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

Channel Reach is particularly important for public-service broadcasters, who have a
remit to appeal to all the people some of the time.For advertisers, channel reach is a
strong indication of how much that channel may be able to contribute to their
campaign.Daily/Weekly Reach - is the estimated number of people who viewed a
particular television channel in an average day/week (in the UK this must be for at least
three consecutive minutes) or who listened to a particular radio station in an average
day/week (in the UK the criteria is that they must have listened for at least five minutes
in a fifteen minute period). Effective Reach is the percentage of the target audience
who have the opportunity to see (OTS) the desired number of TV spots, or hear radio
spots, or see press ads etc. For example, if it is desired that the target audience see
between two and eight spots, then the effective reach of the schedule is the percentage
with between two and eight OTS.
Reach and Frequency
The number of people who, for example, have had an opportunity to see an insertion in
a given issue of a publication or who watch a television channel and the frequency
which they read or watch it. Reach and Frequency Analysis or Schedule Evaluations
calculate reach and frequency. See Schedule Evaluation for an explanation of how the
calculations are made.
Reach and Frequency Analysis
See Reach and Frequency and Schedule Evaluation.
Readers Per Copy (RPC)
Estimate of the number of people who read an average circulated copy of a publication.
It is calculated by dividing a title's total Average Issue Readership by its circulation,
ideally its Audited Circulation. If a title's total readership is not measured by a readership
survey then the number of readers per copy can only be guessed at.
Readership-Remembrance
The number and percentage of people who remember having seen individual posters -
based on home interviews.
Reading and Noting
The readership measurement technique by which page traffic scores are obtained.
"Noting" is generally accepted to mean seeing the page and "Reading" is reading some
part of the page. See Noting Scores and Page Traffic.
Reading Frequency ("How Often")
The estimation of the frequency of exposure to a publication. Measurement techniques
include verbal frequency scales (or categories), numeric frequency scales (or
categories), mixtures of both, and recognition of a series of publications.