Radio-Television-Internet Operations Glossary of Terms & Definitions

Radio-Television-
Internet Operations
Glossary
Terms & Definitions
(Includes Traffic, Accounting, Billing/Bookkeeping, HR (Human Resources), Management Terms and
Definitions for Radio, Television, Cable, Computer, Internet, Newspaper, Outdoor and Websites)
Revised: March 25, 2013

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TDGA Radio-Television Terms & Definitions
Traffic Directors Guild of America

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Page 2 Copyright-2013 Traffic Directors Guild of America

TDGA Radio & TV Terms & Definitions
Heres the Latest Edition of the

TDGA Radio and Television
Glossary of Terms and Definitions
The Traffic Directors Guild of America, better known in the Industry as TDGA, is proud to be the only
Trade Association dedicated to the enrichment and enhancement of Traffic personnel in the Radio
and Television Industry.
Our membership includes a wide range of personnel from Traffic, Management, Sales,
Programming and the ancillary businesses serving the business functions of Broadcasting.
Commercial and Public Broadcasting from small independent standalone stations to the largest
group broadcasters and Radio & TV Networks are represented by our ever-growing membership.
If youre not familiar with TDGA, perhaps we can sum our Association up by quoting its Mission
Statement:
To foster pride in our unique profession, and to promote the contributions we provide to the Radio
and Television Broadcasting Industry. The Traffic Directors Guild seeks to enhance our member
careers through information, cooperative services and education.
We are proud of the latest revision of our Radio & TV Terms and Definitions Glossary, which includes a
collaborative effort by Broadcasters, Traffic Software Vendors, State Broadcast Associations and many
national Broadcast Associations. We are indebted to each of them for their contributions to this Industry
publication.
We invite you to become an active member in our non-union member-driven association. Dues are modest
and help fund multiple projects. This Radio-TV Glossary is just one example. Youll find full membership
details on our website at www.tdga.org.
Cordially,
Larry U. Keene, CEO / CTD (Certified Traffic Director)

TDGA Traffic Directors Guild of America
E-Mail: tdga@cox.net
Website: www.tdga.org
Copyright-2013 Traffic Directors Guild of America Page 3



(Updated & Revised: November 1, 2010)
Numerical-Based Terms &

ABC (1st Definition): Audit Bureau of Circulation Audit
Definitions Bureau of Circulation, an organization supported by publishers,
advertisers, and their agencies to certify circulation statements
1080p - 1080p is a high-definition video format with resolution of magazines and newspapers.
of 1920 x 1080 pixels. The "p" stands for progressive scan,
which means that each video frame is transmitted as a whole in ABC (2nd Definition): Acronym for American Broadcasting
a single sweep. The main advantage of 1080p TVs is that they Company
can display all high-definition video formats .
ABOVE THE FOLD - A term borrowed from printed
360 DEGREE FEEDBACK: - A performance appraisal method newspapers, referencing the top portion of a Web page that is
that includes evaluations from everyone that the individual visible without scrolling. Web designers typically recommend
interacts with to do his or her job, including supervisors, that important information should be included above the fold. If
subordinates, peers and customers (assuming the employee you have a "join our mailing list" tag on your Website, you
interacts with customers). should place it "above the fold" making it easy for visitors to
opt-in.
A
ABOVE THE LINE COSTS Production costs related to story
A COUNTIES The classification of counties based on and script, producer, director and stars. The program's other
Census household counts and metropolitan proximity. "A" costs are "below-the-line."
counties are highly urbanized areas and belong to the 21
largest Metropolitan Statistical Areas. The combined counties ACCELERATED DEPRECIATION: - A method of depreciation
contain 40% of the United States households. that weights the reductions in the asset's book value more
heavily in the early years than in the later year's of the asset's
A: DRIVE: - Another name for a floppy diskette or CD drive on life.
a Computer. The A is substituted to match any available letter
available to the CPU (central processing unit) within the PC. ACCESS PERIOD: - Television time period (7:30- 8:00 pm ET)
returned to the local stations by the networks under a 1970
A-RATE, AA-RATE, AAA-RATE: - Levels or classifications of FCC ruling.
prices charged for advertising in specific time periods or
dayparts. AAA (or Triple-A) is the highest rate, usually charged ACCORDION ID: - A TV Station ID containing Video and
in peak audience periods or Prime Times. AA (or Double-A) is Audio in a style so that it may be collapsed or expanded
the next in decreasing order, followed by Single-A Rates. Most (similar to the musical instrument for which its named.)
Radio Stations that use this type of pricing also include a B- Television Stations may frequently have to shorten or lengthen
Rate, which is the lowest, or least expensive rate assigned to a Station ID in order to join the next event at a precise time. An
overnight or least demanded time periods. Accordion ID might actually be (for example 10 or more
seconds long), but the required ID information is all in the first 3
AAAA: - An abbreviation for American Association of seconds or so of the ID. This allows a music bed or filler to
Advertising Agencies, which is an organization that establishes remain on the screen, but can be cut at any point after the
policies, standards and procedures involving Advertising. initial ID has been accomplished. The alternative to an
AAAA developed the Standard Media (or Standard Broadcast Accordion ID would be to have several IDs of varied lengths
Calendar) to insure complete weeks fall within the 12 months of that could quickly be inserted to fill a required time period.
each year. Note: In April of 2009, the organization officially
changed its name to the 4As. ACCOUNT: - In Broadcasting, an Account refers to the
advertiser or client.
AAF (American Advertising Federation) An association
that advocates the rights of advertisers. Based in Washington, ACCOUNT EXECUTIVE or A/E or AE: - Title or position
the AAF is a grass-roots organization with chapters in most equivalent to Advertising Salesperson or Sales Rep in Radio or
U.S. cities. The AAF Foundation supports educational Television Stations. It means the Sales Representative that is
programs and minority group employment initiatives. assigned to be your Stations' "link" with one or more specific
advertising accounts, agencies or prospects.
ABANDON: - When an internet user leaves an uncompleted
order with something in it prior to completing the transaction.

ACCOUNTS PAYABLE, A/P: - This term refers to moneys ACQUISITION COST (Internet Term) - The cost to an
owed "by" the Radio Station to vendors, utilities or others advertiser to gain a new customer. Advertisers take into
providing goods or services to the Radio Station. Remember, consideration the amount of revenue potential from a potential
Accounts Payable refers to money owed "by" the Radio customer over a life time in order to determine the maximum
Station; while Accounts Receivable are the opposite and refers acquisition cost.
to moneys owed "to" the Radio Station by advertisers,
advertising agencies, underwriters or others. ACQUISITION MARKETING: - Marketing to those who are
NOT existing clients/customers and prospects, with the goal of
ACCOUNTS RECEIVABLE, A/R: [Also referred to as A/R.]: acquiring or adding them as a new client/customer or prospect.
This term refers to billing or moneys owed "to" the Radio Opposite of Retention Marketing.
Station by advertisers, advertising agencies or underwriters.
Think of A/R as the opposite of A/P (Accounts Payable). Once ACROBAT: - Acrobat is part of a set of applications developed
a contract or broadcast order has been broadcast, an Invoice by Adobe to create and view PDF files. Acrobat is used to
(bill) is issued representing the amount due (or "receivable") by create the PDF files, and the freeware Acrobat Reader is used
the Station. That amount combined with all other amounts due to read the PDF files
the Station is referred to as its' Accounts Receivable.
ACROSS THE BOARD A "board" being a week; a program
ACCRUAL BASIS: - A method of accounting whereby or commercial announcement scheduled at the same time on
revenues are recognized when they are earned regardless of successive days of the week.
when the cash is received. For example, when a company
charges clients for work on an hourly basis, billed in full at the ACTIVITY-BASED COSTING: - A method of cost analysis that
completion of the work, if the job is only partly finished at the assigns overhead costs to specific activities that are performed
end of the fiscal year the financial statements would account in order to more accurately attribute costs to products. The
for the completed, but not yet billed, portion of the work in an costs of Traffic, Continuity, Spot Production are excellent
income account that may be called "work in progress". examples of expenses that might be considered Activity-based
Likewise, if work has been completed and invoiced, but the Costing.
invoice has not yet been paid, the invoice amount would still be
included as income and would also appear in an account called AD CALL: (Digital Ad Term) - An ad exchange related term, an
"Accounts Receivable". Under accrual basis accounting Ad Call is when a users browser asks an ad server to send an
expenses are also shown in the financial statements to have ad. The typically includes information like browser cookies and
been incurred only when the benefit has been received. For ad tag information such as publisher ID, size, location etc.
example, if an annual premium on an insurance policy is paid
in the middle of the fiscal year, the full amount would still come AD CLICK: - a measurement of the user-initiated action of
out of the "cash" asset account, but only half of it would responding to (such as clicking on) an ad element causing a
accounted for under an expenses account. The other half redirect to another Web location or another frame or page
would appear in an asset account with a name like "prepaid within the advertisement. There are three types of ad clicks: (1)
expenses." clickthroughs; (2) in unit clicks; and (3) mouse overs.
ACCRUED INTEREST: - Interest that has been earned at the AD EXCHANGE: (Digital Ad Term) One of the most
end of an accounting period, but which has not yet been paid. commonly misunderstood terms in the digital advertising
landscape, an ad exchange is a platform through which
ACCULTURATION: - In a business context, acculturation is advertisers, publishers and ad networks buy and sell ads.
the process by which employees learn and internalize the Exchanges enable participating members to use a single,
corporate culture. This process may be formal or informal and unified language to exchange data, set prices and serve ads.
may include official orientation programs as well as ongoing Also see ROE (run of exchange).
work experiences.
AD ID (See Ad-ID, hyphenated as one word below)
ACE AWARDS Annual awards by the National Cable
Television Assn. In recognition of outstanding achievement in AD IMPRESSION (Mobile Advertising): A measurement of
programs for cable television. Initiated in 1979. exposure to an in-application ad that meets established
minimum thresholds for quality and the terms and conditions
ACHIEVEMENT MOTIVATION: - Being motivated solely by the established between ad seller and buyer.
achievement of a particular outcome, without the need for any
additional incentives such as the promise of financial rewards AD NETWORK: - An aggregator or broker of advertising
or the commendations of others. inventory for many sites. Ad networks are the sales
representatives for the Web sites within the network. A
platform that acts as a broker between advertisers

and publishers (unlike ad exchanges which include cooperation with the AAAA, ANA and endorsed by RAB, TVB
ad networks). and other associations as a way to identify each individual spot
announcement or marketing item. Prior to the implementation
AD RECALL: - A measure of advertising effectiveness in which of the Ad-ID, a similar process called ISCI was used. The terms
a sample of respondents are exposed to an ad and then at a are commonly used in place of each other as the Broadcasting
later point in time are asked if they recall the ad. Ad recall can Industry and software vendors adapt to the newer term (Ad-ID).
be on an aided or unaided basis. Aided ad recall is when the See also ISCI. Learn more about Ad-ID at www.ad-id.org
respondent is told the name of the brand or category being
advertised. AD SERVER: (Internet Term) - A computer, normally operated
by a third party, that delivers and tracks advertisements
AD SERVER: A system responsible for actually serving the ad independent of the web site where the ad is being displayed.
creative (banners, etc.) to publisher websites. Ad servers track Use of an ad server helps establish trust between an advertiser
clicks and other data. Networks, exchanges and large and publisher since the statistics are maintained by a objective
publishers typically have their own ad servers. third party.
AD TAG (Digital Ad Term): Typically a snippet of Javascript AD SPACE (Internet Term) - The space on a web page
code which contacts an ad server to request an ad of a reserved for the displaying of advertisements. Typically at the
particular dimension or type, and place whatever creative is top or bottom of a page or if a small advertisement in the right
returned. Behavioral Data: Information on the types of sites a or left column. The most desirable ad space is above the fold.
user visits, the search terms they use, etc. Behavioral data is
ADI: - (Area of Dominant Influence), Arbitrons definition of
always specific to an individual visitor.
the exclusive geographic area consisting of all counties in
which the Home Market Stations receive a preponderance of
ADDENDUM: - An attachment or exhibit included at the end of
total viewing hours. Equivalent in concept (though not
a document.
necessarily in county roster) to Nielsens Designated Market
ADDRESS An Internet term. There are two types of Area.
addresses: E-mail addresses are for sending e-mail to
someone; they almost always contain an @ symbol between ADJACENCY: - A spot or avail position located immediately
the individual's name and the domain name. Web page before or immediately after a program or feature.
addresses are more properly called URLs.
ADJUSTMENT: - A term for one or more possible reasons that
ADDRESSABILITY Remote control function of sophisticated an Advertisers Bill (Invoice or Statement) may need to be
equipment that allows a cable operator to activate, disconnect corrected or altered. The changes, whether an increase or
or unscramble the signal received by a subscriber. Also called decrease to the balance due, are called an "Adjustment".
Addressable Cable Converters.
ADU: Audience Deficiency Unit. No charge spots added to a
AD-HOC NETWORK: - A group of stations that is formed for a spot schedule to make up for ratings shortfall. See also Bonus.
special purpose, such as the showing of a one-time TV
ADVANCE SCHEDULING: There are two basic concepts used
program or series. Ad hoc is Latin for "for this."
in Radio Traffic Scheduling Systems. "Advance" Scheduling
ADHOCRACY: - An organizational structure that avoids schedules each order as it is entered into your traffic software
bureaucratic decision-making and control by spreading system. Proponents of "advance" scheduling say the earliest
decision-making processes throughout the organization and orders get the best avail locations on the log, and the last
assigning authority to the experts best able to make each orders to be entered receive a lesser choice of the remaining
decision. The theory is that an adhocracy does a better job of avails. "Dynamic" scheduling, the other method, waits until all
solving problems that arise and taking advantage of Orders are entered before scheduling any announcements.
unexpected opportunitiesand to do so more rapidlythan a Traffic planners should know whether their Station uses
company that has a traditional organizational structure in which "advanced" or "dynamic" scheduling.
people typically do things "by the book" and because "that's the
ADVANCES The local audience ratings estimates available
way we've always done them."
just before receipt of the printed local ratings report.
Ad-ID: - An Ad-ID is a unique identifier for an advertising spot ADVERTISING AGENCY: (Usually referred to as "Agency"): A
or other ad entity. (Ad-ID is intended to be the universal business entity that prepares advertising campaigns, plans
industry identifier for all forms of advertising- TV, radio, print, advertising schedules and places Orders with various
OOH, Internet, etc.), generally transmitted by an advertising advertising media (radio, TV, outdoor, print, Internet, etc.) In
agency to multiple radio, television or other mediums. The everyday "jargon" or "slang" they are usually referred to as
number is assigned by Advertising Digital Identification, LLC in
Agencies within the Station. In most cases, the Agency places fairly represented in the organization's workforce relative to the
the Order on behalf of an advertiser, and the agency is population as a whole.
responsible for the payment of the Invoices on behalf of the
advertiser. AFFIRMATIVE CONSENT (Internet or Email Marketing) -
Another term for permission. The recipient of your email has
ADVERTISING ALLOWANCE: - Money provided by a been clearly and fully notified of the collection and use of his
manufacturer to a distributor for the purpose of advertising a email address and has consented prior to such collection and
specific product or brand. See, also, Cooperative advertising. use. Affirmative consent is not only a best practice; it is
required by all reputable email marketing services.
ADVERTISING RESEARCH FOUNDATION (ARF) Founded
in 1936 by the Association of National Advertisers and the AFFIRMATIVE DISCLOSURE: - A Federal Trade Commission
American Association of Advertising Agencies, the ARFs program whereby advertisers may be required to include
mission is to improve the practice of advertising, marketing and certain types of information in their advertisements so
media research. It is located in New York. consumers will be aware of all the consequences, conditions,
and limitations associated with the use of the product or
ADVERTISING RESPONSE CURVE: - Studies of this indicate service.
that incremental response to advertising actually diminishes
rather than builds with repeated exposure. AFTERNOON DRIVE: One of the standard "dayparts" used by
Radio Stations to refer to a specific range of hours. While
ADVERTISING WEIGHT: - A measure of advertising delivery, Afternoon Drive is generally considered to be 3-PM to 7-PM,
normally stated in terms of number of commercials, homes some stations may modify that time range to fit local lifestyles.
reached, target audience impressions, and gross rating points. (Such as 3-PM to 8-PM) Become familiar with the term
"Dayparts" and learn the "Standard" Daypart time periods.
ADWORDS: - This is the Pay Per Click advertising program
offered by Google. AFTRA: - The American Federation of Television and Radio
Artists is a 'union' comprised primarily of on-air talent,
AFFIDAVIT (S): A legal document that has a Radio Station announcers, and personalities.
official certifying (under oath) that announcements ran at times
shown, or that rates charged are accurate or that specific AGATE LINE (Printing Term): - The basic unit of newspaper
continuity (copy scripts) were broadcast in relationship to an space equal to one column in width and 1/14 inch in height
Invoice or bill being issued. The affidavit is the certification by a (i.e., agate lines per inch).
Notary Public stating that the person making these statements
has made such affirmations is known by the Notary and/or has AGENCY COMMISSION: As described under Advertising
signed the documents in their presence. Affidavits are Agency, Agency commission is percentage of the gross
frequently requested for Times, rates, copy, co-operative amount billed by the station to the advertiser. The Agency is
advertising or an affirmation that the broadcasts were aired as responsible for ordering and paying for the Invoices issued for
stated on the documents carrying the Notary Seal and campaigns they control. While the advertiser compensates the
Certification. Agency, they also usually expect to receive a commission fee
from the Radio Station for their role in placing the advertising
AFFILIATE: - A Station that agrees to carry programming program. The standard Agency commission is 15% of the
provided by a network or originating station. (Usually referred gross amount billed by the station, unless there has been a
to as a flagship.) A primary affiliate is a station that carries all or prior agreement to the contrary.
most of the network originator, while a secondary or part-time
affiliate might carry only a few programs or carries network AGENCY OF RECORD (AOR): An advertising agency or
programs when the primary affiliate cannot "clear" (make room independent media buying company that purchases media on
for) the broadcast. behalf of an advertiser or another agency, or group of
agencies, serving the same advertiser. Also refers to a full-
AFFILIATE MARKETING (Internet) - A type of advertising service advertising agency that performs all the services for a
system based on the CPA payment method whereby web sites particular advertiser.
run advertiser's banners for free but get paid on any sales or
registrations that result from visitors that click on the banner. AGING: Aging is the term used to describe the amount of time
(Similar to PI (Per Inquiry) Advertising on Radio. between when Invoices are issued by the Radio Station and
when payment is received from the Advertiser, Underwriter or
AFFIRMATIVE ACTION: - A hiring policy, the intent of which is Advertising Agency. If an account is within 0 and 30-days from
to address a past hiring injustice. This generally involves giving the date of the Invoice, it is referred to as Current, once 30
preferential hiring treatment to a particular racial or ethnic days has expired, it is described as "30-days old"; then "60
groups or a gender until the that/those group(s) is/are more Days", "90 Days", etc. When the Traffic or Bookkeeping staff is

asked to prepare an Aging Report, The Sales or Management Mon.-Fri. 6-10AM as defined by Arbitron ratings. An individual
of the Station means they want a Report showing what station's "daypart(s)" will not necessarily conform to this
accounts are current, 30-Days, 60-Days, etc. This may be also standard definition(s). Advertising contracts should include the
referred to as AGING RECEIVABLES specific hours that define the time period for each station's
"daypart." Also See 'Morning Drive'
AIDA - Stands for attention, interest, desire, and action (AIDA).
This is a historical model of how advertising works, by first AMORTIZATION: - Accounting for capital items using regular
getting the consumer's attention, then their interest, etc. deductions over a period of time. Also, paying off debt in
regular installments.
AIR CHECK: Recording of a broadcast to serve as an archival
or file copy. ANA (Association of National Advertisers) Established in
1910 to represent the interests of advertisers.
AIR DATE: the first broadcast of a commercial; also refers to
the exact date of a particular TV or radio program. ANALOG: A continuous electronic signal that carries
information in the form of variables, unlike digital signals, which
ALGORITHM: - A set of rules that a search engine uses to is made up of discrete pulses.
rank the listings contained within its index, in response to a
particular query. No search engine reveals exactly how its own ANCILLARY MARKETS: - Secondary sales targets for a
algorithm works, to protect itself from competitors and those program that has completed its first run(s) on its initial delivery
who wish to spam the search engine. (it is the mathematical medium.
program formula used to determine which web pages are
displayed in search results and what order). ANDY AWARDS: Awards for print and broadcast creativity
given by the Advertising Club of New York.
ALLIANCE FOR WOMEN IN AMERICAN MEDIA: - (See
AWRT) ANGEL FINANCING: - Financing for a private company that is
obtained from wealthy individual investors, as opposed to from
ALT TEXT (Internet Term) - Short for alternative text (Alt institutions or the open market. Angel funding is usually (but
Text). Alt text is HTML code that allows an HTML coder to add not necessarily) used in the start-up of a company, rather than
text to a graphic that is visable to those that have images for a later stage of the company's growth.
disabled or those that hover their mouse over a banner
advertisement. Often used by advertisers to reinforce a ANIK: Canadian broadcast satellite.
message or call someone to action such as: "Click Here".
ANIMATED GIF: - A GIF graphic file, which consists of two or
ALTERNATE DELIVERY SYSTEMS (ADS): - TV homes with more images shown in a timed sequence to give the effect of
unwired cable access are referred to as having Alternate motion.
Delivery Systems. The four components of ADS are:
Direct Broadcast Satellite (DBS): Satellite service delivered ANIMATION (Website/Internet Term) (See Also Animated
directly via households own small (usually 18") dish; the GIF): A programmatically generated display of sequential
largest component of ADS. Satellite Master Antenna (SMATV): images, creating the illusion that objects in the image are
Serves housing complexes and hotels; signals received via moving. Not digital video, as it relates
satellite and distributed by coaxial cable. Microwave Multi
Distribution System (MMDS), "WIRELESS CABLE": Distributes ANNUALS: Advertising schedules that are negotiated and
signals by microwave. Home receiver picks up signal, then placed for a full year. Generally, sold at lower than standard
distributes via internal wiring.Satellite Dish (C-Band/KU Band), rates.
"Big Dish": Household receives transmissions from a
ANNOUNCEMENT: An advertising message, also known as a
satellite(s), via a 1- to 3- meter dish.
commercial or spot.
AM: - Amplitude Modulation, one of two forms of transmitting
APP (Internet): A small program that integrates with a social
audio signals to receivers. (The other is FM Frequency
network. These can include everything from music sharing
Modulation). Radio Stations assigned to the AM band use
(iLike) to productivity to the social gaming. While multiple social
Amplitude Modulated Transmitters. These Stations are
networks include applications, they are best known on
frequently referred to as AM Stations.
Facebook, where companies like Zynga have integrated so
AM BROADCAST BAND: The band of frequencies extending completely with the social network that their games are
from 535 to 1705 kHz. synonymous with the site.
AM DRIVE: - Also known as morning drive, this is the morning APPLICATION (SOFTWARE): Software program designed to
broadcasting time period for radio, most often represented by perform specific functions or needs is frequently called a
software application (or application software). Examples would location) and any bylaws governing the corporation. Also
be Word Processing, Accounting Spreadsheets, Slide shows referred to as a corporate charter.
for presentations, browsers for the Internet. Some popular
application software products would include Word, Excel, ASCAP - American Society of Composers, Authors and
Access, Netscape, Internet Explorer, Outlook Express, Power Publishers An organization of music copyright holders that
Point or Word Perfect. collects royalties for composers. ASCAP negotiates industry-
wide royalty rates that broadcast stations pay on an annual
APPLICATION AD NETWORK (Mobile): Ad networks that basis for the right to broadcast musical recordings.
combines applications from many developers to allow an ad
buyer to reach a wider audience across multiple applications. ASCII (American Standard Code for Information Interchange)
a standard set of characters with numerical equivalents. Code
AQH: (See Average Quarter Hours) numbers used by Agencies or Production houses to identify
specific Accounts or Commercials.
ARBITRATION: - The use of a third-party (the arbitrator) to
settle a dispute. Arbitration can be binding or non-binding. In ASPECT RATIO: - The ratio of width to height for an image or
the case of binding arbitration, the parties to the dispute agree screen. The North American analog television standard (used
in advance to accept the decision of the arbitrator regardless of until late 2010) used the almost square 4:3 (1.33 wide by 1
whether that decision favors the other party. Arbitration is an high) ratio.
alternative to settling disputes in court and is usually less
expensive than taking a dispute to court. Contracts can specify However, when the FCC converted to HDTV receivers, they
that any disputes that arise will be settled through arbitration. In broadened the picture rations to a wider 16 unit x 9 units
the absence of such a clause, the parties may mutually agree picture ration (16:9 ratio) (1.78 wide by 1 high) to better
to enter into binding or non-binding arbitration rather than go to display widescreen material like high-definition broadcasts and
court when a dispute arises. Disputes may still end up in court DVDs. See the two comparative ratios in the graphics below.
if the arbitrator is unable to reach a decision or, in the case of
non-binding arbitration, if one or more parties to the dispute
refuse to accept the arbitrator's decision.
ARBITRON: An audience measuring company that estimates

approximate audience demographics, size, time spent listening
and other statistics that allow for estimating the ability of a
Radio Station to deliver certain desired audiences for
advertisers. Arbitron is one of the largest Radio audience
measuring services, while Nielsen might be considered the TV
measuring counterpart. Many terms used to describe audience
makeup are derived from the Arbitron listening estimates.
(Cume, TSL, Avg. hour audiences, etc.)
ARCHIVE: As a verb, it means to store, usually on a diskette,

hard disk or other media (CD-ROM, Tape Backup, etc.) As a
noun, an Archive is the information or content that has been
stored in a retrievable format. One might "archive" a Program
Log Format with the idea of retrieving it at some later time to
use again.
AREA OF DOMINANT INFLUENCE (ADI): - Area of Dominant

Influence, Arbitrons definition of the exclusive geographic area
consisting of all counties in which the Home Market Stations
receive a preponderance of total viewing hours. Equivalent in
concept (though not necessarily in county roster) to Nielsens
Designated Market Area.
ARTICLES OF INCORPORATION: - A legal document filed ASSET: - Anything that has a realizable value, whether or not
with the proper authorities in the jurisdiction in which a that value is expected to be realized in the short-term.
corporation is domiciled. Articles of incorporation define the
purpose of incorporation, its location (the official head office

