Immetrica
Glossary
Platforms
DVR (PVR)
Digital (personal) video recorder.
VOD
Video On Demand, a system that permits access to content normally distributed by television at the time and on the device of the viewer’s choice. VOD systems are usually run by pay-TV operators or channel operators. Standalone OTT systems such as Netflix, Amazon Prime Video and Hulu are sometimes also termed “VOD”. Variations include AVOD (advertising-supported VOD) and SVOD (subscription-based VOD).
OTT
Over The Top, a standalone VOD system designed to deliver content on the user’s choice of time and viewing device. The large multinational OTT services are Netflix, Hulu, Amazon Prime Video, Disney+, AppleTV+. Increasingly, publishers of high-profile content such as HBO and ESPN offer it on their VOD services outside pay-TV subscriptions, and are thus effectively becoming more like conventional OTT operators.
Measures
Rating
Percentage of individuals or households in the intab that watched or heard the designated content (written without the percentage symbol). The designated content can be a channel/station/network, programme, series, VOD service, or OTT service.
Rating point
One hundredth of the intab.
Average-audience rating (average-minute rating)
The rating at a specific moment or an average moment in a time interval.
Reach; Cumulative (cume) rating (North America); Total audience rating (North America); Cover (Europe)
The rating of unduplicated persons or households who watched or heard a minimum number of minutes of the designated content over an interval (cume period).
Frequency
A distribution of the number of impressions a campaign makes on members of its cume: any, 2+ impressions, 3+ etc.
Reach & frequency
An important analytical tool in the advertising industry. Helps marketers, advertising agencies and media buyers plan and assess the results of campaigns vis-à-vis a fundamental conundrum: is it better to reach fewer people more times, or more people fewer times, for the same expense?
Share
The percentage of contemporaneous viewers or listeners in the intab (rather than of the entire intab) who watched or heard the designated content during a specific moment or an average moment in a time interval.
Household rating
The rating among households. Any viewing or listening by a member of the household contributes to the household rating of that content, but each household can be counted no more than once in that rating. In a household of more than one person with more than one viewing or listening device, the household rating may theoretically exceed 100.
Persons rating
The rating among persons.
HUTs (Households Using Television rating)
The rating of all households using television at a specific moment or an average moment in a time interval.
PUTs (Persons Using Television rating)
The rating of all persons using television at a specific moment or an average moment in a time interval.
Impression
A single instance in which an intab member viewed or listened to an advertisement, campaign or programme.
Gross impressions
The count of impressions generated by an advertisement, campaign or programme regardless of the identity of the persons or households reached. A crude measure of efficiency.
CPM (cost per thousand)
The cost of reaching one thousand gross impressions.
CPP (cost per point)
The cost of reaching one rating point.
Average time spent viewing
The average time spent viewing designated content over a designated time interval.
Timeshifting bucket
The minimal and maximal delay of viewing from airtime, using DVR and VOD technologies, represented by the bucket.
Sample, estimation and projection
Universe
The count of persons or households in the geographic area represented by the sample, possibly with demographic qualifications.
Projection
The count of persons or households in the universe that the rating represents, calculated by extrapolating the sample to the universe.
Sample
The households or persons (or both) that are usually available to supply viewing or listening data to the audience measurement service.
Intab
The cooperating part of the sample. Calculated for each reporting day. A sample member has to be available to supply measurement data to the service a sufficient part of the reporting day, and to supply these data sufficiently timely, to meet the service’s intab rules and be included in the service’s published data for that day.
Establishment survey
Collection of demographic data from a new sample member (a person, or each person in a member household) performed before the sample member’s data are used. Typically asks age, gender, and in some systems, socioeconomic questions (household income, occupation, employment, education, or equivalent), and presence of children in the household.
Sample representativeness
The extent to which the sample composition approximates that of the universe on parameters for which the sample is controlled, such as age, gender, geography and socioeconomic strata.
Sample balancing
Statistical treatment of the sample and the measurement data that adjusts for discrepancies between the compositions of the sample and the universe.
Weight
Calculated per sample member per day in the process of sample balancing, and used to adjust the measurement data from that sample member relative to the others, so as to produce results similar to those from a perfectly representative sample of the same size.
Dayparts and reporting
Reporting day (broadcast day)
The 24-hour period used in standard reports. In Latin America and most of the world, it starts at 06:00 local time on the nominal date of the report and ends at 06:00 the following day. In the USA, the boundary is at 03:00 ET and PT, 02:00 CT and MT.
Daypart
A part of the day between standard start and end times.
Primetime
The daypart with the highest viewing. In Latin America, typically 19:00–00:00 local time. In the USA, 20:00–23:00 ET and PT, 19:00–22:00 CT and MT.
Ratings currency
The ratings service whose data are typically used to regulate economic relations between advertisers and broadcasters, or programme content owners and broadcasters.



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