媒介研究常用术语解析

1、媒介研究常用术语解析AcCont（000） 累积接触度 （以千人为单位 ）Accumulated Contacts in 000's指多个载体所到达的总人次，以千人次表示，也即多个载体的接触度之和。The accumulated number of individuals reached by a plan of supports expressed in thousands.公式 : AcCont（000） = 计划中每个载体的接触度 （ 以千人为单位 ） 之和Formula: AcCont(000) = Sum of C ont(000) for each supports in

2、a planAcCost 累积成本Accumulated Cost计划中各载体广告段位的累积价格。The total rate card cost for a plan of supports.公式 : AcCost = 计划中每个载体的成本之和Formula: AcCost = Sum of the c ost for each support in the planAcCost/GRP 累积每收视点成本 （ 也称累积每毛评点成本 ）Accumulated Cost per rating point (also known as AcCost per GRP)每个载体的广告成本除以累积毛评点

3、数。The sum of the costs of each support divided by the number of Accumulated GRPs.公式 : AcCost/GRP = 累积成本 / 累积毛评点Formula: AcCost/GRP =AcCost/ AcGRPAcCost/Cont 累积每千人成本 （ 以千人为单位 ）Accumulated Cost per thousand (also known as AcCost per thousand)计划中各载体分别到达一千人次所需的累积成本，以元表示。The accumulated cost of the plan

4、of supports for every one thousand accumulated contacts, expressed in currency units.公式 ： AcCost/Cont = 累积成本 x 1000 / 累积接触度 （000）Formula: AcCost/Cont = AcCost x 1000 / AcCont (000)AcDuration 累积时长Accumulated Duration计划中各载体的累积持续时间或长度，以秒表示。The accumulated duration or length of a plan of supports, expre

5、ssed in seconds公式 : AcDuration = 计划中每个载体的时长之和Formula: AcDuration =Sum of the durations of each supports in a plan.AcGRP 累积收视率 （以百分比为单位 ） （ 也称累积毛评点 ）Accumulated Ratings in % (also known as Accumulated Gross Rating Point)累积接触度 （ 以千人为单位 ） 除以推及人口，以百分比表示。The relation between the number of Accumulated Con

6、tacts in thousands divided by the Universe, expressed in percentage.公式 : AcGRP = 累积接触度 （000）/ 总体推及人口Formula: AcGRP = AcCont(000)/UniverseCov（OOO）覆盖率（以千人为单位）Accumulated Reach in 000's for a Series of Supports指特定的媒介计划（广告投放计划）实施时所能达到的不重复的观众人数，以千人表示。The total number of individuals, exp ressed in tho

7、usands, who have viewed at least once within a camp aign or a plan of supp orts.£接触人严卄剤啾重公式 Cov < 000> =Formula: Cov(OOO) = Sum of the co ntacts in 000's for supp ortsCov%覆盖率（以百分比为单位）Accumulated Reach in % for a Series of Supports指特定的媒介计划（广告投放计划）实施时所能达到的不重复的观众人数占总体电视推及人口的百分比。The total

8、 number of individuals who have viewed at least once within a camp aign or a plan of supports, exp ressedas a p ercentage.公式：Cov%£接融人単计创哝重，i=i总体推及人口*100%Formula: Cov% = Sum of the co ntacts in 000's for supp orts / Universe of the chosen targetTgAfin%集中度Affinity (also known as Conversion)目标

9、观众（如15到34岁的人群）的收视率（）与参照观众（如所有4岁以上的人口）的收视率（）之间的关系 指数。 注意：用户可选择参照观众。An index of the relationshi p between the rating in % for a target audience (i.e. All 15-34) and for a reference audience (i.e. All Individuals 4+). Note: The user can choose the reference audience. 公式 : TgAfin% = 目标观众收视率 (%) / 参照观众收视

10、率 (%) x 100Formula: TgAfin% = (Rtg% for the target audience / Rtg% for the reference audience) x 100AvFid 平均忠实度Average Fidelity0%和 100%。注意：指数越高，观众反映观众平均忠诚度的指数，以百分比表示，最小值与最大值分别是 对特定时段越忠实。An index showing the average loyalty of viewers, expressed as a percentage with a minimum and maximum result of 0%

11、 and 100% respectively. Note: The higher the index, the viewers are more loyal for the specified period and conditions on an average daily basis.公式 :AvFid = ( 收视率 % / 平均到达率 %) x 100Formula: AvFid = (Rtg% / AvRch%) x 100AvRch% 平均到达率 ( 以百分比为单位 )Average Reach in %到达条件一般是“至少收看特定时段内平均每天的符合到达条件的接触总人数占总体电视

