A
AAAA (美国广告代理商协会) AAAA (American Associations of Advertising
Agencies)
美国广告代理公司的行业组织。
A trade association of U.S. advertising agencies.
傍晚时段(黄金段最初的时段) Early fringe
电视中在地区新闻节目播出之前的傍晚时段。
In
television, a daypart in late afternoon immediately prior to the airing of local
news programs.
边缘时间
Fringe
在电视市场中,指傍晚时段(黄金段最初的时段)之前,和晚间新闻(黄金段最后的时段)之后的时段。
In television,
dayparts just before prime time (early fringe) and after the late news (late
fringe).
被动观众 Passive
audience
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.
标准误差 Standard error
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.
测量误差 Measurement error
由测量程序产生的系统偏差或错误。
Systematic bias
or inaccuracy attributable to measurement procedures
测量仪 Meter
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.
抽样框 Simple frame
进行概率抽样的人口名单。
A list of some population
from which a probability sample is actually drawn.
抽样误差 Sampling error
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.
抽样率 Sampling rate
抽样规模与人口规模的比率。
The ratio of sample size
to population size.
代码 Codes
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 instrument like a
diary. Coding the responses allows computers to manipulate the data.
代表性抽样 Cross-sectional
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 type
of survey design in which one sample is drawn from the population at a point in
time.
独家累计受众 Exclusive cume audience
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.
吊床效应
Hammocking
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.
惰性 Inertia
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 description
of audience behavior that implies viewers are unlikely to change channels unless
Provoked by very unappealing programming.
导入节目
Lead-in
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.
多台电视家庭 Multiset household
指拥有一台以上电视的家庭。
A television
household with more than one working television set.
定位访问 Placement interview
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.
电视个人开机率 PUT (Person Using
Television)
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.
定性视听率 Qualitative
ratings
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.
定性调查 Qualitative
research
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."
定额抽样 Quota sample
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
type of nonprobability sample in which categories of respondents called quotas
(e.g., males), are filled by interviewing respondents who are convenient.
到达 Reach
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.
断面调查 Sweep
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.
电话回忆访问法 Telephone
recall
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 type of survey in which a
telephone interviewer asks the respondent what they listened to or watched in
the recent past, often the preceding day.
电视家庭 Television household
(TVHH)
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.
F
方便抽样 Convenience
sample
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.
反向节目编排
Counterprogramming
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.
覆盖率 Coverage
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.
访问 Interview
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.
非随机抽样 Nonprobability
sample
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.
付费有线电视
Paycable
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需要额外付费的频道服务,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 HBO, showtime, or The Disney Channel.
份额 Share
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.
分层抽样 Stratified
sample
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 type
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.
非重叠受众 Unduplicated audience
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.
分析单位 Unit of
analysis
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.
广告代理 A trade association of U.S. advertising
agencies.
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.
广播电视网
Network
是一个从事购买或生产节目,并将节目(通常配合全国性或区域性广告)一起销售给附属台或有线电视网的组织.
An organization
that acquires or produces programming and distributes that programming, usually
with national or regional advertising, to affiliated stations or cable systems.
隔夜报告 Overnights
一种以测量仪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.
概率抽样 Probability
sample
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.
户外收听 Away from home
listening
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.
回访
Callback
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.
黄金时间 Prime time
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.
回复者 Respondent
在回答问题时提供信息的样本。
A sample member who
provides information in response to questions.
回复误差 Response
error
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.
基本有线电视 Basic
cable
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.
节目组合 Block programming
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.
集体宿舍 Group
quarters
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.
家庭 Household
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.
家庭开机率 HUT (Households Using
Television)
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.
节目类型 Program type
通常以节目内容的相似性而归为一类的节目。
A category of
programming usually based on similarities in program content.
简单随机抽样 Simple random
sample
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.
节目拆开编排法 Stripped
programming
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.
加权样本 Weighted in-tab
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.
加权 Weighting
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.
可得受众 Available
audience
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).
可以接受的节目 LOP (least objectionable program)
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.
可推及的样本 Projectable
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.
累计
Cume
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.
累计重叠 Cume duplication
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.
录像机 VCR (Video-Cassette Recorder)
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.
点成本 CPP (Cost Per
Point)
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.
每千人(户)成本 CPM (Cost Per Thousand)
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.
每周净循环 Net weekly circulation
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.
目标受众 Target audience
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.
某时期平均值 Time period averages
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.
每个收视家庭的观众 VPVH (Viewers Per Viewing
Household)
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.
平均15分钟间隔(AQH) AQH (Average Quarter
Hour)
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.
平均受众视听率 Average audience
rating
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.
频道忠诚度 Channel
loyalty
累计受众行为的一种表现。一个节目的受众不成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.
频次 Frequency
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.
频繁更换频道 Grazing
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.
群抽样 Cluster sample
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
type of probability sample in which aggregations of sampling units, called
clusters, are sampled at some stage in the process.
巧合
Coincidental
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 type
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.
趋势分析 Trend analysis
一种纵向调查。对重复独立抽样的结果进行比较。
A type of
longitudinal survey design in which results from repeated independent samplings
are compared over time.
人口普查 Census
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.
人口统计因素
Demographics
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.
日记 Diary
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).
人员测量仪
Peoplemeter
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.
人口 Population
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.
受众流动 Audience flow
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.
受众重叠 Audience duplication
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.
受众细分 Audience fragmentation
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.
受众两极分化 Audience
polarization
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.
受众周转 Audience
turnover
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.
数据交叉
Cross-tabs
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。数据交叉可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.
时段
Daypart
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).
收音机个人开机率 PUR (Persons Using Radio)
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.
随机拨号 Random Digit Dialing
(RDD)
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.
视听率 Rating
简单的说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.
使用的收音/电视机
Sets-in-use
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.
收听时间 TSL (Time Spent
Listening)
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.
T
推及的受众 Projected audience
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.
晚间边缘时段(黄金时段最末的时段) Late
fringe
紧接在晚间地区新闻(晚23点)之后的电视节目时段。
In television, a daypart just after the
late local news(11pm EST).
网下节目 Off-network
Programs
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.
未经加权的样本 Unweighted
in-tab
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.
无线网络 Unwired
networks
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 types of programming) from stations
around the country and package that time for sale to advertisers.
循环 Circulation
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.
相关性
Correlation
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.
系统抽样 Systematic
sample
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).
有线电视系统 Cable
system
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.
有线电视渗透 Cable
penetration
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.
有效暴露 Effective
exposure
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.
有效样本量 ESS (Effective Sample
Size)
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.
沿袭效应 Inheritance
effect
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.
预先占有
Preempt
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 types of commercial time can
also be preempted by advertisers willing to pay a premium for the spot.
样本 Sample
一些人口的子集。
A subset of some population.
样本加权 Sample
weighting
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.
溢出 Spill
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.
置信度 Confidence
level
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.
总暴露频次 Gross
impressions
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.
总视听率点 GRP (Gross Rating
Point)
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.
最低报告标准(MRS) Minimum reporting
standard
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.
窄播
Narrowcasting
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 type or
appealing to the same subset of the audience.
重复收视 Repeat
viewing
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 err
总体受众 Total
audience
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.