ASSET ACCOUNT: - The accounting record in which the audience is replaced by new customers within a daypart.
results of transactions affecting an asset or (more likely) a Formula: [Cume Persons] divided by AQH Persons = Turnover.
class of assets are accumulated.
AUDIO (On Website or Internet Ad) : The audible file that
ASSOCIATION OF INDEPENDENT TV STATIONS (INTV): may accompany ads. Advertising audio should never play
Association that represents the interests of independent without user-initiation.
television stations in regulatory and promotional concerns. It is
based in Washington, DC. AUDIT BUREAU OF CIRCULATION: (See ABC-1st Definition)
ATTENTION SIGNAL (EAS) Eight-seconds of two tones AUR (Average Unit Rate) See Average Unit Rate
(853 and 960 Hz) used as an audio alert for the Emergency
Alert System, required for broadcast by the FCC. This signal AUTHENTICATOR WORD LISTS - the list of words that
with combined frequencies triggers receivers to receive federal officials send prior to official EAS national activation;
transmitted messages from several sources, including weather used to substantiate the information being sent. The use of
or governmental agencies. separate and different authentication may be used for local
area EAS activations
ATTRITION: - The reduction in staff numbers as a result of
employees leaving, as a result of events such as resignations, AUTHENTICATION: - A request from a computer server or
retirements and deaths, and not being replaced. Firings and user primarily based on parameters set by the software owner.
layoffs are not considered to be attrition. For example, saying For example, when you enter the TDGA Members Only area,
that desired head-count reductions will be achieved through you are asked for a password. That password is part of the
attrition usually means that, while the total number of authentication process we've established to distinguish
employees in the company will be reduced over time, nobody between those who have "rights to access" and those who do
will be fired or laid off. not.
AUDIENCE: A group of households or individuals who are AUTHORITARIAN CULTURE: - A corporate culture in which
attending, listening or watching something. It is often used to all or most of the authority is retained at the top, typically with
indicate viewers of a television program or another advertising one or a few people. In an authoritarian culture, employees at
medium. Audience measurements are expressed as the lower level of the hierarchy have little or no decision-
percentages, or as estimated numbers of households or making power and are expected to conform strictly to the
individuals watching or listening to a program. organization's policies, procedures, processes and norms.
AUDIENCE COMPOSITION: - The demographic or AUTO RESPONDER (Internet-Email-Web Term) - A program

socioeconomic profile of a station's audience in terms of or a script that automatically sends a response when someone
composition usually including the percentages of the total sends a message to its address. The most common uses of
audience that fall into each segment. These reports can auto responders are for subscribe and unsubscribe
express audience characteristics by age, gender, ethnicity, confirmations, welcome emails and customer-support
working persons, language preference, county, etc. questions.
AUDIENCE DUPLICATION: - The amount of one station's AUTOMATED MEASUREMENT OF LINEUPS (AMOLError!
audience (See Cume Persons) that also listens to another Bookmark not defined.): - The technology which allows Nielsen
station; also the amount of the audience that is exposed to a Media Research (NMR) to track an identification code within
commercial on more than one station. Duplication can be locally transmitted TV signals for network and nationally
expressed either in terms of the actual number of exclusive syndicated programs. NMR is also linked by computers to
listeners or as a percentage of the total cume. networks and syndicators in order to receive their latest
schedule changes. Using this technology, NMR can pin down
AUDIENCE FLOW: A measure of the change in audience exactly what program was shown on what channel at a
during and between programs. Audience flow shows the particular time.
percentages of people or households who turn on or off a
program, switch to or from another channel, or remain on the AVAIL/AVAILABILITY (First Definition): - The break (or
same channel as the previous program. commercial) positions in a program or between programs on a
given station or network available for purchase by an
AUDIENCE TURNOVER: - The ratio of a station's cumulative advertiser.
audience (See Cume Persons) compared to the average
quarter-hour audience. Turnover equals cume persons divided AVAIL (Second Definition): - It can also refer to the
by AQH persons. In theory, it is the number of times an notification from a buyer to a seller that advertising dollars are
up for discussion and negotiation.

AVAIL REQUEST: When an agency wants to place a buy on a AVERAGE QUARTER HOUR (AQH): - A term usually used in
station, the account executive fills out an avail request. This conjunction with Arbitron (or other) Audience Listening
information lists the agency, advertiser, what dayparts they are estimates. It is defined as the average number of persons
buying, flight dates, etc. The account executive and sales listening to a radio station during a particular time period. In the
manager to track pending business and to determine rates United States, Arbitron reports that number of persons listening
uses the avail request. during an average 15-minute period (or quarter hour). To
understand the difference between "Cumes" and "Average
AVATAR (Website): No, this is not referring to the 2009 Quarter Hours"-if you were in a retail business, the "Cume"
James Cameron film. Though not far removed, an avatar is a would be the total number of different people coming into your
photo, graphic or image that represents you across blogs and store during a one-week period. The AQH, on the other hand,
other social-networking sites. It is often displayed within the would be how many persons are actually in your store in any
profile or comment sections. average 15-minute period.
AVERAGE: A statistical measure. The most common AVERAGE QUARTER-HOUR PERSONS: - The average
average is arithmetic mean. This is computed by adding a number of persons listening to a particular station for at least
group of values together and dividing by the total number of five consecutive minutes during a 15-minute period.
values in the group.
AVERAGE QUARTER-HOUR RATINGS: - The average
AVERAGE AUDIENCE (AA): A widely used rating term, Quarter-Hour Persons estimate expressed as a percentage of
expressed as a percentage, to reflect viewing to the average the population being measured. Formula: AQH Persons divided
minute of a program or time period. It is an average of the by the Population x 100 = AQH Rating (%)
audience at minute 1, 2, 3, etc. As such, it serves as an
estimate of the average commercial audience (households or AVERAGE UNIT RATE (AUR): - A report contained in most
persons). Traffic Software Systems that permits Sales Managers to
determine the average rate for :60s, :30s; or other length
AVERAGE DISPLAY TIME: The average amount of time commercials. The benefits to Management allow them to spot
(seconds) that a rich media (web or interactive) display ad is potential problems, under-selling by specific salesperson or in
displayed to users certain categories (such as auto, etc.) Most of these reports are
highly definable and can be sorted or limited in many different
AVERAGE EPISODES PER VIEWING forms such as by daypart, by salesperson, by sales types or
HOUSEHOLD/PERSON: The average number of quarter- programs, etc. Traffic should understand not only the creation
hours viewed by each household/person reached. of these Reports, but also understand the impact on AUR by
bonus spots, makegoods, etc. We frequently suggest asking
AVERAGE EXPANDING TIME: Average Expanding Time software support to help lead you through this area until you
The average amount of time (seconds) that an expanding web are comfortable with the capabilities of your software system in
or digital interactive display ad is viewed in its expanded state. this important area.
Expansion time is capped at four minutes in order to prevent
imprecise results. AWRT (American Women in Radio and Television): - A
national trade association, located in Washington DC, serving
AVERAGE FREQUENCY: The average number of times women who work in all areas of broadcasting. AWRT has
households or persons viewed a given program, station or chapters located throughout the US. Note: The organization
advertisement during a specific time period. This number is changed their name to Alliance For Women In America
derived by dividing the Gross Ratings Points (GRPs) by the Media in early 2010. http://www.awrt.org/
total non-duplicated audience (cume). For example, if a group
of programs has achieved 30 GRPs and a cume of 20, then the B
average frequency is 1.5 exposures per person or household.
The term is interchangeable with frequency. B COUNTIES: - The classification of counties based on
Census household counts and metropolitan proximity. "B"
AVERAGE HOURS: The average number of hours viewed counties are counties not defined as "A" counties that have
per TV household, per day, per week, or per time period. more than 85,000 households. The combined counties contain
30% of United States households.
AVERAGE INTERACTION TIME: A self-explanatory
definition, the average amount of time (seconds) that a user B2B Business To Business is a business model by which a
interacts with a rich media (Digital Web) display ad, with business's main customers are other businesses. Common
multiple interaction times being combined together. B2B web sites include online marketplaces where companies
can buy raw materials, supplies and equipment.

B2C - Business to Consumer is a business model in which a BAD DEBT: - A term used to describe advertising accounts
business's main customers are consumers. Common B2C web and their unpaid balances that are written off as uncollectable.
sites include online stores selling books, music and videos. Despite the best of collection efforts, Radio and other
advertising sellers occasionally become victims of accounts
B-RATE: - In radio, B-Rate is the lowest rate for commercial that simply will not, or cannot pay their advertising obligations.
time, generally overnights or Sunday mornings. High demand This type of business is tracked, so that the amounts written off
times generally warrant higher prices for commercial may be reflected as a tax deducible item.
placement, such as Triple-A, Double-A and Single-A Times.
BALANCE FORWARD: - One of two Accounts Receivable
BACK CHANNEL: A means of communication from users to program types. (The other is called Open Item.) Balance
content providers. As content providers are transmitting Forward is best described as lumping all individual Orders
interactive television (analog or digital) to users, users can together and issuing an Invoice that might show individual
connect through a back channel to a website. It can be used to charges to the Customer, but then takes the entire amount
provide feedback, purchase goods and services, etc. owed for all charges and adds it to the Balance Due.
BACK LOADING (When Applied to Compensation): - When Payments cannot be allocated to a specific Order, but rather
the term is used in regard to employee compensation, a becomes a credit to the entire Balance Owed. While many
company that practices back-loading accrues higher pension Balance Forward systems will allow aging of each months
benefits in an employee's pension account during the later charges, it cannot track each charge individually. All payments
years of employment than during the early years. This is are simply applied to the full balance of all charges combined.
designed to reward an employee's loyalty to the company and See also Open Item to understand the other style of A/R
thereby increase employ retention. processing.
BACK LOADING (When Applied To Traffic Orders) - The BALANCE SHEET: - A financial statements that provides total
opposite of frontloading, this is taking a weekly schedule of dollar amounts for assets, liabilities and owners' equity.
commercials and purposely scheduling them to run during the
heavier demand days, such as Thursday and Fridays rather BALLOON PAYMENT: - A final loan payment, as specified in
than days with less deman such as Mondays and Tuesdays. the loan agreement, that is larger than the normal payments for
a loan that is paid via installments. An example might be
BACK OFFICE: - A company's administrative staff who do not paying $500 monthly with a final (or balloon payment) of
deal directly with customers. $5,000 due as the final payment on a specified due date. In
Broadcasting, this could occur for seasonal businesses where
BACKTIMING (Also Known as a Dead Roll): - While not an modest payments are made in the off-season, but balloon to a
actual Traffic term, backtiming is a technique to have music or pre-agreed higher amount during the peak season for hat
a song end at a desired time, to allow for what appears to be a advertiser.
seamless, perfectly timed, end of a song or commercial and the
joining of a fixed-time beginning of another program. A good BANDWIDTH: In a general sense, this term describes
example would be to "dead-roll" a song that was exactly 3- information-carrying capacity. It can apply to radio frequency
minutes long and fade in the music just as it was ending; signals, telephone or network wiring as well as system buses
followed by the beginning of a network newscast just as the and monitors. In broadcasting parlance, this is a section of the
music ends. In addition to "Back Timing", this is also radio frequency spectrum needed to transmit visually, aurally or
sometimes called a "Dead Roll". The music is rolling, but not both. The bandwidth of the average television channel is 6
heard on the air until it becomes an ending theme song for the million cycles per second (6 MHz).
program end.
BANDWIDTH (Internet Definition) - The amount of data (text,
BACKUP: - Redundancy is the common definition of "backup", video, sound, images, animations) that can be moved through
but in Radio & Television Traffic operations, it refers to the an Internet connection. The amount is typically measured in
duplicate copy of a computer file or program made to prevent bits per second (bps). A high speed Internet connection such
loss. Backups are usually saved to a removable medium such as a cable or DSL modem provides more bandwidth than a
as a computer diskette (sometimes called a floppy). Backing up 56K dial up modem. Also know as throughput.
your work regularly is a good computer and good business
procedure, and is recommended by every Traffic Software BANKRUPTCY: (See Chapter 7 or Chapter 11 Definitions)
System provider. Some vendors suggest storing backup disks
(or tapes) in fireproof safes or off-premises to maintain a safe BANNER: (Internet) A graphic that appears on a web page
copy of your business records. that is usually hyperlinked to an advertisers web site. May be in
a variety of formats including GIF, JPEG, Flash, HTML, Java,
JavaScript and more. Although all sizes of banners may be

available, the Standard Size Banner has been set at 468 BASIC CABLE: Channels received by cable subscribers at
pixels wide by 60 pixels deep. See iab.net for voluntary no extra charge, usually supported by advertising and small
guidelines defining specifications of banner ads. per-subscriber fees paid by cable operators.
BANNER BURNOUT: (Internet) - A term used to describe an BASIS POINT: - 0.01 percent (i.e., 1 percent = 100 basis
event when a banner has been shown to the same visitor(s) to points). Thus, when it is said that an interest rate was raised 25
the point where the click through rate has dropped basis points, that means that one-quarter of a percentage point
dramatically. Rotating banners helps to reduce banner burnout. was added to the interest rate. This can be confusing if not
expressed carefully. An interest rate that went from 2% to 2.5%
BANNER EXCHANGE: (Internet) - An Internet service that increased 25% (i.e., one-quarter of the original 2%), but the
provides free banner impressions to those willing to place free rate when up by one-half of one percentage point, i.e, 50 basis
banners on their sites. A typical exchange ratio is for every 2 points.
banners one shows for free, they get one of their banners
shown for free on some one else's site. The company running BBC (British Broadcasting Corporation): - Radio and
the banner exchange takes the other impression and tries to Television network, based in the UK.
sell it.
BCC (an email term) In Email, CC means a copy has been
BAR (Broadcast Advertiser Reports): A media research sent to one or more additional recipients simultaneously with
supplier focusing on the reporting of television commercial the original emailing. a BCC (Blind Copy) is a method of
purchases. addressing another copy to one or more recipients whos
identity is hidden from others on the email list.
BARTER: (See also- Trade or Contra) Barter is the exchange
of advertising for goods or services from an Advertiser or BCCA: (Broadcast Cable Credit Association) - an
Underwriter. In most circumstances, it is identical to a normal association for broadcasters involved in dealings between
commercial advertiser or public radio underwriter, except that broadcasters and advertising agencies and advertisers. It is
instead of compensating the Radio Station with cash receipts, affiliated with the BCFM/MFM (See entry immediately below).
they "pay" by providing value via goods or services. (For http://www.bcfm.com/index.aspx?PageID=404
Example: A Flower Shop advertises on your Radio Station, but
instead of paying "Cash" for the advertising campaign, They BCFM (Now known as MFM): The former Broadcast Cable
provide the Station with flowers, plants or gifts that the Station Financial Management Association changed its name in early
uses for Prizes or Marketing and Public Relations gestures. 2009. It is now known as MFM, The Media Financial
"Trade" is the most common term for this process, although it is Association.. http://www.bcfm.com/Default.aspx?PageID=331
also referred to as Barter. (In Canada, it is usually referred to
as Contra. All terms carry the same definition.) BCRA (Bipartisan Communications Reform Act) Also
. known as the McCain-Feingold Act, this was an updating of
BARTER: (As a form of Program Compensation) a.k.a. / rules affecting political advertising if Radio & TV Stations
BARTER SYNDICATION: - A program distribution method in licensed in the U.S. The Supreme Court, in 2010, overturned
which the syndicator retains and sells a portion of the show's several parts of it giving corporations and unions rights to run
advertising time. In "cash plus barter," the syndicator also their own supporting ads for candidates and issues and
receives some money from the station on which the program removing restrictions they challenged as depriving them of free
airs. speech rights under the Constitution.
BARTER SPLIT: (As a form of Program Compensation) The BDI: A measure of the relationship of a specific brand's sales
split of available commercial time, within the body of a to population in a specific geographic area. The BDI is derived
syndicated program, between the syndicator and the station. by dividing an area's percent of total U.S. sales by that area's
Usually expressed in minutes. percent of population.
BASELINE: - A measurement of the efficiency and/or BED: A production element, usually instrumental music or
effectiveness of current policies and/or practices that is used as sound effect played in the background of a spoken commercial,
a basis of comparison to evaluate the success of changes to promo or other announcement.
those policies and/or practices and/or to analyze trends over
time. The value measured can be anything that the BELOW THE FOLD (BTF): - This is the part of the users
organization considers to provide a relevant assessment of screen that is hidden unless the user scrolls down on the page.
success, such as revenue, profit, labor productivity, etc.
BENCHMARK: - Comparing an organization's activities,
processes, procedures and results to those of another

organization that is considered to be an industry leader or BILLBOARD (Outdoor Advertising Term): an outdoor
otherwise a model of efficiency and/or effectiveness. advertising display. Also, in broadcast, a short 5 or 10 second
announcement indicating advertiser sponsorship of a program.
BEREAVEMENT LEAVE: - Paid time off granted after the
death of a member of an employee's family. BILLING CYCLE: This is the date range period in which an
advertiser requests their Invoices should include. The most
BETA: - a test version of a product, such as a Web site or common billing cycles are end-of-flight, weekly, Standard
software, prior to final release. calendar monthly, Broadcast calendar monthly and quarterly.
BETWEEN-THE-PAGE AD (Web): Also known as interstitial BILLINGS: - The amount of client money agencies spend on
ads, between-the-page ad units display as a user navigates media purchase and other equivalent activities. Billings are
from one webpage to the next webpage. The ad appears after often as a way of measuring the size of advertising agencies.
the user leaves the initial page, but before the target page May also be defined as The amount of client money agencies
displays on the users screen. Typically, the ad is self- spend on media purchase and other equivalent activities.
contained within its own browser window, but may also appear Billings are often as a way of measuring the size of advertising
briefly as an overlay on the target page rather than in its own agencies.
browser window.
BIT: - Bit means binary digit. A bit has a value of either "one" or
BICYCLING: - A term used in syndication. Its defined as the "zero" and is the smallest unit of measurement of data within a
distribution of programs (film or videotape) to stations by closed computer system.
circuit transmission, freight or delivery by mail. Stations may be
asked to send completed program content to other stations BIT.LY: Bit.ly is a free URL shortening service that provides
creating a circuit of deliveries. Digital electronics has made the statistics for the links users share online. Bit.ly is popularly
need for this type of delivery somewhat rare, but "bicycling used to condense long URLs to make them easier to share on
programs still exists. social networks such as Twitter.
BIDDING STRATEGY: (Digital Ad Term) - Bidding Strategy: BIT RATE: - A measure of bandwidth, expressed as the
The method used to calculate or determine the optimal bid in number of bits transmitted per second. A 56 kbps modem, for
an ad auction. Possible options include flat CPM bidding or example, transmits up to 56,000 bits per second over its'
bidding a variable price based on history (past click through or connection. The "higher" a bit rate, the faster its ability to
conversion rates). transmit or receive data.
BILLBOARD (Radio or TV): - A brief opening or closing credit BLACKOUT: (Television Term) a) A ban on local
identifying a business as the sponsor of a specific feature or broadcasting of a live, usually sports, event in order to protect
program. Example: K-TDGA News is brought to you by the ticket sales and encourage attendance. b) The process by
First National Bank, serving our community for over 100 years, which national commercials are kept out of specified local
with 5 locations downtown. Traffic Directors need to know markets. Blackouts are usually executed for product/marketing
exactly what a sponsor is to receive in the way of credits and/or test purposes.
commercials in return for sponsoring a program or feature.
Brief credits are commonly known as a "Billboard." An opening BLANKET ORDER: - An order for up-to a specific dollar or unit
billboard precedes the broadcast, while a Closing Billboard amount of a product and/or service or set of products and/or
comes at the end of the program. The AAAA/RAB Task Force services. No specific dates are specified for shipping of the
defines BILLBOARD as: - In broadcast, sponsor mentions goods or provision of the services, however an expiry date will
given to an advertiser in return for a major commitment to a likely be specified. The customer, including possibly individuals
program, usually to one that purchases multiple commercials not authorized to place a blanket order, will then place
within a program (i.e., a "sponsor" of the program). In outdoor individual orders under the blanket order, as required. This is
media, a billboard is an advertising structure. also known as a MASTER ORDER..
BILLBOARD (Web/Internet Term): An IAB Universal Brand BLANKING INTERVAL: Portion of TV signal used for
Package ad unit template designed with options for rich transmission of words or text. Also called Vertical Blanking
interactivity to display prominently inline with Publishers Interval.
webpage content. A distinct feature of the Billboard is a close BLOCKING (E-Mail Term): Email blocking typically refers to
button that a user may click to collapse the ad completely if the blocking by ISPs or corporate servers. Email blocking occurs
user doesn't want to see the ad. when the receiving email server (e.g. Yahoo!, AOL, Hotmail
etc) prevents an inbound email from reaching the inbox of the

intended recipient. Most of the time the sender of the email BOOK OR BOOKS (as a noun): In Radio or TV, this is a
receivesa bounce message notifying the sender that their "slang" term that refers to the Arbitron or Nielsen (or other
email has been blocked. ISPs actively block email coming from Audience Estimate companies) Reports for your Stations'
suspected spammers. marketplace or City (DMA in Television). The results may be
issued annually, twice annually or quarterly. In Radio, they are
BLOG (also known as WEB LOG): A blog (short for "web frequently referred to as "the Spring Book", "Summer Book",
log") is a type of web page that serves as a publicly accessible Fall Book" or "Winter Book" to match the period measured by
personal journal (or log) for an individual. Typically updated the survey company.
daily, blogs often reflect the personality of the author. Blog
software usually has archives of old blogs, and is searchable. BOOK VALUE: - The tangible value of an asset as recorded in
It started out as referring to specific content management an organization's financial statements. The book value may
software (blogger), and has transitioned into a description for a differ from the value that the asset could be sold for in the open
wide range of personal pages, journals, and diary type setups. market. However, since accounting rules generally require that
the value of an asset of an organization be reduced to market
BLU-RAY: A high-definition DVD format supported by a group value when that is lower than the value previously recorded in
of manufacturers led by Sony. the company's books, book value should always be less than
or equal to market value.
BODY COPY: - The text of a print ad, not including the
headline, logo, or subscript material. The book value of an entire company does not include the
value of any intangible assets, such as goodwill, that may be
BOILERPLATE: - Standardized text that can be pasted recorded in the company's financial statements.
(usually unchanged) into legal and other documents.
BOOKENDS (also known as Tops 'n Tails): - A "slang" term
BONUS IMPRESSIONS / BONUS SPOTS: Frequently, used to describe an advertiser that requests the very first avail
Salespeople will offer an added incentive of "no charge" or in a cluster and the very last avail in the same cluster. The term
"free" announcements in return for buying a larger package of first became popular in Australia Radio, then was adopted in
announcements. Example: We'll provide 2 "bonus" spots for TV in the USA. Today, Advertising agencies use the "Tops and
every 10 announcements purchased and scheduled over the Tails" approach to tell part of their advertising "story" in the
next 13-week period. Generally, the announcements are opening of a "spot cluster", then complete it in the closing of
treated identical to the paid announcements regarding the same spot grouping.
scheduling (or may be restricted to time periods with less
demand.) A Traffic Director should always be aware of their BOOKMARK (Internet Term): a routine that allows you to
Stations' policy regarding the scheduling of "bonus" spots. The save a reference to a site or page that you have already
AAAA/RAB Task Force defines BONUS as: - Additional visited. At a later point in time, you can use a bookmark to
commercials given to an advertiser usually at no charge in return to that page. It commonly refers to a feature of Netscape
return for a paid schedule. Navigator (a web browser) that allows you to collect and
organize bookmarks of your favorite web sites.
BONUS PACKS: - Special packaging that provides consumers
with extra quantity of merchandise at no extra charge over the BOOT: While most of the computer terminology has been
regular price. allocated in this Study Guide to an area not included in the
Certification process-the term: "Boot" is an exception. Boot is
BMI (Broadcast Music, Inc.): An organization that represents simply the "slang" term that means to "turn on" or "start" your
composers, music publishers and other copyright holders. BMI computer. To "Boot" your computer means turn it on. To "Re-
negotiates annual fees for the rights to broadcast its Boot" your computer means to "restart" it.
copyrighted music. Similar to, but a separate entity from
ASCAP. BOUNCE: - What happens when emails are returned to the
email server as undeliverable.
BOARDFILE: A component of the Marketron Traffic System,
but the name has become a commonplace term within Radio BPS BITS PER SECOND (Internet) is a measurement of
Traffic departments. The Boardfile component , Marketron tells how much data, called bits, can be transferred through a
us, is where individual spot traffic is managed and logs are network connection in one second. When the amount goes
prepared, generated, reconciled, and posted. over 100,000 bps it will often be shorted to 1 mega bit per
second (mbps).
BOB: Business On the Books
BRAND DEVELOPMENT INDEX (BDI)- A measure of the
BOOK (as a verb): Scheduling a broadcast program or relationship between a specific brands sales to population in a
commercial. One books a program or a spot. specific geographic area. The BDI is calculated by dividing an

