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

Avl File
The file format used by the POSTAR system. It consists of a pair of files. One of these
contains details of the campaign, the other lists panels included. See AVL specification
for a full description. See also Avail + and XML on the "Standards" section of
www.postar.co.uk.
Average Audience
Calculated by adding together the audience for each individual minute of the
programme, and dividing it by the programme's total duration (in minutes). It is the best
measure for comparing the absolute size of different programmes' audiences, and is the
definition that is most often used when describing the size of a programme's audience,
in channel top tens, for example. In terms of television research, this is the audience
that is most similar to the commercial spot audience. See Spot Ratings.
Average Frequency
Estimate of the average number of times the audience had an opportunity to see an
advertisement (in print or TV). Another name for Average OTS.
Average Hours per Head
The total hours of listening or viewing to a station averaged across the total relevant
population.
Average Hours per Listener/Viewer
The total hours of listening or viewing to a station averaged across all those listening or
viewing the station.
Average Issue Readership
An estimate of the number of people who read or looked at an average issue of a
publication. Within the recent reading model this is the number who claim to have last
read or looked at a publication for at least two minutes during a period that covers its
publication interval. Abbreviated to AIR.
Average OTS
See Opportunities To See (OTS)/Hear (OTH).
Average Page/Spread Traffic
See Page Traffic.
AVI
Windows PCs digital video format. AVI files use the extension ".avi"