Glossary

Demographics

Audience breakdown based on various characteristics such as age, sex, income, education, etc.

Frequency

The average number of households or persons viewed a given program, station or advertisement during a specific time period, such as one month.

GRP:

Stands for Gross Rating Point. A standard measure in advertising, it measures advertising impact. You calculate it as a percentage of the target market reached multiplied by the exposure frequency. Thus if you get advertise to 30% of the target market and give them 4 exposures (frequency), you would have 120 GRP.

HUT

Defined as the percentage of all televisions in a survey area with one or more sets in use during a specific time period.

Media Mix

The distribution of time and money allocated among TV, radio, print and Internet advertising that makes up the total advertising budget of an advertiser, agency or media buyer.

Panel

In audience research, a continuing sample of people or households that are measured repeatedly.

Penetration

The percentage of households in a given population using a product or receiving a service.

PUT

Persons Using Television is the percentage of persons using the television at a given time. May be qualified by demographic group.

Prime Time

Peak evening television viewing time.

Projected Audience

Expressing or projecting a rating in terms of the estimated number of households or persons reached.

Rating

Estimated percentage of the universe of TV households (or other specified group) tuned to a program. Ratings are expressed as a percent.

Reach

In media ratings, the unduplicated number of individuals or households exposed to an advertising medium at least once during the average week for a reported time period.

Response Rate

This represents the proportion of persons recruited for a participation in a survey which did agree to participate and successfully completed the interview. It may be calculated by those who participated divided by those who were approached.

Sample

One or more elements selected from a universe to represent that universe.

Sample Size

The number of households or individuals selected for a research sample.

Sampling Error

The difference between the survey results obtained with a sample, and the results that would be obtained with a complete study of the entire population using the same procedures used for the sample.

 

Share

The percent of households (or persons) using television who are tuned to a specific program, station or network in a specific area at a specific time.

Survey Area

The geographic area from which a sample is developed for a study.

Target Audience

A portion of the TV audience identified by an advertiser to be the most likely to purchase its product.

Universe

The population chosen for research study.