JARGON BUSTER

Phrases in green are defined elsewhere in the Jargon Buster

The recall of an advert in the mind of consumers between

exposures. This recall is represented as a % and in the
Adstock absence of further exposures, adstock eventually decays
e.g. if your adstock is 85% a week, then after a week of
inactivity, recall would be 85%.
The time by which you should approve your TV activity to
ensure best possible delivery. This varies by sales house so
Advanced booking (AB) deadline
for accurate deadlines, contact the relevant sales house
directly.
The pattern to which your delivery is executed. There are
Airtime laydown broadly speaking, 3 different airtime laydowns, a burst, a
drip and always on.
A laydown (airtime laydown) approach that provides a
Always on
constant presence on TV.
The organisation who is responsible for ensuring all
ASA (Advertising Standards Authority) advertising messaging in the UK complies with the BCAP
code.
AV (audio visual) A medium that uses moving images and sound e.g. TV.
BARB
The organisation who is responsible for monitoring and
(Broadcasters Audience Research
recording TV audiences in the UK.
Board)
A collection of rules and regulations to which all advertising
BCAP code
in the UK must abide.
Elements that will impact your campaign, driven by your
Brand factors brand health e.g. how long your brand has been around and
its position in the public’s consciousness.
Broadbent formula The formula used to calculate adstock Tt + λAt-1 t=1,…., n
Broadcaster video on demand Broadcaster TV content that is downloaded or streamed via
(BVOD/VOD) the internet anytime, usually delivered via an app.
A company that transmits television content (see also
Broadcaster
commercial broadcaster).
A concentrated laydown (airtime laydown) of activity
Burst
usually over a few weeks.
The person responsible for negotiating, approving and
Buyer
monitoring a TV campaign.
The audience against which your airtime is bought and
Buying audience
delivered.
Elements that will impact your campaign, driven by
Campaign factors
campaign performance.
The ad breaks that take place at some point in the middle of
Centre breaks
a TV programme.
A collection of TV channels to be used within the advertising
Channel mix
campaign.
A broadcaster that is in some way funded by advertising
Commercial broadcaster revenue. This includes Thinkbox's shareholders - Channel 4,
ITV, Sky, UKTV & Warner Media (see sales house).
 TV activity that has been confirmed and recorded by BARB,
Consolidated TV activity
usually available 10 days after transmission.
An advert that in some way references the programme in
Contextual advert
which it is placed.
When the environment into which your advert is placed is
Contextual environment
complementary to the product, brand or creative.
The cost of reaching 1,000 people with your advertising
Cost per thousand (CPT)
message.
Coverage The % of an audience who saw your advert at least once.
Elements that will impact your campaign, driven by the
Creative factors advert creative e.g. how long your advert is and how
impactful the advert is.
Whether your advert falls in the ad break in the centre (see
CVE (centre vs. end) centre break) of a TV programme or at the end (see end
break).
The TV day is divided into different dayparts, including
Daypart
Breakfast time, Daytime, Peak, Post peak, Night-time.
The elements of your TV campaign that were agreed at
Deal parameters
negotiation stage.
The placement of your advert within the programming by
Delivery
the sales house.
A section of the population, who are similar in age, social
Demographic
grade (socioeconomic status), etc.
End breaks The ad breaks that take place at the end of a TV show.
A popular televised event that attracts many viewers and
Event television generates a large amount of interest e.g. The World Cup,
The Great British Bake Off final.
The % of an audience who saw your advert any given
Frequency number of times. This is represented as 1+ (the % of people
who saw your advert 1 or more times), 2+, 3+ etc.
Impact One individual seeing your message once.
TV delivered in real time, broadcasting scheduled
Linear TV
programming, not streamed to a specific user.
Elements that will impact your campaign, driven by the
Market factors market you are in. e.g. the number of competitors you have
and how much advertising they do.
Marketing objective The aim of your campaign – what you are hoping to achieve.
A company that advises companies on how and where to
Media agency advertise and facilitates the planning and buying of a
campaign on the advertiser’s behalf.
A company that evaluates campaign performance on behalf
Media auditor
of their clients.
A behavioural science that states we are drawn to things we
Mere exposure effect
have been exposed to more frequently.
How many advertising minutes are allowed within a given
Minutage
period of time.
This is the average way TV activity is delivered across the
Natural delivery market. It includes quality parameters and programme
access
 A TV station that is not funded by advertising, in the UK this
Non-commercial TV
is predominantly the BBC.
The government approved regulatory authority for the
Ofcom broadcasting industry in the UK, responsible for protecting
the UK public's viewing.
The average number of times an audience was exposed to
OTS (opportunity to see)
your advert. Calculated by dividing TVR by coverage.
Programming and advertising that appears in the Peak
Peak airtime
dayparts.
What position your advert falls within the advertising break.
PIB (position in break) The key positions are usually regarded as 1st, 2nd and last
in break.
Planner The person responsible for planning the campaign.
Post campaign analysis (PCA) The evaluation of a campaign once it has finished.
A laydown (airtime laydown) that gives the illusion of an
Pulse
always on campaign by pulsing their airtime, on and off.
Criteria used to judge the delivery of a campaign, including
Quality parameters
PIB, daypart and CVE.
Reach Another term for coverage.
A behavioural science principle that states we are drawn to
Recency effect
things we have been exposed to recently.
A media company responsible for selling advertising
Sales house
inventory across a selection of channels.
The share of an advertiser’s / agency’s total TV budget,
Share of broadcast revenue often used to negotiate a discounted CPT and high-level
quality parameters.
A grade given to a person based on their employment
represented by letters and numbers. The scale goes from A
Socioeconomic status
(being the highest grade & in employment), B, C1, C2, D,
and E (being the lowest grade & in unemployment).
Spot The placement of an advert within an advertising break.
Station average price The average CPT for an individual channel.
The amount of a commodity, product, or service available
and the desire of buyers for it, regulating its price. In the
Supply and demand
case of TV, supply is represented by available impacts and
demand is represented by advertiser revenue.
The specific audience you are trying to reach with your
Target audience
campaign.
A channel whose respective sales house does not own it
and is only responsible for selling its advertising space. All
other functions e.g. scheduling etc. are handled by the
Third party channel
channel itself. e.g. 4Sales (Channel 4) is responsible for
selling the advertising on DAVE, but the channel is owned
and managed by UKTV
Time length How long your advert is in seconds.
Different time lengths have different costs attached to
Time length factor them. A time length factor is a number to multiply your CPT
by in order to calculate the cost.
The currency by which TV is monitored and delivered - a
TVR (television rating)
TVR is a % of your target audience seeing your advert in a
 single instance, sometimes referred to as GRP or gross
rating points.
The rate at which one audience's TVRs converts to another
TVR conversion rate audience's TVRs, represented as a conversion rate similar to
an exchange rate.
Content that is produced by members of the public and
UGC (user generated content)
predominantly hosted on social media channels.
Universe The total number of people in any given audience.
Upmarkets People within the ABC1 socioeconomic group.
A channel owned by its respective sales house who is
responsible for selling advertising space and all other
Wholly owned channel
functions of the channel. e.g. Sky One is a channel
completely owned by Sky.