Media Terminology

The list of terms used in MediaQX products is as follows.

WordMeaning

ATS

The Average Time Spent of a target audience while watching TV in a specific period

Channels measured 15 mins

Channels that receive viewer data every 15 minutes

CPP

Cost per Rating Point - Budget= GRP X CPP X Avg. Spot Duration (Measured Channels)

CPS

Cost per second - Budget = CPS X Total Spot Duration (Non-measured channels)

Frequency

The average number of time that the target audience is exposed to the TV ad

GRP

Gross rating point - sum of the ratings of the ads in a campaign

Media Strategy

It's a roadmap on how messages will be delivered to consumers in a most effective way. Created accordingly to the marketing objectives, media objectives, target group, channels, period of a campaign etc.

Media Planning

To determine the best combination of media to achieve the objectives. Its objective is to deliver the message of the campaign to the target audience in a most effective way.

Target Audience

The specific group of person that the ads. is intended to reach. It's defined by demographics, interests etc.

Universe

Number of people that represent the potential target audience.

Segmentation

The process of grouping customers based on demographics, pyschographics, and/or behavior

TV Spot / TV Ad

TV Commercial

Measured Channels

Channels that get rating data of viewers minute by minute. The data of TV broadcast streams includes tv ads lists, programme lists, date, time etc.

Non-Measured Channels

Channels that cannot get rating data of viewers. Most of them get the data of TV broadcast streams that include tv ad lists, program lists, date, time etc.

Rating

The percentage of people exposed to an advertisement in a targeted universe

Reach

Number of people exposed to TV ads during a campaign. 1+ Reach - People who are exposed to TV ad are counted once, 2+ twice and so on

Reach %

The percentage of people exposed to an advertisement in a targeted universe

Optimum Frequency

Optimum frequency level is determined as 1+, 2+ , 3+ or more due to campaign message. For ex; if the campaign message is not easy to understand, the percentage of reach is determined for 3+ or more

Impressions

The total number of exposures to TV ads. One household can receive multiple exposures over time. If one household was exposed to an advertisement five times, this would count as five impressions.

Share

The share of ratings watching a specific channel during the selected time period or programme

Spot Duration

During the selected time period total duration of spots

Spot Count

During the selected time period the count of spots

Average Spot Duration

CPP dealed channels - Budget / GRP / CPP - Per Second dealed channels: total duration / spot count

TV Advertorial

Native contents that mostly the presenter of the programme announce the benefits of the product or how the product works. (around 60-90 seconds)

Product Placement - Passive

Visual appereance of the product in a programme. The detailed benefits of the product is not given. The product or brand name can not be pronounced. (For ex. - The logo on the clothes of a TV programme presenter)

Product Placement - Active

Visual appereance of the product in a programme. The product or brand name can be pronounced.

TV Scenario Integration

The product to be integrated is embeded to the flow of the content naturally. It is made organically in a speech or visually together with the set up on a scene.

Time Code Subbanner

Viewed at the related moment of the broadcast that is related with the product or campaign message. Mostly viewed during scenario integration or advertorial

Campaign Objectives

What campaign wants to achieve ( trying to expand into new markets, trying to upsell or cross-sell to customers, aiming to grow the number of customers etc.)

Planning Target Group

is a particular group of consumers identified as the targets or recipients for a particular advertisement or message. Target group definition based on campaign objectives

Buying Target Group

The cost of TV spot is calculated with values of buying target group ratings for measured channels

Affinity Index of Planning/Buying Target Groups

high affinity index' means TV spot reach more viewers in plannnig target group with less cost. Compared to the average ratio of 2 target groups ratings

Affinity Index of Programmes

Estimation by converting of rating values in between different target audiences. Compared to the average ratio of 2 target groups ratings

SOV

Share of voice - For measured channels; shares of total GRPs in the relevant category for indiviual brands, products or campaigns For non-measured channels; shares of duration

SOS

Share of spending - shares of total total budgets in the relevant category for indiviual brands, products or campaigns. is calculated with estimated CPPs or CPSs

Remarketing/Retargeting

is the tactic of serving targeted ads to people who have already visited or taken action on the website

Mass Marketing

Broadcasting a message that will reach the largest number of people possible, ignore market segment differences

Niche Marketing

Advertising strategy that focuses on a unique target market, focuses exclusively on one group-a niche market or demographic of potential customers

VOD (Video on Demand)

Video on demand - allows subscribers to view programming in real time or download programs and view them later, can be delivered over TV receiver, internet

Attention Score

Mesures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index

Represents the attention of a specific creative or program placement vs the average in ,ts respective industry. The average is represented by a score of 100, and the total index rang is from 0 through 200. For ex; an attention index of 125 means that there are %25 fewer interrupted ad plays compared to the average.

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