Accumulative audience. See Cumulative audience.
Across the board. A program that is broadcast at the same timeperiod every day (see Strip).
Adjacency. A program or a commercial announcement that is adjacent to another either preceding or following, on the same station.
Affiliate. A broadcast station that grants a network an option ofspecific times for broadcasting network programming in return for compensation.
Agate line. Newspaper advertising space one column wide by one-fourteenth of an inch deep; often referred to simply as "line"; somewhat obsolete because most newspapers now use "column inch"measurements of advertising space, especially for national adver-tising.
Agency commission. Usually 15 percent, allowed to advertising agencies by media on the agencies' purchase of media space or time.
Agency of record. Advertising agency that coordinates an advertiser's promotion of several products handled by more than a single agency (see Blanket contract).
Agency recognition. Acknowledgment by media owners that certain advertising agencies are good credit risks and/or fulfill certain requirements, thus qualifying for a commission.
Air check. Recording a broadcast to serve as an archival or file copy.
Allotment. The number and type of outdoor posters in a showing (see howing).
Alternate sponsorship. Two advertisers who sponsor a single program-one advertiser sponsors one week and the other sponsors the alternate
week (see Crossplugs).
Announcement. An advertising message that is broadcast between programs (see Station break, Participation, Billboard), or an advertisement within a syndicated program or feature film; any broadcast commercial regardless of time length, within or between programs, that presents an advertiser's message or a public service message.
American Research Bureau (ARB). One of several national firms engaged in radio and television research; the founder of Arbitron ratings.
Annual rebate. See Rebate.
Area of Dominant Influence (ADI). Arbitron measurement area that comprises those counties in which stations of a single originating market account for a greater share of the viewing households than those from any other market; similar to Nielsen's Designated Market Area.
Audience. Persons who receive an advertisement; individuals who read a newspaper or magazine, listen to a radio broadcast, view a television broadcast, and so on.
Audience accumulation. The total number of different persons or households exposed to a single media vehicle over a period of time (see Cumulative audience).
Audience composition. Audience analysis expressed in demographic
terms or other characteristics.
Audience duplication. Those persons or households who see an advertisement more than once in a single media vehicle or in a combination of vehicles.
Audience flow. The movement of a broadcast audience's attention from one station to another when the program changes, measured against the audience that stays tuned to the same station or network to view the new program (see Holdover audience).
Audience profile. The minute-by-minute viewing pattern for a program; a description of the characteristics of the people who are exposed to a medium or vehicle (see Profile).
Audience turnover. That part of a broadcast audience that changes over time (see Audience flow).
Audimeter. A.C. Nielsen Company's automatic device attached to radio or television receiving sets that records usage and station information (see People meter).
Availability. A broadcast time period that is open for reservation by an advertiser in response to an advertiser's or agency's initial inquiry (slang "avail").
Average audience. The number of broadcast homes that are tuned in for an average minute of a broadcast.
Average exposure. The average (mean) number of times that each audience member has been exposed to an advertisement.
Average net paid circulation. Average (mean) number of copies that apublication distributes per issue.
Back to back. Two broadcast programs or commercials in succession rate. See Open rate.
Barter. An advertising medium that sells time or space in return for merchandise or other nonmonetary returns: also a television programming offer in which a station is offered a syndicated program in exchange for commercial positions within the program.
Billboard. An outdoor poster: cast and production information that follows a broadcast program: a six-second radio commercial; a shortcommercial announcement, usually eight or ten seconds in length, announcing the name of the sponsor, at the start and close of a program.
Billing. The value of advertising that is handled by an advertisingagency on behalf of its clients (often called "billings"); the pro of issuing invoices for media space and time that have been purchased.
Blanket contract. A special rate or discount that is granted by an advertising medium to an advertiser who promotes several products or services through more than one agency.
Bleed. Printing to the edge of the page, with no margin or border.Block. consecutive broadcast time periods.
Booking. Scheduling a broadcast program or commercialBrand Development Index (BDI). A comparative measure of a brand's sales in one market, compared with other markets, used to decide the relative sales value of one market versus another (see Category Development Index).
Break. Time available for purchase between two broadcast programs or between segments of a single program.
Broadcast Advertisers Report (BAR). A commercial broadcast monitoringservice that is available on a network and market-by-market basis.
Bulk discount. A discount offered by media for quantity buys (se Quantity discount).
Bulk rate. See Bulk discount.
Business card. A small print advertisement, announcing a business, that does not change over time (see Rate holder).
Business paper. A publication that is intended for business or professional interests.
Buy. The process of negotiating, ordering, and confirming the selection of a media vehicle and unit; as a noun, the advertising that is purchased from a vehicle.
Buyer. See Media buyer and Media planner.
Buying service. A company primarily engaged in the purchase of media for advertising purposes; it supplants part of the advertising media function; also called "media buying specialist" or "time/space buyiong specialist/service."
Buy sheet. The form used by a media buyer to keep track of the data on a media selection "buy."
Call letters. The letters that identify a station; for example, WBZ-TV.
Campaign. A specific coordinated advertising effort on behalf of a particular product or service that extends for a specified periodof time.
Car card. Transit advertisement in or on a bus, subway, or commuter train car.
Card rate. The cost of time or space on a rate card.
Carryover effect. The residual level of awareness or recall after a flight or campaign period, used to plan the timing of schedules.
Cash discount. A discount, usually 2 percent, by media to advertisers who pay promptly.