areas percent of total US sales by that areas percent of

population. BREAK POSITION: The location of a block of commercial
time, also know as a pod, either within or adjacent to a
BRANDING This term refers to Advertising or Product program.
Placement where the advertisers aims more at recognition by
the consumer of his particular company image or exposure BRIDGING: - Programming maneuver to damage a competing
than actually trying to sell the specific product advertised. The show by starting 30 minutes earlier, thus gaining the advantage
theory of branding as an advertising approach is that the of being in progress when the other show(s) begins.
shelf-life of remembering a company brand long outlasts the
impact of a 30-second spot aimed at a specific item. For BROADBAND: A general term once described as an internet
example- promoting Kelloggs is branding, but emphasis on connection faster than 56K. Broadband usually means 512K or
Corn Flakes specifically is product advertising. You might greater. Capable of Voice, high-speed data, video-demand and
consider branding to be generic or image advertising rather interactive delivery services. Note that the FCC arbitrarily
than ads targeted to one product offered by that company. upgraded the speeds (data transfer rates) in July of 2010.
Broadband now appears to be described as a service that
BREACH OF CONTRACT: - Failure by (at least) one party to actually enables an end user to download at 4 Mbps and
live up to the terms and conditions of an agreement. upload at 1 Mbps. The choice of 4 Mbps reflects an estimate
of the speed needed to watch high-quality video (not high-
BREAKEVEN ANALYSIS: - A process typically used when definition) while others in the household simultaneously use
deciding whether to proceed with a new business or project. email and browse the Internet. Advertised speeds up to so-
The breakeven analysis determines the level of sales required and-so do not count. What matters is the speed actually
such that the new business/project will exactly break even, i.e. delivered.
neither make a profit nor a loss. Obviously, if the projected
sales are lower than this breakeven point then the project BROADBAND SERVICES: - High-speed cable Internet, digital
should not be undertaken. However, that is a minimum cable and digital phone services all through a single pipeline.
requirement. Projects/new businesses should be undertaken
BROADCAST (as a Noun): Commonly, the term refers to a
only if they are projected to deliver a rate of return equal to or
program that was "aired" over your Radio Station, such as "the
greater than the company's hurdle rate of return. Note 1: In the
program was broadcast at 9-PM last night". This base definition
above paragraph, "project" should be read as having a broad
may take on a second and totally different definition when
definition and would include, for example, simply the purchase
referred to as a "Rebroadcast". (See Rebroadcast - as a noun.)
of a new piece of equipment. Note 2: The benefit of a new
project within an existing business might not be an increase in BROADCAST (as a Verb): The act of presenting something
sales, but rather, for example, a decrease in the cost per unit of intended to a wide variety of potential listeners or viewers. This
production. In this case, a breakeven analysis is still would be the opposite of a "Narrowcast" which is something
appropriate because it shows the level of sales required such intended for one or more selected recipients. Think of a phone
that those lower costs per unit will cover the fixed costs of the call as a Narrowcast, while a conference call with many
project. participants as being broadcast. This base definition may take
on a second and totally different definition when referred to as
BREAKS: (See Also Stop Sets, Spot Sets, Pods, Spot
a "Rebroadcast". (See Rebroadcast - as a Verb.)
Clusters) A grouping of avails clustered together to
accommodate commercials, promos or announcements to be BROADCAST CALENDAR: A specialized calendar used by
broadcast between breaks in programming content. These Advertising Agencies and the media, comprised of numbered
groupings are known by several terms, all with the same broadcast weeks, always beginning on a Monday and always
definition. Frequently these Breaks are indentified ending on a Sunday. A Broadcast Month always ends on the
chronologically within a Program, such as Break-One. last Sunday of the current month, and a new Broadcast Month
Break-Two, etc.) begins on the Monday immediately following the last Sunday of
a month. The purpose of the "Broadcast Calendar" was to
BREAK CODES: Defines the type of spot that can place in a
permit advertisers to plan full and complete weekly campaigns
given position within a format. Break Codes are defined in
and to avoid a "month" ending partway through a week. All
Format Codes. Examples of break codes are:
Broadcast Months are exactly 4-weeks long or exactly 5-
weeks long. Traffic Directors must know when scheduling a
BBD - Billboard
Contract (or Order) if it is to be scheduled and billed (Invoiced)
PGM - Programming
using the "Standard Calendar" or "Broadcast Calendar"
PROMO - Promotional Break Class
method.
PSA - Public Service Announcement
ID - Station Identification
SPOT - Commercial Break Class
BROADCAST CASH FLOW: Broadcast cash flow is calculated campaigns, provocative public statements, appeals for federal
as income from operations, plus corporate expenses, intervention, and a general desire to crush the other side.
depreciation, amortization of intangible assets and broadcast
rights (excluding barter), non-cash contract termination fees, B-T-A (Best Times Available): BTA is an acronym for "Best
non-cash impairment charges, loss (gain) on asset exchange Times Available". Many Radio Stations use the term
and loss (gain) on asset disposal, net, minus broadcast rights interchangeably with ROS (Run of Station or Run of Schedule).
payments. It is an instruction for where to place announcements over a
pre-defined range of hours. Each Station develops its' own
BROADCAST COVERAGE AREA: - The geographic area range of hours for BTA. Examples might be anywhere between
within which a signal from an originating station can be 6-AM and 12-PM, or might be anywhere during the "Broadcast
received. Day" that avails remain unsold after placing higher priority
Orders. The AAAA/RAB Task Force defines BTA (Best Time
BROADCAST DAY: A Broadcast Day begins at the time your Available) as: - Commercials which are scheduled by the
Radio Station recognizes as the beginning time of it's' station to run at the best available time after all other sponsor
Broadcast Schedule for each day. For example, if a Station commitments are met, usually at night or on weekends.
signs on at 5-am and signs off at 1-AM the following morning-
its' Broadcast Day would be from 5-AM until 1-AM the next day. BTF: (See Below The Fold)
Other Stations operating 24-hours per day might consider their
Broadcast Day to begin at 12-AM and end at 12-AM the BUFFERING: - Similar to caching, buffering is the process by
following morning. which streaming media enters the user's computer at rates
faster than it can be played or displayed. Buffering allows your
BROADCAST EXCHANGE FORMAT (BXF): BXF is a computer to "store temporarily this "faster feed", hold it in
protocol for data exchange among otherwise incompatible memory and then allow it to be played back at a speed the
broadcast systems. Often, incompatible systems are computer can more effectively handle.
purchased within a single organization because only the needs
of a particular division are considered. BXF offers an interface BUG / BUGS: - (First Definition) A flaw, fault or unplanned
standard that allows the traffic and master control folks to pick computer programming error that causes software application
the system that meets their respective needs. As long as both to crash, or produce unexpected results. While software
systems speak BXF, they can communicate. BXF (Broadcast suppliers test their programs extensively prior to release, it is
eXchange Format) standardizes the communication of three not uncommon for these bugs to create unique errors for the
basic types of data exchange defined by a set of SMPTE user. Bugs are to be reported to the vendor and most are
standards. 1. Schedule and as run information; 2. Content addressed and corrected by sending out fixes or new copies
metadata; and 3. Content movement instructions. of the application.
BROADCAST MONTH: Always begins on the Monday BUGS (Second Definition TV): - In an effort to brand their
immediately following the last Sunday in a month, unless your television product, networks, stations and or program
Station specifically does not recognize the Broadcast Calendar. producers frequently insert their station/network logo super-
(See Broadcast Calendar.) imposed over the actual programming. This is usually placed in
a corner of the screen to serve as a branding reminder the
BROADCAST WEEK: Always begins on a Monday and ends viewer is tuned to a certain network or station.
on a Sunday. This has become an Industry Standard to avoid
confusion over which day is considered the "first" day of the BUG / BUGS: (Computer): - While similar to the design-flaw
Week. In Broadcasting, the first day is always Monday. (See type of bug outlined above, theres another one also called by
Broadcast Calendar.) several names such as Virus, Trojan horse, worms, etc. but
in common usage frequently referred to as the latest bug to
BROWSER: - An application that finds and displays Web hit the Internet or E-Mail. The difference is that these bugs are
pages. Microsoft Internet Explorer (called simply IE), FireFox, purposely induced into computer systems by hackers. The
and Netcruiser are examples of browsers that enable you to earlier type of similar software bug is accidentally introduced.
view text and images and many other WWW features. They are Fortunately, this virus type of bug for most of us is frequently
software that must be installed on your computer. avoided with anti-virus software. (Actually that kind of bug is
different in that it is purposely injected into the system.) One
BROWSER WAR: a catch phrase that refers to the battles bug is an accident; the other (worm, virus, Trojan horses, etc.)
between Netscape and Microsoft for dominance of the web is the work of those with demented minds.
browser market. Both sides seek to maximize their product's
marketshare and mindshare in cyberspace. The battles are BULK BUY: Usually defined as a larger than normal
marked by short product development cycles, publicity advertising / underwriting commitment to receive a more
favorable "per announcement" rate. An example would be if

your normal rate was $30 per announcement, but the

advertiser agreed to buy 500 announcements over the next BUSINESS PLAN: - A written document detailing the overall
year, in order to receive a rate of $25 per announcement. plan for the business in terms of marketing, operations and
Traffic Software or Traffic Directors are asked to "keep track" of finance.
the announcements promised, actually used and amount still
needed to fulfill the total commitment. BUTTONS: - 1) clickable graphic that contains certain
functionality, such as taking one someplace or executing a
Newspapers offer advertisers Bulk Buys as well - decreasing program; 2) buttons can also be ads. See iab.net for voluntary
rates (calculated by multiplying the number of inches by the guidelines defining specifications of button ads.
cost per inch) as they use more inches.
BUTTON-2 (Web Ad Size): A small rectangular standard ad
BULLETIN BOARD SYSTEM (BBS): An open computer unit with the size 120x60 pixels.
system that members can dial into in order to send email, join
discussion groups, and download files. Since the 1970s, BBS's BUY: The process of negotiating, ordering, and confirming the
have provided an early means for home users to get online. selection of purchased media time.
Originally, BBS's were freestanding local systems, but now
many provide access to Internet email, telnet, FTP, and other BUYERS REMORSE: - See Cognitive Dissonance
Internet services.
BUYING SERVICE: A company primarily engaged in the
BUMP (BUMPED SPOT): A "Bump" is the term used to purchase of media for advertising purposes. The Buying
describe a spot that was rejected by your scheduling software Service works on behalf of an advertising agency and or
when a program log was assembled because there was some advertiser, and it supplants part of the advertising agency
specific instruction or criteria that could not be met. There may media function. Also known as a media buying specialist, or
have been many reasons to "bump" the spot: (1) there were no time/space buying specialist/service.
unsold avails remaining in the time period desired; (2) the
system could not separate the announcement far enough away BUY SHEET: The form used by a media buyer to keep track of
from a competitors product; (3) there were too many the data on a media selection buy.
announcements for the same advertiser to provide required
"same-advertiser" separation; or (4) placing the spot would BXF: (See Broadcast Exchange Format.)
have exceeded the pre-set maximum limit for commercial BYOD (Bring Your Own Digital) An acronym for concerns
content, etc. A "Bumped Spot" situation is resolved by placing it and policies involving employees bring their own cellphones,
on the log through manual editing, rescheduling it with less iPads or other electronics to the workplace, accessing
restrictive criteria, moving it to another hour or daypart with employee networking, files or WiFi. IT staffers develop
avails remaining (if permitted by the Order), or moving it to BYOD policies to protect company systems, while giving
another permitted broadcast day or by deleting it. staffers convenient usage..
BUMP LIST: - A group of spots and advertisers "bumped" BYTE: - A byte is a unit of memory made up of 8 bits. This
during Program Log Assembly. This List is generally would be equivalent to the amount of "bits" needed to display a
maintained by your Traffic Software System for rescheduling as digit or letter from the alphabet by a typical computer. Byte is a
Inventory permits. binary term. Think of 8 bits make up a byte, and a byte is a
BUMPER or BUMPER MUSIC: A pre-recorded production single letter or numbered digit on your computer.
element containing voice-over music that acts as a transition to
or from a stop set and other content. C
BURIED POSITION (Newspaper Term): - Placing an ad C - COUNTIES: The classification of counties based on
between other ads in a print publication, so that readers are Census household counts and metropolitan proximity. "C"
less likely to see it. counties are counties not defined as A or B counties that have
more than 20,000 households or are in Consolidated
BURN RATE: - The rate at which cash outflows exceed cash Metropolitan Statistical Areas or Metropolitan Statistical Areas
inflows. This is typical in a start-up company that is spending its with more than 20,000 households. . The combined counties
venture capital while it works to become profitable. contain 15% of United States households.
BURSTING: - A media scheduling method for promoting C LEVEL: - An executive at the upper echelon of corporate
highticket items that require careful consideration, such as management. Typically having a title that starts with "chief",
running the same commercial every half-hour on the same such as chief executive officer (CEO), chief financial officer
network in prime time.
(CFO), chief operating officer (COO), chief information officer CABLE TELEVISION (CABLE TV or CATV) : Reception of TV
(CIO), chief technology officer (CTO). signals via cable (wires) rather than over the air via a TV
antenna. Cable television systems are generally called cable
CAB: (1) Cable Advertising Bureau (2) Canadian Association systems; the companies that own and operate them are known
of Broadcasters. Note: The Canadian Association of as cable system operators or cablecasters.
Broadcasters curtailed its operations as of May 31, 2010;
information on their website is for reference purposes only and CACHE: - (pronounced: "cash") This is the term for the
has not been updated. computer memory that stores information frequently used by
the computer. It is usually stored in a separate section of the
CABLE ACTIVITY REPORT: A syndicated report from computer memory or in an applications memory. This permits
Nielsen Media Research that provides cable networks with the computer to recall it faster when needed, as opposed to
average and cumulative household audience information by having to find it somewhere on a large capacity hard disk.
daypart for both cable and broadcast networks. A companion Netscape, Internet Explorer and other "browsers" usually have
report, called the Audience Composition Report, contains their own "cache" sections to speed up access to frequently
Viewers-per-1000 Viewing Households (VPVHs) for the same recalled screens.
cable networks across the same dayparts.
CACHE BURSTING: (Internet) - This process, also known as
CABLE ADVERTISING BUREAU: (CAB) A trade "defeating cache", is accomplished by adding a random
organization established by the cable industry to provide number to the banner HTML each time the page is reloaded.
promotional, sales and advisory services to the cable industry This causes a separate banner request to be sent to the
server, thus insuring the banner is not cached and banner
CABLE CONVERTER: Equipment in the homes of cable advertisement impressions are not undercounted.
subscribers used to convert cable signals to normal TV
channels. Sophisticated, "addressable" cable converters also CAFETERIA STYLE BENEFITS: - An benefits program that
allow cable operators to activate, disconnect or unscramble the allows employees to choose from a selection of available
signal received by a subscriber. benefits, up to a maximum value or number of choices defined
by the plan. Employees can thus choose those benefits that
CABLE MODEM: A system of connecting with the Internet are of greatest value to them given their unique personal
that offers high speed data transfer direct to the computer. A requirements and interests. Also called "cafeteria plan".
modem designed to operate over cable TV lines. Because the
coaxial cable used by cable TV provides much greater CALENDAR BILLING: This is handling the billing (Invoicing)
bandwidth than telephone lines, a cable modem can be used to for an advertiser based on the regular Calendar configuration.
achieve extremely fast access to the World Wide Web. (Julian or Gregorian-type Calendar, as opposed to the
CABLE ORIGINATION: Programming originated by cable "Broadcast Calendar). Calendar Billing begins the month on its
television exclusive of broadcast signals. first day and ends on the final day of the "regular" Calendar.
CABLE PASSED: Percentage of TV households that are CALL LETTERS (CALLS): The Federal Communications
able to receive cable TV. Commission (FCC) assigns a specific identification to every
federally licenses Broadcast Station (Radio, Television and
CABLE PENETRATION: The proportion of cable subscriber nearly all other classes of transmitters.) Radio Stations are
homes to all television homes in an area. This figure is required to broadcast these identifying Call Letters (and city of
expressed as a percentage. For example, if cable television is license) at last once each hour. Nearly all United States
in 50,000 households in a market, and the number of TV Broadcast Stations are assigned 3, 4, 5 or 6 actual letters of
households in the same market is 450,000, the cable the alphabet. [KYW, WABC, KGO-TV and KCBS-FM as
penetration is 11.1%. examples] Generally speaking Stations East of the Mississippi
River start with "W" and West of the Mississippi start with "K".
CABLE PLUS: Based on a households ability to receive There are definitely exceptions to this "rule of thumb", however.
cable channels via a wire to the home from a cable headend Traffic Directors should know the components of an officially
located in the community or via any other alternate delivery required Station ID. Legally, a station is not K-Earth 101-- In
source (ADS) such as C-Band Satellite Dish, Direct Broadcast the eyes of the FCC; it is KRTH-FM, Los Angeles. Identifying
Satellite (DBS) TV Systems, Wireless cable, etc. "slogans" are not Call Letters!
CABLE SYSTEM OPERATOR: The person or company that CALL-TO-ACTION (Non-Comm Radio) Public or Non-
owns and maintains and is responsible for the cable television Commercial Stations are prohibited from urging any wording
system(s) in one or more communities. that might be interpreted as ask a listener (or viewer) to initiate
any action toward purchasing a product supplied by an
underwriter or sponsor of a program. Words like Call, Phone,

Visit, Buy, or anything that requires a next step to buy falls into
this prohibited wording under the guise of Identifying the CAPITAL EXPENDITURE: - An expenditure that is incurred to
underwriter or company funding support for the Station or gain some future benefit. An example is funds spent to buy a
program. This includes enticements such as Sale, Discount, new plant and/or equipment, which won't deliver an immediate
Limited Offers, Etc. benefit, but which will be used to generate future revenues as
programs or revenue producing content is created using the
CALL-TO-ACTION (Website) : A call to action is a text link, equipment. Sometimes abbreviated as CAPEX.
button, image, or some type of web link that encourages a
website visitor to visit a landing page and become of lead. CAPITAL GAIN (or Loss): - The difference between the
Some examples of CTAs are Subscribe Now or Download purchase price of an asset and its selling price. If the difference
the Whitepaper Today. is positive it is a capital gain. If the difference is negative it is a
capital loss.
CAMPAIGN: A specific advertising effort on behalf of a CAPTION: (1) An advertisements headline; (2) The text
particular product or service, which extends over a specified accompanying an illustration, cartoon graphic or photograph.
period of time. Campaigns are also sometimes referred to as a
Flight. CARE OF: A Care Of field usually associated with a mailing
CAN-SPAM ACT of 2003 - Federal anti-spam legislation address or person to contact.
passed in 2003 that requires the following in each email: a CARRYOVER EFFECT: A delayed or lagged effect whereby
legitimate header, a valid "From" address, a straightforward the impact of advertising on sales can occur during a
"Subject" line, an unsubscribe / opt-out link and/or instructions subsequent time period.
and a physical address. It also requires that all unsubscribes
are processed within ten days of receipt. CART: This is a "slang" term, which was originally a shortened
CANADIAN ASSOCIATION OF BROADCASTERS (CAB): version of Cartridge. A Cart (or cartridge) held one or more pre-
Note: The Canadian Association of Broadcasters curtailed its recorded announcements on what was a "loop" of recording
operations as of May 31, 2010; information on their website is tape. Ironically, as the word became common and
for reference purposes only and has not been updated. It had interchangeable for "recorded announcement", the cart itself
described itself as A trade organization that represented the became nearly obsolete as Digital Audio Systems became the
majority of private radio, television and specialty television preferred method for storing larger numbers of announcements
services in Canada. for playback on demand. Carts are also referred to by their
maximum length of recording time, such as a 40-second cart,
CANADIAN BROADCASTING CORPORATION (CBC): One 70-second cart, 3 1/2-minute cart, etc.
of Canadas networks, operated as a Crown corporation. The
network operates both an English-language and French- CART NUMBER (CUT NUMBER) (MEDIA ID): (Also see
language services and has coverage throughout all regions in Cart). As Traffic Directors would schedule announcements pre-
Canada. recorded on Carts (or Cartridges), each "Cart" was assigned a
number. The Program Log could then show the broadcaster
CANADIAN RADIO-TELEVISION AND where to find the correct announcement by referring to it as
TELECOMMUNICATIONS COMMISSION (CRTC): Cart Number. As Digital Audio Systems replaced "carts",
Established in 1968 under provisions of the Broadcasting Act, referring to "cart numbers" became a difficult habit to break and
this independent agency regulates and supervises all aspects consequently even though the announcement may no longer
of the Canadian television system. It is the equivalent to the be contained on a "cartridge", they are still frequently identified
FCC in the U.S. as "Cart Numbers". With thousands of Radio Stations using
Traffic Software written during the peak of "cartridge" use, it
CANCELLATION PERIOD / CANCELLATION POLICY: - The appears destined that the Digital Cut number will be referred to
terms under which an advertiser can cancel a schedule that as a "Cart Number" for years to come. It is interchangeable
has already been purchased and scheduled to be broadcast, with the Term Media ID.
including the required amount of time for advance notice and
any applicable financial consequence to be applied for early CASE SENSITIVE (As used for the Internet): Capital letters
termination of the schedule. . (upper case) retrieve only upper case. Most search tools are
not case sensitive or only respond to initial capitals, as in
CANS: Slang term for headphones. proper names. It is always safe to key all lower case (no
capitals), because lower case will always retrieve upper case.
CAPITAL BUDGET: - A spending plan for assets that are
expected to last for several years, such as machinery, CASH BASIS: - An accounting method that revenues and
buildings, land, etc. expenses into the organization's books at the time that the

cash either comes into or out of the company. (The most CC (defined as Conclusion): The conclusion of a broadcast.
common alternate form is the Accrual Basis). For example, a program may run from 11:30pm - CC.
CASH COWS: - Products that are in a low growth market, but CC: (acronym for Closed Captioning) Closed Captioning is a
which hold a high share of that market and generate a large sub-titled text shown on the screen for those with hearing
cash flow from it. Because the market is reasonably mature, impairments.
with little or no growth (or possibly in decline) and the existing
competitors are well established, new competitors will be CC: (an email term) In Email, CC means a copy or Content
reluctant to enter the market. Thus, the product can maintain its Copied gas been sent to one or more additional recipients
sales and profitability with minimal ongoing investment in simultaneously with the original emailing. Note that there is
marketing and product development. "Cash cows" is one of also another copy technique known as BCC (Blind Copy)
four categories in the "Boston Matrix", a two by two matrix which means others receiving the email, will not know this
relating market share and market growth. The Boston Matrix separate copy was send to the recipient in the BCC category.
was developed by Boston Consulting Group. The other three
categories in the matrix are PROBLEM CHILDREN, DOGS CD-ROM: - Short for "Compact Disk- Read Only Memory. CD
and STARS. Disks are used to store data, music or other files, applications
and actual data from programs. The reference to "Read Only"
CASH DISCOUNT: A discount allowed by some advertising means your computer can go to it to read information, but you
media to encourage prompt payment (e.g., a 2% discount for cannot record new information on the CD. (This requires the
Cash In Advance of delivery; or a Discount if paid within 10 use of a "Rewritable" CD.
days). A Cash Discount is not universal and the terms may
vary between different advertising providers. Note all stations CEASE AD DESIST ORDER: (1) An action by the Federal
offer a discount as an incentive for early payment.) Trade Commission that orders a company to stop engaging in
a practice that is consisted deceptive or misleading until a
CASH FLOW: - The movement of cash into and out of a hearing is held; (2) An Order from a court requiring the
company. This differs from the concept of an accounting immediate stop to any action or advertisement for which civil
income and expense statement, which attributes income and action has been brought or is in the process of going through
expenses to the periods in which they are earned or during legal channels.
which the benefit of an asset is received. For example, an
income statement, purchased equipment is depreciated over a CENSUS METROPOLITAN AREA (CMA): The term used by
number of years rather than accounting for the full purchase Statistics Canada to denote the main labour market area of an
price when it is paid. In contrast, a cash flow analysis looks at urbanized core having 100,000 or more population. CMAs are
when funds are actually paid or received. not used in the United States.
CASSANDRA: A computerized program analysis system CENTER SPREAD (Printing Term): The two facing pages in
from Nielsen Media Research that provides telecast the center of a publication.
information for selected nationally distributed syndicated
programs on a market-by-market basis. CENTRALIZED TRAFFIC DEPARTMENT: A staff of
employees, usually located at one or more locations,
CATEGORY DEVELOPMENT INDEX (CDI): [Also See BDI or responsible for all the traffic or scheduling of multiple stations
Brand Development Index] - A measure of the relationship of spread over a large region or the entire country. More
a specific categorys sales to population in a specific commonly known as Traffic Hubs. Television Traffic Hubs
geographic area. The CDI is derived by dividing an areas became increasingly commonplace in the last half of the first
percent of total U.S. sales by that areas percent of population. decade of the 21st Century (2000-2010). The logic was to pool
Comparing BDI and CDI can be helpful in gauging brand or Traffic personnel in one location where their functions could
category potential. serve a larger number of stations. The presumption was seen
as staff cost savings and higher efficiency.
CATV -- Community Antenna Television; another name for
cable television. Abbreviation was first used in the early days of Many Traffic Hubs retain one or two personnel at each
cable television by Al Warren, publisher/founder of industry outlying location to handle late arriving orders, copy or
newsletter Television Digest. programming changes caused by breaking news events. These
outlying areas are often referred to as spokes, served by the
CAVEAT EMPTOR: - Latin for, "let the buyer beware." It
centralized hub.
means that it is the purchaser's, not the seller's responsibility to
investigate the worth and worthiness of the product or service
CEO: - chief executive officer
he or she is buying.
CFO: - chief financial officer

acts as trustee of the business. Chapter 11 affords the debtor

CGI - Common Gateway Interface is a popular scripting in possession a number of mechanisms to restructure its
language that enables programmers to create dynamic web business. A debtor in possession can acquire financing and
pages. An example of a CGI powered web site feature might loans on favorable terms by giving new lenders first priority on
be a web site's feedback form or banner rotation program. the business' earnings. The court may also permit the debtor in
CGIs are used to allow a user to pass data to a Web server, possession to reject and cancel contracts. Debtors are also
most commonly in a Web based form. Specifically, CGI scripts protected from other litigation against the business through the
are used with forms such as pull down menus or text entry imposition of an automatic stay. While the automatic stay is in
areas with an accompanying submit button. The input from the place, most litigation against the debtor is stayed, or put on
form is processed by a program (the CGI script itself) on a hold, until it can be resolved in bankruptcy court, or resumed in
remote Web server. its original venue. If the business's debts exceed its assets,
the bankruptcy restructuring results in the company's owners
CHALLENGE RESPONSE - An automated message triggered being left with nothing; instead, the owners' rights and interests
by the receipt of an email for the purpose of identifying the are ended and the company's creditors are left with ownership
sender as a trusted source. The challenge is a message to the of the newly reorganized company.
sender of the email with instructions on how to validate
themselves. If the sender provides a valid response, his email CHARACTER GENERATOR: A studio device for
address is added to the recipient's list of trusted senders and electronically projecting text across a television screen.
his message is passed along to the recipient.
CHART OF ACCOUNTS: - A list of the names and the
CHANNEL: A frequency band assigned by the FCC for AM, assigned internal numbers assigned to all of the accounts that
FM or TV transmission. Each broadcast television station is appear in a company's general ledger.
permitted to operate on only one channel. Channels are
assigned geographically to minimize interference between CHARTER: - Synonym for articles of incorporation.
stations. A "channel" is also a Web site that automatically
delivers information to the user's computer at times specified CHAT (Internet Term): a form of interactive online
by the user. Any Web site can be a channel. communication that enables typed conversations to occur in
real-time. When participating in a chat discussion, your
CHAPTER 7 (BANKRUPTCY): - When a troubled business is messages are instantaneously relayed to other members in the
badly in debt and unable to service that debt or pay its chat room while other members' messages are instantaneously
creditors, it may file (or be forced by its creditors to file) for relayed to you.
bankruptcy in a federal court under Chapter 7. A Chapter 7
filing means that the business ceases operations unless CHECKERBOARDING: The standard method of scheduling
continued by the Chapter 7 Trustee. A Chapter 7 Trustee is programs in prime time by offering different programs in the
appointed almost immediately, with broad powers to examine same time period every night. This is the opposite of "strip"
the business's financial affairs. The Trustee generally sells all programming, in which the same series airs different episodes
the assets and distributes the proceeds to the creditors. This in the same time period every day. Strip program scheduling is
may or may not mean that all employees will lose their jobs. the prevailing form for all other dayparts except prime time.
When a very large company enters Chapter 7 bankruptcy,
entire divisions of the company may be sold intact to other CHURN: Turnover of cable subscribers as a result of
companies during the liquidation. In a Chapter 7 case, a disconnects and new customers.
corporation or partnership does not receive a bankruptcy
dischargeinstead, the entity is dissolved. (See Chapter 13 CHURN RATE: For any given period of time, the number of
Bankruptcy) participants who discontinue their use of a service divided by
the average number of total participants. Churn rate provides
CHAPTER 11 (BANKRUPTCY): - When a business is unable insight into the growth or decline of the subscriber base as well
to service its debt or pay its creditors, the business or its as the average length of participation in the service.
creditors can file with a federal bankruptcy court for protection
under either Chapter 7 or Chapter 11. In Chapter 11, in most CHURN RATE CALCULATION:
instances the debtor remains in control of its business
operations as a debtor in possession, and is subject to the (1 ) - Determine how many customers stopped purchasing
oversight and jurisdiction of the court. Chapter 11 retains many products or discontinued services offered by the company.
of the features present in all, or most, bankruptcy proceedings (2 ) - Determine the number of new customers that the
in the U.S. It provides additional tools for debtors as well. Most business has taken on.
importantly, 11 U.S.C. 1108 empowers the trustee to operate (33 ) - Divide to calculate the churn rate. Churn can be
the debtor's business. In Chapter 11, unless a separate trustee calculated by dividing the number of customers who were lost
is appointed for cause, the debtor, as debtor in possession, by the number of new customer accounts.
CLEARANCE: - The broadcasting stations that carry or clears

