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Achievement Actualized delivery of audience, ratings, etc. of a media campaign, usually compared to planned/estimated objectives.
Agency-of-Record (AOR) The agency responsible for media placement and billing for multi-brand advertisers using more than one agency.
Agency commission A 15% discount on ad rates traditionally offered by most media to accredited advertising agencies. Rates including the commission are gross; rates less the commission are net.
Aided Awareness Percent of an Audience aware of a brand or advertis-ing message once prompted with visual or aural cues.
Audience Composition Analysis of audience in terms of selected sub-groups based on demographics, lifestyle, etc., usually expressed as percentages.
Back-Lit Poster A luminous sign containing advertising graphics printed on translucent polyvinyl material.
Billboard (Out-of-Home) Panel/poster in public space, ideally a high-traffic area.
Blocking chart The graphic presentation of planned advertising activity on a calendar.
Brand Development Index (BDI) A market's propensity to use a specific brand, compared to the population in general; calculated by dividing the percent of a product's sales by the percent of the population.
Budget Control Report (BCR) Monthly, quarterly or annual document detailing actual versus projected expenditures to date.
Buy Request A form outlining specific requirements (target group, flight dates, etc.) of a broadcast campaign to be purchased.
Continuity Advertising a single theme or selling proposition over a period of time without interruption.
Contra Commercial time or space acquired in exchange for merchandise or services (also referred to as barter).
Control Market (Control Cell) Market selected to compare with a test market. Marketing parameters are held constant in the control market and varied in the test market; results are then compared.
Convergence The process of cross-media ownership and company mergers.
Cost Per Rating (CPR) The cost of delivering a message to 1% of a pre-determined target group.
Cost per thousand (CPM) Cost to deliver a message to 1,000 individuals
Crosstab (X-Tab) Cross referencing of data to identify habits/characteristics of a defined subset of the population.
Cumulative audience (Cume) Total number of homes/individuals reached by a schedule of commercials/programs/issues within a given time.
Cumulative reach Percentage of the target reached by a schedule in a given time period.
Decay The decline in top-of-mind awareness as the result of a hiatus period.
Demographics Description of an audience by age, sex, education, etc.
Duplication The extent to which two media vehicles have a common audience.
Effective frequency Exposures to an advertising message required to achieve effective communication. Generally expressed as a range below which the exposure is inadequate and above which the exposure is considered wastage.
Effective Reach Percentage of target reached at the stated "effective frequency" level.
Efficiency Cost effectiveness of a media buy based on CPMs/CPRs.
Estimate Computation of probable cost for production or media execution of a client's advertising.
Exclusivity Negotiated or purchased right to bar any other advertiser within a defined product category from advertising in the media vehicle in question.
Exposure A person's physical contact (visual and/or audio) with an advertising medium or message.
Flagging Peeling, ripping and other damage to out-of-home paper posters.
Flighting Periodic waves of advertising, separated by periods of total inactivity (as opposed to continuous advertising).
Fragmentation The erosion of audiences by the proliferation of media choices.
Frequency The number of times an advertising message has been exposed to a target audience.
Frequency distribution Average frequency broken down to indicate the percentage of the audience that has been exposed to the message once, twice, etc.
Gross Rating Points (GRPs) The sum of all ratings delivered by a given schedule, against a pre-determined target group. GRPs = reach x frequency.
Heavy-up Increase in media weight for a short span of time.
Hiatus Period of time between advertising flights.
Impressions/Messages The total number of commercial occasions or advertisements scheduled, multiplied by the total target audience potentially exposed to each occasion. A media plan's impressions are usually referred to as gross impressions.
Market Development Index (MDI) Market's propensity to use a product category; calculated by dividing the percent of a product category's sales by the percent of the population.
Media habits The way that a specific target group behaves with respect to media, usually expressed as propensities to be exposed to certain media more than others, etc.
Medium Any means used to convey advertising messages to the public; the individual segment within a medium is referred to as a vehicle.
Optimization A process of adding media elements in order to achieve maximum results at each step.
Out-of-Home Term for media that impact their audiences outside of the home, e.g. posters, transit, TV boards, etc.
Penetration Percentage of a market which a medium or an individual media reaches.
Post-Buy analysis An analysis of actual media deliveries calculated after a specific spot or schedule of advertising has run.
Pre-Buy analysis A report of estimated deliveries of a broadcast media spot or schedule purchased.
Psychographics Psychological and lifestyle descriptors.
Pulsing A flighting technique that calls for either a continuous base of support augmented by intermittent bursts of heavy weight, or an on-off, on-off pattern.
Quintiles Grouping of survey results into equally sized groups, arranged by order of magnitude of activity. Each quintile represents one-fifth of the total population (quartiles by quarters, etc.).
Reach A measurement of the cumulative unduplicated target audience potentially exposed one or more times to a particular program, station or publication in a given time frame. Reach is usually expressed as a percentage of the target population in a geographically defined area.
Recency A campaign's ability to reach its target audience as close as possible to the time of purchase, in order to maximize recent exposure to the message.
Schedule The list of media to be used during an advertising campaign, including a list of the number of advertisements/commercials to be run and their specific timing. Cost, ad size and audience delivery may also be reported on a schedule.
Share-of-Market (SOM) A company's share of the market that it competes in.
Share-of-Voice (SOV) A company's share of media spending within the market.
Short rate Charge incurred when an advertiser fails to meet the previously contracted volume of media time or space.
Skew A bias toward a particular segment of the population.
Sponsor The general partner who organizes and sells the limited partnership.
Sponsorship Advertising that seeks to establish a deeper association and integration between an advertiser and a publisher.
Standard broadcast calendar Division of a year into specified weeks commencing Mondays, and months comprised of stated full weeks only. For costing/billing/scheduling purposes.
Talent cycle A 13-week time period upon which residual payments to an advertisement's performers are based. Each time the advertising runs in a new talent cycle, additional payment is required.
Target audience/market Population segment toward whom advertising is specifically directed and measured against. May be defined by demographics, lifestyle, media usage, product usage, etc.
Teaser Advertisements preceding a major campaign which do not state the full commercial message but are intended to build interest in a product/service prior to its launch.
Test market (Test cell) Process of conducting a small-scale promotion or introduction of a good in order to gather information useful in a broader promotion or product introduction.
Top-of-mind awareness Percentage of respondents naming a particular brand first when asked which brands come to mind.
Traffic The person or department within an advertising agency responsible for the progress of creative through all stages of production and shipment of material to the media.
Turnover The process of losing some audience and gaining others during a program or time period. Measured as a ratio of audience cume divided by average audience.
TV boards Large-format LED screens offering TV-quality displays that are strategically positioned at high-profile, high-traffic outdoor locations.
Unaided awareness Percentage of target group aware of brand/advertising without prompting.
Wear out A level of frequency, or point in time when an advertising message loses its ability to effectively communicate.
Weighted audience Audience to which adjustment factors have been applied. For example, a secondary target group may be discounted by 50% to reflect a different degree of importance.
Weighted measure Measure to which adjustment factors have been applied to one of the variable.
Source: Canadian Media Directors Council
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