Glossary of Terms Used in Ad Monitoring Reports

 Term Definition
Activity Measures the number of ads in a data set, no matter their duration or space.

Ad Verification Our system’s detection of a known advertisement.

Advertiser The company or entity that is assumed to have paid for the broadcast or publication of a specific advertisement. An Advertiser may own the Brand being advertised or may be only a licensed distributor or franchisee of the brand.

Advertising Logs

The chronological list of all detected Spots, Promos, and PSAs airing on a specified station on a specified date.

As-Run Logs  A list of all detected occurrences of a Brand’s ads during a specified daterange. 

Brand The trade name of a product or service offered by an Advertiser. One Advertiser may advertise many Brands.

Brand Owner The company that owns the trade name of a product or service. Sometimes Brand Owner is the same as Advertiser, but not always. For example, the “KFC” Brand is owned by a US company called YUM! Brands. But in Trinidad and Tobago, for example, the Advertiser of KFC is its local franchisee, Prestige Holdings Ltd.

Brand Position A Brand’s advertising rank relative to competitor brands in the same Category.

Category A group of similar products that are assumed to be direct competitors in the marketplace. We strive to use generally accepted advertising industry categories. Please contact your account representative if you have questions or suggestions regarding category labels.

Clutter Ranks all stations in a market by the average duration of their ad breaks.

Competitor Proximity Identifies instances when a competitor’s radio or television Spots were broadcast adjacent to or within the same ad break as one of your spots.

Count Refers to the total number of ads that were broadcast or published. Each occurrence of an ad is counted as one, no matter its duration (radio, TV) or size (newspaper).

Creative A specific version of an advertisement.

Daypart A subdivision of the broadcast day. Daypart definitions may vary from station to station. We use the following standard dayparts:

1 Morning Drive                 06:00- 08:59:59

2 Mid Morning                    09:00- 11:59:59

3 Afternoon                        12:00- 14:59:59

4 Afternoon Drive               15:00- 17:59:59

5 Evening                           18:00- 20:59:59

6 Late Night                        21:00- 23:59:59

7 Overnight                         00:00- 05:59:59

Duration Total running time of a Spot, expressed in minutes and seconds. A one-minute spot would be shown as 01:00. A 59-second spot would be shown as 00:59.

Industry A group of Categories that have a broad relationship. For example, the Financial Services INDUSTRY is comprised of 14 CATEGORIES (e.g., Commercial Banks, Credit Unions, Development Banks, Insurance, Investment Agencies and Services, Merchant Banks, Mortgage and Loan Providers, etc.)

Media House A unique media delivery channel. An individual radio or television station or a specific newspaper are examples of media houses.

Media Mix The mix of radio, television, and newspaper advertising used by a specified Brand, Brand Owner, or Advertiser.

Methodology The operational methods and data rules we use to monitor, measure, and report on advertising activity.

Open Rate The highest advertising rate on a media house’s most current, publicly available rate card. See Methodology statement for details on how we use Open Rates in our spend calculations.

Space Refers to the total amount of column centimeters in a newspaper ad. For example, a full page ad in a 7-column standard tabloid newspaper would total 231 col cm of space (7 columns wide * 33 centimeters tall).

Spend The estimated open rate value of advertising activity.

Spot A pre-recorded radio or television advertisement.

SpotCheck A group of reports designed to help you verify that your ads ran as scheduled.

SpotLight A group of reports designed to help you understand your competitive position within your Brand’s product Category.