A

Aided Recall Refers to a form of questioning or enquiry in which respondents are asked to recall a particular experience, communication or advertisement etc, with the assistance of some visual or oral stimuli. Audience Is generally taken to mean the potential or expected number of people who have an opportunity to see an advertising message. Audience Profile Is a description of the demographic composition of an audience, usually in percentage distribution terms. Audit In media research terms normally means an (independent) assessment as to the technical validity of a specified survey. Audit Bureau of Circulations Is an administrative organisation which audits and publishes "net paid" circulation estimates for member publications. Currently, two six month periods, June and December, are the basis for these figures. Average Audience Refers to the estimated audience (according to survey data) for a particular programme over a stated period of time. In television (and radio) average audiences generally refer to estimates for a particular quarter-hour or group of quarter-hours. Average Frequency The average number of issues read or spots seen by each person reached in the schedule. It is calculated by dividing the Gross Impacts (total exposures) by the Reach (different people). Average Issue Readership The average number of people who read a single issue of a newspaper or magazine.

B

Base Is the sample, population or value from which percentages are derived in a survey report. Broadsheet One type of newspaper format, measuring approximately 55cm x 10col in total dimensions Buyergraphics Is a term, which describes peoples purchasing habits.

C

Circulation Total Net paid sales of a specified publication. Column cm Area that is one column wide by one cm deep. Computer Aided Telephone Research (CATI): Computer Aided is computer-aided telephone interviewing where the responses are keyed directly into a computer and administration of the interview is managed by a specifically designed programme. The programme checks for invalid responses and will not accept responses Cooperative Advertising Advertising paid for by both the national (brand name) and the local advertiser. Also, advertising in which several normally competing firms get together to do a common selling job. Cost Efficiency Is the relationship between a medium's (or a media schedule's) audience and the cost of using that medium (or media schedule) to reach a specific audience. For broadcast media, "Cost per TARP" (CPT) is the most common measure of cost efficiency. For print "Cost per Thousand" is most often used to measure cost efficiency. Cost Per Thousand Used in comparing or evaluating the cost efficiency of publications. For publications, it is determined by dividing the rate or specific advertisement cost by the circulation or number of readers. In determining the CPM of homes and people reached, average audience is used. Simply, the advertising cost to reach 1,000 units of audience. Cumulative Audience (or Cumes) Mostly used as a radio term, which describes the total number of different people who listen for at least one quarter hour during the course of a chosen time-period or session.

D

Duplicated Readership The number or percentage of people who read two publications. Eg. 100,000 or 20% of newspaper 'X' readers ALSO read newspaper 'Y'.

E

Effective Frequency The theory of effective frequency proposes that an advertisement needs to be seen by a consumer a certain number of times in order for effective communication to take place, and therefore for the advertising to elicit the desired consumer response. Exclusive Readership The number or percentage of people that read one publication but NOT another publication. eg. 500,000 or 75% of newspaper 'X' readers do not read newspaper 'Y'. Frequency The average number of times an audience member is exposed to a medium. Usually referred to as average frequency.

F

Frequency Distribution The proportion of the target audience that will see the publications in the schedule a certain number of times. eg. 3 or more times (3+).

G

Gross Impacts Mostly used as a radio term, which describes the sum of the quarter-hour audience for all spots in a given advertising schedule. This figure will most likely include duplication of listeners.

H

Households Using Television (HUT) The percentage of households in a market that have at least one television switched on.

I

Impacts The total number of occasions on which a publication/spot will be seen. It is calculated by the aggregate of the average issue readership of all titles in the schedule. This is equivalent to reach multiplied by frequency. Index The index is based on 100. Scores greater than 100 mean that group is over represented, compared to the population. Scores less than 100 mean that group is under represented, compared to the population. Indices are useful when looking at the propensity of certain groups to buy particular products or use different media.

L

Layout Put visual elements into a pleasing and readable arrangement. Lineage The total amount of space taken up by advertisement, expressed in agate lines or column inches. Can refer to a single ad, total ad space for a page, an entire paper or a total amount over some period of time.

M

Market Share Market share refers to a brand's share of the total sales of all products within the product category in which the brand competes. Market share is determined by dividing a brand's sales volume by the total category sales volume. Maximum Reach Mostly used as a radio term, which describes the total number of people it is possible to reach on the station/s and session/s selected within a schedule. I.e the total station or multiple station cume for the session chosen. Media Consumption Is a phrase referring to an individual's usage or consumption of specified media or a media vehicle. Multi-Station Cume Mostly used as a radio term, which describes the total number of different people who listen to 2 or more stations during the course of a chosen time-period or session. Note: Multi-station Cume must be calculated in Radio Advisor. Cumes cannot simply be added together as there will be a number of people who indicate listening to multiple stations during the specified time period.

N

Net Newspaper Readership Net newspaper readership refers to total number of readers across the week irrespective of whether they have read one issue or five. eg. The aggregate number of different readers for a newspaper with editions on each day of the week, rather than the average issue readership for a particular day or Monday to Friday. Noting scores As exemplified by "Starch" scores, refer to the proportion of people claiming to have read a specific issue of a publication, who also claim to have "read" a particular advertisement.