Read more: How to Calculate Churn | eHow.com a network or syndicated program and/or its commercials. This
http://www.ehow.com/how_8593955_calculate- list is usually accompanied by a coverage percentage
churn.html#ixzz1wSDk0zzt indicating the percentage of the population in markets in which
the program airs. Non-clearance refers to commercials that had
CIO - Chief Information Officer: - The executive responsible been negotiated but could not be scheduled due to tight
for setting strategy and managing information technology inventory. In such cases, the station will often try to offer a
hardware, software and services within a company and solution (i.e., opening up dayparts, making good within flight --
ensuring that they help fulfill the organization's objectives. which moves the commercials from one week to another, etc.).
Abbreviated as CIO.
CLICK (Web/Internet Ad Term): An interaction between a
CIRCULATION: (Printing Term) A term used in print media to website visitor and the browser in which the website visitor
refer to the total number of copies sold or distributed by a uses a device, such as a mouse, to move the cursor (or
publication. pointer) to an active area of the screen and then deliberately
interacts with that area by clicking a button on their device,
CIRCUS LAYOUT (Print Term): A layout style filled with triggering an event. In the case of touch-screen devices, the
multiple illustrations, oversized type, reverse blocks, tilts, or user clicks by touching the active area with their finger or a
other gimmicks to bring an ad alive and make it interesting. stylus.
CITY OF LICENSE: A city of license or community of license, CLICK RATE: The percentage of impressions that resulted
in American and Canadian broadcasting, is the community that in a visitor. Calculated by dividing the number of clicks by the
a radio station or television station is officially licensed to serve number of impressions. For example if a banner was clicked on
by that country's broadcast regulator (FCC or CRTC). Various 157 times after being displayed 1000 times, the banner would
specific obligations have been applied to broadcasters by have a click rate of ( 157 1000 = .157 ) 15.7%. This is known
governments to fulfill public policy objectives of broadcast as the banner's click through rate. Usually a number above 5%
localism, both in radio and later also in television, based on the is considered very good while the standard for graphical
legislative presumption that a broadcaster fills a similar role to banner ads 0.25%.
that held by community newspaper publishers.
CLICK-THROUGH RATE (CTR) - It is one of the most
CLASSES OF TIME: In political parlance, "Classes" of Time important terms for digital advertisers The percentage (the
refer to specific categories and how they are treated in the number of unique clicks divided by the number that were
scheduling process. Generally recognized by the FCC as opened) of recipients that click on a given URL in your e-mail
"Classes" of time are "Fixed positions", "Non-preemptible", or Website. (See Click Rate Above).
"Preemptible with notice", "Immediately preemptible and
"ROS." (Each of these Classes of time is more fully described CLICK URL: The website URL where a visitor is sent when the
in this Study Guide.) ad is clicked. Click-tracking URLs are often dynamically
generated by an ad server before sending the visitor to the
CLASSIFIED ADVERTISING: Advertising that runs in actual destination or landing URL.
newspapers, magazines, websites that generally contains text
only and is arranged under a category (or classification) CLICKS: (Internet) - The number of click throughs that have
subheading according to the product, service, or offering. occurred as a result of a user clicking on a banner and being
Employment, real estate, and used vehicle ads are the major redirected to an advertisers web page.
forms of classified advertising. With the advent of Broadcast
Stations using websites as Sales vehicles, it provides an CLIENT: - In advertising a client is usually the Customer. In
opportunity to sell listings on the Station Classifieds. computers, the "Client" is the software application that receives
Classified ads are usually extremely modest in cost when data from a "server". A Web Browser, for example, is the
compared to other Display Ads or Banners. "client" of a Web Server. Think of Clients as individual PC's that
CLEAR AD NOTICE (Web): CLEAR is an acronym for Control are receiving most of their information or data from a Master
Links for Education and Advertising Responsibly, a set of Computer that simply holds incredible amounts of information
technical guidelines developed by the Interactive Advertising (that's the Server). The Client goes to the Server and says give
Bureau (IAB) and the Network Advertising Initiative (NAI) to me some information to work with on a particular project. A
empower members of the online advertising community to student going to a Library to borrow research would be
communicate their presence and behavioral advertising identical to a Client going to the Server.
targeting practices (if any) to consumers in a simple and direct
CLIENT USER (Mobile): A mobile device that interacts with
manner. Derived from:
an application, essentially executing or
http://www.iab.net/media/file/CLEAR_Ad_Notice_Final_20100408.pdf

otherwise reviewing the application. The number of Users multi-stage cluster samples not every element is surveyed. An
(people) or the demographic characteristics of the Users example of a cluster is a block group.
interacting with the application through the Client User is not
necessarily known. CLUTTER: - Excessive amounts of advertising carried by
media vehicles. Term refers to the total amount of advertising
CLIO AWARDS: Awards given for excellence in television time and space and to its scheduling long strings of
and radio advertising. consecutive commercials for broadcasting.
CLOSE OF BUSINESS: - COB CLUTTER TESTS: Method of pretesting in which commercials

are grouped with noncompetitive control commercials and
CLOSE-X (Web Term): A creative control that enables a user shown to prospective customers to measure their effectiveness
to close an ad (remove it from view) or to reduce an expanded in gaining attention, increasing brand awareness,
panel back to its original size. comprehension, and causing attitude shifts.
CLOSED CAPTION (CC): Visual captioning on a television COB (CLOSE OF BUSINESS): - "Close of business." Refers
screen for the hearing impaired that superimposes subtitles on to any arrangement that is due or becomes valid or invalid at
programs. Distributed via Line 21 of the Vertical Blanking the end of the business day.
Interval, CC requires a decoder to view it.
CODEC: Short for compressor/decompressor. Codecs are
CLOSED SHOP: - A business where one or more groups of computer algorithms that are used to compress the size of
employees are required to be members of a specified labor audio, video, and image files. Because these compressed files
union as a condition of employment. are much smaller, they do not require as much bandwidth
when they are streamed or stored on a computer. The same
CLOUD COMPUTING: - is Web-based processing, whereby codec that originally compressed the file must be used to
shared resources, software, and information are provided to decompress and open the file.
computers and other devices (such as smartphones) on
demand over the Internet. Cloud computing is a paradigm shift COINCIDENTAL INTERVIEW: - In sample research, an
following the shift from mainframe to clientserver in the early interviewing method conducted by telephone or in person. A
1980s. Details are abstracted from the users, who no longer process by which an interviewer questions a respondent on
have need for expertise in, or control over, the technology his/her television viewing activity at the moment the interview is
infrastructure "in the cloud" that supports them. The term being conducted.
"cloud" is used as a metaphor for the Internet. Typical cloud
computing providers deliver common business applications COGNITIVE DISSONANCE: - The discomfort that someone
online that are accessed from another Web service or software feels when trying to hold two or more opposing thoughts at the
like a Web browser, while the software and data are stored on same time. In business, this has implications in at least two
servers. areas. In marketing, immediately after a major purchase,
people will be uncomfortable thinking that they were foolish to
CLUSTER: - A cluster is a group of stations in the same make that purchase, so they will welcome messages that
market under common ownership or sales management. This confirm the wisdom of the purchase and filter out the messages
usually refers to three or more AM and/or FM stations, or at that counter it. In organizational behavior, it is suggested that
least two stations on the same band, FM or AM. Groups of one one way to get people to change a behavior or a position is to
AM and one FM are usually referred to as combos. A spot assign them the task of preparing a case supporting the
cluster refers to all commercials that run in the same desired belief/behavior. In theory, this would create cognitive
commercial break. dissonance within them and, since they would feel foolish
arguing in favor of something with which they disagree, they
CLUSTER (Second Definition): In statistical terms, a group of will begin to shift his or her belief/behavior. Obviously, there are
a statistical population. Alternately, a cluster can be the limits to this theory.
classification of demographically similar geographic areas into
one or more homogeneous groups. Each group represents COLA (Cost of Living Allowance)
distinctive lifestyle patterns and offers a basis for segmenting
the market. COLLAPSE (Web/Internet Term): An event where the
expanded panel of an expandable ad reduces to its original
CLUSTER SAMPLE: - The elements from the population occur size, or disappears completely.
in, or are combined into, groups called clusters. These are then
randomly selected for surveying purposes. In a single-stage COLUMN INCH: (Print Term): A common unit of measure by
cluster sample, every element in that cluster is surveyed. In newspapers, whereby ad space is purchased by the width, in
columns, and the depth, in inches. For example, an ad that is
three standard columns wide and 5 inches tall (or deep) would COMMERCIAL IMPRESSIONS: The total audience for all
be 15 column inches. Websites are generally not measured in commercial announcements in an advertiser's schedule,
column inches, but rather in pixels (width by height) including duplication.
COMBO: - Two radio stations, usually operated by the same COMMISSION: - A fee or percentage paid to the salesperson
owner in the same market. A Single station is frequently and/or advertising agency placing the "buy" on the Station.
referred to as a "standalone. "'Three or more commonly owned While the actual percentage may fluctuate, Advertising
stations are commonly referred to as a "cluster." Agencies usually base their commissions on 15% of the gross
amount of the Contract or Order. For Station salespersons, this
COMBO BILLING: - A configuration of two or more radio fee may be higher or lower depending on station policies.
stations sharing one Accounts Receivable module, capable of
handling the billing for more than one Stations onto One COMMON CARRIER: The FCC's class of transmission
Invoice or Statement. Another configuration might provide systems, such as telephone, telegraph and certain satellites,
separate Invoices for each individual Station, but producing open to public use at uniform fees and generally not permitted
combined statements for all Stations in the same group, cluster to control content.
or location. This, too, is called "Combo" Billing. The reverse of
this is, as you might imagine, called separate billing. This COMPOSITE WEEK: Its a weeks worth of days, but not from
means maintaining an individual Accounts Receivable module a single calendar week. So for the first quarter of a year, the
for each individual Station or billing entity. Nearly all software composite week Sunday might be the Sunday from the first
systems are now capable of handling combined billing-- but week of January, the Tuesday from the third week of March,
check with your software vendors support center to be certain. Wednesday from the second week of February, etc. The
It may involve reconfiguring your system by the supplier. Commission would select the component days of each
composite week, and then broadcasters would have to use
COMBO RATE: - A special rate for advertising campaigns run available station records for those dates to prepare the report.)
on two or more stations owned by the same entity. Also called
a combination buy, the Stations offer reduced rates on one or From earlier uses of this procedure, the FCC would randomly
more of the Stations as an inducement to spend advertising select dates spread over a period to be studied and announce
budgets with each of the Stations. With consolidated them only the actual dates had passed. This prevented
operations of multiple stations in the same geographical area, Stations from changing programming to produce a more
combo buys are rather commonplace. favorable service appearance.
COMMA SEPARATED FILE (CSV): - A computer term used to COMPARATIVE: - An advertising appeal that consists of
describe a type of file format used primarily to move databases. explicitly comparing one product brand to a competitive brand.
Each line is one entry or record with each field separated by This type of advertising has been effective when one brand has
commas. This allows the user to transfer databases between a major advantage over another and they are similarly priced.
different applications such as Excel and Access
COMPETITIVE INFORMATION: The share of a buy that each
COMMAND: - An instruction given to the computer by a user to station in the market received.
carry out a specific action. Examples of Commands would be
"Open", "Close", and Copy", "Paste" or "Cut". COMPOUND INTEREST: - Each interest payment is
reinvested so that additionally interest is earned on any interest
COMMERCIAL: Advertisement, announcement, spot or payments received in previous periods.
message aired on television, radio or cable which is paid for by
an advertiser COMPRESSED WORK WEEK: - A work schedule in which the
normal number of weekly labor hours is completed within fewer
COMMERCIAL CLEARANCE (Standards & Practices): An than the normal number of work days. For example, if a normal
advertising department responsible for setting and practicing work week is 40 hours worked as eight hours a day, five days a
policy standards regarding advertisement approval. week, an employee working under a compressed work week
schedule might work 10 hours a day, four days a week.
COMMERCIAL CLUTTER: - Commercial clutter commonly
refers to an excessive amount of non-program content during COMPRESSION: - The process that reduces the data into
the time period, including the number of commercials, public smaller files. "Zipping" a file is another term used to describe
service announcements and/or promotional announcements compression. (Un-zipping" means to expand a previously
that run in a commercial break, stop set or specified time compressed file.) By compressing data, your computer uses
period. less memory to store information. Compression is also a
method of packing data in order to save download time. JPEGs

are generally compressed graphics files. Compression is a for Brand-B appears right next to the search results. The aim is
technique to make a file or a data stream smaller. to convert consumers from one brand to another.
COMPTROLLER: - The organization's chief accountant. Also CONSENT DECREE (CD) (Legal Term) A settlement of a
spelled controller. lawsuit or criminal case in which a person or company agrees
to take specific actions without admitting fault or guilt for the
CONFIGURATION: - All of a computers' external and internal situation that led to the lawsuit.
systems: Monitor, keyboard, mouse, disk drives, software,
memory, etc. Combined, these represent how your computer is CONSENT RATE: (Arbitron) - The percentage of the eligible
configured to operate. Another use of the term is the number of sample that lives in households that said "yes" to keeping an
workstations (terminals) that might be "configured" together on Arbitron diary.
a "network" of workstations. Example: My system is configured
to use 4 terminals simultaneously. CONSOLIDATED METROPOLITAN STATISTICAL AREA
(CMSA): - A Metropolitan Statistical Area with a population
CONFIRMATION: - A written (or electronic) statement given to greater than 1 million.
advertising agencies by a network, station, or publisher when
accepting an order for a commercial or media schedule. This CONSTRUCTION PERMIT (Also known as CP): A FCC
signifies that the order has been received and will clear. authorization to construct a new broadcast facility or
upgrade/modify an existing one.
CONFIRMED OPT-IN - A more stringent method of obtaining
permission to send email campaigns. Confirmed opt-in adds an CONSTRUCTIVE DISMISSAL: - Instead of firing an employee,
additional step to the opt-in process. It requires the subscriber creating conditions so bad that the employee quits rather than
to respond to a confirmation email, either by clicking on a continue to tolerate the conditions. In many jurisdictions an
confirmation link, or by replying to the email to confirm their employee who can prove that he or she was the victim of
subscription. Only those subscribers who take this additional constructive dismissal would win a wrongful dismissal suit in a
step are added to your list. court of law.
CONFLICTS / CONFLICT CODES: - A term used to define CONSUMER PROFILE: A demographic target group of people
categories or codes for "types" of advertisers for spot that are prospects for a product or service.
placement and sales analysis purposes. (Examples: Auto
Dealers, Restaurants, Banking Institutions, Etc.) Radio CONTINGENCY PLAN: - A usually, but not necessarily
broadcasters usually avoid placing commercials for two detailed plan of action that will be carried out should a possible,
competitive products in the same category within the same but usually unlikely event happen.
commercial break. Unlike Television Stations, Radio
CONTINUITY: (As used by Advertising Agencies) A media
Broadcasters attempt to separate "like categories" to prevent
planner uses this word to describe scheduling advertising
running two or three auto dealers together. Thus, by assigning
consistently over a period of time without interruption, in order
Conflict Codes or Categories to each Contract, the computer
to build or maintain advertising awareness and recall.
traffic software can be instructed not to schedule an advertiser
within a designated length of time of another advertiser with the CONTINUITY (As used in Film or Program Production): The
same code. (Also known as Product Codes.) act of insuring that concurrent scenes continue correct settings
of props, costumes, etc. A person handling continuity in film-
CONGESTION (Internet Term): a state occurring in a part of a
making is charged with being certain a glass is filled to the
network when the message traffic is so heavy that it slows
identical level in concurrent scenes, to give the impression
down network response time.
nothing has changed other than possible camera angles.
CONJUNCTIVE TASK: - A task that requires the efforts of
CONTINUITY (As used in Radio): The Script or text used in a
multiple people and for which the level of success will be
Radio Spot or Commercial.
determined by "the weakest link". I.e., the task result level will
be determined by the performance of the worst performer in the CONTINUITY (As used in Radio & Television): Refers to the
group that undertakes the task. function that the people in a television station's traffic
department perform to ensure proper processing of commercial
CONNECTION (Internet Term): when two computers have
tapes readied for broadcast.
established a path through which the exchange of information
can occur. CONTRA: (See also- Trade or Barter) Contra is the exchange
of advertising for goods or services from an Advertiser or
CONQUESTING (Internet/Advertising Term): A term used to
Underwriter. In most circumstances, it is identical to a normal
describe marketers taking out ads right next to editorial content
commercial advertiser or public radio underwriter, except that
about their rivals. When running a search for Brand-A, Your ad
instead of compensating the Radio Station with cash receipts, CONVERSION RATE (E-Mail or Internet )- The number or
they "pay" by providing value via goods or services. "Trade" is percentage of recipients who respond to your call-to-action in a
the most common term for this process, although it is also given e-mail marketing campaign or promotion. This is the
referred to as Contra and Barter. Canadian Radio Stations tend measure of your e-mail campaign's success. You may measure
to use the terms "Contra" more often than "Trade" or "Barter". conversion in sales, phone calls, appointments etc.
CONTRACT: - A complete schedule for an Advertiser. A COO Chief Operating Officer: - The executive who holds
contract may include several contract lines (see below); each responsibilities for the organization's day-to-day operations.
of which is identified by a letter of the alphabet (A, B, C, etc.), Abbreviated as COO.
or a set of sub-numbers, such as 00, 01, 02, etc. Each contract
in a traffic software system is given its own unique contract COOKIE: - A process by which a small file is sent from a web
number; usually this is done automatically by the software. server to the local users computer to store information unique
Even though there may be several facets or different to that browser. Often used by advertisers to keep track of the
components to the Order-- The "Contract" refers to the Entire number and frequency of advertisements that have been
Order submitted. Frequently, Advertisers or their Agencies will shown to a visitor or by sites to help them determine the
require that all Invoices and/or Statements include the actual number of unique visitors.
Contract Number, as well as other identifying names or
numbers, so that it may be more easily tracked. CO-OP or CO-OPERATIVE ADVERTISING: Frequently, a
major supplier of goods, services or products will agree to
CONTRACT LINE (SUFFIXES): - A component (or part) of a "share" the cost of an Advertising Campaign with the local
Contract (see preceding page). Letters of the alphabet (Line-A, store or dealer (or group of dealers). This cooperative
Line-B, etc.), or a set of sub-numbers, such as - 01, -02, etc approach usually requires the local advertiser to purchase the
usually identifies contract Lines. Think of a "Line" as one airtime or schedule, use continuity (copy) approved by the
section of a total contract, such as the section of the order that cooperating supplier based on guidelines both parties agree to
applies to Morning Drive Only. Another "Line" might have the in advance. When the Advertising is completed, the Station
instructions or rate for Midday scheduling only. There may be bills (Invoices) the buyer responsible for full payment to the
many "lines" contained in a complex or multi-leveled single Station. That buyer then sends copies of the Invoice, Times
Contract. Usually, a different rate, daypart or length of and Copy used in the campaign to the cooperating supplier.
announcement would require creating a different Contract The supplier then pays the local buyer their share of the
"Line". Traffic Directors should be aware that it is possible for a campaign. The Station usually provides the "buyer" with
single advertiser to be running several different Time Orders affidavits, notarized that certify the cost, the number of
within a single Contract. And, each Order or Contract may announcements, times broadcast and a copy of the script used.
contain several different contract "lines" simultaneously. This entire process is referred to as "Co-op". Station Sales
Understanding the terms Contract, Contract "Lines" and Time Representatives should spell out all required "co-op" items for
Orders are very important to be able to insure that each scheduling and billing to the Traffic Department when
"segment" of each order is being properly scheduled and billed. submitting the Contract. Most Traffic Software Systems provide
A Contract is an "all-encompassing Agreement that may the required tools to quickly setup the process for Co-op
include several different Schedules (or Orders). A Time Order advertising campaigns.
can standalone as a Contract, or may be part of several
combined Orders within a Contract. Contract Lines are COPY: (As A Noun) - In Broadcasting, "Copy" is the Script
individual components of a Time Order. used for the Commercials, Spots or Underwriting Credits.
"Where's the Copy?" means "Where can I find the Script for the
CONTRACT RATE: A special rate for advertising usually Commercial?"
offered to local advertisers who sign an annual contract for
frequent or bulk space purchases. In Broadcasting, this may be COPY INSTRUCTIONS: - Copy Instructions are a vital "part" of
expressed as a Bulk Buy to use a pre-determined number of the Time Order submitted by the Salesperson, or Advertising
spots over a fixed period of time, such as 500 spots within a Agency. An Order tells you how many announcements to run,
year. lengths, and rates and in what time periods or programs. Copy
Instructions add the element involving the actual scripts or pre-
CONTROLLER: - The organization's chief accountant. Also recorded spots are to be used, how they are to be rotated with
spelled comptroller. other scripts for the Order, or actually instruct the Traffic
Department regarding any limitations imposed on a particular
CONVERSION: (Internet) Term used to describe the piece of Copy. Frequently Salespeople will submit an Order,
process of getting a web visitor to accept an offer or become a with Copy Instructions added later. This permits you to reserve
paying customer. Advertisers strive for high conversion ratios. the avails-- but an order isn't complete until you've also added
the Copy Instructions for the Order.

