| affidavit of performance | A signed and notarized form sent by a television station to an advertiser or agency indicating what spots ran and when. It is the station's legal proof that the advertiser got what was paid for.
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| audience composition | The distribution of an audience into demographic or other categories.
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| average quarter-hour audience (AQH persons) | A radio term referring to the average number of people who are listening to a specific station for at least 5 minutes during a 15- minute period of any given daypart.
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| average quarter-hour rating | The average quarterhour persons estimate expressed as a percentage of the estimated population.
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| average quarter-hour share | The radio station's audience (AQH persons) expressed as a percentage of the total radio listening audience in the area.
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| barter syndication | Marketing of first-run television programs to local stations free or for a reduced rate because some of the ad space has been presold to national advertisers.
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| broadcast | TV Television sent over airwaves as opposed to over cables.
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| cable | TV Television signals carried to households by cable and paid by subscription.
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| cost per rating point (CPP) | A simple computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience. The CPP is determined by dividing the cost of the show by the show's expected rating against the target audience.
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| cost per thousand (CPM) | A common term describing the cost of reaching 1,000 people in a medium's audience. It is used by media planners to compare the cost of various media vehicles.
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| cume persons | The total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day, or daypart.
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| cume rating | The estimated number of cume persons expressed as a percentage of the total market population.
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| daypart mix | A media scheduling strategy based on the TV usage levels reported by the rating services.
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| designated market areas (DMAs) | The geographical areas in which TV stations attract most of their viewers.
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| drive times | Radio use Monday through Friday at 6–10 a.m. and 3–7 p.m.
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| first-run syndication | Programs produced specifically for the syndication market.
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| gross impressions | The total of all the audiences delivered by a media plan.
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| households using TV (HUT) | The percentage of homes in a given area that have one or more TV sets tuned on at any particular time. If 1,000 TV sets are in the survey area and 500 are turned on, the HUT figure is 50 percent.
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| imagery transfer | When advertisers run a schedule on TV and then convert the audio portion to radio commercials, fully 75 percent of consumers replay the video in their minds when they hear the radio spot.
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| infomercial | A long TV commercial that gives consumers detailed information about a product or service; see also program-length advertisement.
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| inventory | Commercial time for advertisers.
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| local time | Radio spots purchased by a local advertiser.
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| makegoods | TV spots that are aired to compensate for spots that were missed or run incorrectly.
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| networks | Any of the national television or radio broadcasting chains or companies such as ABC, CBS, NBC, or Fox. Networks offer the large advertiser convenience and efficiency because the message can be broadcast simultaneously throughout the country.
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| off-network syndication | The availability of programs that originally appeared on networks to individual stations for rebroadcast.
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| participation basis | The basis on which most network television advertising is sold, with advertisers buying 30- or 60-second segments within the program. This allows the advertiser to spread out the budget and makes it easier to get in and out of a program without a long-term commitment.
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| preemption rates | Lower TV advertising rate that stations charge when the advertiser agrees to allow the station to sell its time to another advertiser willing to pay a higher rate.
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| prime time | Highest level of TV viewing (8 P.M. to 11 P.M. EST).
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| program-length advertisement (PLA) | A long-form television commercial that may run as long as an hour; also called an infomercial.
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| program rating | The percentage of TV households in an area that are tuned in to a specific program.
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| programming format | The genre of music or other programming style that characterizes and differentiates radio stations from each other (i.e., contemporary hit radio, country, rock, etc.).
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| rating services | These services measure the program audiences of TV and radio stations for advertisers and broadcasters by picking a representative sample of the market and furnishing data on the size and characteristics of the viewers or listeners.
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| run of station (ROS) | Leaving placement of radio spots up to the station in order to achieve a lower ad rate.
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| sponsorship | The presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser. The advertiser is often responsible for the program content and the cost of production as well as the advertising. This is generally so costly that single sponsorships are usually limited to TV specials.
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| spot announcements | An individual commercial message run between programs but having no relationship to either. Spots may be sold nationally or locally. They must be purchased by contacting individual stations directly.
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| spot radio | National advertisers' purchase of airtime on individual stations. Buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, and copy.
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| total audience | The total number of homes reached by some portion of a TV program. This figure is normally broken down to determine the distribution of the audience into demographic categories.
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| total audience plan (TAP) | A radio advertising package rate that guarantees a certain percentage of spots in the better dayparts.
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| TV households (TVHH) | The number of households in a market area that own television sets.
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| UHF (ultrahigh frequency) | Television channels 14 through 83; about half of the U.S. commercial TV stations are UHF.
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| VHF (very high frequency) | Television channels 2 through 13; about half of the U.S. commercial TV stations are VHF.
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