媒介术语
Infosys TV 术语
Infosys TV术语是Infosys TV 软件提供的一系列在广播、电视受众视、听率分析过程中常用的媒介指标，如收视（听）率、到达率%、市场份额%、观众构成%、毛评点、每毛评点成本、千人成本、平均暴露频次等。这些指标基于收视（听）率调查数据运算获得，按照其在媒介研究过程中的不同作用，可以分成节目收视状况分析指标、受众收视习惯分析指标、广告投放计划排期指标和广告效果评估指标四大类，是电视台节目编排、调整、评估和广告主（广告公司）媒介投放计划制定和效果评估的重要参考依据。
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 a plan
AcCost 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 plan
AcCost/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/ AcGRP
AcCost/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 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, expressed 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 Contacts 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)/Universe
Cov(000) 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, expressed in thousands, who have viewed at least once within a campaign or a plan of supports.
Formula: Cov(000) = Sum of the co ntacts in 000's for supports
Cov% 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 number of individuals who have viewed at least once within a campaign or a plan of supports, expressed as a percentage.
Formula: Cov% = Sum of the co ntacts in 000's for supports / Universe of the chosen target TgAfin% 集中度
Affinity (also known as Conversion)
目标观众(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 relationship 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(%) / 参照观众收视率(%)} x 100
Formula: TgAfin% = (Rtg% for the target audience / Rtg% for the reference audience) x 100 AvFid 平均忠实度
Average Fidelity
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0%和100%。注意：指数越高，观众对特定时段越忠实。
An index showing the average loyalty of viewers, expressed as a percentage with a minimum and maximum result of 0% 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 100
Formula: AvFid = (Rtg% / AvRch%) x 100
AvRch% 平均到达率( 以百分比为单位)
Average Reach in %
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推及人口的比例。到达条件一般是“至少收看了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 definition can be defined by the user either by the number of minute(s) viewed or percentage of the time band viewed.
Formula: AvRch% = (Sum of the c ontacts in 000's per day / Number of days) / Universe of the respected target x 100
AvRch(000) 平均到达率(以千人为单位)
Average Reach in 000's
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。“接触度”的默认定义为在指定条件下“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 average daily contacts expressed in thousands. By default, the definition of "contacts" is "having viewed at least 1 minute" for the conditions specified. Note: The definition can be defined by the user either by the number of minute(s) viewed or percentage of the time band viewed.
Formula: AvRch(000) = Sum of c ontacts in 000's per day / Number of days
Cont(000) 接触度(以千人为单位)
Contacts in 000's
特定载体所到达的人次，以千人次表示。
The number of individuals reached by a given support expressed in thousands.
Formula ：Cont(000) = Sum of the n umber of individuals contacted in a support
Cost 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/GRP = 广告成本/ 毛评点
Formula ：Cost/GRP = Cost of the support / Rating in % of the support
1+(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 supports once, twice…or n times. Note: The user can defin e 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 thousands who have viewed a campaign or a plan of supports once, twice…or n times, expressed as a percentage. Note: The user can define the number of 'n' by using the "Maximum number of contacts" optio n.
公式: n+(%) = n+(000) / 总体电视推及人口
Formula: n+(%) = n+(000) / Universe of the chosen target
Duration 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)
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
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0%和100%。注意：指数越高，观众对特定时段和条件越忠实。
An index showing the loyalty of viewers, expressed as a percentage 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 100
Formula: Fid = (Rtg% / Rch%) x 100
OTS 平均暴露频次
Opportunity To See (also known as Average Frequency)
在广告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's
Rtg(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, programme, spot, specified target, time band or channel.
Formula: Rtg(000) = Sum of the total audience / Total number of time bands
Rtg% 收视率(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 percentage of the average number of audience with respect to the universe of the determined target.
Formula: Rtg% = [(Sum of the total audience / Total number of time band) / Universe of the determined target] x 100 = (Rtg(000) / Universe) x 100
Shr% 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 percentage of the rating in % for a particular channel compared to the total audience for either total TV (TTV) or a specified group of channels.
公式: Shr% = [ 某一频道的收视率(%) / 所有频道的收视率(%) ] x 100
Formula: Shr% = (Rtg% of a particular channel / Rtg% of TTV) x 100
TgSat% 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 index of the relationship 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.
Formula: TgSat% = (Rtg 000's for the target audience / Rtg 000's for the reference audience) x 100
CTTV% 时段频道贡献
Time Band's Contribution to Reference Channel Group's Total
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。注意：“参照频道组”及“总体时段”可由用户选定。
The contribution of TV viewing to a particular channel for a specified time band, compared to the TV viewing of a reference channel group for a determined total time band using the average minutes viewed. Note: The 'Reference Channel Group' and 'Total Time Band' used as reference can be specified 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 100
Formula: CTTV% = Min. of a particular channel for a time band / Min. of reference channel group for total time band) x 100
CChn% 时段贡献
Time Band's Contribution to its Channel's Total
特定频道特定时段的观众收视时间与该频道观众总收视时间的百分比值。注意：用作参照的“总体时段”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 channel for a total time band. Note: The 'Total Time Band' used as the reference can be chosen by the user.
公式: CChn% = 某一频道特定时段的收视时间（分钟）/ 该频道总收视时间（分钟）x 100 Formula: CChn% = Min. of a particular channel for a time band / Min. of the same channel for
total time band) x 100
TBIndex% 时段指数
Time Band Index
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。注意：两个时段都可由用户指定.
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 100
Formula: TBIndex% = (Channel Share for the specified time band / Channel Share for reference time band) x 100
Rch% 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 of the respected target and expressed as a percentage. By default, the definition of "contacts" is "Having viewed at least 1 minute" for the conditions specified. In this case, an individual will be considered as a "contact" if he has viewed at least for one minute for the total period specified. Note: The definition can be defined by the user either by the number of minute(s) viewed or percentage of the time band viewed.
Formula: Rch% = Sum of c ontacts in 000's for the whole period / Universe of the respected target x 100
Rch(000) 总到达率(以千人为单位)
Total Reach in '000
特定时段内的符合到达条件的接触总人数，以千人表示。“到达”的默认定义为在指定条件下“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 expressed in thousands. By default, the definition of "contacts" is "Having viewed at least 1 minute" for the conditions specified. In this case, an individual will be considered as a "contact" if he has viewed at least for one minute for the total period specified. Note: The definition can be defined by the user either by the number of minute(s) viewed or percentage of the time band viewed.
Formula: Rch(000) = Sum of c ontacts in 000's for the whole period
Min 人均接触分钟数
TV Consumption
观众日平均收视时间（分钟）与总体电视推及人口的比值，可针对特定频道或时段进行计算。
The average daily minutes viewed for an audience, either by a specified channel or time band .
Formula: Min= Rtg% x Time Band's Total Length in Minute / 100
媒介行业术语
媒介行业术语主要介绍在整个广播、电视媒介调查研究过程中涉及的方法、指标定义，除了Infosys TV 软件提供的媒介指标外，媒介行业术语还包括在抽样调查过程中的如样本、推及总体、系统调查、简单随机抽样等方法等，以及媒介研究过程常用的如吊床效应、沿袭效应等方法说明。
媒介行业术语
AAAA (American Associations of Advertising Agencies): AAAA (美国广告代理商协会)
美国广告代理公司的行业组织.
A trade association of U.S. advertising agencies.
Advertising agency: 广告代理
为客户准备及投放广告的公司.这些公司有专门的媒介部门从事广告时间的策划, 购买及评估.
A company that prepares and places advertising for its clients Agencies typically have media departments that specialize in planning, buying, and 执行uating advertising time.
AQH (Average Quarter Hour):平均15分钟间隔(AQH)
用于报告特定时段内平均受众量的标准时间单位.(如:AQH 视听率, AQH 受众份额).
The standard unit of time for reporting average audience estimates(e.g.,AQH rating, AQH share)within specified dayparts.
Audience flow: 受众流动
受众从某一节目或时段转向另一个节目或时段的程度.
The extent to which audiences persist from one program or time period to the next. See audience duplication, inheritance effects.
Audience duplication: 受众重叠
一种累计受众测量. 显示了一个节目或媒介的受众成为另一个节目或媒介受众的程度.
A cumulative measure of the audience that describes the extent to which audience members for one program or station are also in the audience of another program or station.
Audience fragmentation: 受众细分
是一种媒介的受众分散在该媒介的众多节目中的现象.如: 有线电视进一步细分了电视观众, 使个频道的观众份额减少.
