媒介研究常用術(shù)語(yǔ)解析

1、媒介研究常用術(shù)語(yǔ)解析媒介研究常用術(shù)語(yǔ)解析AcCont(000)累積接觸度(以千人為單位)AccumulatedContactsin000s指多個(gè)載體所到達(dá)的總?cè)舜危郧舜伪硎?，也即多個(gè)載體的接觸度之和。Theaccumulatednumberofindividualsreachedbyaplanofsupptsexpressedinthouss.公式:AcCont(000)=計(jì)劃中每個(gè)載體的接觸度(以千人為單位)之和Fmula:AcC

2、ont(000)=SumofCont(000)feachsupptsinaplanAcCost累積成本AccumulatedCost計(jì)劃中各載體廣告段位的累積價(jià)格。Thetotalratecardcostfaplanofsuppts.公式:AcCost=計(jì)劃中每個(gè)載體的成本之和Fmula:AcCost=SumofthecostfeachsupptintheplanAcCostGRP累積每收視點(diǎn)成本(也稱累積每毛評(píng)點(diǎn)成本)Accumula

3、tedCostperratingpoint(alsoknownasAcCostperGRP)每個(gè)載體的廣告成本除以累積毛評(píng)點(diǎn)數(shù)。ThesumofthecostsofeachsupptdividedbythenumberofAccumulatedGRPs.公式:AcCostGRP=累積成本累積毛評(píng)點(diǎn)Fmula:AcCostGRP=AcCostAcGRPAcCostCont累積每千人成本(以千人為單位)AccumulatedCostpert

4、hous(alsoknownasAcCostperthous)計(jì)劃中各載體分別到達(dá)一千人次所需的累積成本，以元表示。Theaccumulatedcostoftheplanofsupptsfeveryonethousaccumulatedcontactsexpressedincurrencyunits.公式：AcCostCont=累積成本x1000累積接觸度(000)Fmula:AcCostCont=AcCostx1000AcCont(0

5、00)AcDuration累積時(shí)長(zhǎng)AccumulatedDuration計(jì)劃中各載體的累積持續(xù)時(shí)間或長(zhǎng)度，以秒表示。Theaccumulateddurationlengthofaplanofsupptsexpressedinseconds公式:AcDuration=計(jì)劃中每個(gè)載體的時(shí)長(zhǎng)之和Fmula:AcDuration=Sumofthedurationsofeachsupptsinaplan.AcGRP累積收視率(以百分比為單位)(也

6、稱累積毛評(píng)點(diǎn))AccumulatedRatingsin%(alsoknownasAccumulatedGrossRatingPoint)累積接觸度(以千人為單位)除以推及人口，以百分比表示。TherelationbetweenthenumberofAccumulatedContactsinthoussdividedbytheUniverseexpressedinpercentage.公式:AcGRP=累積接觸度(000)總體推及人口Fm

7、ula:AcGRP=AcCont(000)UniverseCov(000)覆蓋率(以千人為單位)AccumulatedReachin000sfaSeriesofSuppts指特定的媒介計(jì)劃（廣告投放計(jì)劃）實(shí)施時(shí)所能達(dá)到的不重復(fù)的觀眾人數(shù)，以千人表示。Thetotalnumberofindividualsexpressedinthousswhohaveviewedatleastoncewithinacampaignaplanofsuppt

8、s.Fmula:Cov(000)=Sumofthecontactsin000sfsupptsCov%覆蓋率(以百分比為單位)AccumulatedReachin%faSeriesofSuppts指特定的媒介計(jì)劃（廣告投放計(jì)劃）實(shí)施時(shí)所能達(dá)到的不重復(fù)的觀眾人數(shù)占總體電視推及人口的百分比。Thetotalnumberofindividualswhohaveviewedatleastoncewithinacampaignaplanofsupp

9、tsexpressedasapercentage.Fmula:Cov%=Sumofthecontactsin000sfsupptsUniverseofthechosentargetTgAfin%集中度Affinity(alsoknownasConversion)目標(biāo)觀眾(如15到34歲的人群)的收視率(%)與參照觀眾(如所有4歲以上的人口)的收視率(%)之間的關(guān)系指數(shù)。注意：用戶可選擇參照觀眾。Anindexoftherelations

