisement (PLA)

Back 31

a long-form television commercial that may run as long as an hour

Front 32

Program Rating

Back 32

the percentage of TV households in an area that are tuned in to a specific program

Front 33

Program Format

Back 33

the genre of music or other programming style that characterizes and differentiates radio stations from each other (ex: contemporary hit radio, country, rock, etc.)

Front 34

Rating Services

Back 34

these services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of the viewers or listeners

Front 35

Run of Station (ROS)

Back 35

leaving placement of radio spots up to the station in order to achieve a lower ad rate

Front 36

Satellite Radio

Back 36

terrestrial radio, in space

Front 37

Sponsorship

Back 37

the presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser; the advertiser is often responsible for the program content and the cost of production as well as the advertising; this is generally so costly that single sponsorship

Front 38

Spot Announcement

Back 38

an individual commercial message run between programs but having no relationship to either; spots may be sold nationally or locally; they must be purchased by contacting individual stations directly

Front 39

Spot Radio

Back 39

national advertisers' purchase of airtime on individual stations; buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, and copy

Front 40

Total Audience

Back 40

the total number of homes reached by some portion of a TV program; this figure is normally broken down to determine the distribution of the audience into demographic categories

Front 41

Total Audience Plan (TAP)

Back 41

a radio advertising package rate that guarantees a certain percentage of spots in the better dayparts

Front 42

TV HouseHolds (TVHH)

Back 42

the number of households in a market area that own television

Front 43

UHF (UltraHigh Frequency)

Back 43

TV channels 14 through 83; about half the US commercial TV stations are UHF

Front 44

VHF (Very High Frequency)

Back 44

TV channels 2 through 13; about half of the US commercial TV stations are VHF