A phenomenon in which the audience for a medium is distributed across a large number of program services. Cable is said to fragment the television audience, resulting in a decreased average audience share for each channel.
Audience polarization: 受众两极分化
是一种与受众细分有关的现象.某媒介或频道的受众比起一般受众更多地收看/收听该媒介或频道.
A phenomenon associated with audience fragmentation, in which the audiences for channels or stations use them more intensively than an average audience member.
Audience turnover: 受众周转
是一种受众行为.通常表示为某媒介累计受众与平均15分钟受众的比例.
A phenomenon of audience behavior usually expressed as the ratio of a station's cumulative audience to its average quarter hour audience.
Available audience: 可得受众
在任一时间点确实有可能使用某媒介的总体人数.在实际工作中被定义为确实使用了某媒介的受众.
The number of people who are, realistically, in a position to use a medium at any point in time. It is often operationally deaned as those actually using the medium (i.e., PUT or PUR levels). Average audience rating: 平均受众视听率
在特定时期内,某媒介或节目平均时间点的视听率.例如: 测量仪数据报告的是在一个电视节目中平均每分钟的观众量.
The rating of a station or program at an average point in time within some specified period of time. Metered data, for example, allow reports of audience size in an average minute during a television program.
Away from home listening: 户外收听
户外广播收听的预测.通常指车中收听或工作中收听.
Estimate of radio listening that occurs outside the home. Such listening usually takes place in a car or workplace.
Basic cable: 基本有线电视
由有线电视系统以最低收费提供的节目服务,包括:地区电视信号,广告商赞助的有线电视网,以及接通服务.
The programming services provided by a cable system for the lowest of its monthly charges. These services typically include local television signals, advertiser-supported cable networks, and local access.
Block programming: 节目组合
是将类似节目编排在一起的做法.旨在提高受众流动.
The practice of scheduling similar programs in sequence to promote audience flow.
Cable system: 有线电视系统
一种影像传送系统.它根据协议, 使用同轴电缆和光纤电缆向家庭传输多频道电视节目.
A video distribution system that uses coaxial cable and optical fiber to deliver multichannel service to households within a geographically defined franchise area.
Cable penetration: 有线电视渗透
在特定市场上家庭安装有线电视的程度.表示为安装有线电视的家庭所占的百分比.
The extent to which households in a given market subscribe to cable service. Typically expressed as the percent of all TV households that subscribe to basic cable.
Callback: 回访
是指在调查中对样本初次访问失败后的再次访问.回访的次数是回复率和无回复误差的重要决定因素.
The practice in attempting to interview someone in a survey sample who was not contacted or interviewed on an earlier try. The number of call back attempts is an important determinant of response rates and nonresponse error.
Census: 人口普查
对人口中的每一个成员进行访问和测量的一项调查.
A Study in which every member of a population is interviewed or measured.
Channel loyalty: 频道忠诚度
累计受众行为的一种表现.一个节目的受众不合比例地成为同一频道另一节目的受众.
A common phenomenon of aggregate audience behavior in which the audience for one program
tends to be disproportionately represented in the audience for other programs on the same channel. Circulation: 循环
暴露于某媒介的全部非重叠受众.
The total number of unduplicated audience members exposed to a media vehicle (e.g. newspaper station) over some specified period.
Cluster sample: 群抽样
是一种将样本单元聚集在一起的随机抽样法.样本群在抽样的某一步骤被抽出.
A 无效of probability sample in which aggregations of sampling units, called clusters, are sampled at some stage in the process.
Codes: 代码
在调查中(如:日记)用于代表回复的数字或字母.为答案设置代码可以使计算机进行数据处理. The numbers or letters used to represent responses in a survey 包含ument like a diary. Coding the responses allows computers to manipulate the data.
Coincidental: 巧合
一种电话访问法. 访问员询问被访者正在收看/收听的节目.该方法以随机样本为基础, 其标准参照其它视听率调查法.
A 无效of telephone survey in which interviewers ask respondents what they are watching or listening to at the time of the call. Coincidentals, based on probability samples, often set the standard against which other ratings methods are judged.
Confidence level: 置信度
在随机抽样中,它代表了一组数值(如:置信间隔)成为真实人口数值的可能性.
In probability sampling, a statement of the likelihood that a range of values (i.e. confidence interval) will include the true population value
Convenience sample: 方便抽样
一种非随机抽样法,有时也叫偶然抽样.在有现成的方便的被调查人时使用.
A nonprobability sample, sometimes called an accidental sample, used because respondents are readily available or convenient.
Correlation: 相关性
一种测量两个变量关系强度和方向的统计方法.其数值可为+1.0到-1.0不等, 0表示没有关系.
A statistic that measures the strength and direction of the relationship between two variables. It may range in value from +1.O to-1.0, with O indicating no relationship.
CPP (Cost Per Point): 每点成本
表示购买每一个视听率点所代表的受众所需的成本.这些受众的规模及其成本随市场人口规模的不同而不同.
A measure of how much it costs to buy the audience represented by one rating point. The size of that audience, and therefore its cost, varies with the size of the market population on which the rating is based.
CPM (Cost Per Thousand): 每千人(户)成本
用于测量一个广告送达的1000名受众的成本.CPM 常被用来比较不同广告载体的价格/效益.
A measure of how much it costs to buy 1OOO audience members delivered by an ad. CPMs are commonly used to compare the cost efficiency of different advertising vehicles. Counterprogramming: 反向节目编排
一种节目编排策略.广播电视台(网)用与竞争者不同的节目吸引受众.独立广播电视台经常用本地新闻来对抗娱乐节目.
A programming strategy in which a station or network schedules material appealing to an audience other than the competition. Independents often counterprogram local news with entertainment. Coverage: 覆盖率
为特定广播电视台(网)的潜在受众量.定义为信号送达和覆盖的人口规模.
The potential audience for a given station or network, defined by the size of the population reached, or covered, by the signal.
Cross-sectional: 代表性抽样
一种调查设计方法.每一个时间点从人口中抽取一个样本.
A 无效of survey design in which one sample is drawn from the population at a point in time. Cross-tabs: 数据交叉
一种数据分析方法.该方法将某一问题的答案与另一个问题的答案组合找出相交点. 用于确定两个节目的受众重叠.
A technique of data analysis in which the responses to one item are paired with those of another item. Cross, tabs are useful in determining the audience duplication between two programs. Cume: 累计
累计受众的简称.指在特定段时期内某媒介的全部非重叠受众. 当累计被表示为该市场人口的百分比时, 代表累计视听率.
Short for cumulative audience, it is the size of the unduplicated audience for a station over a specified period. When the cume is expressed as percent of the market population it is referred to as cume rating.
Cume duplication: 累计重叠
在一段特定时期内,两个媒介共享受众的规模.
The percentage of a station's cume audience that also listened to another station, within some specified period.
Daypart: 时段
一段特定时间. 通常是指一天中的特定小时及一周中的特定天数(如:工作日,周末).用于计算平均受众量或买卖广告时间.
A period of time, usually defined by certain hours of the day and days of the week (e.g., weekdays vs. weekends), used to estimate audience size for the purpose of buying and selling advertising time. Dayparts can also be defined by program content (e.g., news, sports).
Demographics: 人口统计因素
用于描述受众组成的一组变量.常用的人口统计变量包括年龄, 性别, 受教育程度, 职业和收入.
A category of variables often used to describe the composition of audiences. Common demographics include age, gender, education, occupation and income.
Diary: 日记
由视听率调查公司派发的日记册, 要求受众在该日记册上记录一周的广播电视收听/收看情况.
A paper booklet, distributed by ratings companies, in which audience members are asked to record their television or radio use, usually for one week. The diary can be for an entire household (television) or for an individual (radio).
Early fringe: 早期边缘时段
电视中在地区新闻节目之前的傍晚时段.
In television, a daypart in late afternoon immediately prior to the airing of local news programs.
Effective exposure: 有效暴露
广告媒介策划中使用的概念.指受众必须有一定的广告暴露频率, 广告才能发生效用. 经常与有效频率交替使用.
A concept in media planning stipulating that a certain amount of exposure to an advertising message is necessary before it is effective. Often used interchangeably with the term effective frequency.
ESS (Effective Sample Size): 有效样本量
能够产生与视听率调查公司所使用的样本同样效果的简单随机抽样规模.ESS便于计算置信区间.
