Media Digest 2017

Advertising Block

[Blok – Ecran]

 

A series of spots on radio or TV broadcasted without interruption, either before or after a programme, or during an advertising break.

Audience Accumulation

[Bereiksaccumulatie – Accumulation d’Audience]

 

The accumulated reach is a function of the number of insertions. Each increase in the number of insertions offers a chance of additional reach. With each new insertion there is a real chance of additional new readers, viewers or listeners.

Bartering

[Bartering – Bartering]

 

Space acquisition (mainly TV) by means of ready-made programs on a channel or station.

Beta

[Beta – Beta]

 

Degree of memorisation: expresses how many persons, after a first exposure, remember a message

 

CAPI (Computer Aided Personal Interview)

[CAPI – CAPI]

 

A face-to-face interview during which the interviewer uses a laptop to record the interviewee’s answers in real time. The interviewee can see all the proposed answers to the questions on the computer screen (two screens in case of a double CAPI).

 

CASI (Computer Assisted Self completed Interview)

[CASI – CASI]

 

An interview in the course of which the interviewee is completing himself the questions with the help of an interview guide on the computer.

CIM

[CIM – CIM]

 

The CIM is a tripartite association formed by the Belgian advertisers, advertising agencies and media. The purpose of this organisation is to collect (reliable) data on the most important media; their reach, distribution, … .

CIM Social Groups

[CIM Sociale Groepen – Groupes Sociaux CIM]

 

The breakdown of the Belgian population into eight socio-economic categories. Category 1 corresponds to the highest social class. The social groups are composed as follows: each principal responsible for the revenues (PRR) within the family receives a score in function of his or her level of education and his current or most recently exercised profession. On the basis of the thus-attributed scores, the population is divided into 8 more or less equal segments.

CIM Unique Browser

[CIM Unique Browser – CIM Navigateur Unique]

 

A browser identified by a unique CIM cookie.

CIM Visitor

[CIM Visitor – Visiteur CIM]

 

A Web Navigator identified by a CIM cookie.

Click Through

[Click Through – Click Through]

 

Clicking on an advertising banner or hypertext link, followed by the complete downloading of the target page.

Click Through Rate (CTR)

[Click Through Rate – Click Through Rate]

 

The ratio between the number of click-troughs and banner calls.

CNI codes (Country Network Identification Codes)

[CNI codes – codes CNI]

 

Codes assigned to television channels by the European Broadcasting Union. Audimetrie uses these codes to identify the channel a household has been watching in case it cannot be determined with certainty through the Enhanced Audio Matching system.

Contact

[Contact – Contact]

 

Exposure of a person to a medium (an issue of a magazine, a TV or radio broadcast, a cinema screen, …). Note: being exposed to a medium does not necessarily entail exposure to the message.

Contact Distribution

[Contactdistributie – Distribution des Contacts]

 

Reach on each contact level, i.e. the number of persons reached with 1 contact, the number reached with 2 contacts, the number with 3, … .

Cost per Thousand

[Kost per Duizend – Coût au Mille]

 

The ratio between the cost of the advertising space and the number of contacts expressed in thousands.

Cost/GRP

[Kost/GRP – Coût/GRP]

 

The ratio between the cost of the advertising space and the GRP.

Coverage

[Dekking – Couverture]

 

Reach of the last period expressed as a percentage of the target group.

Duplication

[Duplicatie – Duplication]

 

Phenomenon that arises when a person is exposed to several media. The duplication indicates how many persons were reached by two or more different media during a specific period.

Enhanced Audio Matching

[Enhanced Audio Matching – Enhanced Audio Matching]

 

Technique used by Audimetrie to identify television channels watched by the participating households. It compares sound data recorded by the people meters with data collected on the reference site of GfK Audimetrie.

ERP (Effective Rating Point)

[ERP – ERP]

 

The ERPs are only those GRPs which are achieved from a certain contact level (at least 2 OTS by month). It is thus the GRP minus all occasional and therefore less efficient/inefficient contacts. One always strives for an ERP which constitutes 80% of the GRP.

