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

Primary Readers
Either purchasers of a publication and other members of their household or the original
recipients of a title sent free of charge. These are the people most likely to read a
publication in the greatest depth.
Primary Sampling Units
A group of eligible units (geographic areas, post codes, addresses, etc.) used as the
first stage in the creation of the Sample. See Sampling Frame for a detailed sample.
Abbreviated to PSU.
Print Run
The number of copies of an issue of a publication that were printed. A publication's Print
Run should logically be larger than its Circulation, which is the number of copies
actually distributed.
A single person or group of people living together whose food and household expenses
are managed as one unit.
Probability Model
A type of mathematical model used to evaluate media schedules. See Schedule
Evaluation.
Probability Sample
Also known as a Random Sample. See Sample.
Profile
The way a TV/radio programme's audience or a publication's readership breaks down
across a single variable like age, job title, income, and so on. For example, a TV
programme's audience's profile by age might be 29% aged under 35, 27% aged 33-44,
19% aged 45-54 and 25% aged 55+. The profile should always sum to 100%.
Programme Genre
The classification of programmes by type e.g. sport, drama, chat show etc.
Programme Sponsorship
A form of promotion where a company associates its name with a programme, usually
by references to itself or an associated product at the beginning and/or end of the
programme and the programme breaks. See Sponsorship Research.
Projectible Universe
See Universe.