The size of a simple random sample needed to produce the same result as the sample actually used by the rating company. ESS is a convenience used for calculating confidence intervals. Also called effective sample base, or ESB.
Exclusive cume audience: 独家累计受众
在特定时段内只收听某电台的非重叠听众总量.
The size of the unduplicated audience that listens exclusively to one station within some specified period.
Frequency: 频率
指一个受众暴露于某广告信息的次数.
In advertising, the average number of times that an individual is exposed to a particular advertising message.
Fringe: 边缘时间
指下午4-7点前和黄金时段(晚11点)以后的电视节目时段.
In television, dayparts just before prime time (early fringe) and after the late news (late fringe). Grazing: 频繁更换频道
用来描述电视观众频繁更换频道的趋势.遥控器的使用更加重了这一行为.
The term describing the tendency of viewers to frequently change channels, a behavior that is presumably facilitated by remote control.
Gross impressions: 总体效果
指在一段时期内暴露于某广告的受众总和. 因为有重叠受众,所以该数字有可能超过总体人口.
The number of times an advertising schedule is seen over time. The number of gross impressions may exceed the size of the population since audience members may be duplicated.
GRP (Gross Rating Point): 总视听率点
以占人口的百分比来表示广告的总体效果.GRP常用于一个广告的总体受众或媒介影响力. The gross impressions of an advertising schedule expressed as a percentage of the population. GRPs are commonly used to describe the size or media weight of an advertising campaign. GRPs=Reach ×Frequency.
Group quarters: 集体宿舍
宿舍,兵营,老人院,监狱以及其它不属于家庭且不被视听率研究公司测量的居住形式. Dormitories, barracks, nursing homes, prisons, and other living arrangements that do not qualify as households, and are, therefore, not measured by ratings companies.
Hammocking: 吊床效应
一种电视节目编排策略.将一个新的或较弱的节目安排在两个受欢迎的节目中间播出, 以期提高中间节目的收视率.
A television programming strategy in which an unproven or weak show is scheduled between two popular programs in hopes that viewers will stay tuned, thereby enhancing the rating of the middle program.
Household: 家庭
一种可视为一个家庭的居住方式,如:由一个或多个人居住的公寓或独立式住宅.
An identifiable housing unit, such as an apartment or house, occupied by one or more persons. HUT (Households Using Television): 家庭开机率
代表在任一时间点家庭中的受众总量.表示为推及受众规模或占全部家庭的百分比.
A term describing the total size of the audience, in households, at anyone time. Expressed as either the projected audience size, or as a percent of the total number of households.
Inertia: 惰性
形容受众行为.指除非看到很厌恶的节目, 观众一般不会更换频道.
A de脚本ion of audience behavior that implies viewers are unlikely to change channels unless Provoked by very unappealing programming.
Inheritance effect: 沿袭效应
电视观众收视行为中的一种常见现象.即一个节目的观众会大批地成为接下来一个节目的观众. 有时被称为“导入节目效应”.观众的节目沿袭效应可视为一种特殊的频道忠诚性.
A common phenomenon of television audience behavior in which the audience for one program is disproportionately represented in the audience of the following program. Sometimes called lead-in effects, audience inheritance can be thought of as a special case of channel loyalty.
Interview: 访问
通过面对面或电话来口头询问被访者的数据收集方法.
A method of collecting data through oral questioning of a respondent, either in person, or over the telephone.
Late fringe: 晚期边缘时间
紧接在地区新闻(晚23点)之后的电视节目时段.
In television, a daypart just after the late local news(11pm EST).
Lead-in: 导入节目
同一频道内在某一节目之前的一个节目.前一个节目的观众规模和组成是后一个节目收视率的重要决定因素.
The program that immediately precedes another on the same channel. The size and composition of a lead, in audience is an important determinant of a program's rating.
LOP (least objectionable program): 可以接受的节目
Paul Klein 提出的电视观众行为理论.它指出人们收看电视的原因与节目内容无关, 人们会选择收看可以接受的(不厌恶的) 节目.
A popular theory of television audience behavior attributed to Paul Klein, that argues people primarily watch TV for reasons unrelated to content, and they choose the least objectionable programs.
Measurement error: 测量误差
由测量程序产生的系统偏差或错误.
Systematic bias or inaccuracy attributable to measurement procedures
Meter: 测量仪
一种记录电视机开关及调谐情况的测量装置.
A measure of central tendency defined as that point in a distribution where half the cases have
higher values and half have lower values.
Minimum reporting standard: 最低报告标准(MRS)
视听率报告所需的提及收看/收听量.
The number of listening or viewing mentions necessary for a station or program to be included in a ratings report
Multiset household: 多台电视家庭
指拥有一台以上电视的家庭.
A television household with more than one working television set.
Narrowcasting: 窄播
一种节目制作编排策略.指广播电视台(网) 只制作播放同一种类型的节目或只迎合某一类受众的喜好.
A programming strategy in which a station or network schedules content of the same 无效or appealing to the same subset of the audience.
Net weekly circulation: 每周净循环
在一周中收听/收看某媒介的累计或非重叠受众.
The cume or unduplicated audience using a station or network in a week
Network: 广播电视网
是一个从事生产节目,并将节目与广告一起销售给附属台或有线系统的组织.
An organization that acquires or produces programming and distributes that programming, usually with national or regional advertising, to affiliated stations or cable systems.
Nonprobability sample: 非随机抽样
一种抽样方法.即人口中的每个个体被选为样本的概率不同.见方便抽样,有目的抽样, 和定额抽样.
A kind of sample in which every member of the population does not have a known probability of selection into the sample.
Off-network Programs: 网下节目
原为在主要的广播电视网播出而生产的节目,现在节目联合制作体中销售.
Programs originally produced to air on a major broadcast network, now being sold in syndication. Overnights: 隔夜报告
一种以测量仪或巧合调查为基础的视听率数据,用户可以在节目播出的第二天得到该数据. The label given to ratings, based on meters, that are available to clients the day after broadcast. Passive audience: 被动观众
指那些对所收看的节目内容不加选择的观众.他们的收视行为被认为是出于习惯, 如果没有喜欢的节目, 他们可以收看任何节目.
A term given to viewers who are unselective about the content they watch. Passive audiences are thought to watch TV out of habit tuning to almost anything if a preferred show is unavailable. Paycable: 付费有线电视
该有线电视系统提供节目的收费高于基本有线电视. 付费有线电视可能包括几个高价节目如:HBO或迪斯尼频道.
The programming services provided by a cable system for a monthly fee above and beyond that required for basic cable. Paycable may include anyone of several premium services like HB0, showtime, or The Disney Channel.
Peoplemeter: 人员测量仪
可以记录电视机开关和调谐的电子装置.它可以辨认出在房间内收看节目的人.需要观众按下按钮来输入信息的测量仪为主动测量仪,而无需观众做任何事情的测量仪为被动测量仪.
A device that electronically records the on-off and channel tuning condition of a TV set and is capable of identifying viewers. If viewers must enter that information by button pressing, the meter is caned active; if the meter requires no effort from viewers, it is called passive. Placement interview: 定位访问
为确保被访者愿意接受日记或测量仪而进行的初步访问.
An initial interview to secure the willingness of the respondent to keep a diary or receive a meter. Population: 人口
作为随机抽样基础的个人和家庭总数.通常用人们所居住的地理区域来定义人口.
The total number of persons or households from which a sample is drawn. Membership in a population must be clearly defined, often by the geographic area in which a person lives. Preempt: 预先占有
附属广播电视台采取的行动,即用自己编排的节目取代所属广播电视网的节目.广告商也可以以高价来预先购买特定的广告时间.
An action, taken by an affiliate, in which programming fed by a network is replaced with programming scheduled by the station. Certain 无效s of commercial time can also be preempted by advertisers willing to pay a premium for the spot.
Prime time: 黄金时间
指从19:00-23:00 的电视节目时段.鉴于FCC的规定, 广播电视网只可以在20:00-23:00的时段内向附属台加入节目.
A television daypart from 7p.m. to 11p.m.EST. Due to FCCeregulations, broadcast networks typically feed programming only from 8p.m.to llp.m.EST.
Probability sample: 概率抽样
一种抽样方法.人口中的每个人都有平等的被抽取的机会. 也称随机抽样. 概率抽样用统计学的推断来说明样本的准确性.
A kind of sample in which every member of the population has an equal or known chance of being selected into the sample. Sometimes called random samples, probability samples allow statistical inferences about the accuracy of sample estimates.