Gross Contacts

[Bruto contacten – Contacts Brut]

 

The total number of contacts delivered by a campaign delivers (same or different persons). This concept is expressed in absolute figures. Expressed in % we speak of GRPs.

Gross Domestic Product (GDP)

[Bruto Binnenlands Product (BBP) – Produit Intérieur Brut (PIB)]

 

Total value of all products and services of a country: is equal to the expenditure of consumers, investors and government to which the value of export is added and that of import is reduced.

GRP (Gross Rating Point)

[GRP – GRP]

 

Measure of advertising pressure: is equal to the sum of the number of times that 1% of the target group is reached, or also the total number of achieved contacts (Gross Contacts) expressed in % compared to the target group.

GRP = OTS x Coverage %

 

Listening Duration

[Luisterduur – Durée d’Ecoute]

 

Average time a listener spent near the radio within a specific period.

Live+6

[Live+6 – Live+6]

 

The calculation base for all TV analyses between 1/1/2010 and 31/12/2015. It includes the live audience of the concerned programs/spots and time shifted viewing until 6 days after broadcast.

Live+7

[Live+7 – Live+7]

 

The calculation base for all TV analyses since 1/1/2016. It includes the live audience of the concerned programs/spots and time shifted viewing until 7 days after broadcast.

Live+Playback

[Live+Playback – Live+Playback]

 

Contrary to the concepts of live+6 and live+7, the entry point is not the program, but the viewer during a given period of time. The concept of live+playback includes the live audience + the audience of recorded programs which are viewed during the analyzed period.

Loyal Readers

[Trouwe Lezers – Lecteurs Fidèles]

 

The total number of persons who state that they read systematically or nearly all issues of a press title.

Loyalty

[Getrouwheid – Fidélité]

 

The proportion of loyal readers within the total reach of a press title.

Market Share

[Marktaandeel – Part de Marché]

 

Ratio between the rating of a channel and the total rating of all channels within a specific period, expressed in percentage. Since 2006 television market shares are calculated on the total TV, i.e. the total of identifiable Belgian and foreign channels. The other screen usage (Pay+DVB+CTV, VCR+DVD+Perif and Play+Others) is not included anymore.

Net Reach

[Netto Bereik – Audience Nette]

 

Number of different persons reached via a media plan, i.e. through a combination of insertions in different media and titles (spots, advertisements, billboards). This variable takes into account duplication and reach accumulation.

Nielsen Regions

[Nielsen regio’s – Régions Nielsen]

 

To describe the territory, market research often uses the Nielsen regions.

Nielsen 1 = provinces of East Flanders and West Flanders
Nielsen 2 = provinces of Antwerp, Limburg and Flemish-Brabant
Nielsen 3 = Brussels metropolitan area
Nielsen 4 = provinces Hainaut and Walloon-Brabant
Nielsen 5 = provinces of Namur, Liège and Luxembourg.

OTH (Opportunity To Hear)

[OTH – OTH]

 

Occasion (opportunity) to hear. Unit of the contact chance with the medium (average frequency). Is calculated by dividing the number of GRPs by the Net Reach.

OTS (Opportunity To See)

[OTS – OTS]

 

Occasion (opportunity) to see. Unit of the contact chance with the medium (average frequency). Is calculated by dividing the number of GRPs by the Net Reach.

Page Request

[Page Request – Requête de Page]

 

Request of an Internet page by an Internet visitor.

Paid Circulation

[Betaalde Verspreiding – Diffusion Payante]

 

Total of copies of a press title which are sold, as well as by individual sale (at the newsagent’s or subscription) as sales by third, web and Sunday editions included.

Panel

[Panel – Panel]

 

Persons whose behaviour was observed over a longer time period (for example: Audimetrie panel).

Passage

[Passage – Passage]

 

Running of a cinema spot all days of a certain week in all theatres of a geographical selection, during all showings.