O

Opportunity to See (O.T.S) 'Opportunities To See', that is, the number of times the publications/spots in the schedule are (potentially) seen by the target audience.

P

Post Analysis Refers to analysis activity in either the quantitative or qualitative sense undertaken after the appearance of a specified schedule of advertisements. The post analysis may take the form, for example, of monitoring that the advertisement appeared a the booked place/date. Profile Describes the make-up of readers of a publication. It tells you what proportion of its readers are in a particular target. Basic profiles are calculated by dividing specific target reach into the total readership of the publication. Psychographics Is a term, which describes peoples psychological, as distinct from physical characteristics. Psychographics identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behaviour. Publishers Statement Interim figures released by publishers, these figures are not officially audited. Currently, two six month periods, March and September, are the basis for these figures.

Q

Qualitative Research Is concerned with understanding the processes, which underlie various behavioural patterns. "Qualitative" is primarily concerned with "Why" Quantitative Research Is concerned with the tabulation or numeric relevance of various kinds of behaviour. "Quantitative" is primary concerned with " Why"

R

Rating The percentage of households that are tuned to a particular station at a particular time. Reach The number of different persons exposed to a specific media vehicle or schedule at least once. Usually measured over a specific period of time. Reach and Frequency Reach and frequency refers to that form of analysis which, for a given advertising schedule, calculates the number (percentage) of different people reached at least once by that schedule (ie Reach), the total number of impacts made by that schedule (ie Impressions), and the average frequency with which the net audience was exposed to the advertising message of that schedule (ie Average Frequency). Please click here to view a chart, which illustrates how to interpret Reach and Frequency Output Readers-Per-Copy (RPC) The average number of people who read each copy of magazine or newspaper sold. This is calculated by dividing the average issue readership of the title by its circulation. Readership Readership as a general term refers to the number of people reading a particular publication. This includes both the individual that purchased the publication and the persons other than the purchaser who have read the publication. Readership Penetration The percentage of people in a particular group who read a magazine or newspaper. eg. 25% of Women 25-54 read magazine 'X'. Readership Profile The percentage of a magazine or newspapers readers who belong to a particular group. eg. 50% of magazine 'X's readers are Women 25-54. Recall In marketing or audience research refers to the concept of a respondent being able to remember a particular event or experience. Recall can be aided or unaided. Roy Morgan Table Please click here to view a chart, which illustrates how to interpret a Roy Morgan Table. ROP Run of paper or run of press. Denotes advertising that appears within the newspaper itself (as opposed to inserts).

S

Sample A sample is the term used in survey sampling to describe the group (of people, homes, etc.) selected for interviewing in the survey. The sample, by definition, has to be fully representative of the wider group (the population) from which it is drawn. Share of Voice Share of advertising activity achieved by an advertiser or product in a category or market over a fixed period of time. Single Source Data Describes the collection of data from the same informants about more than one item of interest. In media, the term generally refers ot the collection of both media and product/brand consumption data from the same individuals. Socio-economic Quintiles Are a means by which the population is segmented into five class brackets based on a person's education, income and occupation. AB Quintile C Quintile D Quintile E Quintile F Quintile Special Features/Sections/Insert Magazines Special features focus on a dedicated theme or event and offer the strategic advantage of advertiser synergy with complimentary editorial and advertising environment. They occur infrequently. Sections and insert magazines are published on a regular basis and target specific groups in the population. Starch Is an aided recall method of measuring press advertisement readership. Respondents are taken through a publication page by page and asked a series of questions to determine whether or not he/she (i) remembered seeing or reading each advertisement, (ii) accurately recalled the product or brand the ad referred to, and (iii) read more than half the copy. These three elements provide three corresponding scores of readership - noted, associated and read most. Station Share Share of audience is the percentage of the total listening/viewing audience in a given time period tuned to a particular station. Share is a station's average audience expressed as a percentage of the total audience for the same period of time. Statistical Error (Sampling Error) Is the statistical term used to describe the effect that errors, due to change, can have on results based on survey sampling. An error in survey work does not necessarily mean that something is wrong. Syndicated Research Is usually conducted by an independent research organisation, and financed by its sale to all members of a given industry.

T

Time Spent Listening Mostly used as a radio term, which describes the average amount of time that those people who listen to radio or a specific station (cumulative audience), spend listening during a specified time-period. Shown in hours and minutes (not decimal time) eg. 1:30 is one hour, thirty minutes. Tabloid One type of newspaper format, generally measuring 38cm x 7col in total dimensions Target Audience Rating Points (TARPs) Means the specific audience viewing a station or programme at a given point in time expressed as a percentage of the potential audience available. Target Audience Is the term usually used to describe groups in the community selected as being the most appropriate (eg; primary purchasers, users or influencers) for a particular advertising campaign or schedule. The target audience may be defined in demographic or psychographic terms, or a combination of both. Total Tarps The sum of the individual TARPS (Target Audience Rating Points) for each placement of an advertisement (or spot) in an advertising campaign.