COPY PROTECTION (Internet Term): a software lock placed previous period (or in a future period if they were incurred on
on a computer program by its developer to thwart piracy. This credit). Abbreviated as COGS.
preventative measure was widely used in the mid-1980s but
later abandoned by many developers because of numerous COST OF LIVING ALLOWANCE: - An automatic pay increase
customer complaints. stipulated in a contract to be calculated at a specified
frequency (usually annually) in order to compensate for the
COPY ROTATION PLAN or ROTATION SCHEDULE: - An effects of inflation. The objective is that after the increase is
advertiser may want to rotate several different Scripts (or applied, the buying power of the employee's salary and/or
"Copy") to avoid redundancy or to stress several different wages should be roughly equal to what it was at the start of the
products or services in their advertising campaign. The various contract.
Scripts may be rotated either equally, by a ratio or percentage.
This "Rotation" schedule is frequently called the Copy Rotation COST PER CLICK (CPC): System where an advertiser pays
Schedule. an agreed amount for each click someone makes on a link
leading to their web site. Also known as CPC.
COPYWRITER: - The person or persons within the station that
create the wording (copy) for advertising or other COST PER ORDER: (CPO) - A measure used in direct
announcements, such as promotional (promos) or Public marketing to determine the number of orders generated relative
Service announcements. Copywriters work closely with the to the cost of running the advertisement.
Traffic Director insuring that all spots, scripts and other
materials listed on the Program Log are "ready" for airing, by COST PER POINT (CPP): - The cost of reaching Average
broadcast dates and times. Quarter-Hour Persons audience that is equivalent to one
percent of the population in a given demographic group.
CORPORATE CULTURE: - A corporate culture is a Formula: 1. Commercial cost divided by AQH Rating = CPP or
combination of all of the "soft" characteristics of a company, 2. Cost of schedule divided by GRP (Gross Rating Points) =
including the way things are done (e.g., by consensus, by CPP. [Comment: The function of determining CPP generally
dictate, etc.), leadership and followership styles, the way falls upon the Sales Department, but TDGA believes you
employees are treated and respected (or not), etc. should know the term, its definition and the importance of
adhering to the schedule submitted to achieve the promised
CORPORATE DISCOUNT: A reduction of advertising costs
CPP.]
computed on the basis of total advertising revenue from all the
brands of a parent company. COST PER THOUSAND (CPM): - The cost of delivering 1,000
gross impressions. Formula: Spot Cost divided by AQH
CORPORATE SOCIAL RESPONSIBILITY: - There is persons x 1,000 = CPM. Or, Cost of Schedule divided by Gross
considerable debate on the point, but many people believe that Impressions X 1000 = CPM
corporations have a responsibility to consider more than profit
maximization, limited only by regulatory requirements, in their COUNTER PROGRAMMING: - Method of scheduling
business decisions. People who take this view argue that there programs against opposing stations or networks in an effort to
is a corporate social responsibility (typically abbreviated as draw audiences away from competing programs.
CSR) to consider the impact of their actions on society and to
temper their profit maximization activities with considerations of COUNTY SIZE: (Television Survey Term): An A.C. Nielsen
the impact that those activities will have on society. CSR designation of all U.S. counties into one of four categories,
initiatives may be strictly outside of the normal course of based on population density and labor force concentration.
business operations (other than any public relations benefits Commonly referred to as A, B, C, and D counties. In general,
that the company may gain through CSR initiatives), such as "A" counties are highly urbanized, "B" counties relatively
contributing time and/or human resources to an unrelated urbanized, C Counties are relatively rural, and "D" counties
charity. Or they may involve altering ongoing business very rural.
practices to benefit (or to reduce a negative impact on) society,
such as reducing the greenhouse gases emitted by the COVER POSITION (Printing Term): Publication term referring
company's operations. to the position of an ad on its cover.
CO-SPONSORSHIP: Sponsorship of a program by two or COVERAGE AREA: The number or percentage of TV

more advertisers. households that could receive a program. Coverage reflects
the ability to view, not actual viewing.
COST OF GOODS SOLD: - The total cost that a company
incurred to buy, make and/or augment products that were sold COVERAGE AREA RATING: - The estimate of the size of the
within a particular accounting period. Note: The actual cash audience relative to the total number of homes or people that
involved in those outlays may actually have been paid in a can receive this channel. Coverage Area Ratings are used for

each individual cable network. The Coverage Area Rating for the number of people who sees their banner. The "M" in CPM
one cable network can not be compared to another cable is from the Roman numeral for 1000. The Roman numeral M
networks coverage area rating or a broadcast network rating. was derived from the latin word "mille" meaning "thousand".
Only total U.S. Ratings or audience projections (estimated Today there are few people who purchase per thousands of
number of households or persons) can be compared impressions since that doesn't guarantee delivery of traffic and
between/among networks. most advertisers prefer to pay per visitor (CPC).
CPA - Cost per acquisition is one of the online payment CPO (Cell Phone Only): With a growing trend toward Cell
methods by which advertisers pay for every sale or acquired phone usage and away from the standard home phone
client. Prices typically range from $1 to $500 or if calculated on connected to lines, Arbitron and other research companies
a percentage of the sale 1% to 25% of the sale price. This is an started taking surveys called CPOs, which is a sampling of
ideal method of payment for advertisers who want to guarantee users of mobile cellular phones in mid-2009. The move was
only the number of customers generated as a result of a made when subscribers and survey users expressed the bielief
advertisement. that the high percentage of cell phone ony users might produce
skewed resulkts if survey contacts were made only with those
CPA DELIVERABLES: Deliverables means the inventory using so called home lines. Obviously survey company can
delivered by Media Company (e.g., impressions, clicks, or now combine home and CPOs for a broader, perhaps more
other desired actions) CPA Deliverables are those sold on a accurate sampling of true listening estimates.
cost per acquisition basis
CPS - cost per sale allows advertisers to pay whenever a
CPB (Corporation for Public Broadcasting): A non-profit visitor who clicked on their advertisement generates a sale.
corporation authorized by Congress to develop non- Prices typically range from $1 to $5000 or if a percentage of a
commercial Radio and Television. CPB funds stations directly sale 1% to 25%. This is an ideal method of payment for
with grants and revenue-development initiatives. It also may advertisers who want to guarantee only the number of paying
support program or other projects through Program and/or customers as a result of a advertisement.
Technical funds. CPB distributes Grants to networks as well,
such as PBS and NPR. CPT - cost per transaction method allows advertisers to pay
whenever a visitor who clicked on their advertisement
CPC - Cost per click is the most popular way to purchase generates a transactionusually a sale. Prices typically range
traffic - made very popular by overture.com and then google from $1 to $25 or if a percentage of a sale 10% to 25%. This is
adwords - with this method of purchasing traffic the advertiser an ideal method of payment for advertisers who want to
only pays for the traffic that goes to their website. Prices guarantee only the number of paying customers as a result of a
typically range from 5 to over $25 per click. This is an ideal advertisement.
method of payment for advertisers who need to guarantee they
only pay for those surfers who click on the advertising link or CRACKER (Internet Term): a malicious hacker who breaks
banner and then go to their site. (or cracks) the security of computer systems in order to access,
steal, or destroy sensitive information. Hacker is often
CPEs (Client/Product/Estimate): - Agency term denoting incorrectly used instead of cracker, especially by the media.
information codes for the combination of (the agencys) client,
product and estimate numbers. Each is usually required for CRAMMING: A practice in which customers are billed for
Invoice processing and Order entry. Rather than list all three, enhanced features such as voice mail, caller-ID and call-
there are known (collectively) as the CPEs on an Order. waiting that they had not actually ordered.
CPI - Cost per inquiry is the same as cost per lead, or CPL. CREATIVE: Agencies and buyers often refer to advertising
banners, audio or video as the creative.
CPL - cost per lead allows advertisers to pay for every lead or
customer inquiry that resulted from a visitor who clicked on a CREATIVE AGENCY: A specialist advertising agency that
their advertisement. Prices typically range from $0.50 to $500. provides inspiration and skill. The actual advertising orders
This is an ideal method of payment for advertisers who want to may originate from a different agency or the client themselves.
guarantee only the number of potential customers with an You might deal with the Creative Agency to receive the copy,
interest generated as a result of an advertisement. audio or video to be used, while the order, rates and billing is
handled by a completely separate agency.
CPM - Cost per thousand impressions is one of the online
payment models by which advertisers pays for every 1000 CREATIVE DIMENSIONS (Web Ad): Measured in pixels, the
impressions of their advertisement. Prices typically range from width and height of an ad unit (WxH). The width is always the
$1 to over $500 per thousand impressions. This is an ideal first dimension listed, followed by the height dimension (i.e. an
method of payment for advertisers who want to guarantee only ad that is 300x250 is 300 pixels wide by 250 pixels high).

CUE TONE: - An audio impulse placed at the beginning and/or

CREDIT: - A cash deduction for the loss of advertising time end of pre-recorded commercials, to let the automation system
due to the station not airing or improperly scheduling a "know" the commercial has ended and the equipment should
commercial announcement. A missed spot for which billing is to now proceed to the next scheduled event. 'Cue" Tones are
be adjusted rather than a makegood broadcast. "heard" by the audio equipment, but are inaudible to the
listener because they are either below or above normal human
CRITICAL HOURS (FCC Definition): The two hour period hearing ranges.
immediately following local sunrise and the two hour period
immediately preceding local sunset. CUME: (Arbitron Definition) - The estimated number of
different people who listen to a station each week. Total reach
CRM See Customer Relationship Manager or penetration of the station.
CROSS-TRAINING: - Training employees to do a number of CUME (CUMULATIVE AUDIENCE -TVB Definition): It is the
jobs in order to improve workplace flexibility. For example, if total non-duplicated audience fir one or a series of telecasts,
employees are cross-trained in jobs other than the ones they programs, messages or time periods. It is expressed as a
normally do, when conditions change to make those other jobs percentage of a given universe. A household or person is
more valuable to the company or when demands of their counted once no matter how many times the telecast has been
normal jobs decline while the demands on the people doing the viewed. This is also known as reach, net unduplicated
other jobs increase, employees can quickly switch jobs audience or net reach.
temporarily or permanently as required. Cross-training also
provides a way to easily fill in for vacation, maternity, paternity CUME EXCLUSIVE: The number of different persons who
or other leaves of absence. listen to only one Station during the daypart reported.
CROWDSOURCING: Crowdsourcing is a buzzword of the CUME PERSONS: - The total number of different persons who
2010s linked to corporate social responsibility (CSR) tune to a radio station during a daypart for at least five
programs. Its best described as surveying groups to gain consecutive minutes.
opinions. Wed call it surveying an audience, gathering or
groups (such as customers) asking for opinions and ideas on CUME RATING: - The Cume Persons audience expressed as
how to tackle certain issues. a percentage of all persons estimated to be in the specified
demographic group. Formula: Cume Persons divided by the
CRT (Cathode Ray Tube): - A type of screen used in TV sets Population X 100 = Cume Rating (%)
and older model computer monitors. We dont need to go into
the technical processes, although this was the first major type CURRENCY RISK: - When a company conducts business
of screen used for TV / Computer viewing. CRTs are usually make sales, buy goods and/or services, borrows money and/or
quite large and heavy due to the depth of the main tube used to lends money in multiple currencies, there is a risk that the
show the programming. exchange rate between the currency that the business is
conducted in and the company's home currency will change
CSG (Community Service Grant): A term used primarily for between the time the deal is done and the time money changes
non-commercial broadcasting, it is generally referred to as hands. In the absence of an agreement to adjust the contracted
funding from CPB to Public Radio or TV Stations. CSG amounts in order to compensate for this exchange rate
includes a flat base grant plus a variable incentive grant based variance, a company may be negatively impacted by the
on the amount of non-Federal money raised by a station. change. This risk is the currency risk.
CSR (Corporate Social Responsibility): CSR is an acronym CURSOR: - The blinking on-screen indicator that marks the
that stands for corporate social responsibility programs or place where a keystroke will appear when typed.
projects. Generally, it identifies campaigns serving causes not CURSOR KEYS: - A grouping on the keyboard that assists
directly linked to business activity, as it does doing some movement of the on-screen cursor. On many keyboards, the
community project with which the corporation wants to be cursor keys are located between the main typing area and the
identified or support. numeric pad. On some keyboards, the cursor control keys are
embedded in the numeric pad, and can only be used when the
CTO Chief Technology Officer: - This position usually NUM LOCK function is turned OFF.
exists only in technology companies. The holder is generally
responsible for the research and development efforts leading to CUSTOMER RELATIONSHIP MANAGER (CRM): CRM
the creation of new products. Abbreviated as CTO. entails all aspects of interaction a company has with its
customer, whether it be sales or service related.
CTR See Click Through Rate Computerization has changed the way companies are
approaching their CRM strategies because it has also changed
consumer-buying behavior. With each new advance in you copy "data" to Data Disks and Programs or Programming
technology, more of the relationship is being managed to Program Disks.
electronically. Organizations are therefore looking for ways to
personalize online experiences (a process also referred to as DATA MINING: Analysis of vast quantities of data to find
mass customization) through tools such as help-desk software, precious information about customers, suppliers etc. Involves
e-mail organizers and Web development apps. elementary analysis and multipoint statistical and temporal
analysis.
CUT-IN (As Used in Television): Situation where a local
television station substitutes a specific commercial DATACASTING: The broadcast of information or other
announcement for a nationally televised commercial services using a digital radio or television channel.
announcement. Cut-ins are usually executed for Broadcasters can offer additional related information while a
product/marketing test purposes. Also called a network program is being telecast or viewed.
cover.
DARE (Direct Agency Rep Exchange) An electronic software
CUT-IN (As Used in Radio): Programming content inserted in program that permits Agencies to transmit Orders through the
other program Content. Perhaps the most frequently use of the Stations Sales Reps and on to the Station Sales or Traffic
word occurs when a remote broadcast from a business or news Department. Agencies using DARE can initiate changes, but
location gets inserted in regular program. stations at the receiving end cannot because of the one-way
process. A newer two-way communication system is under
CUT NUMBER: - See Cart Number (Number assigned to an development known as DATE (See below)
announcement stored in an automation system such as Digital
Audio System or Television playback unit.) DATE (Direct Agency Traffic Exchange): Developed by
Donovan Data Systems and WideOrbit, this is a two-way
D version of DARE (see above). DATE allows for the two-way
transmission online between Agencies and stations. DATE
D COUNTIES: The classification of counties based on Census supports orders, revisions, copy instructions and changes and
household counts and metropolitan proximity. "D" counties are traffic initiated makegoods. DATE literally links Buyer & Seller
all counties not classified as A, B or C counties. They are with real-time online access to the Status of orders between
considered very rural. The combined counties contain 15% of Buyer ad Seller. .
United States households.
DAUGHTER WINDOW: an ad that runs in a separate ad
DAB: Digital Audio Broadcasting uses modulations for sending window associated with a concurrently displayed banner. In
digital, rather than analog, audio signals by either terrestrial or normal practice, the content and banner are rendered first and
satellite transmitter with audio response up to compact disc the daughter window appears thereafter.
quality (10 kHz).
DAYLIGHT SAVINGS TIME (DST): - A change in clocks
DANGLING LINK: This term is applied to a web page with no
during legislated periods of the year to permit more effective
links to any other pages. Also known as an Orphan Page.
use of daylight hours. Beginning in 2007, the clocks in nearly
all states and territories are moved forward at 2-am on the 2nd
DATA: - Information in the form of numbers, words and images
Sunday of March; and turned back one hour at 2-am on the 1st
that has been transcribed into bits. The information can then be
Sunday in November. There are a few States or territories that
read by a computer and stored as memory or sent over the
do not observe or make modifications as to how local time in
Internet or from file to file in a computer.
observed during this period.
DATA FILES OR DISKS: - The storage areas either in your
DAYPART: - The time segments into which a day is divided by
computer, or on separate diskettes that stores the information
Radio and television networks and stations for the purpose of
(or data) associated with a specific software system. Your
selling advertising time. In Radio, the main dayparts are
computer will typically have several groups of data files.
morning (or AM drive), midday, afternoon (or PM drive) and
Common data file groups would be Accounts Receivable data,
evening. An individual station's daypart(s) will not necessarily
Traffic Data, Program Log times Data, etc. It is important to
conform to standard definition(s). Advertising contracts should
know the difference between "DATA" Files or Disks and
include the specific hours that define the time period for each
"PROGRAM" Files or Disks. Data is your Stations individual
stations daypart. Stations may also create their own non-
information regarding your operations, logs, accounts
standard or "special" Dayparts.
receivable, etc. Program Files or Disks contain the application
functions that manipulate your Data. Standard Radio Dayparts (Individual Radio Stations may
When creating backups (See Backups, above), be cautious create additional or different time periods):

06:00-AM to 10:00-AM; Morning Drive by a small rooftop dish antenna. In mid-1982, the FCC
10:00-AM to 03:00-PM, Mid-day authorized this current generation of high-powered satellites.
03:00-PM to 07:00-PM: Afternoon Drive
07:00-PM to 12:00-AM: Evening DDS Code (Donovan Data Systems Code): The DDS Code
12:00-AM to 06:00-AM: Overnight is usually an Agency-defined code given to networks/stations
for identification when sending data through Donovan. This
Be aware that Daypart designations in Television have different code can be looked up on the stations system or they can
time periods and names. have Donovan look it up for them. Some of the smaller
Standard Television Dayparts (Eastern Times Shown, stations like to use self-defined codes for data retrieval.
varies by Time Zones) Agencies use the DDS software to assign a 3-digit Client Code
05:00-AM to 09:00-AM: Early Morning and 3-digit Product Code to every Advertiser for tracking
09:00-AM to 3:00--PM: Daytime purposes. More information may be available at:
3:00-PM to 5:00-PM: Early Fringe (Except News) http://www.donovandata.com/product_overview or also see
5:00-PM to 7:00-PM: Early News Donovan Data Systems in this Glossary.
7:00-PM to 8:00-PM: Prime Access
8:00-PM to 11:00-PM: Prime (Mon.-Sat.) DEALER TIE-IN: (Used in both Radio and Television) A
7:00-PM to 11:00-PM Prime (Sunday) manufacturer's announcement listing local dealers.
11:00-PM to 11:35-PM: Late News
11:35-PM to 02:00-AM: Late Fringe DEBIT: - A bookkeeping entry that increases an expense or
02:00-AM to 05:00-AM: Overnight asset account; or decreases an income, liability or equity
account.
DAYPART WEIGHT: - The relative importance of one time
period compared to another in a schedule that includes both, DEC (Daily Effective Circulation): - An outdoor advertising
usually expressed as a percentage where the total of all term meaning the average number of persons 18+ potentially
dayparts equals 100%. Also refers to the relative distribution of exposed to an advertising display for either 12 hours (non-
commercials in one time period versus others in the schedule. illuminated- 6:00am to 6:00pm) or 18 hours (illuminated -
6:00am to 12:00 midnight). Also called daily impressions.
DAYTIME: The broadcast time period for Radio, most often
represented by Monday though Friday from 6am-7pm. Since DECODER (Cable TV Term): An apparatus that converts an
an individual station's daypart(s) will not necessarily conform to intentionally scrambled TV signal into a viewable picture. A
standard definition(s), all advertising contracts should include cable broadcast converter is more often referred to as a
the specific hours that define the time period for each stations converter or converter box.
daypart. TDGA recommends the use of the term: "Midday" for
10am-3pm and "Daytime" which encompasses Morning Drive, DEDICATED CHANNEL: Usually a cable television channel
Midday and Afternoon Drive Dayparts combined. devoted to a single source for its programming, e.g., a public
access channel or a program schedule channel.
DAYTIME (FCC Only Definition): The period of time between
local sunrise and local sunset. DEDICATED LINE: A dedicated line is a permanent
connection to the Internet using an individual, separate phone
DAYTIMER: - A slang term used to describe certain radio line.
stations that are licensed for operation during daylight hours
and then must sharply curtail their signal strength at sunset or DEFAULT: - A technique used by many software vendors to
go off the air altogether. Most Stations operate on a full-time enable the operator to establish the "most common answer" to
basis, but there are still a few hundred "daytimers", all on the questions asked by the computer while entering data. By
AM broadcast band. "defaulting" to the most common answer, you eliminate the
need to do repeatedly enter redundant answers. Default
DBA: - With regard to businesses, DBA is an abbreviation for answers are also sometimes called "Usual" answers or "Pre
"doing business as". In information technology departments a fed" Answers. Even though the computer enters the default
DBA is a Database Analyst or a Database Administrator answer, the operator during routine entry procedures can easily
overwrite it.
DBS: (Television Term) Direct broadcast satellite is a high- DEFAULT (2nd Definition): - The failure to meet any of the
powered satellite system that delivers programming to viewers' conditions of a contract. Those conditions can, but don't have
homes. It operates with more power than a cable satellite, to be financial ones. For example, failure to make a payment
allowing its signal to be received with much smaller and, stipulated in a contract would be a default, but so would the
therefore, more affordable, earth stations. A DBS transmits failure of someone renting a piece of equipment to keep the
several signals directly to the home, where they are picked up

machine in good working order when the rental contract after the February ratings cycle is processed. Any county
requires that the renter do so. changes between DMAs are usually communicated to clients
between May and June. The new television season, with the
DEFERRED AD IMPRESSIONS (Mobile): Ad Impressions that revised geographies, begins in September.
occur and are counted while a User (person) executes the
application off-line. These Ad Impressions are then reported A county or split county is assigned exclusively to one DMA.
when the Client User reconnects on-line and the data for the This is not to be confused with TSA, which is the Total Survey
off-line Ad Impressions are collected. Area. TSA is the geographic area in which a television station
can be received from an originating market.
DEFINED BENEFIT PLAN: - A pension plan in which the
amount that will be paid out to the beneficiary of the plan on DESIGNATED MARKET REGION (DMR) A media industry
retirement is defined in advance and does not depend on the geography called Digital Marketing Regions (DMRs), identifys
returns received on the plan's investments. If there are 513 U.S. markets where local businesses concentrate their
insufficient funds to pay out the defined benefit, the plan digital advertising expenditures. Local ad spending levels for
sponsor must make up the difference. any DMR as well as for any U.S. county. DMRs range in size
from Los Angeles, with an estimated $813 million being spent
DEI (Development Exchange, Inc.): - A national membership by local businesses to Carlock, South Dakota, with
organization of public broadcasting development professionals. $310,000. Each of the nations 3,033 counties falls within one
(Development of funding via underwriting sponsorships of of the regions. TV has its Designated Marketing Areas. Radio
programming and/or general station programming.) has its Arbitron markets. Other media use MSAs, CBSAs or a
collection of counties to gauge business and consumer
DELAYED BROADCAST (DB): The term given to a network engagement. The DMR is uniquely for digital marketing
TV program that airs nationally at one time and at a later time .
in a specific market. The same term is used in Radio, although
it appears to be more common in Public Broadcasting than
Commercial Radio.
DELEGATE: - Assign tasks to others.
DELIVERABLE or DELIVERABLES: means the inventory

delivered by Media Company (e.g., impressions, clicks, or
other desired actions).
DEMAND SIDE PLATFORM (DSP): - A company that allows

its advertising clients to buy digital media on several different
selling systems or exchanges through one interface .
simultaneously. DSPs offer real time bidding, broader access Borrell has posted an interactive map displaying each of the
to inventory and more robust targeting traditionally. 513 DMRs, along with the counties included and the level of
local online advertising in each market. It can be viewed at
DEMOGRAPHICS: Audience composition based on various www.borrellassociates.com/dmr.
characteristics such as age, sex, income, education, household
size, occupation, etc. DESIGNATED PROGRAM - A designated program is a special
type of daypart used for programs that don't run at consistent
DEPRECIATION: - An accounting charge recognizing the times, such as sporting events. When contracts are assigned to
annual reduction of value of a building, piece of equipment or a Designated Program, the sponsorships follow the program
other product with a long lifespan. Rather than accounting for wherever it is scheduled, rather than looking for it at a specific
the entire cost when purchased, depreciation charges a portion time. In that several software systems offer this feature, we
of the cost each year such that at the end of the item's life the have included it as an item Traffic Directors should both know
value recorded on the company's book will equal its expected and understand. (Copyright 2001, Wicks Broadcast Solutions
scrap or resale value. LLC)
DESIGNATED MARKET AREA (DMA): - The DMA, or DESKTOP: - On-screen work area that shows work files,
Designated Market Area, is a copyrighted term created and folders, icons and menus. Usually, when you "boot" (turn on)
used by Nielsen Media Research to identify an exclusive your Computer, it will go through its loading and diagnostic
geographic area of counties in which the home market procedures, then take you to the "Desktop" Screen. A Second
television stations hold a dominance of total hours viewed. Definition: "Desktop" is also used to define the type of
There are 210 DMAs in the U.S. DMAs are updated every year computer you're using. A desktop would be typically used at a

desk or work area in an office or home, while a "Laptop" is the DIGITAL TELEVISION (See DTV)
definition for an easily portable computer (but not a handheld
mini-computer, which is called a Handheld or PDA). Desktops DIGITAL VIDEO RECORDER (DVR): Refers to digital video
tend to be thought of as permanently located in one place, recorder, also known as personal video recorder. A DVR or
while laptops are "portable". PVR records broadcasts on a hard disk drive, which can then
be played back at a later time (this is known as time shifting).
DEVELOPMENT DIRECTOR: - This is the equivalent of a A DVR often enables smart programming, in which the device
Commercial Radio Station's Sales Manager in Public Non- records an entire series or programming defined by keywords,
Commercial Radio. genre, or personnel; and offers pause control over live
broadcasts
DGA (Directors Guild of America): Do not confuse the DGA
with TDGA. The DGA is a union organization employing DILUTION: - The issuing of more shares from a company's
collective bargaining on behalf the Directors of Television treasury so that the ownership of the company is spread across
programs and Motion Picture Genres. (TDGA is an association a higher number of shares, i.e., it is diluted, and the fraction of
of artisans, but not involved in any union representation or the corporation that each existing shareholder owns is,
bargaining.- See Definitions for Guild) consequently, reduced unless he or she buys a percentage of
the new shares equal to the percentage of the company they
DIALOGUE (or Dialog) BOX: - A window displayed by the owned prior to the dilution. Dilution may be used to bring more
computer with a message to the user. It will usually self-open in funds into the company (i.e., by selling more shares) or to
a "box" to alert you to something of which you should be acquire another company by paying for it partially or wholly with
aware. (Errors, reminders, etc.) shares of the acquiring company.
DIARIES (As used in Radio): The booklet forms used by DIRECT BROADCAST SATELLITE (DBS): - A television
Arbitron that are sent to selected listeners to record their radio technology that delivers signals directly from a satellite to a
listening habits during a Radio Survey period in a particular home through the use of a small (usually 18") dish.
market. Information gathered from the Diary helps Arbitron
estimate the size and demographic composition of persons DIRECT MARKETING: Marketing efforts that are targeted
listening to various radio stations during the time period being directly and proactively towards the customer, such as
surveyed. marketing via email, physical mail, fax etc.
DIARIES (As used in Television): The measurement of DIRECT RESPONSE ADVERTISING (See Also DR): -
audiences for local television. Nielsen Media Research gathers Direct response is a form of advertising used to sell goods
viewing information using TV diaries. These diaries are directly to consumers. Direct response advertising is different
booklets in which samples of viewers record their television from general consumer advertising in that it calls for 'immediate
viewing during a specific period of time. Nielsen conducts diary response' either through a 1-800 number or by mail. Direct
measurement for each of the 210 television markets in the response advertisements usually feature products unavailable
country, typically four times each year in February, May, July, in stores and focus is on selling 'now' rather than building an
and November. These are called sweep months. Since ratings image for the advertiser. The advertisements are characterized
are the currency from which the purchase of advertising time is by emphasizing the ordering information with statements such
negotiated, stations often run specials, offer viewer contests as 'Here's how to order'.
with prizes, and run more station promotions than usual during
this time to spike the ratings. DISCREPANCY: - Situation where commercials do not run as
ordered or do not run at all. Discrepancy may also refer to the
DIGITAL: A discontinuous electrical signal that carries difference between a purchased schedule and when the
information in binary fashion. Data is represented by a specific commercials actually were broadcast.
sequence of off/on electrical pulses. Signals are usually either
Digital or Analog. DISCRIMINATORY PRICING: - A pricing strategy that charges
different prices to different market segments for the same
DIGITAL CUT NUMBER: - See Cart Number or Cut
product or service. The objective is to attempt to come closer to
Number. These terms are interchangeable in common usage.
obtaining the full value that every customer perceives in a
DIGITAL SIGNAGE: Electronic display that is installed in a product when different customers value the same product or
public space, typically used to entertain, inform or advertise service differently. A common example is airfares. The airlines
try to devise rules that will charge higher prices to business
DIGITAL SIGNATURES: signatures for electronic documents. travelers than to pleasure travelers since the former is usually
They establish identity and therefore can be used to establish willing to spend more for air travel.
legal responsibility and the complete authenticity of whatever In this case, the word "discriminatory" is descriptive, not a
they are affixed to in effect, creating a tamperproof seal. value judgment.
prevent the unauthorized copying of software, since making a

