CMDC Media Digest, 2015-2016

TERM MEDIA DEFINITION TERM MEDIA DEFINITION PULSING General A flighting technique that calls for either a continuous base of support augmented by intermittent bursts of heavy weight or an on off on off pattern QUINTILES General Grouping of survey results into equally sized groups arranged by order of magnitude of activity Each quintile represents one fifth of the total population quartiles by quarters etc RATING General The average percentage of target group population within a defined geographic area tuned to a particular program at a specific time period REACH General A measurement of the cumulative unduplicated target audience potentially exposed once or more to a particular program station or publication in a given time frame Reach is usually expressed as a percentage of the target population in a geographically defined area RECENCY General A campaigns ability to reach its target audience as close as possible to the time of purchase in order to maximize recent exposure to the message REMNANT INVENTORY General Inventory that a publisher is unable to sell directly which is turned over to a third party and sold at a discounted rate ROI RETURN ON INVESTMENT General Revenue divided by investment or Media Cost ROTATION General Scheduling of a pool of commercials through a set schedule on a rotating basis SHARE OF MARKET SOM General A companys total sales volume expressed as a percentage of total category sales SHARE OF VOICE SOV General A companys total advertising spend expressed as a percentage of total spending by the category MODELING General A statistical technique that determines which pieces of data in a customer database explains the customers behaviour The output of a model is a series of weights that can be multiplied by customer data e g income age length of residence to create a score that predicts likelihood to respond to an offer NET UNDUPLICATED AUDIENCE General Number of households or people reached by a particular broadcast schedule or program one or more times NON REMNANT INVENTORY General Inventory sold directly by a Publisher to an advertiser Remnant inventory is usually sold by a third party OPTIMIZATION General A process of adding media elements in order to achieve maximum results at each step OTS OPPORTUNITY TO SEE General Calculation of potential advertising exposure ignoring the possibility that said advertising may not be noticed by the intended audience POST BUY ANALYSIS General An analysis of actual media deliveries calculated after a specific spot or schedule of advertising has run PRE BUY ANALYSIS General A report of estimated deliveries of a broadcast media spot or schedule purchased PRIVACY POLICY General A statement about what information is being collected how the information being collected is being used how an individual can access his her own data collected how the individual can opt out and what security measures are being taken by the parties collecting the data 176 Glossary CANADIAN MEDIA DIRECTORS COUNCIL