Program 无效: 节目类型
通常以节目内容的相似性而编排在一类的节目.
A category of programming usually based on similarities in program content.
Projectable: 可推及的样本
表示的是一种样本质量.即可使用该样本来预测全体人口.
A quality describing a sample designed in such a way that audience projections may be made. Projected audience: 推及的受众
根据样本的信息,推断在总体人口中所存在的某种受众总量.
The size of an audience estimated to exist in the population, based on sample information.
PUR (Persons Using Radio): 收音机个人开机率
用来表示在任一时间点收听广播的听众总量.
A term describing the total size of the radio audience at any point.
PUT (Person Using Television): 电视个人开机率
表示在任一时间点收看电视的观众总量.
A term describing the total size of the television audience, in persons, at any time.
Qualitative ratings: 定性视听率
对受众的数字总结.不仅描述了有多少观众/听众, 还包括他们对节目的反应(如:高兴,有意思,注意,以及获得信息).
Numerical summaries of the audience that not only describe how many watched or listened, but their reactions including enjoyment interest, attentiveness, and information gained.
Qualitative research: 定性调查
不依靠测量及定量方法对受众所进行的任何系统性调查.例如: 小组讨论和参与者观察法.有时也指非视听率调查,即使该调查涉及定量法(如:定性视听率).
Any systematic investigation of the audience that does not depend on measurement and quantification. Examples include focus groups and participant observation. Sometimes used to describe any nonratings research, even if quantification is involved, as in "qualitative ratings." Quota sample: 定额抽样
一种非概率抽样.由被访者自己填写被称为定额所属的类别(如: 男性).
A 无效of nonprobability sample in which categories of respondents called quotas (e.g., males), are filled by interviewing respondents who are convenient.
Random Digit Dialing (RDD): 随机拨号
在电话调查中使用的一种方法,它以随机产生的电话号码作为随机抽样的样本.通过这种方法, 使所有号码(包括未被列入电话号码簿的电话号码)都有同等的被抽样的机会.
In telephone surveys, a technique for creating a probability sample by randomly generating telephone numbers. By using this method, all numbers (including unlisted) have an equal chance of being called.
Rating:视听率
最简单的形式就是市场总体人口中收听/收看某媒介或节目的个人或家庭所占的比例.
In its simplest form, the percentage of persons or households tuned to a station, program, or daypart out of the total market population.
Reach: 送达
在某特定时期内,某媒介或广告的非重叠个人或家庭受众的总数. 有时表示为占总体人口的百分比.
The number of unduplicated persons or households included in the audience of a station or a commercial campaign over some specified period. Sometimes expressed as a percentage of the market population.
Repeat viewing: 重复收视
一个连续节目的观众收看该节目其它部分的程度.
The extent to which the audience for one program is represented in the audience of other episodes of the series.
Replication: 重复调查
指一项研究重复一个早期研究的程序来检验结果的稳定性.在受众测量中, 重复调查涉及从原样本中再抽出子样本来评估抽样误差.
A study repeating the procedures of an early study to assess the stability of results. In audience measurement, replications involve drawing subsamples from a parent sample to assess sampling error
Respondent: 回复者
在回答问题时提供信息的样本.
A sample member who provides information in response to questions
Response error: 回复误差
由被访者回复质量(如:撒谎,遗忘,误解问题等)而造成的调查数据偏差.
Inaccuracies in survey data attributable to the quality of responses, including lying, forgetting, or misinterpreting question.
Sample: 样本
一些人口的子群.
A subset of some population.
Simple frame: 抽样框
进行概率抽样的人口名单.
A list of some population from which a probability sample is actually drawn.
Sample weighting: 样本加权
一种将不同的数学权重分配给不同的样本子群以更正这些子群的回复率.每个权重是子群占人口的比例与子群占样本比例的比值.
The practice of assigning different mathematical weights to various subsets of the in-tab sample in an effort to correct for different response rates among those subsets. Each weight is the ratio of the subset's size in the population to its size in the sample.
Sampling error: 抽样误差
在产生概率抽样时由于抽样不足而造成的数据偏差.
Inaccuracies in survey data attributable to “the luck of the draw" in creating a probability sample. Sampling rate: 抽样率
抽样规模与人口规模的比率.
The ratio of sample size to population size.
Sets-in-use: 使用的收音/电视机
在某一时间点打开的收音/电视机的总数.由于大多数家庭拥有多台收音/电视机,所以它已不再是测量总体受众规模的指标了.
The number of sets turned on at a given point. As a measure of audience size, it has become outdated since most households now have multiple sets
Share: 份额
它最简单的形式就是收听/收看某台或某节目的个人或家庭在所有使用某媒介的受众中所占的百分比.
In its simplest form, the percentage of persons or households tuned to a station or program out of all those using the medium at that time.
Simple random sample: 简单随机抽样
一种单一步骤概率抽样法.人口中的每一个人都有同等的被抽取的机会.
A one-stage probability sample in which every member of the population has an equal chance of selection.
Spill: 溢出
指本地区观众收看非本地电视台节目及外地观众收看本地节目的程度.
The extent to which nonmarket stations are viewed by local audiences, or local stations are viewed by audiences outside the market.
Standard error: 标准误差
抽样分布的标准偏差.统计学上用来说明从样本预测的数据的准确性.
The standard deviation of a sampling distribution. It is the statistic used to make statements about the accuracy of estimates based on sample information.
Stratified sample: 分层抽样
一种概率抽样.将人口分成相同的子群或层, 再从每一层抽取预定的样本数目. 分层抽样可以减少由简单随机抽样造成的抽样误差.
A 无效of probability sample in which the population is organized into homogeneous subsets or strata, after which a predetermined number of respondents is randomly selected for each strata. Stratified sampling can reduce the sampling error associated with simple random samples. Stripped programming: 节目拆开编排法
一种节目编排方法.将电视节目拆开, 分成连续5天播出.电视台通常将联合制作的节目拆开播出.
A programming practice in which television shows am scheduled at the same time on 5 consecutive weekdays. Stations often strip syndicated programs.
Sweep: 断面调查
指视听率调查公司为准备地区市场报告而进行的为期4周的观众信息收集调查.
In television, a 4-week period during which ratings companies are collecting the audience information necessary to produce local market reports.
Systematic sample: 系统抽样
一种概率抽样.以一定的间隔来从人口名单中抽取所需的样本(如: 每隔10个人抽取一次).
A kind of probability sample in which a set interval is applied to a list often population to identity elements included in the sample (e.g., picking every 10th name).
Target audience: 目标受众
广告商希望广告或媒体希望某类节目送达的任何精细划分的受众子群.
Any well-defined subset of the total audience that an advertiser wants to reach with a commercial campaign or a station wants to reach with a particular kind of programming.
Telephone recall: 电话回忆访问法
电话调查人员要求被访者回忆他们最近的所收听/收看的节目.通常是指前一天的节目.
A 无效of survey in which a telephone interviewer asks the respondent what they listened to or watched in the recent past, often the preceding day.
Television household (TVHH): 电视家庭
收视率调查中常用的单位.是指任何拥有可收看的电视机的家庭, 不包括居住在集体宿舍的人.
A common unit of analysis in ratings research, it is any household equipped with a working television set, excluding group quarters.
Time period averages: 某时期平均值
在特定时期内平均每一个时间点的受众数量.
The size of a broadcast audience at an average point in time, within some specified period.
Total audience: 总体受众
所有收看/收听某节目达5分钟的受众.基本上是指长节目或小型连续剧的累计受众.
All those who tune to a program for at least 5 minutes. Essentially, it is the cumulative audience for a long program or miniseries.
Trend analysis: 趋势分析
一种纵向调查.对重复独立抽样的结果进行比较.
A 无效of longitudinal survey design in which results from repeated independent samplings are compared over time.
TSL (Time Spent Listening): 收听时间
对听众在某一时段内收听广播的平均时间的累计测量.
A cumulative measure of the average amount of time an audience spends listening to a station within a daypart.
Unduplicated audience: 非重叠受众
一段时期内的不同的个人或家庭受众.
The number of different persons or households in an audience over a specified period.
Unit of analysis: 分析单位
研究人员用来收集信息的元素.在视听率研究中, 分析单位就是个人或家庭.
The element or entity about which a researcher collects information. In ratings, the unit of analysis is usually a person or household.
