Bucket Media | Midea Buying Sales Firm

Media Glossary

Media Glossary

ABC (Audit Bureau of Circulations) – An ABC audit is an in-depth examination of a publisher’s records that assures buyers that a publication’s circulation claims are accurate and verifiable. This provides independent, third-party circulation audits of print circulation, readership and Web site activity.

Adology – Internet research tool that allows us to research industry trends broken down to the zip code level.

Advertorial – Ad appearing in a magazine or newspaper printed in the graphic style of the publication to closely resemble actual editorial material.

Affiliate – A station contracted with a network and carrying that specific network’s programming during certain hours.

Agate Line – Space measurement for newspaper for one column wide with 14 agate lines to the inch, except at certain newspapers who claim otherwise and in spite of rulers showing 14 agate lines to the inch.

Agency Commission – Sum of money paid to an advertising agency by media for placing business, usually 15% of the gross rate for most media.

Agency of Record – When an advertiser selects an advertising agency to handle the placement of their media, they are considered the “agency of record” for that particular account.

Air Check – Video or audio tape of a station’s programming or commercial content on a specific day at a specific time. Generally used for viewing or listening to competitive commercials.

Allotment – In outdoor advertising, the number of poster panels comprising a showing. Generally, the larger the market, the more panels there are in a showing.

Approach – In outdoor advertising, the distance measured along the line of travel from the point where the advertising structure first becomes fully visible to the point where the copy is no longer readable.

Arbitron Ratings – Data containing radio and listening habits along with audience measurements. These ratings are broken down into 287 geographic areas across the country, referred to as Markets. Each market is broken down into Summary Level Data that allows us to access Total Survey Area and a Metro Area. Each market is also broken down into Respondent Level Data that allows us to break down the data into customized geographies all the way down to zip code level. We have capabilities to access this data for all Arbitron Markets.

Audience – The non-cumulative potential audience for a single advertising message. The total number of people reached by a particular medium.

Audience Composition – The demographic profile of a medium’s representative audience.

Audience Duplication – The amount of one station’s cume audience that also listens to another station; also the amount of the audience that is exposed to a commercial on more than one station. Duplication can be expressed either in terms of actual number of exclusive listeners or as a percentage of the total cume.

Average Audience Rating – The measurement of the number of homes turned to a TV program or people listening to a radio program for an average minute, expressed as a percent.

Average Frequency – The number of times the average household is exposed is exposed to an advertising schedule by media carrying the schedule within a specific time period.

Average Quarter-Hour Persons (00) – The average number of persons listening to a particular radio station for at least five consecutive minutes during a 15 minute period.

Average Quarter-Hour Rating (AQH) – Audience estimates reported by Arbitron for radio and by Nielson for TV.

Average Time Spent Listening (TSL) – The amount of time the average person listens to radio in the course of the average day or week.

Barter – The exchange of goods or services for air time or ad space instead of cash. Also called “trade.”

Bleed – An ad which runs off the page with color or black ink.

BPA (Business Publication Audit) – A company who audits the circulation of business publications.

Broadcast Calendar – An accounting system which allows advertising schedules to always end the last Sunday of the month.

BTA (Best Time Available) – Announcements to run in unsold areas based on pre-set criteria.

Business Publication – A magazine (or newspaper) whose editorial is directed towards professionals within a specific industry.

Cable Penetration – The percentage of U.S. television households who are subscribing to a cable television system.

Circulation – In print, the total number of distributed copies of a publication or newspaper at a specified time or averaged over a number of issues. In outdoor, the total number of people 18+ passing by a board who have the opportunity to see it.

Closing Date (COB) – Deadline by print vehicles for space reservations.

Column Inch – A unit of ad space on column wide by one inch deep (14 agate lines – with a few exceptions).

Combo – Two radio or television stations or newspapers sold together as one. A special rate for advertising in more than one place at the same time.

Continuity – The theory of keeping the advertiser’s name before the public on a continual basis, without interruption to maintain a presence in the market.

Cost Per Point (CPP) – A measure of advertising efficiency computed by dividing the dollars by the rating. Used in determining cost-efficiencies for radio, television and cable television.

Cost Per Thousand (CPM) – The advertising cost to reach 1000 audience units, used to evaluate the cost-efficiency of various schedules of print and broadcast.

Cume (cumulative audience) – Shorthand for the net cumulative audience of a broadcast program or spot schedule. Cume means different, unduplicated audience.

Cume Duplication – The percentage of estimated Cume Persons for one station that also listened to a second station. This estimate is reported for the Metro only.

