Definitions, Abbreviations and Jargon - Association of Advertisers in ...

Hours of Viewing
Hours of viewing are usually reported as the average number of minutes or hours
viewed per day or minutes or hours viewed per week. See Channel Share.
Household
A group of people who live together and whose food and other household expenses are
managed as one unit. The precise definition may differ from survey to survey, especially
between surveys in different countries. The main differences usually concern the
management of household expenses and duties and the way hotels, retirement homes
and the like are treated.
Housewife
Also known as Homemaker (USA) or Housekeeper (Ireland). The member of the
household (male or female) who is solely or mainly responsible for the household
duties. There is always one housewife per household. Given that these duties are often
shared between different household members the concept of a housewife has largely
been replaced by that of the Chief/Main Shopper. In establishing who is responsible for
household duties respondents are asked what proportion of the household shopping
they are responsible for. Analyses based on Chief Shoppers may take into account
these weighted proportions.
HTML
Abbreviation of Hypertext Markup Language. HTML is the language used to create Web
documents, which allows users to move between pages by clicking on links embedded
in the page.
Hurdle Question
Also threshold or general filter. The non time-related filter question screening certain
information as in or out at the beginning of an interview. See also Time-Related Filter.
Hypertext
Hypertext Markup Language. See HTML.
IA
Abbreviation for Interactive Advertising.
Illumination
A poster is 'illuminated' if lit from overhead, ground or base or rear.
Image Resolution
The number of pixels in an image.