Unweighted in-tab: 未经加权的样本
向视听率调查公司提供有用信息的具有不同人口特征的个人的实际数目.
The actual number of individuals in different demographic groups who have returned usable information to the ratings company.
Unwired networks: 无线网络
是一种从全国各电视台购买广告时间并将这些广告时间打包预售,但不提供节目时间的组织. Organizations that acquire commercial time (usually in similar 无效s of programming) from stations around the country and package that time for sale to advertisers.
VCR (Video-Cassette Recorder): 录像机
一种用来录制和播放录像带的装置.
An appliance used for recording and playing videocassette tapes, now in a majority of U.S. households.
VPVH (Viewers Per Viewing Household): 每个收视家庭的观众
每个电视家庭中收看某电视台或节目的预测人数.通常以人口统计变量进行分类.
The estimated number of people, usually by demographic category, in each household tuned to a particular source.
Weighted in-tab: 加权样本
如果回复率相等, 那么会提供有用信息的具有不同人口统计特征的个人.
The number of individuals in different demographic groups who would have provided usable information if response rates were equivalent. See sample weighting.
Weighting: 加权
分配数学权重的过程.旨在修正未加权样本对某些人群代表过度或代表不足的偏差.
The process of assigning mathematical weights in an attempt to correct over or underrepresentation of some groups in the unweighted in-tab sample. See sample weighting.
传播Communication 内向/自我传播Intrapersonal Communication 人际传播Interpersonal Communication 群体传播Group Communication 组织传播Organization Communication 大众传播Mass Communication 单向传播One-Sided Communication 双向传播Two-Sided Communication 互动传播Interactive Communication 媒介Media 大众传播媒介Mass Media 新媒介New Media 新闻洞News Hold 新闻价值News Value 传播者Communicator 主动传播者Active Communicator 受传者/受众/阅听大众Audience 受众兴趣Audience Interest 受众行为Audience Activity 信息Information 信号Signal 讯息Message 信息熵Entropy 冗余/冗余信息Redundancy 传播单位Communication Unit 奥斯古德模式Osgood Model 编码Encode 解码Decode 信源Source 传播的数学理论Mathematical Theory of Communication 传播渠道Communication Channel 有效传播Effective Communication 传播效果Effects 知识沟Knowledge-Gap 使用与满足模式Uses and Gratifications Model 使用与依从模式Uses and Dependencys Model 口传系统System of Oral Communication 地球村Global Village 内爆Implosion 全球化Globalization 本土化Localization 数字化Digitalization 电子空间Cyber Space 文化帝国主义Culture Imperialism 跨文化传播Intercultural Communication 守门人Gatekeeper 新闻采集者News Gatherers 新闻加工者News Processors
100%
100%
是持续性排期和起伏式排期的结合体。消费者的购买周期越 长，越适合采用脉冲式排期。这种排期的好处在于持续累积 广告效果，可以依品牌需要，加强在重点期间露出的强度。 Pulse Schedule 而缺点是必须耗费较大量的预算。采用这种排期时，广告主 全年都维持较低的广告水平，但在销售高峰期采用一时性脉 冲增强效果。采用这种方式的产品主要有软饮料、空调等产 品，这些产品属于常年用品，但有季节性 有广告期和无广告期交替出现。这种间歇性排期比较适合于 一年中需求波动较大的产品和服务。这种排期的优点在于可 以依竞争需要，调整最有利的露出时机，可以集中火力以获 Flight ing 得较大的有效到达率，机动且具有弹性。其不足在于广告空 Schedule 档过长，可能使广告记忆跌入谷底，增加再认知难度，有竞 争品牌以前置方式切入广告空档的威胁。采用这种方式的产 品和服务主要有服饰类、冷饮等，这些产品往往消费季节性 较强 在市场中广告曝光一个毛频收视点或人口数百分之一的机会 CPP 成本 市场专业名词解释 脉冲式媒体排 期 起伏式媒体排 期 毛频收视点成 本
中文英文释义 品牌忠诚度Bra nd Loy al ty 品牌定位Bra nd Positi oned 品牌形象Bra nd Image 目标行销Target market ing Target 目标消费者 Con sumer Market 市场细分 Segme ntati on —定比例的有规则消费本品牌的顾客，消费者基于对产品的熟悉和满意而产生品牌忠诚，从而产生习惯性的购买和对品牌的信任感、安全感品牌忠诚抑制品牌转移，保证品牌稳定的发展和成长 品牌进行战略设计，以使其能在目标消费者心中占有一个独 特的、有价值的位置。 品牌内在特殊利益点和品牌定位的外在反映，能够让消费者 直接感受到品牌的价值点，例如，Nike通过乔丹所反映出超级运动潜能的品牌形象 在整体市场中，根据自身的资源优势有选择性的特别针对某 一具有相类似消费习惯的消费者组合，而非全部市场以达到 集中资源，取得市场优势的目的 具有相同需求和利益要求特征的消费者组合，对产品所提供 的某一点相同的满足状况，简言之就是对产品具有相同需求和使用适应性的消费者组合 按照一定的标准，例如年龄、性别、地域、收入等不同指标， 将整体市场划分为若干个市场，使每一个市场中的消费者都有相类似的消费习惯和消费需求的过程，通过市场细分，可以使得产品能够更具有针对性，节省行销费用，并便于在该细分市场中取得优势，例如洗发水市场中，可以按功能划分为去屑、护发、滋润等市场，按容量可分为250、450、750ml
人内传播：intra-personal communication 自我互动：self interaction 象征符：symbol 内省式思考：reflective thinking 人际传播：personal communication 集合行为:collective behavior 乌合之众：crowd 流言：rumor 意见领袖：opinion leader 两级传播:two step flow of communication 中介因素：mediating factors 信息流：information flow 影响流:influencing flow 知沟:knowledge gap 数字鸿沟:digital gap 可信性：credibility 专业权威性:expertness 休眠效果（霍夫兰）：sleeper effect 诉诸理性：rational persuasion 诉诸情感：emotional persuasion 显著性:salience 自信心假说：self-confidence hypothesis
议程设置功能：the agenda-setting function:McCombs&Show What is the agenda-setting function: Media concentration on a few issues and subjects leads the public to perceive those issues as more important than other issues. That is,if a news item is covered frequently and prominently,the audience will regard the issue as more important. 属性议程设置：attributes agenda-setting 沉默的螺旋：the spiral of silence 社会合意：social consensus 意见气候：opinion climate 中坚分子：the hard core 培养分析：cultivation analysis 故事讲解员：story-teller 熔炉：melting-pot 新闻框架：news frame News frame的四种功能： Problem definition（提供问题定义）； causal interpretation（阐释事件原因）； moral evaluation（提供道德评价）；treatment recommendation（示意解决方案） 上限效果（ceiling effect）假说；信息富有者（information-rich） 信息贫困者（information-poor）媒介素养（media literacy）
daily 日报 morning edition 晨报evening edition 晚报quality paper 高级报纸popular paper 大众报纸evening paper 晚报government organ 官报 part organ 党报 trade paper 商界报纸Chinese paper 中文报纸English newspaper 英文报纸vernacular paper 本国文报纸Japanese paper 日文报纸political news 政治报纸Newspaper Week 新闻周刊the front page 头版,第一版bulldog edition 晨版 article 记事 headline 标题 banner headline 头号大标题byline 标题下署名之行
dateline 日期、发稿地之行 big news 头条新闻 hot news 最新新闻 exclusive news 独家新闻 scoop 特讯 feature 特写,花絮 criticism 评论 editorial 社论 review, comment 时评 book review 书评 topicality 时事问题 city news 社会新闻 column 栏 letters 读者投书栏 general news column 一般消息栏cartoon, comics 漫画 cut 插图 weather forecast 天气预报serial story 新闻小说 obituary notice 讣闻 public notice 公告
媒介策划专业术语收集 媒介策划 指在广告活动推出之前，针对媒介的选择，媒介的刊播时间，广告量在各媒介上的分布等做的通盘性计划。 媒介产业化 是意识形态的媒介向产业经营的媒介转化的过程 媒介营销 是指通过一定的营销手段将媒体产品，如节目、广告时段、位置，销售出去并获取利润回所的过程。 媒介目标 即确定具体的媒介发布目标，包括到达目标受众，确定发布的地理范围，明确讯息力度或针对目标受众的广告总量。 媒介掮客 指购买或承揽媒体的版面，再卖给广告主赚取其间的差价的广告代理者。 媒介购买
