An index presenting a title’s readership in the target group against the entire population; AFF exceeding 100 indicates a title’s better affinity in comparison with the population.
Average Issue Readership (AIR)
When presented for a single magazine, it refers to the average number of respondents who read the magazine. When presented for a group of magazines or an entire media plan, it represents average rate of all entries in a group / media plan.
Seasonal Cycle Readership (SCR)
Measurement of a title’s broad readership indicating the per cent of a population who have had contact with the title even once in the seasonal cycle (which for a newspaper amounts to a week, for a weekly – 4 weeks, for a bi-weekly – 3 months, for a magazine and a bi-monthly – 6 months).
Readership by Days of Week (RDW)
A group of indices of a newspaper’s readership for specific days of the week when the newspaper is published.
Average single circulation
Calculated by adding circulations of all editions of a controlled press title in a specified period of time and dividing the sum by the number of editions in a specified time.
A sum of sold printed copies, sold e-copies, all forms of subscription to printed copies and subscription to e-copies
Total paid distribution
A sum of all parameters related to paid distribution: distribution of printed editions and distribution of e-editions.
Include copies of paid magazines (also trade magazines) physically returned to the publisher by a distributor or financially settled against a return protocol/sales report drawn by the distributor following a period of distributing an edition of a controlled press title. An exception from this rule are copies of a specific edition withdrawn from shops and earmarked for distribution in the form of single copy sales or subscription in a period of time compliant with the requirements of art. 8 of the ZDKP Control Regulations.
A non-standard form of outdoor advertising.
A casual term referring to a traditional advertising board ( 12 m2). The most typical billboard has the following dimensions: 5.04 x 2.38 m.
A back-lighted advertising medium. The most typical formats are 6x3 m2 and 8x4 m2.
Blueback paper (Blue Back Side BBS)
Paper used to print advertising posters placed on billboards or frontlights with blue coating on the back.
A lighted advertising medium. Placed primarily in bus/tram shelters and as freestanding installations. Due to its urban nature and appearance it is referred to as ‘a piece of city furniture’. Format: 1.2 x 1.8 m.
The large volume of advertising messages that the average consumer is exposed to on a daily basis.
(or a colour proof) – a test print of a full-colour ad which serves as a benchmark for setting colours in a printing machine.
Digital distribution of multimedia content by means of a centrally managed network of screens (LCD, LED, plasma monitors, monitors).
A technique of printing directly from a digital graphic file which does not require printing moulds, applied for smaller circulations.
Day & Night Print
A modern technique of double-sided print which allows to display certain elements of the layout only when a poster if backlighted.
Vacuum fluorescent print
Printing technology which allows to gradually light selected elements of a poster.
One of the most popular printing techniques in which the inked image is transferred from the rubber blanket to paper by means of a rotating rubber cylinder. It is most profitable with large circulations of more than 100 pieces. It ensures repeatedly very high quality.
A printing technology giving an illusion of depth (3D).
Outdoor Advertising Chamber of Commerce - an organization providing data about the number of OOH media in each Polish city broken down to types of media and owners (operators).
A traditional advertising medium lighted from the outside. The most popular formats include 6 x 3m2, 12 x 3m2 and 12 x 4m2.
The messages communicated on digital signage-type media.
Commonly used in advertising and production, it refers to the graphic layout of artwork.
A type of outdoor advertising media. Typically advertising boards ( 12m2) installed on trailers are towed by cars.
Media of outdoor advertising offering a standardised uniform format, frequently part of a larger network of boards owned by one or several suppliers.
A lighted medium of outdoor advertising with a changing number of advertising motifs.
A casual term referring to large-format advertising made of vinyl mesh installed directly on building walls or scaffolding.
Ads placed on means of mass transport.
AFI % (Affinity Index)
Indicator of attracting the target group. Refers to the degree to which a specific programme or station is tailored to the target group’s profile. An index exceeding 100 indicates better affinity in comparison with the programme’s (channel’s) perception in the population. An index below 100 indicates affinity smaller than in the population.
AMR (Average Minute Rating)
The average viewing figures expressed as *1,000 people. Refers to the average size of a channel’s or a TV programme’s audience in a specified period of time.
AMR % (Average Minute Rating %)
Determines what per cent of the respondents watched on average every minute of a specific programme.
ATS (Average Time Spend)
Average time spend watching the program Refers to the number of minutes spent on average by a viewer to watch the analysed programme.
SHR % (Share)
A channel’s average share in viewing ratings. Refers to the per cent of viewers who watch a specific channel (group of channels) among all viewers watching TV in a specified period of time.
A programme’s reach expressed in *1,000 people. Refers to the number of viewers who watched at least 1 minute of an analysed TV programme in the entire time under scrutiny.