DISK SCRUBBING: Refers to a software utility used to copy of the hardware itself is much more difficult than simply
completely wipe-out hard disk drives. This type of utility can copying the software. The fairly absurd word seems to have
usually overwrite single files, unused space on a disk, or a been chosen more or less at random as a placeholder to
whole disk drive, using a series of algorithms to make it highly describe the device when it was first used, and over time it was
unlikely that anyone could ever retrieve the original data from adopted as the actual name.
the disk.
DONOVAN DATA SYSTEMS (DDS): - A service bureau that
DISSOLVE: Fading from one scene to another in a film or provides media billing, linking Radio and TV Station traffic
television production. software and systems used by Advertising Agencies. It could
also be described as a third party billing company that helps
DIVIDEND: - A payment from a corporation to its shareholders. expedite getting Invoices and information to the Agencies for
The payment represents a distribution of the company's profits paperless, expedited payment of their advertising charges from
to its owners and is made with after-tax dollars. (i.e., dividend Radio & TV Stations.
payments are from profits on which the corporation has already
paid taxes. Dividends are, therefore, not deductable from DOOH (Digital Out Of Home) Video Digital out-of-home
profits when calculating taxable profit.) video are those Digital video displays at grocery check-outs,
gas stations and movie theaters. Studies show DOOH reaches
DMA (See Designated Market Area)
all demographic shopping category group, because theyre
near business transaction points.
DMR (See Designated Market Region)
DOS: - An acronym for Disk Operating System. An operating
DNR (Bumped at broadcast time): - An acronym for Did Not
System or language that helps run the internal workings of
Run. While technically, not a universal term, this designation is
some computers. Other examples of Operating Systems would
frequently used and associated with reconciled program logs or
be "Windows", "Macintosh", "Linux", etc. DOS is considered
automation as played reports to indicate a scheduled spot ir
one of the earliest operating systems in popular use and does
event did not run (was not broadcast). For the stations that
have certain limitations. It generally will not interface with other
use the term, think of it as another label for spots bumped at
"languages" or "systems" unless programmers have created
time of broadcast that need to be re-scheduled or credited to
provisions for DOS to operate "within" or "on" another platform.
avoid being billed.
DOUBLE TRUCK: (Printing Term): Print advertising term for
DNS / DOMAIN NAME SYSTEM: (Internet Term): a database
the use of two full pages, side by side.
system which looks up host IP addresses based upon domain
names. For example if you ask for "www.thisismyhost.com" it DOUGHNUT: A Radio commercial with a "blank" unannounced
will return 123.45.67.89. Copies of the Domain Name System "hole" in the middle to allow for an announcer to read a live
are distributed through the Internet. insert while a musical bridge plays in the background. Usually,
these are used to insert daily price specials, or rotating local
DOB: - An abbreviation for "Date of Broadcast". See also dealers to visit to see the product advertised before or after the
FDOB (First Date of Broadcast), LDOB (Last Date of "doughnut" in the middle. These are most common with singing
Broadcast), and LDB (Last Date of Broadcast) which are used jingles, an instrumental middle (doughnut) and then singers
interchangeably or in conjunction with this term. with a closing jingle to end the spot.
DOMAIN NAME (Internet Term): the official name of a DOWNCONVERT: In DTV (Digital Television) the conversion
computer connected to the Internet. Domain names are derived from a higher-resolution signal to a lower one.
from a hierarchical system, with a host name followed by a top-
level domain category. The top-level domain categories are DOWNLOAD (As a Noun): - The software data that is
com (for commercial enterprises), org (for non-profit transferred to (or from) your computer to (or from) another
organizations), net (for network services providers), mil (for the source, file or item of equipment. (Example: "Download" the
military), and gov (for government). TDGAs Domain name, for Program Log from your Computer to a Digital Audio System.)
example is TDGA.org
DOWNLOAD (As a Verb): The act of sending or receiving a
DONGLE: A dongle is a computer file to or from another location, computer, Internet or
piece of hardware that other hardware equipment.
attaches to a computer in
order to make a piece of DOWNSIZING: - Firing/laying-off people with the primary
secured software run. A objective being to reduce labor costs. The decision of who to
dongle in this sense is used as a high-end form of security to fire/lay-off may or may not be based on job performance,

however no one individual's job performance is the factor that DVD (Digital Versatile Disk): - DVD, which once stood for
leads a company to downsize. Digital Video Disk or Digital Versatile Disk, is the next
generation of optical disk storage technology. DVD holds a
DR: (See Direct Response Advertising) minimum of 4.7GB (gigabytes) of information on one of its two
sides, or enough for a 133-minute movie. With two layers on
DRIVE TIME: Radio broadcast term for the block of time each of its two sides, it will hold up to 17 gigabytes of video,
(Dayparts) during morning and evening commuter rush hours. audio, or other information.
DROP-IN AD: - A local commercial inserted into a national DVD BURNING: Taking the authored DVD files and physically
program, or, more generally, an advertising message inserted writing them to a disk.
into a larger advertisement, as for a local dealer or retailer, or a
phrase, such as a public service slogan, or symbol; also called DVR (See Digital Video Recorder)
a hitch-hike ad.
DWELL TIME (Digital Ad Term) - A measure of online
DSL (Digital Subscriber Lines): - Internet access lines for ad campaign performance that accounts for the
connections directly from a telephone switching station to a amount of time a user spends actively engaging
home or office, avoiding the slowdown between switching with an ad without actually clicking on it. E.g.
stations. DSL offers download rates many times faster than a playing video, expanding the ad, or mousing over
56k modem. the ad to see some effect.
DSO (Days Sales Outstanding) - DSO is the measure on how DYNAMIC IN-APPLICATION ADS (Mobile): Dynamic In-
long on average it takes for a company to collect the money its Application Ads: Ads that can be dynamically changed;
owed. allowing the functionality of providing different ads across
application Sessions to the same or different Users.
DST- (See Daylight Saving Time)
DTV (Digital Television): - DTV should not be confused with DYNAMIC PRICING (Digital Ade Term) - The purchase price
HDTV. DTV (Digital Television) simply means the process of for an ad impression is determined via a real-time auction
transmitting and/or receiving a Digital signal (rather than rather than a predetermined rate. The term relates primarily to
Analog). DTV is mandated to replace the Analog system, ad exchanges.
effective February 2009. See also SDTV (Standard Definition
Television), EDTV (Enhanced Definition Television) and HDTV DYNAMIC SCHEDULING: - There are two basic concepts of
(High Definition Television). assembling Program Logs. (Dynamic and Advanced - Note:
see also: Advance Scheduling.) Dynamic Scheduling waits to
DUB: - a duplication or copy of a commercial or spot usually place announcements until you assemble a log for a particular
created for use by other radio stations or the client themselves. day. It then takes all the orders for that day and places them,
Dub is a slang derivation that we believe came from the based on "knowing" the demand for total avails and distributes
process of dubbing down copies of recorded materials. Over the spots, based on priorities you entered for each Contract.
the years, it became easier to call them "dubs" since asking for Proponents of the "Dynamic" method say announcements with
a "copy" could be confused with the live script. higher priorities actually receive best placement and lower
priorities receive what remains. Dynamic Scheduling has also
DUE BILL: An agreement involving trade, barter or contra. A been defined as delivery of ads on a rotating, random basis so
due bill is a marketable receipt agreeing to provide goods or that users are exposed to different ads and ads are served in
services in return for broadcast advertising. Due Bills usually different pages of the site.
meant hotel barter decades ago, but now a due bill can relate
to any goods or service that has been bartered. Under "Advance" scheduling each spot is placed on future logs
as you enter the order in your system. Proponents of this
DUE DILIGENCE: - A reasonable and appropriate investigation "Advance" method say the earliest orders receive the best
and audit of the value of an asset (usually another company) possible times or positions. There is no "right" or "wrong" form
that is performed prior to acquiring that asset. of scheduling; simply two "schools of thought" as to which best
serves the needs of the Advertiser and Radio Stations. Some
DUOPOLY: - An instance where two stations in the same Traffic Software systems schedule dynamically, others using
market area are owned by the same party. Once forbidden by the advance method and a few offers a choice of the two.
the FCC, the rules surrounding duopolies have been relaxed.
Radio Duopolies are fairy common, with TV Duopolies also Advanced Scheduling is sometimes referred to as Pigeon
become more common. Holing which refers to early post office workers dropping mail
to be delivered in sorting holes. In Broadcasting, it means pre-
scheduling in a specific availability space.
these plans at the FCC Website location:

E http://www.fcc.gov/eb/eas/plans.html
E-COMMERCE: The ability to conduct business electronically; EAS DECODER: an electronic device that alerts operators to
Such as the process of selling products or services via the the reception of the two-tone signal
Web.
EBITDA (Earnings Before Interest, Taxes, Depreciation
and Amortization) - EBITDA is essentially Net Income with
E-MAIL: (Also expressed without he hyphen as email)
interest, taxes, depreciation, and amortization added back to it.
Electronic mail refers to messages sent over the Internet. E-
EBITDA can be used to analyze and compare profitability
Mail can be sent and received over most newer wireless
between companies and industries because it eliminates the
phones in text.
effects of financing and accounting decisions. However, this is
E-ZINE : An ezine is an electronic magazine emailed to a list of a non-GAAP measure that allows a greater amount of
subscribers. Advertisers pay to have their ad (text, HTML or discretion as to what is (and is not) included in the calculation.
both depending on the publication) inserted into the body of the This also means that companies often change the items
email. Buying ad space in an e-zine or email newsletter, or included in their EBITDA calculation from one reporting
sponsoring a specific article or series of articles allow period to the next.
advertisers to reach a targeted audience driving traffic to a
website, store or office, signups to a newsletter or sales of a EBS (Emergency Broadcast System) - No longer used, EBS
product or service. was a federally mandated requirement that alerts Radio Station
listeners and Television viewers to important weather or other
EARLY FRINGE (TV Term): The TV daypart between daytime disaster information. EAS replaced the old Emergency
and early news. This is generally 4:00pm - 5:00pm Eastern and Broadcast System (EBS).
Pacific Time.
ECASH (Internet Term): electronic money designed to be
EARLY MORNING (TV Term): The TV daypart between used over a network or stored on cards similar to credit cards.
overnight and daytime. This is generally 5:30am - 9:00am Ecash is still more of an idea than a practical reality, largely
Eastern and Pacific Time. due to security concerns.
EARNED RATE: - Stations, Cable, Billboards and Print all ECONOMY ORDER QUANTITY: This applies primarily to
generally offer lower rates per item as either more units are the Office and/or Business Manager The quantity of a
purchased or longer time periods are confirmed. The rate that supply that a company should buy in order to incur the least
the advertiser "earns" by buying these above normal numbers cost (ink cartridges, paper, Recordable CDs, etc.) There are a
or lengths establish a guaranteed lower rate. The rate is called number of factors that enter into this equation, including,
the "Earned Rate." among others: discounts offered by the vendor for buying in
bulk; the length of time that it takes for an order to be filled and
EARNINGS PER SHARE: - Total earnings of a company within delivered to the buyer; the variability in order fulfillment times;
an accounting period (typically, by quarter, quarters-to-date the costs that will be incurred in the invent of running out of
within a fiscal year or fiscal year) divided by the number of stock; and, the cost of financing inventories. Abbreviated as
company shares outstanding. Abbreviated as EPS. EOQ. Also referred to as optimal order quantity or Q*
EAS (Emergency Alerting System): - a Federally-mandated ECPM (Also expressed as eCPM): EFFECTIVE COST PER
requirement that alerts Radio Station listeners to important THOUSAND impressions. Used most frequently in the Internet
weather or other disaster information. EAS replaced the old for measuring cost to reach 1,000 persons with Web ads,
Emergency Broadcast System (EBS). Part of this process boxes, banners, etc. Effective is usually inserted when the
requires certain "test" announcements to be broadcast weekly estimates are reasonable guesstimates rather a scientifically
within certain time periods. This is an item that needs to be precise data measurement.
logged at least once a week by Traffic Directors or in
conjunction with the Station's Engineer or Chief Operator. An EDI (Electronic Data Interchange): - The transfer of data from
official FCC Handbook is available containing the rules for AM one computer to another. When computers connect, trading
& FM Stations by going to the FCC Website: partners can conduct business transactions electronically. EDI
http://www.fcc.gov/eb/eas/easamfm.pdf States and some is the term used to indicate the ability to insert Orders from a
localities have also instituted Emergency Plans (including Buyer, Rep or Agency electronically into your station Traffic or
"Amber Alerts"). It's important that Traffic Directors be aware of Sales System in a paperless manner. It applies to both Radio
any required "tests" that need to be scheduled on your and TV. See also: Electronic Data Interchange.
"Program" logs in order to comply. You may view many of

EDIS (Emergency Digital Information Service) an enhanced In creating the Children's Television Act of 1990, Congress was
emergency information dissemination capability with digital reacting to a FCC report that recognized the role television
communications techniques used by the State of California. plays in a child's development. The CTA essentially reduces
EDIS is a very inexpensive way to provide a hard copy printout the amount of commercials during children's programming, and
of emergency information bulletins from the National Weather increases the amount of education and information in each
Service, the River Forecast Center, the U.S. Geological show. The E/I logo was designed to provide parents and
Survey, the National Earthquake Information Center (in consumers with advance information about core programs
Golden, CO), the U. S. Forest Service and the State Office of being aired; and define the programming that qualifies as core
Emergency Services. programs. To comply, stations must air a minimum of three
hours per week of core educational programming.
EDTV: Enhanced Definition Television. Proposed intermediate
systems for evolution to full HDTV, usually including slightly EIGHTY - TWENTY RULE: - (Paretos Principle) In advertising
improved resolution and sound, with a wider aspect ration. it's generally accepted that approximately 20% of the top
EFFECTIVE RATE: - Average Rate, which is the result of advertisers spent approximately 80% of all the revenues. This
combining different daypart rates, bonus spots or other so-called 80-20 Rule is more of a theory than a hard, fast rule,
but invariably stations find the bulk of their ad dollars from a
announcements with different values. Advertiser might buy 10
spots @ $50 and receive 10 more @ no-charge. The 'Effective fairly small percentage of their customers. Traffic Directors are
Rate' is averaged at $25 per announcement. frequently asked to create Sales Reports or Projection Reports
ranking the advertisers from the highest to lowest spenders.
EFFECTIVE REACH: - The average number of people that will This helps Sales Managers know where to concentrate their
hear a commercial at least three times during a campaign. largest efforts--- for larger sales production. The logic of this
approach is known as the 80-20 rule, although it's a
EFFICIENCY: Generally refers to the relative costs of generalization, not a legal statute.
delivering a media audience. See also cost-per-rating point and
cost-per-thousand. The relationship of media cost to audience Expanding the 80-20 Rule to other aspects of Broadcasting,
delivery. the theory is that 20 percent of the work (the first 10 percent
and the last 10 percent) consume 80 percent of your time and
EFORM: (Internet Term): an electronic form that is filled out resources. Also 80 percent of your sales will come from 20
by a user and sent over a network. They are typically used to percent of your sales staff. 20 percent of your staff will cause
place orders or provide feedback. Eforms can be placed on 80 percent of your problems, but another 20 percent of your
web pages or in Java applets and usually contain text boxes, staff will provide 80 percent of your production. It works both
buttons, and other components. ways.
EFT: Electronic funds transfer between two checking or
savings accounts. Moving Deposits or Payments electronically EIN (See Employer Identification Number)
rather than depositing and writing checks manually and mailing
them. ELECTIONEERING COMMUNICATIONS: This refers to
Announcements involving Political Issues rather than the
EFTPOS: Electronic funds transfer at point of sale. election of an actual candidate. In November, 2007, the
Federal Election Commission approved labor unions and
EI (ELECTRONIC INVOICING) The process of using corporations to fund of be a significant contributor to promoting
automatic paperless billing by digitally sending Invoices either or opposing passage of political Issues in which an actual
directly to the Advertiser, Agency or a 3rd party computer candidates name was mentioned. As passed, in a period for
processing center. These 3rd party services are frequently 30-days immediately preceding a Primary Election or 60-days
referred to as hubs. EI is considered part of EDI (See also immediately prior to a general election, these announcements
EDI). may legally mention a candidates stance on issues- However,
the rules state the announcement can Not call for voting for or
E/I (Educational / Informational): EI stands for Educational against that candidate. (only identifying their position on the
and Informational programming. It is a result of the Children's subject issue being addressed.) While transparently being for
Television Act of 1990, which mandates broadcast stations to or against that candidate, the announcement cannot say so.
program at least three hours of educational programming a And the EC Window in which the mention of the candidates
week. EI is often seen on Saturday mornings. It is a required name and position may be mentioned is limited to the 30 or 60
logo inserted at the top of the TV screen to be displayed during Days prior to the date in which the issue is the topic.
the entire telecast of shows that are part of a TV Stations Electioneering Communications are not subject to Lowest Unit
required Childrens programming. Charges or Rates. (LUC/LUR).

ELECTRONIC COUPONING: In supermarkets, the use of multiple EINs or a single EIN may cover multiple locations of
frequent shopper cards that automatically credit cardholders the same company.
with coupon discounts when they check out. Also using
touchscreen videos at the point of purchase, instant-print EMPOWERMENT: - Giving employees more control over their
discounts, rebates, and offers to try new brands. work goals, tasks and environment, within the limits of their
organizational responsibilities.
ELECTRONIC DATA INTERCHANGE: - The exchange of
information--documents, transactions, etc.--between supply ENCRYPTION: a procedure that renders the contents of a
chain partners (suppliers, purchasing organizations, message or file unintelligible to anyone not authorized to read
distributors, shipping companies, etc.) using a published set of it. PGP (Pretty Good Privacy) is a commonly-used encryption
communications protocols and data formats. Commonly program. Also defined as the scrambling of digital information
abbreviated as EDI. so that it is unreadable without the use of digital keys.
END LOADING: - Some Traffic Directors attempt to "front-

ELECTRONIC SIGNATURE: - An electronic signature is any Load" commercials in the earlier days of the week to conserve
electronic means that indicates that a person adopts the more avails on the traditional busier days such as Thursday
contents of an electronic message, or more broadly that the and Friday. But, others try to schedule spots in the lighter
person who claims to have written a message is the one who periods at the end of the Week, such as Saturdays or Sundays.
wrote it (and that the message received is the one that was Trying to "heavy up" in this end-of-the-week period is known as
sent). Increasingly, encrypted digital signatures are used in e- End-Loading. (The opposite of Front Loading).
commerce and in regulatory filings as digital signatures are
more secure than a simple generic electronic signature. In END-OF-FLIGHT BILLING: - This refers to a request either by
many countries, including the United States, the European the Advertiser/ Underwriter or Salesperson at your Radio
Union and Australia, electronic signatures have the same legal Station to issue a bill (Invoice) upon the completion of a
consequences as the more traditional forms of executing of broadcast contract or order (rather than wait until the end of the
documents. month or other billing cycle.) End of Flight Billing aids faster
"Cash Flow" for your Station. The reasons for EOF Billing are
EMAIL BLOCKING: - Email blocking typically refers to many, but the result is sending a bill outside of what might be
blocking by ISPs. E-mails that are blocked are not processed considered a more normal billing cycle. For End-of-flight billing
through the ISP and are essentially prevented from reaching to occur, logs through the last day of broadcast must be
their addressed destination. ISPs actively block email coming "reconciled" (See: Reconcile) and "Posted" (See: Posted) from
from suspected spammers. Traffic to the Accounts Receivable section of your software
EMAIL NEWSLETTER ADS OR SPONSORSHIPS: Buying ad programs. An example of "why" End-of Flight Billing is desired
space in an email newsletter or sponsoring a specific article or would be a Circus appearing in town for only a few days, then
series of articles. Advertisers pay to have their ad (text, HTML moves on to other locations. To insure payment, the bill needs
or both depending on the publication) inserted into the body of to be hand-delivered and collected before they "pull their tents".
the email. Another Example is a Labor Day Sale by 20 Downtown
Merchants. Rather than wait for the entire month of September
EMOTICON (Internet Term): a cute sideways face created by to bill (Invoice) the merchants, your Station can start collecting
using special characters on the keyboard. Used to express the money earlier if they are billed immediately after the 1st
emotions without words. For example, this winking face ;-) Monday in September via end-of-flight billing.
indicates I'm joking, this sad face :-( expresses sadness or
I'm sulking. If this makes no sense, turn your head sideways END RATE: - The "End Rate" is the absolute lowest charge
and look again. Also known as a smiley. that will be accepted by a Radio or Television station, after all
frequency discounts and any other cost-reducing incentives
EMPLOYEE STOCK OWNERSHIP PLAN (ESOP): - A benefit have been factored in. It's another way of saying this is as low
plan that allows employees to purchase stock in the company, as we go.
typically at some discount to the market price and without any
stock brokerage fees charged on the purchase. Often END USER: The person who actually uses a product, whether
abbreviated as ESOP. or not they are the one who purchased the product.
EMPLOYER IDENTIFICATION NUMBER: (EIN) - Typically ENDORSEMENT: - Refers either to a situation where the
abbreviated as EIN, it is a unique identifier assigned by the station or personality "endorses" the advertiser's product or
U.S. Internal Revenue Service to every tax-paying entity service, usually "live" on-air or the notification on the affidavit
companies and self-employed individuals in the United supplied by the station to the client that attests to the affidavit's
States if they have paid employees (possibly just themselves in accuracy as to how the spots were broadcast.
the case of self-employed individuals). A company may have

ENG: Electronic News Gathering. The one aspect of the Fairness Doctrine that has never been
officially abolished is the Zapple Doctrine, a rule that required
ENGAGEMENT MAPPING (Digital Ad Term) - Engagement that supporters of a major-party candidate be able to get time
mapping is a means of assessing the contribution of to respond to broadcasts by supporters of the opponent,
different media touchpoints, including advertising, to effectively "quasi-equal opportunities."
an eventual conversion. This enables advertisers to
award credit for a conversion or lead to the activity EQUITY: - The ownership interest in a company. (usually
that takes place before a consumers last click expressed as a number of shares or actual percentage of total
(related to attribution modeling see first touch, ownership).
last click and last seen below).
ERP: Effective Radiated Power. Term used to identify
ENVELOPE STUFFER: A direct mail advertisement included broadcast signal strength.
with another mailed message (such as a bill).
ESCALATION CLAUSE: - A clause in a lease, contract or
EPC / Earnings Per Click (Internet) -is calculated by dividing other agreement specifying how much a fee or payment rent
the total earnings by the number of clicks. will increase in each year of the lease or period covered by the
document..
EPS (See Earnings Per Share)
ESCROW: - Funds held in escrow are held by a trusted third-
EPV / Earnings Per Visitor (Internet)- is calculated by party that does not otherwise participate in a contract. Once the
dividing the total earnings by the number of visitors. conditions for payment as set out in the contract are met, the
third party will transfer the funds to the person or company to
EQUAL DISTRIBUTION: - Ensuring that commercials are whom they are due.
scheduled to run in a broad time period or combination of time
periods, getting equally distributed across each time period. ESOP: (See Employee Stock Ownership Plan)
EQUAL ROTATION: - While sometimes used interchangeably ESTIMATE NUMBER: The estimate number is a tracking
with equal distribution, equal rotation is actually used by number assigned by the agency. Throughout the year the
agency and copy people, traffic directors and continuity agency may place several buys for an advertiser, some running
directors to indicate that all pieces of individual copy, or pre- at the same time. The estimate number is their way of
produced cuts are to be equally rotated. Equal distribution differentiating between them. It is also a vital piece of
refers to ensuring that commercials are scheduled to run in a information for the continuity people in the traffic department -
broad time period or combination of time periods and get the estimate number tells them if their traffic instructions are
equally distributed across each time period (see Rotation). the correct ones to apply to a given order.
EQUAL TIME: The FCCs Equal Opportunity Rule states that if ET (Electrical Transcription): - Prior to Digital, prior to cart
a broadcast station or cable system gives or sells time to one machines and prior to recording tape, commercials, programs,
candidate for political office, it must offer time to other etc. that needed to be recorded were cut on disks. They came
candidates. With only one possible exception- enforcement has in several sizes ranging as large as 16 across. If youve ever
been abolished by the FCC (See The Zapple Doctrine). seen what appeared to be a huge turntable, that how the ETs
were played on the air. ETs are now collectors items and we
This phrase Equal Time is frequently misunderstood and dont believe any stations use them in the digital age. Veteran
falsely interpreted to think exactly equal length of time or broadcasters still will occasionally be heard to saywheres
number of spots (announcements). It is actually an equal that ET?
opportunity provision and not an exact match of exposure.
Stations making a decision to sharply curtail exposure for one EVENING DAYPART: - Also known as nights, this is the late
candidate to favor another, is walking on very thin ice, of evening broadcast time period for Radio, most often
course. represented by Monday though Friday from 7PM-Midnight as
defined by Arbitron ratings. An individual station's daypart(s)
Equal Time may also apply to station-originated editorials will not necessarily conform to this standard definition(s).
attacking a position or issue, but not providing equal time for a Advertising contracts should include the specific hours that
response. This instance might more reasonably be presumed define the time period for each stations daypart.
to be an equal amount of time or exposure. Denying time for a
reasonable response might trigger severe liabilities upon the EVENT BASED ADS: Ads that are generated as a result of an
licensee. event in the application, typically triggered by a Users
interaction with the application through the Client User.