即购买排期指定的电子媒介时间和印刷媒介版面。 电视家庭户 是对某个市场内拥有一台电视机的家庭的估算数字。 公式：受众分布率=接触该新闻媒介的受众人数/媒介覆盖范围内的人口总数×100% 受众接触新闻媒介兼容率 受众接触新闻媒介兼容率，是测定该地区多种新闻媒介是否均衡发展的指标，兼容率高，说明多种新闻媒介能得到比较均衡的发展，公式：受众接触新闻媒介兼容率=该地区受众接触多种新闻媒介人数/该地区总受众数×100% 受众喜爱率 受众喜爱率=最喜欢A媒介（节目）的受众人数/接触A媒介（节目）的受众人数×100% 毛评点 为由一表列的特定个别广告媒体所送达的收视率总数，公式：GRPS=平均收视率×节目播放次数。
视听众暴露度 全部广告暴露度的总额。 暴露频次 为个人（或家庭）暴露于广告讯息的“平均”次数。 地理性瞄准 指在品牌表现出强劲购买趋势的地区发布广告的做法。 讯息力度 指媒介载体在一次排期中提供的广告讯息总数或亮相机会。 总印象数 指媒介计划中整个媒介投放的亮相总次数。 到达率 指目标受众中在指定时段内至少接触过一次媒介载体的个人或家庭数目，经常用百分数表示。 频次
媒介专业术语中英文对照精选 收视率指标的解释 1、到达率 （1）、到达率（Reach%） 到达率（Reach%）是指在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。其中到达条件一般是“至少收看了1分钟”，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。 计算公式为：到达率％=特定频道、特定时期的播出完成后实际送达的不重复的观众人数占所有目标观众人数的百分比 （2）到达率（Reach(000)） 到达率（Reach(000)）是指在特定时段内的符合到达条件的接触总人数,一般以千人来表示。计算公式为：到达率（000）= 特定频道、特定时期的播出完成后实际送达不重复观众人数 （3）覆盖率（Cov%） 覆盖率（Cov%）是指特定的媒介计划（广告投放计划）实施时所能到达的不重复观众人数占总体电视推及人口的百分比。与到达率一样，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。计算公式为： 覆盖率% = ％ （4）覆盖率（Cov（000）） 覆盖率（Cov（000））是指特定的媒介计划（广告投放计划）实施时所能到达的不重复观众人数，以千人表示。计算公式为： 覆盖率（000）= 到达率和覆盖率都是时间上的纵向累积指标，考察特定时间段内观众收看某一频道或栏目（或某一广告计划所能覆盖）的不重复的人数（或占观众总规模的百分比），反映了接触媒介的受众规模和媒介计划传播的广泛性。 到达率与覆盖率虽然在本质上含义是相同的，但称谓的不同反映了概念表达的主客体关系的不同，到达率的主体是受众，即反映受众接触某一频道或栏目的规模；覆盖率的主体是媒介计划，反映了广告计划的执行所覆盖受众的广泛性。 （5）有效到达率（EffRch%, EffRch(000)） 对于一现广告插播计划而言，到达率（覆盖率）一般设定的到达条件是看过1次就算到达。在实际的广告投放效果评估中，人们通常认为，如果观众仅看过1次并不能对广告形成有效的认识和印象，这样就提出了有效到达的概念。 有效到达率被表示为“n+到达率”，指至少看过n次某广告的目标观众的百分比（或千人）。对于不同的广告，“n”的设定是不同的，在实际工作中，“3+到达率”是被经常用到的有效到达率。 （6）平均到达率（AvRch%） 平均到达率（AvRch%）是指在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推及人口的比例。到达条件一般是“至少收看了1分钟”，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。计算公式为： 平均到达率%= *100％ （6）平均到达率（AvRch000） 平均到达率（AvRch000）是指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。计算公式为： 平均到达率（000）= 每天接触度之和/天数
附录媒介专有名词解释 1、发行量稽核机构（ABC Audit Bureau of Circulation）: 由广告主、广告公司及媒介单位合组而成的机构，针对印刷媒介发行量进行严格稽核，并发给发行量认证书以证明该刊物发行量。 2、发行量（Circulation）： 在印刷媒介印制量中，每期实际发行到读者手中的份数。 3、付费发行量（Paid Circulation）：刊物发行量中，属于读者付费取得刊物的发行量。 4、赠阅发行量（Free Circulation）：刊物发行量中，属于赠阅或其他免付费方式取得刊物的发行量。 5、传阅率（Pass Along Rate或Pass Over Rate）：印刷媒介中，平均每份刊物被传阅的次数，即阅读人口除以发行量。 6、阅读人口（Readership）：刊物的每期总接触人口，包括通过订阅、零购或传阅等任何方式的接触刊物的人口。 7、传阅阅读人口（Pass Along Reader ship）:以传阅方式接触刊物的阅读人口。 8、接触人口＼接触户数（Advertising Impression）：指暴露于一个媒介载具或媒介排期的重叠性人口数或家庭数暴露次数。 9、时段家庭开机率（HUT Household Using TV）:在特定时段内，所有收看任何电视节目的家庭数占总家庭数的比例。 10、时段个人开机率（PUT People Using TV）：在特定时段内，所有收看任何电视节目的人口占总人口的比例。 11、档次（Spot）：电波媒介中，广告出现在任何载具当中，称为档次。 12、刊载（Insertion）：印刷媒介中，广告出现在任何载具当中，称为刊载。 13、购买代理商（Agency of Record）：在服务同一广告主的代理商中，为其他代理商购买媒体的代理商。 14、集中购买（Master Buying）：使用多家代理商的广告主，将媒介购买委托一家代理商进行，称为集中购买。负责购买的代理商不一定是负责创意的代理商之一。 15、提示知名度（Aided Awareness）：在经提示的情况下，可以记忆品牌或广告信息的消费者占所有消费者的比例。 16、未提示知名度（Unaided Awareness）:在未经提示的情况下，可以主动记忆的品牌或广告信息的消费者占所有消费者的比例。 17、第一提及知名度（First Mentioned Awareness）:在未经提示的情况下，主动记忆且第一提及某品牌或广告的消费者占所有消费者的比例。 18、视听众（Audience）：暴露于媒介的人口。
广告业常用英文术语 AA（Account Assistant）客户助理 Action Plan 行动方案 AD（Account Director）客户总监 Add Value 附加价值 Ads（Advertisement）广告 Advertorial付费软文 AE（Account Executive）客户代表、客户主任 Agency 代理商 AM（Account Manager）客户经理Analysis Tools分析工具 Announcement 公告 Annual Report年报 AP (Asia-Pacific) 亚太区 AR List 任务清单 ATL (Above the Line) 线上活动Attachment附件 Audience Awareness公众认知度
Auto Industry 汽车行业 Awareness 认知 Background Analysis 背景分析Background material 背景材料 Benchmark测试基准 BI (Behavior Identity)企业行为识别系统Bidding 竞标 Bio个人简历 Boilerplate公司简介（附在新闻稿后面的关于该公司的简短介绍） Brand Communications Strategy品牌传播战略Brand Loyalty品牌忠诚度 Brand Management Commission品牌管理委员会 Brand Management Consulting Firm品牌管理顾问公司 Brand Management品牌管理 Brand Planning/Designing品牌策划/设计Brand Positioning Survey品牌定位调查Brand Positioning 品牌定位 Brand Promotion品牌推广 Branding Strategy品牌战略
常用媒介术语 一、与观众有关的术语定义 1、调查总体(Universe) 调查在哪些人中展开。央视-索福瑞从事的电视收视率调查的总体是拥有电视机的家庭中4岁及以上的人。 2、目标观众(Target) 广告或电视节目瞄准的人口群。他们是属于某一相同特征或属性的个人，如男性、女性、24-40岁的男性、母亲等等。 3、收视率(Ratings) 在一段时间内收看了电视或某一频道的目标观众人数，可以用目标观众的绝对人数或占目标总人数的百分比来表示。央视-索福瑞的日记卡数据以每15分钟为一最小时段来衡量；收视仪数据最短可精确到每1分钟。如果超过了最小时间段，这段时间(如1小时)的收视率是几个时段收视率的平均值。 4、到达率/累积观众人数(Reach/Cumulative Audience) 暴露于某一特定信息(如电视节目、广告片)的观众人数或占总人口百分比。到达率与收视率的区别在于计算到达率，不管观众看了多少个节目，或暴露于广告多少次，都只计算一次，即只计算有多少不同的 人。 5、占有率/市场占有率(Share/Market Share) 同一时期内人们收看某频道的时段数与收看所有频道的总时段数之比。观众占有率说明某个节目或频道在总收视观众中占多少百分比，具体来说就是在某一段时间内看过电视的100个人中，多少人看了这个频道。这个指标应以百分数表示。 6、重叠率(Duplication) 在不同的时间，收看同一个载体的人口；或者在同一个时间收看不同载体的人口。用百分数简单表示就是：收看过某一特定节目的100个人中，多少人还看过别的节目。 7、观众构成(Profile) 指对于观众人口组成的描述。例如：每100个观众中，有多少男性、多少女性；不同年龄、不同职业、不同收入的观众占多少比例。可参考调查中用于描述被访者的各种人口变量。 二、与广告有关的术语定义 1、媒介计划(Media Planning) 确定广告预算的分配或媒介目标的实现的一套方法和技巧。其中，分配广告预算可以通过以下途径： －跨时间
Free Journalism Dictionary A glossary of terms, words, slang and shop talk used in the journalism, book publishing, printing, and writing professions. ad Advertisement. add Copy to be added to a story already written. advance 1. A preliminary story describing a future event. 2. To move a story up in priority ("We're advancing the scandal story to the front page.") angle The aspect emphasized in a story. assignment The task or story a reporter must cover. background 1. A story that is not assigned a deadline. (See also "backgrounder.") 2. Any information that is given to reporter not specifically for a quote, but for general information on a subject. backgrounder A story that details the background of a subject. ("I'm assigned to do a backgrounder on the new company.") bank See deck. banner A headline that extends across the page or screen. beat The area or subject matter that a reporter regularly covers. blind interview An interview which does not give the name of the person interviewed. blurb Short phrase issued by a publisher to promote the sale of a book.
