| AB deadline |
advance deadline by which bookings must be made in
given month |
| Acorn |
classification of residential neighbourhoods, using
census statistics |
| Airtime |
advertising time in breaks during and between programmes |
| Audience category |
category of viewers by age, sex and socio-economic
groups |
| Audience profiles |
proportion of different audiences within programmes |
| Audience share |
proportion of total audience watching programme, time-segment
or channel |
| Audience trend |
increase/decrease in viewing by demographic region,
comparing two time periods |
| BACC |
TV commercial clearing body Broadcast Advertising
Clearance Centre |
| BARB |
audience measurement body Broadcasters’ Audience
Research Board |
| Break bumpers |
short sponsor credits shown before or after commercial
breaks |
| Cable operator |
company providing access to cable and satellite channels
within a given region or area |
| Cancellation charge |
penalty levied where airtime is cancelled at short
notice |
| Commercial break |
break during a programme or between programmes |
| Consolidated ratings |
live viewing plus video playback within 6 days of
original transmission |
| Copy clearance |
procedure to ensure all advertisements comply with
current legislation |
| Cost per thousand |
cost of reaching 1,000 viewers of specific demographic
profile with an advertisement |
| Coverage |
proportion of target audience able to see an advertisement,
programme or channel |
| Daypart |
division of time periods within transmission schedule,
such as breakfast time, early evening, peak |
| DRTV |
direct response television, describing advertisements
that elicit an immediate response from viewers, usually
by telephone |
| Exclusivity in break |
negotiable right to be only advertiser of given category
within a commercial break |
| Frequency |
number of times target market is able to see advertisement |
| Hours of viewing |
average amount of viewing by a defined audience category |
| Impact |
number of people seeing an advertisement, multiplied
by number of times advertisement is seen |
| ITC |
Independent Television Commission, body that controls
commercial TV broadcasting in the UK |
| Macro region |
a combination of TV regions constituting a larger
geographical zone, such as The North |
| Micro region |
a smaller sub-division of a recognised TV region,
such as Central East, enabling cost-efficient audience targeting |
| Multi-ITV household |
home receiving more than one ITV station, such as
Granada and Border |
| Network price |
average cost of television airtime for each contractor,
providing industry standard for negotiation and evaluation |
| OTS |
opportunities-to-see or average number of times an
individual is exposed to commercial in given campaign |
| Peak time |
periods of day when audiences are usually at highest
|
| Penetration |
maximum percentage of population reached by a single
broadcaster or medium |
| Position in break |
negotiable right to ensure a single advertisement
is shown in a pre-determined order within a commercial break |
| Pre-emption |
system of buying where buyer agrees rate to pay for
a particular spot, but which another buyer may purchase
at a higher rate |
| Profile |
composition of audience by demographic group |
| Programme TVR |
ratings averaged by the minute across duration of
programme |
| Reach |
percentage of population watching a channel, programme
or advertisement, for at least three consecutive minutes |
| Socio-economic groups |
grades, based on occupation of head of household
A - upper middle class, higher management professional
B - middle class, intermediate management professional
C1 - supervisory clerical or junior management professional
C2 - skilled working class; skilled manual workers
D
- working class; semi-skilled and unskilled manual workers
E - pensioners, widows, casual workers |
| Split transmission |
transmission of differing advertising copy, using
individual transmitters within an individual TV region |
| Spot length |
length of TV commercial, typically 10 seconds, 20
seconds, 30 seconds or multiples thereof, not necessarily
charged pro rata |
| Station Price |
gross price without discount or penalty for any given
station |
| Strike weights |
varying levels of ratings bought over pre-defined
period, usually a week |
| Target audience |
people who programme or campaign is designed to reach |
| Teletext pages |
text-based screens transmitted on TV, providing news
and information on advertisers, programming and services |
| Time length factors |
factors applied to rates charged for commercials of
varying length, usually expressed as factor of 30 second
rate |
| Transmission suite |
centralised broadcasting resource for the transmission
of TV commercials |
| TV household |
household with at least one working television set |
| TVR |
television rating or percentage of specific demographic
viewing a channel, daypart or programme, one TVR representing
1% of target audience |
| Universe |
total number of homes or viewers capable of receiving
programmes, in a given region or nationally |
| Visuals clearance |
re-submission of the final commercial production,
following earlier script clearance by the BACC |
| Weight of viewing |
amount of time spent viewing television, usually defined
as heavy, regular and light |
| Zapping |
using remote control to jump from channel to channel |
| Zipping |
using remote control to fast-forward, thereby avoiding
commercials |