Cume Persons – The estimated number of different persons who listened to a station for a minimum of five minutes in a quarter-hour within a reported daypart.

Cume Rating – The cume persons expressed as a percentage of the population being measured.

Daypart – Any of the time segments into which a broadcast day is divided (by audience composition or broadcast time).

Designated Metro Area (DMA) – A Neilson area concept similar to Arbitron’s ADI (Area of Dominant Influence), embracing the counties in which the television station obtains the highest proportion of the viewing audience.

Discrepancy – An error on the part of the media to properly air or place the advertising schedule. Discrepancies can be resolved with makegoods in broadcast, returns in print, or a credit in either.

Duplication – The number or percent of people in one vehicle’s audience who are also exposed to another vehicle.

Effective Frequency – The number of exposures at which reach is deemed “effectively” delivered.

Effective Reach – The average number of people that will hear a commercial at least three times during a campaign.

Equal Distribution (equal rotation) – Refers to ensuring that commercials are scheduled to air in a broad time period or combination of time periods and get equally distributed across each time period.

Flighting – A campaign scheduling pattern characterized by periods of advertising effort followed by periods of inactivity.

Frequency – The number of times an individual or household is exposed to a given ad message during a given period of time. Studies have shown that a 3.0 frequency per week, per station in radio and in cable tv, and a 3.0 frequency per week in television over all stations bought are necessary for the success of the campaign.

Frequency Discount – A rate discount allowed by an advertiser who purchases a specific schedule within a specific period of time.

Front Loading – Refers to stations who move the advertiser’s spots to the front part of the week to leave inventory open for the automotive category who generally prefer to run late week schedules.

Gross Impressions – The sum of all exposures to an advertising message in a given media schedule. Average audience times the number of spots equals Gross Impressions.

Gross Rate – The cost of media space or time quoted by a medium which includes agency commission.

Gross Rating Point – The sum of all individual ratings of all elements in a broadcast advertising schedule. One rating point equals 1% of the total potential audience for a given medium.

Household Rating – Old households using television (HUT) multiplied by new share equals tv household rating (TVHH). The sum of all household ratings adds up to the HUT during a specific time period.

Households Using Television (HUT) – A term referring to the percent of homes which own television sets and who have them turned on.

Impression – The total of all audiences delivered by a medium. It is calculated by multiplying the number of people who receive a message by the number of times they receive it.

Insertion Order – An advertising agency’s legally binding contract for the order of space from a publication or outdoor company.

Lead-In/Lead-Out – A program proceeding/following the time period of the program being analyzed.
Line Rate – The cost per agate line for print space, mainly used with newspapers.

Market Share – A company’s share of an industry’s volume.

Media Audit – This is a multimedia, qualitative audience survey that covers over 450 target items for each rated media’s audience. These qualitative data points cover things such as socioeconomic characteristics, life styles, business decision makers, product purchasing plans, retail shopping habits and other selected consumer characteristics important to local media and advertisers.

Media Professional – This buying and planning application gives us access to Arbitron respondent level radio ratings data and to listening date for otherwise non-reported stations. This software allows us to more accurately define the geography target, highlight market trends and identify potential business opportunities. This program is used to analyze Arbitron data to pinpoint individual counties, county groups, combined zip codes, or individual zip codes looking at audience hour by hour.

Metro Rating – A rating computed for the households or the individuals in a well-defined metropolitan (MSA or Metro) area.

Metro Survey Area (MSA) – Generally corresponds to Standard Metropolitan Statistical Area as defined by the U.S. Government’s Office of Management and Budget. Generally speaking of radio geography.

Net Reach – The number of different people that will hear the commercial at least one time.

Nielsen Ratings – Data containing television and media viewing habits along with audience measurements. These ratings are broken down into 210 geographic areas across the country, referred to as Designated Market Areas or DMA’s. Each DMA is also broken down into C-DMA’s which show the ratings based on Cable TV Households in each DMA. We have capabilities to access any of these 210 DMA’s and C-DMA’s as well as apply multiple Cable Zones.

Non-traditional Media – Online media buying, search engine optimization, search engine marketing, viral marketing and user generated content.

Online Media Buying – Ad placement on specific relevant websites targeted at your audience.

Open Line Rate – Cost of agate lines in newspapers run once. The most expensive rate on a newspaper’s Local Rate Card.

Open Inch Rate – Cost of column inch in newspapers run once. The most expensive rate on the newspaper’s Local Rate Card.

Paid Circulation – Reported by the ABC, a classification of subscriptions or purchases of a magazine or newspaper, based upon payment in accordance with standards set by the ABC.

Penetration – In Cable, the percent of television set-owning households that subscribe to Cable TV. In broadcast, the percent of television set-owning households to total households in a given market.

People Meter – A device used by Nielson to record viewing of television with a device that is hard-wired into the respondent’s home for years, and where the residents of the home have their television choices recorded by pressing a button on the people meter identifying them by family member.

Per Inquiry (PI) – Medium agrees to accept payment for the advertising carried based on the number of inquires and/or sales received.

Pod Position – In television, a group of commercials grouped together and aired one after another. The equivalent of a stopset in radio.

Portable People Meter – A pager-like device designed by Arbitron and worn on a belt to record radio listening habits, TV viewing habits, and even the viewing of outdoor billboards. The devices are placed in a set holder overnight and the data are transmitted to Arbitron for collection overnight.

Pre-Emptible Rate – An advertiser’s rate which can be cancelled if another advertiser is willing to pay a higher rate.

Rate Holder – In newspaper, a minimum sized ad placed in the paper during a contract to hold a discounted rate.

Rating – The percentage of a given population group consuming a medium at a particular moment. Generally used for broadcast media, but can be sued for any medium. One rating point equals one percent of a universe.

Reach – The number or percent of a potential audience exposed to an advertisement, commercial, or specific vehicle one or more times within a given period. Gross rating points divided by average frequency equals reach.

Readership – Actual personal use of newspapers, as compared to physical distribution or circulation.

Remnant Space – Print space sold at huge discounts if the publication is allowed to drip the ad in at the last minute.

Return on Investment (ROI) – Generally, a measure of changes in sales, revenues, units sold, brand awareness, etc. In response to advertising deployed in a specific medium.

Run of Press (ROP) – A newspaper insertion for which a position has not been specified.

Search Engine Marketing – Results in increased conversations. This includes keyword selection, competitive bidding and effective ad copy writing. Monitored and changed regularly for highest effectiveness.

Search Engine Optimization – Improves your search engine ranking and drives traffic to your website when a user searches a keyword relevant to your website.

Showing – A group of outdoor poster panels providing coverage of a market equal to that percentage of the population.

Spill In – The amount of programming viewed within one broadcast market area that originated in an adjacent market area.

Spill Out – Broadcast signal transmission beyond its own market area.

SQAD – SQAD is recognized as the industry standard media cost forecasting source for national TV, cable, spot TV, spot radio and the Internet. It provides instant access to CPMs and CPPs by network and daypart, unit costs, CPMs and CPPs by program category and time period.

Stellar – This buying and planning application gives us access to Nielsen data on a more defined geographic level and viewing habits and also allows access to customized demographics and dayparts. This software helps us discover the programming strengths and weaknesses of broadcast stations and cable networks by allowing us to geographically pinpoint individual counties, county groups, combined zip codes, or individual zip codes.

Strata – Complete Buying System for Spot TV, Spot Radio, Print, Outdoor, Local Cable, National Cable and Network TV. This media buying software provides for analysis of radio, television and cable surveys with a complete series of research and scheduling tools. These products provide our agency with in-depth pre-buy, buy, posting reporting and qualitative research. Only buying software used in Columbia that will measure the cable wired households versus entire DMA.

Stopset – In radio, a group of commercials grouped together and aired one after another.
Sweep – A period, usually lasting four weeks, during which a TV market is measured and reported by a rating.

Tabloid – A smaller-sized newspaper which is generally 5 columns wide and 13” deep, with 65” to a page. Sometimes referred to as a “Tab.”

Tearsheet – A page of a newspaper or magazine where the advertiser’s ad appears that is torn out and sent to the advertiser for verification purposes.

Time Spent Listening (TSL) – An estimate of the amount of time the average person spent listening to radio or a station during a specific daypart expressed in hours and minutes. This estimate is reported for the Metro only.

Tonnage – Scheduling strategy where many spots are purchased in order to obtain reach and/or frequency, or both. Cable television is bought in tonnage, approximately one per hour in order to be effective because of fragmentation.

Target Rating Points (TRP) – Equivalent to GRPs.

Total Survey Area (TSA) – Where applicable, a geographic area that includes the Metro Survey Area, the DMA, plus certain counties located outside the DMA.

Traditional Media –Cable and spot television and radio, magazine, newspaper and outdoor media.

Vendor – Any source from which merchandise is purchased for resale to the public.

Viral Marketing and User Generated Content – Sites that raise awareness in a lasting way. This includes ‘new media’ such as YouTube, Twitter, Facebook and other social media outlets.