12、推及人口的比例。了 1 分钟”。注意：用户可以改变收看的最小分钟数或收看时间在整个时段中的最小百分比来自行定义到达 条件。The percentage of the average daily contacts divided by the universe of the respected target. By default, the definition of "contacts" is "having viewed at least 1 minute" for the conditions specified.Note: The definiti

13、on can be defined by the user either by the number of minute(s) viewed or percentage of the time band viewed.£接触人严时段喩重,公式：AvRch% =总天数*总体推及人口 *100%Formula: AvRch% = (Sum of the c ontacts in 000's per day / Number of days) / Universe of the resp ected target x 100AvRch(OOO)平均到达率(以千人为单位)Averag

14、e Reach in 000's“接触度”的默认定义为在指定条件下在特定时段内平均每天的符合到达条件的接触总人数，以千人表示。“至少收看了 1分钟”。注意：用户可根据收看的最小分钟数或收看时间在整个时段中的最小百分比来自行定义。The average daily contacts exp ressed in thousands. By default, the definition of "contacts" is "having viewed at least 1 minute" for the conditions sp ecified. N

15、ote: The definition can be defined by the user either by the number of minute(s) viewed or p ercentage of the time band viewed.fl£接触人严时股喩氧!-L公式：AvRch (000)=总天数*100%Formula: AvRch(OOO) = Sum of c ontacts in 000's per day / Number of daysCont(OOO)接触度(以千人为单位)Contacts in 000's特定载体所到达的人次，以千人

16、次表示。The number of individuals reached by a given support exp ressed in thousands.士接触人萨体嘲重F公式：Cont (000) = 1-1Formula : Cont(OOO) = Sum of the n umber of individuals contacted in a supportCost 成本Cost一个载体的广告段位的价格。The rate card cost for a support.Cost/Cont 每千人成本CPM (Cost per thousand)在广告媒介计划中，载体每到达一千人次

17、的受众量所需要花费的成本，以元表示。The cost of the support for every one thousand contacts, expressed in currency units公式： Cost/Cont = 广告成本 x 1000 / 接触度 (000)Formula ： Cost/Cont = Cost x 1000 / Cont (000)Cost/GRP 每毛评点成本CPRP (Cost per rating point)指每得到一个收视率百分点所需要花费的成本。The average cost for one rating point.公式： Cost/GR

18、P = 广告成本 / 毛评点Formula ： Cost/GRP = Cost of the support / Rating in % of the support1+(000), 2+(000), 3+(000)n+(000)接触度分布(以千人为单位)Distribution of Contacts in 000's收看广告或节目一次、二次 或n次的人数(以千人为单位)。注意：用户可通过“最大接触度数”选项来 定义“n”的数目。The number of individuals in thousands who have viewed a campaign or a plan of

19、 supports once, twiceor ntimes. Note: The user can define the number of 'n' by using the "Maximum number of contacts" option.1+(%), 2+(%), 3+(%) n+(%) 接触度分布 (以百分比为单位 )Distribution of Contacts in %收看广告或节目一次、二次 或 n 次的人数，以百分比表示。注意：用户可通过“最大接触度数”选项来定义n ”的数目。The number of individuals in

20、thousands who have viewed a campaign or a plan of supports once, twice or ntimes, expressed as a percentage. Note: The user can define the number of 'n' by using the "Maximum number ofcontacts" optio n.公式 : n+(%) = n+(000) / 总体电视推及人口Formula: n+(%) = n+(000) / Universe of the chosen

21、 targetDuration 时长一个载体的持续时间或长度，以秒表示。The duration or length of a support, expressed in seconds.ExcReach % 边际到达率 (以百分比为单位 )Exclusive Reach in %在媒介计划中，去掉某条插播或某个载体而损失的到达率(000 )占总体推及人口的百分比。The number of Reach in % which is exclusive can be reached by a particular spot/support.ExcReach (000) 边际到达率 (以千人为单位

22、 )Exclusive Reach in 000's在媒介计划中，去掉某条插播或某个载体而损失的到达率，以千人表示。The number of Reach in 000's which is exclusive can be reached by a particular spot/support.Fid 忠实度0%和 100%。 注意：指Fidelity指特定频道(时段 /节目)的收视率与到达率的百分比值。最小值与最大值分别是 数越高，观众对特定时段和条件越忠实。An index showing the loyalty of viewers, expressed as a p

23、ercentage with a minimum and maximum result of 0% and 100% respectively. Note: The higher the index, the viewers are more loyal for the specified period and conditions.公式 : Fid = ( 收视率 % / 到达率 %) x 100Formula: Fid = (Rtg% / Rch%) x 100OTS 平均暴露频次Opportunity To See (also known as Average Frequency)在广告