EX OFFICIO: - A right that is granted simply as a result of the page in the response to user action such as a mouseover.
holding a particular office. For example, corporate bylaws might
give the president of a company the automatic right to be EXPERIMENTAL PERIOD (FCC Definition): The time
included on certain board committees. The company's between 12 midnight local time and local sunrise, used by AM
president would then be said to be an ex officio member of stations for tests, maintenance and experimentation.
those committees.
EXPECTED VALUE: - A planning or budgeting measure used
EXACT TIME: (Identical definition as "Specific Time"), which to evaluate the advisability of undertaking an action with
refers to an announcement, underwriting credit or commercial uncertain outcomes. Expected value is calculated by
that is to be scheduled to be broadcast at an exact minute multiplying the value of each possible outcome by the
and/or second on the Stations' Log. (Example: This 30-second probability of it happening and summing the result for all
"spot" is to be broadcast at 04:30:30.) While most Contracts or possible outcomes. For example, if you are considering
Orders call for broadcast "between" certain times, such as 3pm undertaking a project and believe that there are only three
to 7pm, an Exact Time (or Specific Time) Spot specifically possible outcomes for the project:
requests a very specific time for its' broadcast. There is a 60% chance that the project will show a $1,000
profit
EXCLUSIVITY - occurs when an advertiser requests their
banner or text message be shown ALONE on the desired There is a 30% chance that the project will just break-
pages, they are requesting exclusivity. Publishers tend to even (no profit, no loss).
charge more for this since since it limits the number of
advertisers they can accept for those pages. There is a 10% chance that the profit will show a $500
loss.
EXIT EXCHANGE (Internet) is an arrangement between two
or more sites in which each site shows advertisments for the Then the expected value of the project is: (0.6 x $1,000) + (0.3
other sites in exchange for the others doing the same, also x $0) + (0.1 x -$500) = $600 + $0 - $50 = $550.
known as reciprical exit swap.
EXPENSE ACCOUNT: - An account to which employees can
EXIT INTERVIEW: - An interview conducted with a (soon to be charge business expenses that they incur personally (such as
former) employee just before he or she leaves the company. entertainment of customers). An expense account usually
The goal is to determine the reasons for the employee's implies a limit that the employee can charge per month/year.
departure. The primary end-objective should be to uncover any
correctable problems within the company that might have EXPOSURE: - A person's physical contact (visual and/or
caused the employee to leave--and might result in other audio) with an advertising medium or message
valuable employees leaving if the not corrected. Because the
problem might have been with the employee's manager / EXTRAMERCIALS - are banner ads placed in the extra space
supervisor and the employee might be reluctant to share in the right column of Internet web pages.
information about the problem with the person who was the
source of the problem and, even if the information is shared, it EZINE: Stands for electronic magazine and is a name for a
might not be passed on by the manager/supervisor--the web site which is modeled after a print magazine or for a
interview should be conducted by someone, such as a human magazine that is only available online or through email.
resources department professional, who did not have direct
influence on the employee's work activities. F
EXIT TRAFFIC (Internet) - is the type of web visitor traffic in FACING (Outdoor Advertising/ Billboard Term): Outdoor
which visitors leaving a site click on a popup or popunder advertising uses this term to refer to billboard panels that face
advertisment (commonly known as a exit console). the same direction and are visible to the same lines of traffic.
EXOFFICIO: (See Ex Officio listed above as a two-word FACTORING: - The selling of accounts receivable to a
entry) financial institution in order to receive cash immediately and
avoid the risk of non-payment by the customer. They are sold
EXPANDABLE AD (Web Term): Rich media ads that can be at a discount to compensate the financial institution for the
enlarged to dimensions beyond the initial dimensions of the usual delay in receiving funds owed by customers and the risk
placement they fill on the webpage. The user initiates of non-payment.
expanding events, sometimes after the ad initially expands
briefly on its own to catch the users attention. FAIRNESS DOCTRINE: Although it is a topic of discussion
regularly in Broadcasting, there is no longer any Fairness
EXPANABLE BANNER (See Expandable Ad Above) - Doctrine enforced by the FCC. Thus, there is no FCC
Online advertising placements that expand (or take over) on requirement for stations having to give equal time to competing

sides of any particular issue (even when the Fairness Doctrine FDOB: - An abbreviation for "First Date of Broadcast". See
existed, there was never an obligation for strict equal time - a also DOB (Date of Broadcast), LDOB (Last Date of Broadcast),
broadcast station just needed to, in some manner, present both and LDB (Last Date of Broadcast) which are used
sides of an issue) interchangeably or in conjunction with this term.
FALSE POSITIVE (Email) - Legitimate permission-based FEASIBILITY STUDY: - A structured evaluation of whether a
email that is erroneously blocked due to the limitations of proposed project is: technically possible; affordable given the
current email blocking and filtering techniques. False positives organization's funds on hand, cash flow and access to external
are an industry wide problem. Currently, 17% of permission- funding; and, in the case of for-profit companies, expected to
based email is erroneously blocked. be profitable. Obviously, a project that is deemed to be
infeasible will not proceed.
FAQ: (Frequently Asked Questions): acronym for Frequently
Asked Questions. A reference document created for particular FEDERAL COMMUNICATIONS COMMISSION See FCC
topic or group that answers to common beginners' questions. It
is considered poor Netiquette to ask a question without first FEDERAL TRADE COMMISSION (FTC): - An independent
reading the FAQ. U.S. government agency, reporting to Congress, responsible
for promoting competition and preventing unfair or deceptive
FAST AFFILIATE RATINGS: These are first national ratings, practices in commerce.
including demographics, are available at approximately 11 AM
(ET) the day after telecast, and are released to subscribing FEEDBACK: A loud noise produced when the amplified sound
customers daily. These data, from the National People Meter from an output (loudspeaker ) is picked up by an input
sample, are strictly time-period information, based on the (microphone, phonograph ) feeding that loudspeaker. This can
normal broadcast network feed, and include all programming be potentially damaging to both the speaker(s) in question, as
on the affiliated stations, sometimes including network well as the hearing of the subjected listener. In radio
programming, sometimes not. The figures may include stations broadcasting, feedback may occur when a DJ increases his or
that did not air the entire network feed, as well as local news her headphone volume to a high enough level that the
breaks or cutaways for local coverage or other programming. microphone is able to pick up the sound coming from the
Fast Affiliate ratings are not as useful for live programs and are headphones, usually when the DJ's head is turned to one side
likely to differ significantly from the final results, because the or another.
data reflect normal broadcast feed patterns. For example, with
a World Series game, Fast Affiliate Ratings would include FIDUCIARY: - One who as a result of an implicit or explicit
whatever aired from 8-11PM on affiliates in the Pacific Time contract is morally and legally bound to act for the benefit of
Zone, following the live football game, but not game coverage another part.
that begins at 5PM PT. The same would be true of Presidential
debates as well as live award shows and breaking news FILE: - A named collection of data, like-files or programs stored
reports. together in one place on the computer. Example: you may keep
several word processing documents regarding a particular
FAST CHANNEL: - (also known as Spot Taxi): - is one of client or customer in one computer "file" (marked: Tom's Pet
several Internet- based spot distributors, making for a quick, World). Many files for customers might be stored in a Folder,
easy transfer of audio files from the Advertising Agency to the which is a collection of files sharing something in common.
Radio Stations Digital Audio System. The process is simple.
Fast Channel loads the commercial file on their site and notifies FILL ORDER: A term used to describe the order in which the
the advertising agency handling that account. The Agency can Traffic Software has been asked to place (or fill) spot sets,
simultaneously e-mail all stations receiving that buy and notify avails or clusters of avails. Most Traffic Systems permit the
them to download the spot or spots. Many companies now operator to establish a pattern to "fill" one specific avail or spot
provide this service, with DG and ECN among those best set first, before "opening" another spot set. Or, the operator
known. may be able to request an even fill of all spot sets in an hour to
allow for an even distribution of the spot load over all spot
FCC / Federal Communications Commission: The FCC is clusters. By establishing different "fill orders" for each day of
the Federal Agency charged with issuing Radio Station the week, the system can help avoid placing the same spot in
licenses and enforces adherence to Rules & Regulations, nearly the same location each day of the week. A Traffic
Station operations and equipment performance. The Director should know that identical fill orders copied from day-
"Commission" (as it is also known) also handles administration to-day or hour-to-hour in setting up your skeleton log will result
and supervision of all other forms of electronic communication, in poor horizontal rotation over the week or weeks a schedule
such as Television, Cable, Telephone and other transmission is to run. Fill Order differs from features such as Programmable
media. Avails in that Fill Order says place spots in a numerical order,

while Programmable Avails says place a specific type of spot in unlimited soft money'. The FEC agreed and so groups called
each avail (within a cluster). 527's were set up (named after section 527 of the Internal
Revenue Code). 527 committees, in the context of
FILLER SPOTS: - A term used to describe "Copy" or pre- broadcasting, advertise positions on an issue (e.g. abortion,
recorded announcements as a stand-by or "something to fill" guns etc), but in reality hail or criticize a candidate's views /
the space that was designated as unsold time or avails. A voting records on that issue. It is advertising that promotes or
salesperson or Production Director might say: "Run some Filler criticizes a candidate in all but name. As 527's are charities
Spots" until the new commercials arrive." and not subject to Federal Campaign Law, they report to the
IRS. They are not entitled to LUR/LUC rates.
FILMSTRIP (Web Ad): An IAB Universal Brand Package ad
unit template that is 350x3000 pixels, divided into five 350x600 FIXED COSTS: A cost that stays the same no matter how
pixel segments that scroll by user interaction though a 350x600 many units are produced or services sold (until the maximum
pixel placement window. capacity of the related item is reached). For example, plant and
equipment are fixed costs.
FINANCIAL ACCOUNTING STANDARDS BOARD - (FSAB):
- A U.S. private sector organization designated to establish FIXED POSITION: - A "Class" of Time defined by the FCC as
standards of financial reporting and accounting. Abbreviated time with guaranteed placement that runs at a particular time,
FASB. The board of independent members is charged with e.g., the spot will run at 7:59 am. The AAAA/RAB Task Force
creating and interpreting the Generally Accepted Accounting on Radio Buying & Selling defines Fixed Position as "a
Principles (GAAP). commercial scheduled to run at a precise time, or a commercial
scheduled to run within specific programming content."
FIREFOX: Firefox is an open-source web browser. It has emerged
as one of the most popular web browsers on the Internet and allows FIXED RATE: - The rate charged for a fixed position
users to customize their browser through the use of third-party commercial (see fixed position), usually a non-preemptible
extensions. premium rate.
FIREWALL: Software or hardware that protects a private FIXED TIME: - See Fixed Position.
network from the public. The purpose of a firewall is to keep
unauthorized outsiders from tampering with a computer FLAME (Internet Term): a public post or email message that
system, thereby increasing a server's security. expresses a strong opinion or criticism. Flames can be fun
when they allow people to vent their feelings, then return to the
FIRST IN FIRST OUT (FIFO): - A method of accounting for topic at hand. Others are simply insulting and can lead to flame
inventory. Abbreviated as FIFO. While the movement of wars.
specific items of inventories of commodity goods are typically
not tracked in accounting records, the FIFO method assumes FLASH: - Refers to a software plugin that enables browsers to
for costs purposes that the first units that entered the inventory play multimedia animations. Some rich media advertisements
are the first that leave it. This is not usually applied in require users to have this plugin.
Broadcasting inventory, such as avails, but its a good term to
understand if your media company is multi-faceted.. FLASH (Web Ad Term): Software developed by Adobe used
to build, generate, and play animated files. Also used to define
FIRST TOUCH (Digital Ad Term) - Related to attribution the creative files generated by the program.
modeling, the first touch gives credit to the first impression a
user experiences. This is not as common as Last Seen or FLEX TIME: - A work arrangement that allows employees to
Last Click but can be used to encourage media traffickers set their own starting and ending times (sometimes constrained
such as affiliates to broaden reach. to some bounds set by the company) provided that they work
the required number of hours per day/week. Flex time allows
FISCAL YEAR: (FY) (See FY) employees to set their own work schedules to accommodate
personal needs, to avoid commuting during rush hours and/or
FIVE-TWENTY-SEVEN (527s): - In 2002 new electoral laws for any other reason.
were passed to limit the actions of PACs (Political Action
Committees) Money, said the law, could no longer be spent on FLIGHT: - A scheduling tactic that alternates periods of
directly supporting or opposing a candidate or supporting advertising activity with periods of no activity.
Federal Campaigns. Lawyers argued to the Federal Election
Commission that if they did not use magic words' to expressly FLIGHT DATES: - The start and end dates of a schedule
advocate a candidate's election/defeat or directly subsidize including the weeks on and off air.
federal campaigns then they should be exempt from
FLOATING ORDER: A schedule that permits moving
restrictions of federal campaign law and could therefore collect
announcements over a range of days usually based on

oversold avails. A "Floating Order" means you may move more FORMAT CLOCK: A format clock is a diagram produced by a
announcements to Wednesday from Friday (if Friday happens program director, traffic director or a producer to illustrate
to have a heavy demand. The terms: Float, Floatable and where each programming element appears in a typical hour.
Floating can all be interchanged to mean a certain degree of
flexibility has been accepted by the Advertiser or Agency. FORMAT SCHEDULES (TV Term): In many software
scheduling applications, format schedules are copies of format
FLOPPY DISK: - A small, portable diskette used for storing templates. Those templates may be edited at the time of
data, programs or other files. The most popular size is currently scheduling. The template is a general plan of the time period,
3.5" inches and is referred to as a "floppy". Earlier versions of while the Schedule addresses precisely what programs; spots
Floppy Disks came in other sizes of 5.25" and even 8" (and or other content are actually placed for airing. The Traffic
larger if you're a veteran computer user.) department should view the format schedule or actual format
instances, rather than format templates, to determine exactly
FM: - See Frequency Modulation what content is airing.
FOCUS GROUP: - A group assembled for marketing research FOUR As (4As) See AAAA American Association of
purposes. The group is led by an experienced facilitator who Advertising Agencies.
will encourage the expression of views on specific topics of
interest to a firm's marketers. The facilitator will encourage FORUMS (Web/Internet): - Also known as a message board,
people to expand on their responses or react to other group a forum is an online discussion site. It originated as the modern
members' responses when appropriate. Focus group research equivalent of a traditional bulletin board, and a technological
yields qualitative rather than quantitative results. evolution of the dialup bulletin board system.
FOLLOW (Internet): The process of adding someone to your FPS (Frames Per Second): FPS is an acronym for Frames
Twitter stream. When you follow someone, all of their tweets Per Second, the metric used to indicate the frame rate of
will show up in your own stream. animated or video creative content.
FOOTPRINT: - The geographic area on earth in which a
satellite signal can be received FRACTIONAL PAGE: (Printing Term): Print advertising
space of less than a full page.
FORMAT (Computer Term): - Different programs and devices
store information in a variety of ways. The specific FRAGMENTATION (Audience): The increasing number of
arrangements of information a program or device requires is audience subdivisions which, together, constitute total TV
called its format. Some types of formatting you may be familiar usage. Television audiences are said to be fragmented, for
with are VHS, DVD, DOS and RealAudio, etc. example, across a broad spectrum of video sources: nine
broadcast networks, more than 50 cable networks, hundreds of
FORMAT (As Used in Radio): A general description of either syndicated programs, new DBS services, VCR and video game
the type of Music or the Type of Programming a Radio Station usage, Internet usage, etc.
broadcasts. Examples might be NEWS/TALK, SPORTS, CHR
(Contemporary Hit Radio), Classical, Country, etc. FRAMES PER SECOND See FPS
FORMAT (As used in Television): Formats are templates of FRAME RATE (Web Term): The rate at which video frames or
programs that contain program segment and break information animated images display as the video or animated file
and are scheduled within the beginning and end of the executes, measured as the number of frames per second (fps).
broadcast day to build a log. Programming provides format
information to Traffic department. Regularly scheduled FREE CASH FLOW: Free cash flow is calculated as income
network program formats are sent once a year for the following from operations plus depreciation, amortization of intangible
season, and on an ongoing basis for specials and revisions. assets and broadcast rights (excluding barter), non-cash
Generic syndicated program formats are sent once a year for contract termination fees, non-cash impairment charges, loss
the following season and daily by e-mail or fax for episode (gain) on asset exchange, loss (gain) on asset disposal, net,
specific timings. Locally produced program formats are and non-cash stock option expense, less payments for
designed by Programming, News and Sales Management and broadcast rights, cash interest expense, capital expenditures
are revised on an as needed basis. The Traffic department and net cash income taxes.
builds and schedules formats and may enter daily timing into
FREE CIRCULATION (Printing Term): A free publication.
formats. Master Control (Engineering) may also enter daily
timing into formats. FREQUENCY (First Definition): - The frequency assigned by
the FCC upon which the Radio Station broadcasts. Examples
of AM frequency would by 610 kHz. (Kilohertz), while a FM
Station might be assigned a frequency of 106.3 MHz reach all of the mobile population in a market within a 30-day
(Megahertz). Be aware of a second definition for "Frequency" time period.
within broadcasting. (below)
FULL TIME EQUIVALENT (FTE): - A way of measuring how
FREQUENCY (Second Definition): - The average number of much labor is put into a project or job (or, when doing
times the same person will hear a commercial or program budgeting and forecasting, how much labor will be required to
within a measured period of time. be put into it). Abbreviated as FTE. An FTE of 1 is equal to one
full-time employee working on the project or job. That
FREQUENCY CAPPING: A practice that limits the number of contribution may or may not come from one person. For
times an advertising message exposure (ad impression) can be example, a job that requires 1 FTE may involve two people
billed to buyers within a campaign and/or over a specified each working half-time.
period of time. Frequency capping may also refer to limits
placed on the number of times that an ad is to be delivered to a FUNCTION KEYS: - Special purpose keys located on your
particular user over a period of time. computer keyboard, although most keyboards only have a
limited number of these Special Function Keys, many vendors
FREQUENCY MODULATION (FM): - one of two forms of will assign even more functions that may require striking more
transmitting audio signals to receivers. (The other is AM than one key simultaneously. Special function keys are usually
Amplitude Modulation). Radio Stations assigned to the FM along the top of your keyboard and have designations such as
band use Frequency Modulated Transmitters. These Stations F1, F2, F3, etc.
are frequently referred to as FM Stations. FM is also the type
of audio broadcast by Television Stations combined with their FUNDERS: - The term used as a "slang" for Underwriting
video signals. Acknowledgments. It is used primarily in Public Radio and
other non-commercial Stations.
FRIEND (Internet): On MySpace, Facebook, and most other
social networks, the basic connection is a friend. Friend FY (Fiscal Year): - the 12-month period a company,
connections need to be initiated by one person and accepted corporation or station considers to be its year. A fiscal year
by the other. Once friends are connected, they generally have may vary from a Calendar Year, which begins on January 1st
access to all of each others profile information and content. and ends on December 31st. There are many reasons a station
Facebook limites you to a few thousand friends, and may adopt a different Fiscal Year for tax and/or accounting
discourages media companies at setting up individual purposes.
accounts. They recommend you create Fan pages, which is
similar to a friend, only that the access to the personal data of G
your fans is significantly limited.
GAAP (Generally Accepted Accounting Procedures) -
FROM LINE / SENDER LINE: - The from line has two parts: GAAP refers to generally accepted accounting principles in the
part one is the "From Name" - such as "Constant Contact's United States. Broadcast stations frequently express their
Email Marketing Diva, Michelle Keegan." Part two is the "From financial reports using certain terms that would no be included
Address" - the electronic address including "@" such as, as GAAP, although they actually give a better financial picture
tips@constantcontact.com." Your recipients may see just the to those familiar with the business. Examples would be
from name, just the from address, or both depending on the Broadcast cash flow, station cash-based operating expenses
configuration of their email client. and adjusted EBITDA should not be considered a substitute for
measures of performance prepared in accordance with GAAP,
FRONT LOAD: - Refers to creating a schedule that tends to despite the fact they give a truer picture of results to
place more commercials on days of the week that have less broadcasters.
demand, and fewer commercials on days with the heaviest
demand. If a station is heavily sold on Thursday and Friday, but GARBAGE IN GARBAGE OUT (GIGO): - Abbreviated as
has fewer sales on Monday and Tuesday, a front-loaded order GIGO, it is a shorthand way of saying that if bad data is fed into
for Monday through Friday might place four (4) commercials a business system or poor quality efforts and materials are put
per day on Monday and Tuesday, three (3) on Wednesday, into a business process, the results coming out of that system
and two (2) on Thursday and Friday. or process are going to be of poor qualityor outright wrong.
FTP: - File Transfer Protocol. Ability to rapidly transfer entire GARNISHMENT: - A court-ordered transfer of property
files from one computer to another, intact for viewing or other (typically money) from one party to another to satisfy an
purposes. outstanding debt. For example, after a creditor (the person or
company owed funds) wins a lawsuit against a debtor (the
FULL SHOWING (Outdoor/Billboard Advertising Term): person who owes the funds to the creditor), a court may order
Advertising term referring to the number of billboards needed to the debtor's employer to transfer a portion of the employee's

wages to the creditor. The same portion of wages may be will pay a premium over the price that the shares were trading
garnished every pay period until the debt (including interest if at on the open market. This price premium is referred to as
the court so orders) is paid in full. A government may garnish goodwill.
an employee's wages to collect back taxes, but the creditor can
also be an individual or corporation. GOOGLE CHROME: Google Chrome is a free web browser
produced by Google that fully integrates into its online search
GENERAL LEDGER: - A book that records all transactions system as well as other applications
affecting a company's balance sheet or income statement.
Thus, the general ledger provides a current status of those GPS / GLOBAL POSITIONING SYSTEM: A satellite system
accounts. that lets users on the ground, water or air determine their
position with extreme accuracy using GPS receivers.
GENERATION X: the generation born in the United States
after 1965. GRACE PERIOD: - The formally recognized time before a
creditor can initiate legal action when an amount owing is not
GENERATION Y: (MILLENIAL GENERATION) Describes the paid.
demographic group following Generation X. There are no
precise dates for when the Millennial generation starts, GRADE A & B CONTOURS: - Areas in a television station's
although most say those born after the early 1980s through the coverage pattern where the transmission signals should have
early 2000s. specific levels of strength, according to FCC requirements.
GEOGRAPHIC TARGETING (Geo-Targeting) The process GRANDFATHER: - An allowance for older businesses to
of identifying a brand or products geographic area of continue operating for a time under conditions that were
opportunity, or the markets in which advertising is most likely to permitted at the time these businesses were subject to other
produce sales. Geographic targeting combines demographic regulations.
and sales data to reach high-potential customers. GRAZING: - The act of constantly flipping through TV
GEOSYNCHRONOUS ORBIT: - An orbital path above the channels, watching several shows at once, brought on by the
earth where satellites can travel at earth's speed of rotation so ease of remote-control units and the wider viewing selection
that it appears to be stationary in relation to a fixed position on that cable TV offers.
earth. GRAPHICS: - The pictures, borders, illustrations, everything on
GIF (Graphics Interchange Format): - A graphics format in a web page or document that is not text based. Anything that is
which images are constructed of tiny dots, called pixels, each produced using a graphics program, even a text title, is
one colored to correspond to the specific area of the image considered a graphical element, because it is formatted
they represent. The format can be compressed to require fewer differently from the plain text that follows it.
memory resources, which is useful in adding images to Web GRID CARD: - A type of Rate Card that offers different prices
pages or documents. for advertising based on the percentage of time pre-sold for the
GIGO: See Garbage In, Garbage Out date range being considered by the Advertiser or Buyer. The
higher the number of "avails" still unsold," the lower the per-
GOLDEN HANDSHAKE: - A large sum of money or other spot rate; conversely, the lower the number of avails remaining
rewards (such as stock or a pension contribution) that is given unsold, the higher the per-spot rate for new Orders. Grid cards
to a senior employment who leaves before the end of his or her actually base the price per announcement on the projected
employment contract that is often not based on how well the "Supply and Demand" factors for a particular range of dates.
employee performed on the job.
GROSS AUDIENCE: The total number of households or
GOLDEN PARACHUTE: - Terms included in an executive's individuals in a television audience viewing for two or more
employment contract that provide rich rewards (such as time periods within a schedule of spots or programs without
severance pay, company stock or options, bonuses and/or regard to duplication. For example, an individual is counted
continuation of benefits, etc.) should an event occur, such as twice in gross audience if he/she appears in the audience of
the sale of the company, that results in the loss of the two of the spots or programs within the schedule.
executive's job. Under some circumstances those rewards may
be paid even if the departure is the executive's choice rather GROSS AVERAGE AUDIENCE RATING (GAA): - The sum of
than being forced on him or her. the percent of households or persons tuning or viewing during
the average minute of each telecast of the program, including
GOODWILL: - Typically, when buying another company or repeat telecasts during the report interval. Duplicated tuning
buying enough shares to control another company, the acquirer and viewing to the same program (or its repeat telecast) by the
same household during the report period is counted each time
GROSS IMPRESSIONS (GI's): - The sum of the Average HACKER: - A malicious person who breaks the security of
Quarter-Hour Persons (AQH) audience for all commercials in a computer systems in order to steal or destroy information.
given schedule. The total number of times a commercial will be
heard over the course of a schedule. Formula: AQH Persons X HAMMOCKING: Placing a new or poorly-performing program
the number of commercials in the advertising schedule = GI's between two established popular programs in order to boost
viewing or listener figures.
GROSS RATES: - A "Gross" Rate is the price of an
announcement or Program that is commissionable to an HARD BOUNCE / SOFT BOUNCE: - A hard bounce is the
Advertising Agency, In-House Agency (if recognized by the failed delivery of an e-mail due to a permanent reason like a
Radio Station), or to other Buyers, Buying Services, or non- non-existent address. A soft bounce is the failed delivery of an
station personnel. The Commission paid to these sources is e-mail due to a temporary issue, like a full mailbox or an
usually 15%, but that may vary based on Station Policies or unavailable server.
other circumstances, is deducted from this Gross Rate. A gross
rate, less commissions is usually referred to as a "Net" Rate. HARD-CODED IN APPLICATION ADS: These ads appear
Traffic Directors should know the Station Policy on Gross within the application environment but cannot be changed from
Rates, Commissions and Net Rates since many financial Session to Session or User to User. Essentially they are hard
calculations, sales projections, receivables and collections are coded into the application itself; these ads are not within the
based on either Gross or Net levels. scope of this present set of guidelines.
GROSS RATING POINTS (GRP's): - The sum of all rating HARD DRIVE: - Also known as the Hard Disk. The component
points achieved for a particular commercial schedule. Formula: inside (or detachable from) the computer that stores all the
AQH Rating X the number of commercials in the advertising computers' programs and any work or data. Hard Drives are
schedule = GRPs given designations, usually the "C" Drive (but not always).
When a technician suggests you'll find a file on the "C" Drive,
GRP: (See Gross Rating Points) they're referring to the Hard Drive inside your computer or
server.
GUARANTEE (Radio): - Usually refers to a station promise to
honor a specific commercial rate for an agreed upon period of HARDWARE: - The physical components of a computer
time which is linked to certain criteria, such as schedules system such as the mouse, printer, keyboard, monitor or
previously purchased, a minimum volume of business placed attached accessories such as Scanners, External Modems,
by the client or the rate charged by the station to other clients. etc. Hardware is "not" a term used for programs or data files--
May also refer to guarantees of spot placement or schedule these are called "software". Think of a VCR as Hardware, but
clearance, frequently determined by the class of rate paid for the cassette programming (movie) you insert as the "software".
the spot or schedule.
HASHTAG: (Twitter) - A hashtag is a tag used on the social
GUILD (First Definition): A Guild is a group or association of network Twitter as a way to annotate a message. A hashtag is
highly skilled craftspeople or artisans that pool their a word or phrase preceded by a #. Example: #yourhashtag.
information, and techniques. An excellent example of this form Hashtags are commonly used to show that a tweet, a Twitter
of Guild would be TDGA The Traffic Directors Guild of message, is related to an event or conference.
America, which meets the Old English definitions of a unique
skill or craft, but not linked to any form of collective bargaining HAWTHORNE EFFECT: - The name comes from a study
(as in definition number two, below). conducted at the Hawthorne Works plant of the Western
Electric Company in the 1920s. The study found that when
GUILD (Second Definition): This more modern definition lighting levels increased, worker productivity increased. To
tends to identify certain organizations as labor organizations, verify their results, the researchers lowered lighting levels
which employ labor negotiating for groups.(rather than below the original level to show that productivity would
individual merit). Examples of this second definition would be decrease correspondingly. Instead, they found that rather than
SAG, WGA, DGA and/or AFTRA. reducing, productivity increased again. Further positive and
GUTTER (Printing Term): Inside page margins where a negative changes in the work environment also induced gains
publication is bound. in productivity. The researchers postulated that rather than
responding to the changes in light levels they were responded
to being treated as special by the company. This response has
H come to be known as the Hawthorne effect.
HAAT: Height Above Average Terrain. Used to identify a
station's antenna height, in terms of feet or meters, with HD: - High Definition See High Definition Radio and/or High
respect to its surrounding terrain. Definition Television