Pay+DVB+Perif

[Pay+DVB+Perif – Pay+DVB+Perif]

 

TV audience, non-attributed to an identified channel, transiting via a decoder or set-top box (Belgacom, Telenet, Be TV, VOO, …) or other peripheral devices connected to the TV and mainly used to watch films, series or DVD, like USB sticks, hard disks, consoles or PC mainly used to this purpose.

People Meter

[Audimeter – Audimètre]

 

Electronic instrument for measuring the reach of television in Belgium. The People Meter records by second which channel the TV of the panel members is tuned in to.

Picture Matching

[Picture Matching – Picture Matching]

 

Technique used by Audimetrie to identify television channels watched by participating households. It compares picture fragments recorded by the people meters with data collected on the reference site of GfK Audimetrie. This technique is only used when Enhanced Audio Matching or CNI codes don’t allow identifying the channel with certainty.

Pige

[Pige – Pige]

 

A Belgian term often used for an overview of the advertising expenditures and formats used by advertiser, by sector, by medium, … .

Play+Others

[Play+Others – Play+Others]

 

TV audience, non-attributed to an identified channel, transiting via a gaming-console or another device connected to the TV.

Post-buy

[Bilan – Bilan]

 

Detailed evaluation of the cost-effectiveness of a TV Plan based on Audimetrie results. In the last Audimetrie the reach of a post-buy is considered as the total number of persons who watched at least half of the spot.

Primary Readers

[Primaire Lezers – Lecteurs Primaires]

 

The total number of readers of a publication who personally purchased it for their own use, had the publication purchased for them by a member of the family, received the title via a subscription in their name or obtained the title through the employer by name and at personal request. It thus concerns those readers who have made a personal “effort” to obtain the title.

Principal Responsible for Purchases (PRP or Main Shopper)

[Voornaamste Verantwoordelijke voor de Aankopen (VVA) – Principal Responsable des Achats (PRA)]

 

The person who states that he/she is deciding six times out of ten the brands of food, drinks and/or cleaning products for the family.

Principal Responsible for the Revenues (PRR)

[Voornaamste Verantwoordelijke voor de Inkomsten (VVI) – Principal Responsable des Revenus (PRR)]

 

The person that makes the greatest contribution to the family budget.

Print Run

[Oplage – Tirage]

 

The total number of printed copies of a press title.

Programmatic buying

[Programmatic buying – Programmatic buying]

 

The process of executing media buys in an automated fashion and is particularly known within digital advertising where programmatic buying takes place through digital platforms such as: exchanges, trading desks, and demand-side platforms.

Rating

[Rating – Rating]

 

Radio: average number of listeners per quarter of an hour for a given period.
Televisie: average number of viewers per second for a given period.

Reach

[Bereik – Audience]

 

Cinema: Total number of persons who state that they have been to the cinema in the last 7 days.

Press: Total number of persons who state that during the reference period they read, leafed through or glanced through an issue of a press title (monthly magazines: last month, biweekly: last 15 days, weekly magazines: last week, dailies: yesterday).

Outdoor: Total number of persons who, during an average bill posting period, have been in contact with the billboards.

Radio:
CIM PMP: Total number of persons who state that they listened to the radio for at least 10 minutes on the day before the interview.
CIM Radio: Total number of persons who ticked at least a quarter of an hour in the diary during an average day (listened to the radio for at least 10 minutes within the quarter).

Television:
CIM PMP: Total number of persons who state that they watched television during at least 10 minutes on the day before the interview.
Audimetrie: Total number of persons who, on a continuous basis, watched television for at least 15 seconds within a given period (for a spot: watched at least 50% of the spot).

Readers Last Period

[Lezers Laatste Periode – Lecteurs Dernière Période]

 

Number of persons who have read, leafed through or glanced through an average issue during the reference period (for a newspaper this is the previous day, for a weekly last week, for a monthly last month, etc.).

