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AM Drive
(Morning Drive)
Monday through Friday from 5:30AM to 10AM.
Afternoon Drive (PM Drive)
Monday though Friday from 3-7PM.
Arbitron
Radio ratings service.
Average Quarter-Hour Persons (AQH)
The average number of persons listening to a particular
station for at least five consecutive minutes during a
15-minute period.
Average Quarter-Hour Rating
The average Quarter-Hour Persons estimate expressed as a
percentage of the population being measured.
Audience Composition
The demographic or socioeconomic profile of a station's
audience.
Avail
The commercial position in a program or between programs on
a given station available for purchase.
Billboard (Radio billboard)
Name mentions given to an advertiser in return for a
program/station commitment (often to a "sponsor" of the
program).
Best Time Available (BTA)
Commercials which are scheduled by the station to run at the
best available time after all other sponsor commitments are
met.
Cluster
A group of stations in the same market under common
ownership or sales management.
Combo
Two (or sometimes more) Radio stations, usually operated by
the same owner in the same market.
Cost Per Point (CPP)
The cost of reaching an Average Quarter-Hour Persons
audience that is equivalent to one percent of the population
in a given demographic group.
Cost Per Thousand (CPM)
The cost of delivering 1,000 gross impressions.
Coverage Area
The geographic area within which a signal from an
originating station can be received.
Cume Persons
The total number of different persons who listen to a Radio
station during a daypart for at least five consecutive
minutes.
Daypart
The time segments into which a day is divided by for the
purpose of selling advertising time. Primary dayparts are
morning (or AM drive), midday, afternoon (or PM drive), and
evening.
Demo (Target Demo)
The age group and make-up of the audience that you wish to
receive your product or service message.
Equal Distribution
Ensuring that commercials are scheduled to run in a broad
time period or combination of time periods, getting equally
distributed across each time period.
Equal Rotation
Usually refers to ensuring that commercials are scheduled to
run in a broad time period or combination of time periods
and get equally distributed across each time period.
Evening
Monday though Friday from 7PM-Midnight.
Fixed Position (sometimes called “anchored”)
A commercial scheduled to run at a precise time, or a
commercial scheduled to run within specific programming
content.
Flight
Advertising agency scheduling concept that alternates
periods of advertising activity with periods of no activity.
Flight Dates
Start and end dates of an advertising campaign.
Frequency
The average number of times the same person will hear a
commercial.
Frontload
Refers to creating a schedule that tends to place more
commercials on days of the week that have less demand.
Gross Impressions (GIs)
The sum of the Average Quarter-Hour Persons (AQH) audience
for all commercials in a given schedule. The total number of
times a commercial will be heard over the course of a
schedule.
Gross Rating Points (GRPs)
The sum of all rating points achieved for a particular
commercial schedule.
Live Read
Announcement is read "live" on-air by a station personality.
Local Marketing Agreement (LMA)
An arrangement where one station or owner takes sales
responsibility for the commercial time on another station
that it does not own.
Midday (See Daytime)
Monday through Friday from 10AM-3PM.
Morning Drive (AM Drive)
Monday through Friday from 5:30 AM to 10AM.
Net Reach
The number of different people that will hear the commercial
at least one time.
Optimum Effective Scheduling (OES)
Advertising purchasing concept designed to reach the
majority of a station’s audience three or more times in a
week by distributing commercials evenly Monday-Sunday from
6AM to Midnight.
Piggy-Back
Two commercials scheduled to run back-to-back, purchased by
the same advertiser.
PM Drive (Afternoon Drive)
Monday though Friday from 3-7PM
Pre-emption and Pre-emptible
The displacement of a scheduled commercial announcement in
favor of a higher-priced commercial or for some other
reason.
Rep
Short for representative. The station account executive who
serves a local advertiser or agency.
Run of Schedule (ROS)
Commercials scheduled to run across multiple dayparts and
multiple days. Usually Monday-Friday, 6AM-12AM
Rotation
The distribution of commercials across a section of days and
hours within the purchased time period.
Simulcast
When two or more Radio stations broadcast the same programs
and same commercials at the same times.
Sponsorship
The purchase of a radio program or specific feature.
TOMA (top-of-mind-awareness)
Achieving a high level of recognition with a specific
audience.
Total Audience Plan (TAP)
An advertising schedule that places ads in a pattern that
utilizes all station dayparts for maximum station audience
exposure.
Target Demo (Demo)
An age group or audience make-up that you target with your
commercial message.
Total Survey Area (TSA)
Geographic area that encompasses the Metro Survey Area (MSA)
and may include additional counties located outside the MSA
which meet certain listening criteria.
Unit
One commercial message regardless of length. |
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