媒介行业术语 (大全 AAAA (American Associations of Advertising Agencies: AAAA (美国广告代理商协会美国广告代理公司的行业组织 . A trade association of U.S. advertising agencies. Advertising agency: 广告代理 为客户准备及投放广告的公司 . 这些公司有专门的媒介部门从事广告时间的策划 , 购买及评估 . A company that prepares and places advertising for its clients Agencies typically have media departments that specialize in planning, buying, and evaluating advertising time. AQH (Average Quarter Hour:平均 15分钟间隔 (AQH 用于报告特定时段内平均受众量的标准时间单位 .(如 :AQH 视听率 , AQH 受众份额 . The standard unit of time for reporting average audience estimates(e.g.,AQH rating, AQH sharewithin specified dayparts. Audience flow: 受众流动 受众从某一节目或时段转向另一个节目或时段的程度 . The extent to which audiences persist from one program or time period to the next. See audience duplication, inheritance effects. Audience duplication: 受众重叠 一种累计受众测量 . 显示了一个节目或媒介的受众成为另一个节目或媒介受众的程度 . A cumulative measure of the audience that describes the extent to which
?收视率(): 特定时段内目标对象中收看某一电视节目的人口占目标对象总人口的百分比. 收看某一电视节目的人数 收视率× 总体人数 备注: . 目标对象的界定(见原始数据中的目标人群) . 总体的界定(电视拥有率和电视信号覆盖率) ?市场占有率():特定时段内收看某一频道(或节目)的人数占打开电视机总人数的百分比. 也是特定时段内某一频道收视率占所有频道总收视率的百分比. 收看某一频道(或节目)的人数 ?市场占有率× 打开电视机总人数 备注: . 市场占有率与收视率的区别 . 举例见原始数据和南方台收视图 ?开机率():指特定时段内,打开电视机的人数占总体拥有电视人数的百分比. 某一时段打开电视机的人数 ?开机率× 总体拥有电视机的人数 备注: 开机率的应用 前面的占有率讲到，占有率也是特定时段内某一频道收视率占所有频道总收视率的百分比.
即：收视率 占有率＝－－－－－－－－－－－－－－×％ 开机率 那么就可转换为： 收视率 开机率＝－－－－－－－－－－－－－－－－－×％ 占有率 收视率＝占有率×开机率 平均收视率,是指在特定时段内所有单位时段的收视率之和除以该时段总单位时段数所得的比值. 特定时段内所有单位时段收视率之和（毛评点）平均收视率 该时段总单位时段数 平均接触频次, 又称暴露频次,指一段时间内观众个人接触某一特定频道(或节目)的平均次数. 观众个人观看总次数 平均接触频次 总人数 备注: 接触频次也是方案评估时的一项重要指标,它和到达率密切联系,到达率做广度分析,而接触频次做深度分析. 到达率、接触频次和总收视率，这三个指标在方案和效果评估中经常配合使用。 总收视率 平均接触频次＝－－－－－－－－－－－－－－－－－－ 到达率
A above-the-line advertising 线上广告 广告代理商能从媒介获得佣金（代理费）的广告，如报刊广告、广播广告、电视广告、影院广告、户外广告等。 account executive (AE) 客户经理 广告公司的业务人员职称。客户经理往往须负责下列工作：1，与客户及内部其他部门共同计划广告（planning）,向各部门传达客户的诉求；2，内部协调（coordination）；3，将 广告设计稿提供给客户；4，监督执行政府的有关广告规章和法规（regulatory matters） ；5，利润管理（agency profit management）。客户经理通过计划和协调公司的服务部门 ，为客户提供更好的服务。 account service 客户服务 客户服务是广告代理商的中心工作，肩负着使客户满意从而建立起长期的合作关系，及推动广告代理商内部工作有效运转的任务。它是广告代理商直接同客户进行沟通、交流的一种功能。 advertising agency 广告代理商 习惯上称为“广告公司”，即《中华人民共和国广告法》中所称的广告经营者，一般设有许多职能和业务部门。
advertising campaign 广告活动 有时称为“运动”或“战役”。广告活动包括以下四个重点：制作适当的销售信息、及时传 达给受众、选择适当的时机，用合理的成本。广告主制定一项能测定的目标后，为达到这一目标制定广告战略，然后在市场上执行，包括：广告计划、广告制作、销售及营销等。 advertising department 广告部 分为企业的广告部和媒介的广告部。企业的广告经理负责拟定、审核及实施企业的广告计划。一般也是负责有关广告的具体工作。媒介的广告部经理负责出售报刊等的版面，广播、电视的时间等。 airport advertising 机场广告 利用机场的候机室及在机场内其他各种场地和设备上制作刊出的广告，也包括在指示牌上制作的广告。 Appeal 诉求 广告通过媒介向目标受众诉说，以求达到所期望的反应。诉求是制定某种道德、动机、认同，或是说服受众应该去做某件事的理由。诉求分三类：理性的、感性的和道义的。诉求所用语句应具有强烈的感染力。 area sampling 区域抽样
广告专业术语-中英文 AAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动 advocacy advertising 倡导型广告 Account Executive 客户主管 Account planning 客户策划 Account Services 客户部 Advertise 广告主 Advertising Department 企业广告部 agency 广告代理商 Art Director 美术指导 Assistant Partner 董事助理 bid [bid] 广告竞标 business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象 capitalism 资本本主义，资本运营 commercial advertising 商业广告 communication process 传播过程 comparative advertising 比较广告 consumer advertising 消费品广告 consumerism 消费模式 customer 顾客 Chief Executive Officer(CEO) 首席执行长官 Chief Financial Officer(CFO ) 首席财务官 client 客户 Copywriter 广告撰告人 Creative Department 创作部 Creative Director 创意总监 deceptive advertising 虚假广告 department 部门 design 设汁稿 data 数据 director 主管
AAAA America Association of Advertising 美国／广告代理商协会advertising 广告、广告活动 advocacy advertising 倡导型广告 Account Executive 客户主管 Account planning 客户策划 Account Services 客户部 Advertise 广告主 Advertising Department 企业广告部 agency 广告代理商 Art Director 美术指导 Assistant Partner 董事助理 bid [bid] 广告竞标 business-to-business advertising (B2B advertising) B2B广告brand image 品牌映象 capitalism 资本本主义，资本运营 commercial advertising 商业广告 communication process 传播过程 comparative advertising 比较广告 consumer advertising 消费品广告 consumerism 消费模式 customer 顾客 Chief Executive Officer(CEO) 首席执行长官 Chief Financial Officer(CFO ) 首席财务官 client 客户 Copywriter 广告撰告人 Creative Department 创作部 Creative Director 创意总监 deceptive advertising 虚假广告 department 部门 design 设汁稿 data 数据 director 主管 end-user 最终用户、实际使用者 industrial advertising 工业广告 institutional advertising 社团机构广告 Management Supervisor 管理监督