10、hipbetweentheratingin%fatargetaudience(i.e.All1534)fareferenceaudience(i.e.AllIndividuals4).Note:Theusercanchoosethereferenceaudience.1(%)2(%)3(%)…n(%)接觸度分布(以百分比為單位)DistributionofContactsin%收看廣告或節(jié)目一次、二次…或n次的人數(shù)，以百分比表示。注意：

11、用戶可通過“最大接觸度數(shù)”選項(xiàng)來定義“n”的數(shù)目。Thenumberofindividualsinthousswhohaveviewedacampaignaplanofsupptsoncetwice…ntimesexpressedasapercentage.Note:Theusercandefinethenumberofnbyusingthe“Maximumnumberofcontacts“option.公式:n(%)=n(000)總體

12、電視推及人口Fmula:n(%)=n(000)UniverseofthechosentargetDuration時(shí)長(zhǎng)一個(gè)載體的持續(xù)時(shí)間或長(zhǎng)度，以秒表示。Thedurationlengthofasupptexpressedinseconds.ExcReach%邊際到達(dá)率(以百分比為單位)ExclusiveReachin%在媒介計(jì)劃中，去掉某條插播或某個(gè)載體而損失的到達(dá)率（000）占總體推及人口的百分比。ThenumberofReachin

13、%whichisexclusivecanbereachedbyaparticularspotsuppt.ExcReach(000)邊際到達(dá)率(以千人為單位)ExclusiveReachin000s在媒介計(jì)劃中，去掉某條插播或某個(gè)載體而損失的到達(dá)率，以千人表示。ThenumberofReachin000swhichisexclusivecanbereachedbyaparticularspotsuppt.Fid忠實(shí)度Fidelity指特定

14、頻道（時(shí)段節(jié)目）的收視率與到達(dá)率的百分比值。最小值與最大值分別是0%和100%。注意：指數(shù)越高，觀眾對(duì)特定時(shí)段和條件越忠實(shí)。Anindexshowingtheloyaltyofviewersexpressedasapercentagewithaminimummaximumresultof0%100%respectively.Note:Thehighertheindextheviewersaremeloyalfthespecifiedpe

15、riodconditions.公式:Fid=(收視率%到達(dá)率%)x100Fmula:Fid=(Rtg%Rch%)x100OTS平均暴露頻次OpptunityToSee(alsoknownasAverageFrequency)在廣告排期或載體計(jì)劃中每條插播被觀眾平均收看的次數(shù)。Theaveragenumberofcontactsperviewerinacampaignaplanofsuppts.Relationbetweenthecumu

16、latedcontactsthecoveragereachedinaplanofsuppts.公式:OTS=累積接觸度(000)到達(dá)率(000)Fmula:OTS=AccumulatedRatingin000sTotalReachin000sRtg(000)收視率(以千人為單位)Ratingin000s對(duì)特定時(shí)段或節(jié)目，平均每分鐘的收視人數(shù)。Theaveragenumberoftheuniversein000stoachannelpro

17、grammespotspecifiedtargettimebchannel.Fmula:Rtg(000)=SumofthetotalaudienceTotalnumberoftimebsRtg%收視率(以百分比為單位)(也稱為電視收視率)Ratingin%(alsoknownasTVRs(TVRatings))針對(duì)某特定時(shí)段（或節(jié)目）平均每分鐘的收視人數(shù)占推及人口總體的百分比。Thepercentageoftheaveragenumbe

18、rofaudiencewithrespecttotheuniverseofthedeterminedtarget.Fmula:Rtg%=[(SumofthetotalaudienceTotalnumberoftimeb)Universeofthedeterminedtarget]x100=(Rtg(000)Universe)x100Shr%占有率(也稱為頻道占有率)Share(alsoknowsasChannelShare)特定時(shí)段內(nèi)收

19、看某一頻道或某一節(jié)目的人數(shù)占同一時(shí)段所有收看電視人數(shù)的百分比，也是特定時(shí)段內(nèi)某一頻道的收視率占所有頻道的總收視率的百分比。Thepercentageoftheratingin%faparticularchannelcomparedtothetotalaudiencefeithertotalTV(TTV)aspecifiedgroupofchannels.公式:Shr%=[某一頻道的收視率(%)所有頻道的收視率(%)]x100Fmula: