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A  B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Advertising carry-over
amount of retention of advertising message effects (e.g., exposure, awareness, recognition, recall) on a selected target audience through time. This is the opposite of the advertising decay rate, and is often referred to as the advertising retention rate . It is useful in estimating cumulative advertising effects. |
Affinity index
An "efficiency indicator" in media planning. It shows the weight of a specific Target Audience compared to the total population in case of a specific programme/ medium. The affinity index = TRP/GRP. In case this figure is higher than 1 (100%), it means that the programme/medium is well targeted for our Target Audience. The higher this index the better the targeting is.
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Affinity Index
is an "efficiency indicator" in media planning. It shows the weight of a specific Target Audience compared to the total population in case of a specific programme/ medium. The affinity index = TRP/GRP. In case this figure is higher than 1 (100%), it means that the programme/medium is well targeted for our Target Audience. The higher this index the better the targeting is.
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Arbitron
provides network and spot radio audience data in a variety of formats and release intervals.
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Area of Dominant Influence (ADI)
group of counties around a major market or markets whose residents largely listen to or view stations in those markets |
Audience duplication
measure of viewers, readers or listeners who have been exposed two or more times to a vehicle or schedule within a particular time frame. Without such estimates it is generally not possible to determine the reach of a schedule |
Audience spill-over
extent to which secondary target audience members are likely to be exposed to a schedule that is developed for a particular primary target audience. |
Audit Bureau of Circulations, Inc. (ABC)
organization that verifies and publishes distribution and other information on newspapers and consumer magazines. |
Average frequency
The average number of times the members of our Target Audience are exposed to the advertising message. |
Average frequency
means number of times target audience members reached by a media plan are exposed to vehicles or messages |
Average quarter hour rating (AQH)
estimate of the percentage of an audience exposed to the typical 15-minute segment across all such segments within a broader daypart. Depending on the method used, to be counted as a listener or viewer the respondent must tune in for at least three or five minutes within a quarter hour segment |
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