Glossary - good to know

Net reach +1
The number of members of a target audience that have been reached at least once via an advertising medium. Each person is counted only once, even if they have been reached multiple times.

Net reach +3 // Exposure classes 1,2,3,4,5,+
Individuals who are classed in groups according to the frequency of their exposure to a particular advertisement. For example, exposure class 2+ includes members of a target audience who have been exposed twice or more.

Net impressions
The total number of first exposures achieved during the broadcast period of the booking unit or offer.

OTS (opportunity to see)
Average exposure of an individual member of a target audience to a campaign. Calculation: Gross reach / Net reach = OTS

Affinity 
Measure of the suitability of a medium for a particular target audience. An index of 110 means that the rating is 10% higher than for a general audience. 

Total exposure// Gross exposure // Gross reach
Total exposure generated by a given medium, media landscape or campaign overall/within a target audience.

CPP (Cost per point)
Provides information about the profitability of a medium i.e. the cost of reaching 1% of a target audience. In the case of TV, this is based on the price of 30 seconds of air time. 

CPM / CPT (cost per mille/thousand)
Cost of achieving 1,000 exposures within a target audience, irrespective of whether this reaches 1,000 people once or the same person 1,000 times. Value used to assess cost-efficiency.

Ad intensity per week
GRP count that is planned or achieved by a campaign. Depending on the strategy, a higher or lower ad intensity can be applied (e.g. image campaigns with 80 – 100 GRP/week).

Market share
Share of the viewing duration of a broadcaster or programme relative to the total viewing duration of all broadcasters and programmes within a given time period.

Rating
Number of viewers engaged by an ad break/programme. Indicates the number of people within a target audience, taking into account the length of exposure. 

GRP (Gross-Rating-Points)
Unit of ad intensity, equivalent to the gross net reach as a percentage. Indicates the total exposure achieved by one or more media within a target audience.

Eval / Post
Eval stands for the simulation of a campaign based on predicted figures/forecasts. Post indicates the actual evaluation of a campaign after it has been broadcast.

Time slot 
Period of daily TV usage (e.g. 5:00 pm to 8:00 pm).

Target audience
Narrowing of the population to a particular group according to social, demographic, psychological or consumer factors (e.g. heads of household or purchasers of particular products).

Media mix
Implementation of different advertising media across a campaign (e.g. TV and online advertising). Proportion of various advertising media within a campaign (e.g. 80% TV, 20% DOOH advertisements).

Viewing duration
Average length of usage of all individuals within a given time period. Calculation of the viewing duration is based on the number of people in a TV household, regardless of whether they have watched TV or not. 

Retention time 
Viewing duration according to each person that has actually watched TV within a given time period.

Daytime
Time slot from 6:00 am to 4:59 pm.

Accesstime
Time slot from 5:00 pm to 7:00 pm.

Primetime
Time slots offering ad break sets with the greatest reach: from 7:00 pm to 11:00mpm.

Late
Programming from 11:00 pm to 2:00 am.