指标基础单元 覆盖人数（Unique Visitors）UV 该网站独立访问用户数，用户重复访问只计1人 访问次数（Number of Visits）VV 用户访问该网站的次数 关于“次数”的解释：用户访问该网站比前一次访问的时间间隔超过30分钟，访问次数加1次，在30分钟之内连续访问该网站页面，只算1次。 浏览页面数（Page views，PV）PV 用户访问该网站时，打开的页面数量 关于“浏览页面数”计算的解释：不同时间打开同一页面也重复统计，单页打开时间小于3秒不计。 有效浏览时间（Effective Duration Time） 用户访问该网站时的有效浏览时间 关于"有效浏览时间"的解释：该网站的页面处于Windows激活状态窗口的时间。一个页面虽然没有关闭，但是不在激活状态，不计入有效浏览时间。单页打开时间小于3秒不计，单页有效浏览时间最长只统计2小时。 月度（By Month） 该月总的数据指标 日均（Per Day） 该月中平均每天的数据指标 一周（By Week） 该周总的数据指标 单日（Per Visiting Day） 该月中平均每个访问该网站日的数据指标，以用户该月中实际访问该网站的天数做平均 人均（Per User） 平均每个用户的数据指标 单次（Per Visit） 用户平均每次访问该网站的数据指标 基本指标 月度覆盖人数（Monthly Unique Visitors） 该网站在该月的独立访问用户总数，用户重复访问不重复统计 月度覆盖人数比例（Monthly Reach %） 该网站的月度覆盖人数占整体上网人数（或占该类所有网站总月度覆盖人数）的比例 月度覆盖人数比例=该网站月度覆盖人数/整体上网人数*100% 或
HR管理常用专业术语中英文对照 1.人力资源管理：(Human Resource Management ，HRM) 人力资源经理：( human resource manager) 高级管理人员：(executive) 职业：(profession) 道德标准：(ethics) 操作工：(operative employees) 专家：(specialist) 人力资源认证协会：(the Human Resource Certification Institute，HRCI) 2. 外部环境：(external environment) 内部环境：(internal environment) 政策：(policy) 企业文化：(corporate culture) 目标：(mission) 股东：(shareholders) 非正式组织：(informal organization) 跨国公司：(multinational corporation，MNC) 管理多样性：(managing diversity) 3. 工作：(job) 职位：(posting) 工作分析：(job analysis) 工作说明：(job description) 工作规范：(job specification) 工作分析计划表：(job analysis schedule，JAS) 职位分析问卷调查法：(Management Position Description Questionnaire，MPDQ) 行政秘书：(executive secretary) 地区服务经理助理：(assistant district service manager) 4. 人力资源计划：(Human Resource Planning，HRP) 战略规划：(strategic planning) 长期趋势：(long term trend) 要求预测：(requirement forecast) 供给预测：(availability forecast) 管理人力储备：(management inventory) 裁减：(downsizing) 人力资源信息系统：(Human Resource Information System，HRIS) 5. 招聘：(recruitment) 员工申请表：(employee requisition) 招聘方法：(recruitment methods) 内部提升：(Promotion From Within ，PFW)
影视《乱世佳人》声音分析影视广告专业术语中英文对照 影视广告拍摄中包含很多专业的术语，下面就用英文对照的方式进行介绍： AD Art Director 美术总监、艺术总监 AE Account Executive 客户总管 Audience 观众、听众 BS 卫星电视 CM Commercial Message 电视广播广告 CF Commercial Film 用电影胶片拍摄的电视广告 VCM Video Commercial Message 录像电视广告 CM Planner 电视广播广告策划者 CM Song 广告歌曲 CC Corporate Communication 企业信息交流 CI Corporate Identity 企业形象认同 CM time 广告时间 Copywriter 撰稿人 Corporate Mark 企业标志 Coverage 媒体覆盖率 Cow Catcher Hitch Hike 在正式节目前后的插播广告 Creative Director 创意总监
影视《乱世佳人》声音分析Comtinuity 分镜头脚本 F to T Film to Tape 较转磁 Golden Hour 黄金时段 G·R·P Gross Rating Point 总收视率 HUT Household using TV （家庭电视）收视率 Informercial 信息广告 Marketing 市场营销、市场理论、营销理论 Media 媒体、媒介 Media Mix 媒体组合 Media Representative 媒体代理 Media Vehicle 媒体载体 Mass Communication 新闻界 Narration （1）配音（2）解说 Official Supply 指定赞助商 Off Line 脱机，预备编辑 On Line 联机，正式编辑 Production （广告）制作公司 Presentation 提案（会） Product Team （1）制作小组（2）摄制小组 Producer 制作人 Positioning 定位
关于媒体的常见英语词汇daily 日报 morning edition 晨报evening edition 晚报quality paper 高级报纸popular paper 大众报纸evening paper 晚报government organ 官报 part organ 党报 trade paper 商界报纸Chinese paper 中文报纸English newspaper 英文报纸vernacular paper 本国文报纸Japanese paper 日文报纸political news 政治报纸Newspaper Week 新闻周刊the front page 头版,第一版bulldog edition 晨版 article 记事 headline 标题 banner headline 头号大标题byline 标题下署名之行
dateline 日期、发稿地之行 big news 头条新闻 hot news 最新新闻 exclusive news 独家新闻 scoop 特讯 feature 特写,花絮 criticism 评论 editorial 社论 review, comment 时评 book review 书评 topicality 时事问题 city news 社会新闻 column 栏 letters 读者投书栏 general news column 一般消息栏cartoon, comics 漫画 cut 插图 weather forecast 天气预报serial story 新闻小说 obituary notice 讣闻 public notice 公告advertisement 广告
媒介专业名词解释 中文英文释义 推及人口Universe 特定目标受众人口的多少，是计算媒体到达率，收视率及成本效益的基数。 例如：15-34年岁居住在上海的男性人口为58万，在上海东方台新闻报道一个广告可达5个TARP，那么，接触的人数为29000。 目标受众Target Audience 广告想要传达到的那一群人。只有对目标受众的深入了解， 才能作出有效的媒介计划和购买 收视率/收听 率Ratings 某一媒体在特定时间之内的覆盖的个人或家庭在总数所占的 百分比 一个收视点等于某类对象的一个百分点 总收视点 GRP-Gross Rating Point 在电视播出广告量的量度单位，可把不同时段，不同日子的收视点累加在一起，然后作比较，有重叠性， 总收视点(GRP) ＝到达率(R) X 接触频率(F) 目标受众总收 视点 TARPs-Target Audience Rating Points 和GRP的概念相同，只是针对目标受众的收视点累加。 到达率Reach 广告位每日接触人次占总人口的比率。 计算方法：每日实际接触到广告的人口/该地区的总人口×100%
净到达率Net Reach 有机会视/听广告一次或以上的人口百分比，不包括重叠部 分，或称净到达率，最极限只能达100％ 有效到达率Effective Reach 有机会视/听广告达一定次数的目标受众百分比，一般以到达 3次以上计算 接触频率Frequency 一特定时期内，有机会收看到某个广告的次数 平均接触频率Ave Frequency 一特定时期内，平均有机会收看到某个广告的次数，广告频次及到达率在户外广告来讲通常以四周以上为一个衡量时段。 平均接触频次= 总收视点/净到达率 受众分散度Spread ratio 指一天/一周内媒体受众接触各类媒体的多少 每收视点成本CPRP 评估同一地区不同电视频道或不同时段的价钱每个收视点的价格 CPRP＝媒体价格/ 收视点 每千人成本 CPM（cost per thousand）评估接触每一千个目标受众的价格或由某一媒介或媒介广告排期表所送达1000人所需的成本 CPM=媒体价格/ 接触人次/ 1000 OTS Opportunity To See有机会看到广告的人群，可重复计算 持续式媒体排 期Continuous Schedule 广告在整个活动期间持续发布，没有什么变动。这是建立持 续性的最佳途径。这种方法的优点在于广告持续地出现在消 费者面前，不断地累积广告效果，可以防止广告记忆下滑， 持续刺激消费动机，行程涵盖整个购买周期。其缺点为在预 算不足的情况下，采取持续性露出，可能造成冲击力不足，