RCH % (Reach)
A programme’s reach expressed in %. It refers to the per cent of viewers who watched at least 1 minute of an analysed TV programme in the entire time under scrutiny.
CPP (Cost per Point)
The cost of reaching 1% of the target group within the campaign’s reach.
CPPC (Cost per person contacted)
The cost of reaching one person (Investment/Reach).
CPT (Cost per Thousand)
The cost of reaching 1,000 members of the target group.
GRP (Gross Raiting Point)
Refers to the strength of an advertising campaign by means of a campaign index expressed as per cent or a number. It is defined as a sum of viewing ratings of all commercial airings in the advertiser’s target group (a sum of specific ratings of the commercial’s airing). It is also expressed as reach multiplied by frequency.
The smallest number of contacts with the advertising message necessary to accomplish the campaign’s goals.
OTS (Opportunity to see)
The average frequency of contacts with a commercial made by people within the reach – the result of dividing GRP[%]/RCH[%].
RCH [1+] (Reach 1+)
A campaign’s reach, refers to the number of viewers who had at least one contact with a commercial in a specified time.
RCH [3+] (Reach 3+)
Refers to the number of viewers who had at least three contacts with a commercial in a specified time.
SOV (Share of Voice)
Refers to the share in the intensity of a specific brand’s (product’s) campaign (GRP) against the intensity of the brand’s (product’s) entire category.
SOS (Share of Spendings)
Refers to the share of expenditure of a specific brand (product) in total expenditure in the brand’s (product’s) category.
The per cent of the target group who have had contact with the advertising message with at least effective frequency.
Special software installed on a server in order to organize, manage, monitor and supervise airing of advertising banners on various types of websites, portals and vertical portals. This software allows to very carefully plan an online campaign, regularly check its effectiveness and the number of advertising banner/ button visits. Due to considerable costs involved (purchase of the installation and administration), a majority of smaller online providers resort to services rendered by specialized companies or an online advertising network.
CPA (Cost Per Action)
The cost of a single specific action triggered off by an advertising campaign. It is a ratio of the number of actions and the cost of the entire banner campaign. An action stands for a click, registration, providing an e-mail address, providing personal data, purchase, participation in a contest etc. CPA is also used to define the purchase model: settlement based on the Internet users’ actions resulting from the campaign.
CPC (Cost Per Click)
The cost of obtaining a single click on an advertising banner; a ratio of the number of clicks and the cost of the entire banner campaign. It is also used as a purchase model - settlement based on clicks generated by the campaign.
CPM (Cost Per Mile)
The cost of reaching a thousand prospects of an online ad; the cost of 1,000 banner visits, sending out advertising e-mails to 1,000 post boxes etc.
CTR (Click Through Rate)
The number of clicks/the number of visits.
FF (Flat Fee)
Airing an ad regularly at a specified time.
An event consisting in displaying a website in a user’s browser. This event is aligned with a URL address under which the content was displayed.
ROC (Run On Category)
Airing a commercial as part of websites in a given category.
ROS (Run On Site)
Airing a commercial as part of a website.
RON (Run On Network)
Airing a commercial as part of an entire advertising network.
ROP (Run On Portal)
Airing a commercial as part of an entire portal.
Transferring audio/video files as streams in the web. This technology makes it possible to automatically adjust a video stream to the web’s bandwidth in order to obtain the highest possible quality of the picture and the sound.
A person who browsed websites through a computer at least once a month.
URL (Uniform Resource Locator)
A unified format of online resource locators.
A series of visits on a specific node with intervals not exceeding 30 minutes.
A ratio of the number of users (expressed in percentages) who visited a selected (marked) node at least once in a specified time and the total number of users (Population) in that time.
The degree to which a radio station is tailored to the target group. Affinity exceeding 100 indicates that a station is more popular in the group than in the population.
Average quarter audience
It equals the sum of a station’s reaches in quarters of an hour within a specified period of time divided by the number of quarters in that period of time; it is calculated for 24 hours or a shorter, arbitrarily defined time interval.
The cost of reaching 1% of the target group with a commercial; the cost of all airings divided by the GRP value.
Measurement of a campaign’s intensity; a sum of reaches of all aired commercials in the target group.
Frequency, an average number of a listener’s contacts with a commercial on the radio.
Building up 1+, 3+ and 5+ reaches on specific days since the beginning of a campaign.
Share in listening time
Share (%) of the time of listening to a specific station against the total time of listening to all radio stations.
The percentage of listeners of a specific radio station who listen also to other stations.
Number of people with at least one contact with a campaign expressed as a per cent of the target group; reach 3+ and 5+ is also provided for radio campaigns i.e. the number of people who have heard a commercial at least 3 or 5 and more times.
Per cent of people who listened to a radio station at least for a quarter of an hour on the day preceding the survey.
Per cent of people who listened to a radio station at least once within 7 days preceding the survey.