24、排期或载体计划中每条插播被观众平均收看的次数。The average number of contacts per viewer in a campaign, or a plan of supports. Relation between the cumulated contacts and the coverage reached in a plan of supports.公式 : OTS = 累积接触度 (000) / 到达率 (000)Formula : OTS = Accumulated Rating in 000's / Total Reach in 000'sRt

25、g(000) 收视率 (以千人为单位 )Rating in 000's对特定时段或节目，平均每分钟的收视人数。The average number of the universe in 000's to a channel, p rogramme, spot, sp ecified target, time band or channel.£收视时长才（分絢*权重i1-1公式：Etg(OOO)=该时段总时长（分綁Formula: Rtg(OOO) = Sum of the total audience / Total number of time bandsRtg%收

26、视率（以百分比为单位）（也称为电视收视率 ）Rating in % (also known as TVRs (TV Ratings)针对某特定时段（或节目）平均每分钟的收视人数占推及人口总体的百分比。The P ercentage of the average number of audience with respect to the universe of the determined target.£收视时长,（分絢*权重公式：Rtg%该时段总吋长（分韦护总体推及人口 *100%Formula: Rtg% = (Sum of the total audience / Total

27、 number of time band) / Universe of the determined target x 100 = (Rtg(000) / Universe) x 100Shr%占有率（也称为频道占有率 ）Share (also knows as Channel Share)特定时段内收看某一频道或某一节目的人数占同一时段所有收看电视人数的百分比，也是特定时段内某一 频道的收视率占所有频道的总收视率的百分比。The P ercentage of the rating in % for a p articular channel comp ared to the total au

28、dience for either total TV (TTV) or a sp ecified group of channels.公式：Shr% =某一频道的收视率（） /所有频道的收视率 （） x 100Formula: Shr% = (Rtg% of a particular channel / Rtg% of TTV) x 100TgSat%观众构成Target Profile (also known as Target Saturation)对于特定频道（或节目），目标观众平均每分钟的收视人数（千人）占参照观众平均每分钟收视人数（千人）的百分比。注意：用户可选择参照观众。An in

29、dex of the relationshi p between the rating in 000's of a target audience (i.e. All Male) and a reference audience (i.e. All Individuals 4+). Note: The user can choose the reference audience.工收视时长,（分丰tr权氢1-1毎虑观点y收视时检（分£护权重，公式：TgSat% =1-1*100%Formula: TgSat% = (Rtg 000's for the target a

30、udience / Rtg 000's for the reference audience) x 100CTTV% 时段频道贡献Time Band's Contribution to Reference Channel Group's Total注意：“参照特定频道特定时段观众收视时间与该市场所有频道在参考时段观众总收视时间的百分比值。频道组”及“总体时段”可由用户选定。The contribution of TV viewing to a p articular channel for a sp ecified time band, comp ared to the

31、 TV viewing of a reference channel group for a determined total time band using the average minutes viewed. Note: The 'ReferenceChannel Group' and 'Total Time Band' used as reference can be sp ecified by the user.公式：CTTV% =（某一频道指定时段的收视时间（分钟）/所有频道参考时段总收视时间（分钟）x 100Formula: CTTV% = Min

32、. of a p articular channel for a time band / Min. of reference channel group for total time band) x 100CChn%时段贡献Time Band's Contribution to its Channel's Total可由用户选定。The contribution of TV viewing of a particular channel for a specified time band, compared with the TV viewing of the same cha

33、nnel for a total time band. Note: The 'Total Time Band' used as the reference can be chosen by the user./ 该频道总收视时间（分钟） x 100公式 : CChn% = 某一频道特定时段的收视时间（分钟）Formula: CChn% = Min. of a particular channel for a time band / Min. of the same channel for total time band) x 100TBIndex% 时段 指数Time Band

34、 Index注意： 两个时段都某一频道特定时段的频道占有率与这一频道参照时段的频道占有率之间的关系指数。可由用户指定The index of the relationship between channel share for a specified time band compared to a reference time band for the same channel. Note: user can specify both time bands.公式 : TBIndex% = （ 指定时段频道占有率 / 参照时段频道占有率 ） x 100Formula: TBIndex% = (C

35、hannel Share for the specified time band / Channel Share for reference time band) x 100Rch% 总到达率 （以百分比为单位 ）Total Reach in %特定时段内的符合到达条件的接触总人数占总体电视推及人口的百分比。默认“到达”定义为指定条件下“至 少收看了 1 分钟”。 注意：用户可根据收看的最小分钟数或收看时间在整个时段中的最小百分比来自行定 义。The total number of contacts for a specified period divided by the universe

36、of the respected target and expressed asa p ercentage. By default, the definition of "contacts" is "Having viewed at least 1 minute" for the conditions sp ecified. In this case, an individual will be considered as a "contact" if he has viewed at least for one minute for the total p eriod sp ecified. Note: The definition can be defined by the u