Glossary of Terms

Above The Fold - area of a web page that is viewable without a user needing to use the computer's vertical scroll bar.

Ad Copy - printed text or spoken words within an advertisement.

Ad Log - chronological record of broadcast media air dates, times, networks and programming.

Ad Network - company that serves as an aggregator and broker of multiple individual media units (for any particular media platform), packaging them into negotiated niche bundles and often times saving advertisers money in the process.

Air Date - exact date a particular television or radio program airs.

Analytics - data allowing advertisers to analyze a particular advertisement, campaign, or any other marketing-related event.

Arbitron - provider of national radio network ratings.

Average Quarter-Hour Rating - average number of persons or households who tuned in for > 5 minutes of a particular 15 minute segment; as reported by Arbitron and Neilsen.

Broadcast Media - name of media group when speaking of television and radio media as a whole.

Broadcast Calendar - industry-accepted calendar primarily used for billing and accounting purposes. Broadcast weeks run Monday-Sunday with each broadcast month being either four or five weeks long.

comScore - data provider that indexes specifically desired audience segments against medium to large published websites

Cost Per Acquisition (CPA) - the average cost of acquiring one unit. CPA is a common model used when purchasing digital/online advertising.

Cost Per Rating Point (CPP) - the cost to reach one percent of the universe or target audience in a given television or radio market.

Cost Per Thousand (CPM) - the cost to receive 1,000 impressions across any given medium. Note that this is not necessarily equal to the cost to reach 1,000 people as each individual person can notice the ad 5 times, equaling 5 impressions.

Cume - the total number of different people or households exposed to advertising at least once during a media schedule.

DART - a digital advertising serving and management program.

Daypart - time segments that divide a television or radio day for ad scheduling purposes.

Demographic (Demo) - statistical characteristics of a population including gender, race, age, etc.

Designated Market Area (DMA) - a geographical television area produced by Nielsen Media Research which is used as the basis for reaching a desired number of viewers in a given area.

Direct Response (DR) - form of advertising containing a strong message with the intent of driving prompt response for the purchase of a product or service.

Flighting - a strategic pattern of using periods of media activity along with periods of inactivity for the brand's greatest impact given a certain allotted budget.

Flow Chart - a calendar often times produced by agencies displaying media activity over a certain time frame.

Frequency - the number of times the average person or household is exposed to an advertising schedule.

Gross Cost - media costs given to advertisers which include an agency's commission.

Gross Impressions - the total number of combined audiences exposed to a media program or campaign. This number contains duplication.

Gross Rating Point (GRP) - Metric used by marketers for planning television and radio media buys. Each single point represents one percent of an advertisers target audience.

Heavy-up - a desired and necessary increase in advertising activity over a certain period of time.

Hiatus - a scheduled period of inactivity between advertising flights.

Kantar Media - research and insights software providing historical brand media spend across all major media types.

Make-Good - the act of delivering future media in return for an agreed upon schedule which was missed for any reason.

Media Buying - the negotiation and placement of media consistent with a brand's desired campaign goals and success metrics.

Media Planning - the strategizing and assembling of media properties which together represent the optimal mix of media for reaching a desired campaign outcome.

MRI - software used in advertising industry to provide agencies with media and consumer research.

Net Cost - media costs given which do not include advertising agency commission.

New Media - media encompassing all forms of online, digital, and interactive media and allows for real-time access of information at any time.

Nielsen Media Research - a television ratings tool used by agencies that provides reach and frequency reports, universe estimates demographic breakdowns and more.

Psychographic - the description of an audience on the basis of some psychological trait, characteristics or lifestyle.

Reach - the unduplicated percent of an audience exposed to advertising one or more times during a given period.

Remnant - the purchasing unsold media inventory at the last minute to obtain a significantly reduced cost.

Scatter - the market condition whereas broadcast media is purchased as needed and along the way as opposed to doing so in a structured Upfront way where discounts and available inventory are much greater.

Share of Voice (SOV) - advertiser's achieved campaign percentage of the total advertising weight availabile within its product category.

Simmons - a quarterly survey containing qualitative and quantitative information across all media.

Social Media - a form of New Media involving interactive dialogue and ongoing communications between brand and audience.

SQAD - a commonly used source in forecasting media planning costs for online, television, and radio media.

SRDS - software that provides print media planning data including demographic, local market, categorical, and rate information.

Syndicated Program - programming purchased directly from an independent organization by a station and brand advertiser as opposed to purchasing on the original airing network.

Traditional Media - the term for the group of media in existence prior to the introduction of the internet which includes print, radio, television and outdoor media.

Upfront - the market condition whereas brands purchase advertising for the coming broadcast year early on to lock in desired inventories and rates in anticipation of future market conditions.

Value-Add (Bonus) - additional media provided to an advertiser on top of their original advertising schedule at no extra cost.