Readers per Issue

[Lezers per Nummer – Lecteurs au Numéro]

 

Ratio between the reach last period and the paid circulation.

Real Time Bidding (RTB)

[Real Time Bidding (RTB) – Real Time Bidding (RTB)]

 

Real-time bidding is a technology used in online advertising and refers to the principle that advertisers and media agencies can, like in the financial markets, offer through an auction in real time on advertising space on the Internet (impression per impression) to reach the right people at the right time at the lowest rate possible.

Search Engine Marketing (SEM)

[Search Engine Marketing – Search Engine Marketing]

 

All solutions a website can use to be referenced by search engines.

Secondary Readers

[Secundaire Lezers – Lecteurs Secondaires]

 

The total number of readers of a press title who purchased it for another member of the family, which was purchased by another member of the family for himself or for another member of the family, or which another member of the family obtained by subscription.

Selectivity

[Selectiviteit – Sélectivité]

 

The capacity of a title to correspond particularly well with a specific target group. Is calculated by dividing the coverage of the target group by the coverage of the total universe.

Share of Screen Usage

[Aandeel van schermgebruik – Part d’utilisation de l’écran]

 

Ratio between the rating of a channel and the rating of the total screen usage (both Belgian or foreign channels, activities linked to a decoder or settopbox, DVD, VCR, video games and other appliances connected to a TV).

Tertiary Readers

[Tertiaire Lezers – Lecteurs Tertiaires]

 

Total number of readers of a press title who obtained it through a person who does not form a part of the family, read it outside of the house (waiting room, hairdresser, train, etc.) or obtained this title free of charge at home or elsewhere.

Time Shift Delay (TSD)

[Time Shift Delay – Time Shift Delay]

 

Number of minutes between the moment a program is recorded and the time it is viewed.

Time Shifted Viewing

[Time Shifted Viewing – Time Shifted Viewing]

 

Watching a television program after the live broadcast (a program recorded for example by a decoder or VCR). In Belgium, programs watched until 6 days after broadcast are taken into account for rating calculations since 1/1/2010 and until 7 days after broadcast since 1/1/2016.

Total Circulation

[Totale Verspreiding – Diffusion Totale]

 

Total of distributed copies of a press title (sales + subscriptions + free distribution).

Total Reach

[Totaal Bereik – Audience Totale]

 

Cinema: Total number of persons who state that they have been to the cinema during the last year.

Press: Total number of persons who state that they have read, glanced through or leafed through an issue of a press title in recent months.

Radio: Total number of persons who state that they have listened to the radio during at least 10 minutes in recent months.

Television: Total number of persons who state that they have watched television for at least 10 minutes in recent months.

TSV Share

[TSV Share – TSV Share]

 

Share of differed audience (Vosdal+7 since 1/1/2015; Vosdal+6 between 1/1/2010 and 31/12/2015) in the total audience (live + differed) of program/time period.

Unique Visitor

[Unieke Bezoeker – Visiteur Unique]

 

The number of unique persons that visit a website during a given period. The unique visitors are often measured per day, week or month.

VCR+DVD+Connected TV

[VCR+DVD+Connected TV – VCR+DVD+Connected TV]

 

TV audience, non-attributed to an identified channel, transiting via a DVD-player, a video-recorder or a television connected to the Internet, directly (smart TV) or indirectly (Chromecast, Apple TV,..).

Viewing Duration

[Kijkduur – Durée de Vision]

 

Average time a viewer spent in front of the TV screen within a specific period.

Visit

[Visit – Visite]

 

A series of “page requests” on a website, performed by the same visitor, without being inactive for more than 30 successive minutes within a period of 24 hours.

Vosdal

[Vosdal – Vosdal ]

 

“Viewing on the same day as live” refers to shifts of at least 30 seconds with the hour of live broadcast.

Weighted Instant Reach (WIR)

[Onmiddellijk Gewogen Bereik (OGB) – Audience Instantanée Pondérée (AIP)]

 

See Rating