portability and continuity of health insurance coverage in the

HDTV: See High Definition Television group and individual markets, to combat waste, fraud, and
abuse in health insurance and health care delivery, to promote
HEAD OF HOUSEHOLD: The person within a household or the use of medical savings accounts, to improve access to
family who is responsible for the major purchase decisions. long-term care services and coverage, to simplify the
administration of health insurance, and for other purposes."
HEADEND: A cable TV facility for signal processing with
The act is more often referred to by its acronym, HIPAA.
electronic equipment used to receive and send signals. It is the
HIPAA affects not just health insurers and health care
equipment located at the starting point of the cable system and
providers but also any organization or individual who manages,
includes antenna, amplifier and scramblers.
stores or handles health-related information.
HERTZ: A unit of frequency equal to one cycle per second.
HIT THE POST: Where a DJ continues to talk right up to the
A measure of electromagnetic frequency that represents the
point where the vocals commence.
number of complete electrical waves in a second. One kilohertz
(kHz) is one thousand cycles per second; one megahertz
HITS: - The number of times a program or item of data has
(MHz) is one million; one gigaHertz (GHz) is one billion. U.S
been accessed. For example, each time a user downloads a
VHF television stations are allocated on a band from 54 to 216
home page on the Web, that is considered one hit to that Web
MHz.
site. Hits also refer to the number of page and/or graphic files
HIATUS: - A common term used to describe a broadcast requested by visitors.
schedule that might run for a certain period of time, then "take
HOLD OVER AUDIENCE: Broadcast term for those viewers or
some time off" before resuming a schedule. An Advertiser
listeners tuned to a program that stays tuned to the following
might buy a 13-week long schedule, but decide they want to
program.
take a hiatus every 4th week of the schedule. The word
"hiatus" can be thought of as a "vacation", "excused leave of HOLDING COMPANY: - A company that does not carry on
absence" or other such "time off". A hiatus allows an advertiser operations (making things, providing services to customers
to buy a certain schedule and "spread it over a longer period", and/or selling goods or services) on its own. Rather it is set up
rather than buying a continuous shorter schedule. It's a highly solely to hold shares in other companies. A holding company
desirable tool for Salespeople, Advertiser and Traffic Inventory may hold 100% of of its subsidiaries' shares or it may only hold
control. For example, an Advertiser might be convinced it's in a portion of some or all of their shares.
their best interest to take a hiatus during the week immediately
preceding a heavily advertised political period. HOME PAGE: - The page that appears each time users start
their Web browser. Users can choose any page on the Web as
HIGH DEFINITION RADIO (HD-Radio): - When Two or more their home page.
stations carry the identical programming, its called
Simulcasting, but advances in technology now have made it HORIZONTAL ROTATION: - Ensuring that commercial
possible for One Radio or TV Station to actually broadcast announcements purchased in a program or time period that
multiple signals at the same time. This HD Radio concept includes multiple days (example: Monday-Friday) are placed
requires a HD receiver. A listener might be able to listen to one across all days in order to increase advertising exposure to
station, then select one of several formats by going to HD-1, various prospects. Implies a fair rotation across days of the
HD-2, HD-3, etc. week so that spots are not loaded into early week scheduling.
TDGA Elaboration: When the reference is to "Horizontal
HIGH DEFINITION TELEVISION (HDTV) - An all-digital TV Rotation", it refers to establishing a schedule across several
broadcast signal that delivers a high-resolution, wide-screen days, weeks or months. Think of Horizontal Rotation being
picture and 6 channels of digital sound. A resolution of 1,080 similar to the "horizon" where you scan across (rather than up
lines is considered high definition imagery, although 720 lines or down). [See also "Vertical" Rotation.] When a Salesperson
of progressive scanning has now come to be considered high says the client wants a good horizontal rotation, they mean
resolution as well. HDTV is the product of technological evenly spread over as many days as possible between the
advances that permit one TV Station to actually carry several starting and ending date of the schedule. (Rather than all
streams or channel of programming on one basic carrier. Thus grouped together in a few days of the period).
one TV station might actually broadcast 2, 3, 4 or more
different programs. A Digital TV Receiver is required to receive HOST: - As a noun- the computer on the other end of a
these individual programs. network from your computer that contains information you are
trying to receive or access. If the other computer has the data
HIPPA (Health Insurance Portability and Accountability or information you need-- it is the host (and you are the Guest).
Act): - A U.S. law that is designed to, as the preamble to it As a verb- To store the content or data on a computer that is
states, "amend the Internal Revenue Code of 1986 to improve connected to a network.
via the WWW. Sending HTML email enables marketers to

HOT SPOT (Web/Internet): A hot spot is an area of an ad include unique fonts, graphics and background colors. HTML
unit, which when rolled-over/rolled-on by the users cursor, makes an email more interesting and, when used properly, can
such rollover triggers an event (i.e. expand ad). The hotspot generate response rates up to 35% higher than plain text.
should never be larger than 1/4th the size of the original
(collapsed) ad unit. The trigger event should not occur unless HTML EMAIL - An e-mail that is formatted using Hypertext
the users cursor rests in the hotspot zone for at least 1- Markup Language instead of plain text. HTML makes it
second. Hotspots should never initiate audio (audio should only possible to include unique fonts, graphics and background
be initiated by a click). When hotspots are used, the trigger colors. HTML makes an e-mail more interesting and when used
event should stop immediately upon the users cursor leaving properly can generate higher response rates than plain text.
the hotspot zone (i.e. ad collapses), and the ad unit should
return to its original state. HTTP (HyperText Transfer Protocol), the underlying protocol
used by the World Wide Web. HTTP defines how messages
HOUSE ACCOUNT: - An Account or Order made on behalf of are formatted and transmitted, and what action Web servers
the Station rather than a specific Salesperson. Generally, and browsers should take in response to various commands.
House Accounts are not commissionable to the person
submitting the Order. For Reporting purposes, these accounts HUBS: (TRAFFIC HUBS): - A staff of employees, usually
are listed as "House" instead of a Salesperson. Also known as located at one or more locations, responsible for all the traffic
the Hard Disk. The place inside (or detachable from) the or scheduling of multiple stations spread over a large region or
computer that stores all the computers' programs and any work the entire country. Also known as Centralized Traffic
or data. Departments. Television Traffic Hubs became increasingly
commonplace in the last half of the first decade of the 21st
HOUSE LIST (Or RETENTION LIST) (Email) A permission- Century (2000-2010). The logic was to pool Traffic personnel
based list that you built yourself. Use it to market, cross sell in one location where their functions could serve a larger
and up-sell, and to establish a relationship with customers over number of stations. The presumption was seen as staff cost
time. Your house list is one of your most valuable assets savings and higher efficiency.
because it is 7 times less expensive to market to an existing
customer than it is to acquire a new one. Use every opportunity Many Traffic Hubs retain one or two personnel at each
to add to it and use it. outlying location to handle late arriving orders, copy or
programming changes caused by breaking news events. These
HOUSE NUMBER (Television Term): Materials are assigned outlying areas are often referred to as spokes, served by the
a unique House Number for identification purposes. centralized hub.
HOUSEHOLDS USING TELEVISION (Also known as HUT HUMAN CAPITAL: - The value that potentially can be derived
TV Term): The percentage of all television households in a from the knowledge, skills, expertise and experience of
survey area with one or more sets in use during a specific time individuals and groups. As an example, a well educated, highly
period. The sum of the average ratings for a given time period experienced Traffic Department Staff member is usually
will sometimes be higher than the HUT number because of considered very high in Human Capital.
households viewing multiple programs at the same time. If a
household is watching two programs, it is counted toward each HUMAN RESOURCES (HR): - The people who work for a
program rating but only once toward a HUT number. company. But also referring to the department that assumes
primary responsibility for managing issues that arise with the
HR: See Human Resources) hiring, firing and ongoing issues involved in employing people
in a company. "Human resources" has generally replaced the
HTML (Hypertext Markup Language): - The simple, tag- older term "personnel".
based language used to create World Wide Web Pages. A
standardized language of computer code, imbedded in HUT See Households Using Television.
"source" documents behind all Web documents, containing the
textual content, images, links to other documents (and possibly HYPERLINK: a highlighted word or picture within a hypertext
other applications such as sound or motion), and formatting document that when clicked takes you to another place within
instructions for display on the screen. When you view a Web the document or to another document altogether. TDGAs
page, you are looking at the product of this code working website uses hundred of these hyperlinks to help you navigate
behind the scenes in conjunction with your browser. Browsers between pages and websites, documents and downloads.
are programmed to interpret HTML for display. HTML often HYPOING: - Boosting audience levels by running a special
imbeds within it other programming languages and applications program, blockbuster movies, or watch-and-win contests during
such as SGML, XML, Javascript, CGI-script and more. It is sweeps; a practice designed to generate a higher than normal
possible to deliver or access and execute virtually any program ratings.

check to see if your Station uses other Income categories in

I addition to these three.
IBOC: - In-band/on-channel system of digital radio where the IN BANNER VIDEO (Web): A video delivered as part of (inside
digital signals are placed within the current AM and FM bands of) the display ad creative for a given placement rather than
and within the FCC-assigned channel of a radio station. initiating the use of a video player.
ICANN: Acronym for Internet Corporation for Assigned Names INDEPENDENT TELEVISION STATION (Indy): A station not
and Numbers, the organization formed in the late 1990s to affiliated with any network.
oversee the global domain name system of the letters following
the . (dot) in the website addresses. These are technically INDEX: A number indicating change in magnitude relative to
known as Generic Top Level Domains (gTLDs). We know the magnitude of another number (the base) taken as
them better as .com, .net. org. .tv,. us, ca, Etc. representing 100. A 110 index indicates a 10 percent positive
change in magnitude; a 90 index indicates a 10 percent
ICON: - A small picture or "logo" representing a file or program. negative change. In posting, buyers frequently need to deliver
The "Icon" might also be a "Shortcut" or quick, easy way to 10+/10- of their estimated ratings on any given buy.
enter that program the "Icon" represents. You simply point your
mouse or controller so that the cursor is resting on the "icon", INDUSTRY DAYPARTS (Television Term): are the standard
then click to enter the program that icon represents. [The "Icon" dayparts as defined by Nielsen. Dayparts in the WideOrbit
at the left is used by Microsoft's Outlook Express E-Mail system are generally the same as Nielsen's, but may vary by
Application (copyright Microsoft Corporation] an hour or so to match the dayparts that the station defines for
itself. Stations can set up their own dayparts according to how
IDENTIFICATION (Sponsor ID): - A short on-air sponsor they want to track revenue.
mention.
INFOMERCIAL (Television Term, sometimes used in Radio,
ID (Station): - A FCC regulation identifying the Station and City but less frequently): A long-form broadcast commercial,
of License as close to the top of each hour as practical. usually 30 minutes in length, that provides much more
information than can be supplied in a typical 30 or 60 second
IMAGE LINER: A short audio clip played frequently on a radio commercial. Designed to supply information about an
station between songs and ads to identify the station that is advertisers product or service, rather than to present a specific
being aired. I.E the stations call letters, jingle or positioning sales message. Also referred to as paid programming.
statement.
INSERT (Printing Term): Insert: A one page or multi-page
IMMEDIATELY PREEMPTIBLE: - A "Class" of Time defined print ad distributed with, though typically not bound into, a
by the FCC as time which is subject to preemption in order to publication.
accommodate higher priced spots
INSERTION ORDER (IO): An order from an advertising agency
IMPRESSIONS: - Number of homes or individuals exposed to that accompanies ad copy and indicates specifications for the
an advertisement or group of advertisements. In Internet ad.
parlance, the total number of times an advertising banner has
been served to the Web population. To be counted as an INTEGRATED COMMERCIAL (TV Term): A broadcast
impression, the banner has to successfully load on the user's advertising message delivered as part of a program.
browser. INTEGRATION COST/INTEGRATION FEE: (TV Term): The
INCOME STATEMENT: - A financial statement that compares payment charged by a broadcast network to integrate a
revenues to costs to determine the income of the company. commercial announcement into a program.
INCOME TYPE: - There are several "types" or groups of INTELLECTUAL PROPERTY: - An asset that is the product of
Advertisers. Most pay cash for the Station Services, other brain rather than brawn. Examples include patents, trademarks
provide a trade or barter of airtime for goods or services. and copyrighted material.
Others fall into a political category rather than the more INTERACTION RATE: The ratio of rich media ad interactions
common retail/wholesale business or service providers. to the number of rich media ad impressions that are displayed.
Management and Accountants need to track these income
types by "types" of payment. Consequently, in entering the INTERACTIONS: The number of times a user interacts with a
Broadcast Order, the Traffic Director needs to be certain the rich media ad. Interactions include when a user mouses over
Order is placed in the proper payment category (Income Type.) an ad for one continuous second, clicks an exit link, makes the
These are usually Cash, Trade and Political although always ad display into full-screen mode or expands the ad.
Any business that provides Internet services such as web sites

INTERACTIVE TELEVISION: A combination of television with or web site development.
interactive content. Programming can include richer graphics,
one-click access to websites through TV Crossover Links, INTERSTITIAL AD: Also known as between-the-page ads,
electronic mail and chats, and online commerce through a back between-the-page ad units display as a user navigates from
channel. one webpage to the next webpage. The ad appears after the
user leaves the initial page, but before the target page displays
INTERCONNECT (Cable TV Term): Two or more cable
on the users screen. Typically, the ad is self-contained within
systems linked together to air commercials simultaneously. A its own browser window, but may also appear briefly as an
hard or true interconnect is linked by cable or microwave. A overlay on the target page rather than in its own browser
soft interconnect is a group of systems with an agreement to
window.
insert commercials into programs or time periods.
INTERRUPTIVE FORMATS: (Digital Ad Term) - Online
INTERSTITUAL (Digital Ad Term) - An intentionally intrusive
advertising formats that appear on users screens on top of
type of advertisement that loads between web pages without
web content (and sometimes before webpage appears) and
having been requested by the visitor. Also see interruptive
range from static, one-page splash screens to full motion
formats.
animated advertisements. Common interruptive formats include
overlays and pop-ups.
INTRANET: - The internal communications network used by
corporations and businesses for data sharing, presentations or
INTRANET: - The internal communications network used by
other business applications among themselves. Intranets would
corporations and businesses for data sharing, presentations or
not normally be accessible by parties outside the business,
other business applications among themselves. Intranets would
itself.
not normally be accessible by parties outside the business,
INTERNET: a worldwide network of networks that all use the itself.
TCP/IP communications protocol and share a common address
INVENTORY: - In Broadcasting, "Inventory" refers to the
space. First incarnated as the ARPANET in 1969, the Internet
places in your programs that are set aside to carry
has metamorphosed from a military internetwork to an
announcements of all types. This is frequently a reference that
academic research internetwork to the current commercial
is interchangeable with "Avails", "Spots", and Time (airtime),
internetwork. It commonly supports services such as email, the
etc. Inventory literally means all the "announcement" time
World Wide Web, file transfer, and Internet Relay Chat. The
allowed, and includes both sold and unsold locations. However,
Internet is experiencing tremendous growth in the number of
Salespeople will frequently ask, "how's our Inventory?" They
users, hosts, and domain names. It is gradually subsuming
usually are referring to the "unsold" avails only, in this instance.
other media, such as proprietary computer networks,
Example: there are 60-minutes in an hour, but only 12-minutes
newspapers, books, television, and the telephone. Also known
are set-aside for announcements. Inventory reports or
as the net, the information superhighway, and cyberspace.
calculations look at this sample hour as having only 12-minutes
INTERNET EXPLORER: a free web browser application from of "Inventory
Microsoft.
INVOICE: - In nearly all businesses, an "Invoice" is a bill that
INTERNET-READY TV: TVs labeled "Internet-ready" can outlines what the Business provided, the costs and the total
connect to your home network to access online content. For amount due for payment. In Radio, an Invoice can be highly
example, a growing number of Internet-ready TVs let you play detailed stating the time and date of each announcement, the
movies from services like Netflix, BlockBuster, or Amazon rate charged, the script or product identified, a reference to an
Video On Demand. Keep in mind that you won't be able to Order number, Contract Number, a Purchase Order or other
browse the Internet the way you do on your computer you'll identifier requested by the buyer of the schedule, Daypart
only be able to access specific sites and information based on references, etc. Or the Invoice may be very basic, listing only
software included in your TV. Different TV makers provide the amounts due for the period of time covered. Generally, the
access to different Internet sites and services, and sometimes Invoice (Bill) lists everything either you and/or your advertiser
these capabilities can be enhanced by firmware updates that feels will provide the information they need to issue a payment.
the manufacturer provides. Besides movie services, common Do not confuse "Invoice" with a Statement. A Statement
examples include weather, news, social media updates, and "summarizes" all the unpaid charges and might include
sports scores. charges from several different Invoices. A Statement simply
says: "Here's a list of all the Invoices your received, payments
INTERNET SERVICE PROVIDER (See Also: ISP): A business you made and a bottom-line number showing what you owe us.
that delivers access to the Internet, usually for a monthly fee.

INVOICE MATCHING REPORTS: Information that is created or Web. (examples: AOL, Earthlink, Mindspring) Often these
after the advertising agency's personnel compare exact air companies also provide Web page hosting service.
times from the station's affidavit with the buyer's original order.
The form matches these data, provides a summary, and gives J
the agency person a report on mismatches or discrepancies.
JAVA: - Java is a general purpose programming language with
INVOICE TERMS: - In nearly all businesses, an "Invoice" is a a number of features that make the language well suited for
bill that outlines what the Business provided, the costs and the use on the World Wide Web. Small Java applications are called
total amount due for payment. In Radio, an Invoice can be Java applets and can be downloaded from a Web server and
highly detailed stating the time and date of each run on your computer by a Java-compatible Web browser, such
announcement, the rate charged, the script or product as Netscape Navigator or Microsoft Internet Explorer.
identified, a reference to an Order number, a Purchase Order
or other identifier requested by the buyer of the schedule, JPEG (Joint Photographic Experts Group): - A compression
Daypart references, etc. technique for photos, reducing them to a small percentage of
their original file size. Most of the "graphics" used on this TDGA
IO (Insertion Order) means a mutually agreed insertion order website are in the "jpeg" format.) JPEG files are usually called
that incorporates these Terms, under which Media Company by the name "Jay-pegs"
will deliver Ads on Sites for the benefit of Agency or Advertiser.
JUNIOR UNIT (Printing Term): A print advertisement
IP ADDRESS or IP NUMBER: (Internet Protocol number or prepared for a small page size that appears in a large page
address). A unique number consisting of 4 parts separated by size publication, surrounded by editorial material.
dots, e.g. 165.113.245.2 Every machine that is on the Internet
has a unique IP address. If a machine does not have an IP JUNK FAXING - The practice of sending ads to your fax
number, it is not really on the Internet. Most machines also machine, unsolicited. There is a law (the Telephone Consumer
have one or more Domain Names that are easier for people to Protection Act, or TCPA) which imposes very severe limitations
remember. on that practice, but it is largely un-policed. It could be
synonymous with Spamming on e-mails, but obviously sent by
ISCI Code: - (also see "Ad-ID Code") fax.
(Abbreviation for Industry Standard Commercial Instructions
and/or International Standard Coding Identification): It is a K
commercial code that was largely used to identify specific
radio and television commercials. The analog ID codes used as KINESCOPE (Kinescope Recording): A record of a
ISCI were manually applied, whereas its successor (Ad-ID) is television program made by filming it from a television monitor.
digital and extends to all forms of media advertising including Before the development of videotape, it was the means of
print, Internet, etc. All large advertisers were assigned an preserving live television programs and news coverage.
alphanumeric "ISCI" code so that each spot from an advertiser
could be tracked at the station individually. If you need to get a L
number assigned to a spot being distributed, contact Ad
Identification at ad-id.org, or call (704) 501-4410 LAN (Internet Term): a group of computers at a single location
(usually an office or home) that are connected by phone lines
Note that ISCI is also an acronym for the standard bar-
or coaxial cable.
coding that appears on products sold by retail or other
services designating product Information. LANDING PAGE (Website Internet) A web page that is
linked to an email for the purpose of providing additional
ISLAND POSITION (Printing Term): A print advertisement not
information directly related to products or services promoted in
adjacent to any other advertising and surrounded by editorial
the email. A website page containing a form that is used for
content.
lead generation. This page revolves around a marketing offer,
ISOLATED 30: A 30-second broadcast commercial that runs such as an ebook or a webinar, and serves to capture visitor
by itself, and not in combination with any other announcement. information in exchange for the valuable offer.
ISP (Internet Service Provider): - A company that provides LANDLINE: A traditional wired phone system, such as might
personal or business access to the Internet. ISP's may also be found in a home or office. (as opposed to cellular or
provide e-mail, chat, listserv and other channels that are not wireless)
necessarily available on the web itself. Think of the ISP as your
LANDSCAPE: Generally used to describe a display ad or text
"local" telephone company that connects you to your Long
document that is wider than it is high. Think of it as akin to a
Distance Carrier which would be the equivalent of the Browser
wide photo of mountains or a broad seascape painting in
shape. The opposite of a landscape is a Portrait which tends scheduled to run. Can also refer to the amount of time between
to be higher than it is wide. the announcement of a possible campaign and the actual dates
it is scheduled to run.
LANGUAGE (Computer): - Like human languages (English,
Spanish, French, etc.), Computer Languages involve sets of LEASED CHANNEL: - Channel(s) made available on cable
rules and syntax that computers understand. This allows systems, usually by local franchising authorities, for leasing to
computers to carry out tasks set by the programs. Language members of the public at posted rates, on a common carrier
can refer to many different types and levels, each with basis. A form of paid public access.
particular capabilities and shortfalls. Not all computers
understand all languages. "Mac" (Macintosh by Apple) LEGALLY QUALIFIED CANDIDATE: Generally, to be "legally
computers have their own language and would not understand qualified," a political candidate must, at a minimum, have
an application written for a PC (commonly called IBM announced his/her intention to run for office and be legally
Compatible language.) qualified to hold office. There may also be additional
requirements depending on the office sought and the type of
LAST CLICK: (Digital Ad Term) - A type of attribution model election. (These will be discussed later in the TDGA-101
that gives credit to the last impression that was generated and Political Study Guide.)
taken action upon by the user.
LESS IS MORE (Also See LIM): A programming concept that
LAST SEEN: (Digital Ad Term) - A type of attribution model seeks to reduce the number of commercial time in a typical
that gives credit to the last impression that was seen by the broadcast program (Radio or TV) with the goal of decreasing a
user. (How many clicks deep the viewer went into a multi- perceived Commercial Clutter. The concept was championed
screen ad, for example.) by Clear Channel Radio in the late half of the 2000-2010
decade.
LATE FRINGE (TV Term): A TV daypart that follows prime LETTERBOXED VIDEO: A method for displaying the entire
time, usually 11:00pm - 1:00am EST (or later). picture as seen in a movie theater on a TV screen. The
LAYOFF: - Strictly speaking, to lay somebody off means to resulting image width is much greater than its height. On an
suspend their employment with the expectation that the person old-fashioned TV screen with 4:3 aspect ratio, letterboxed
will be re-employed when conditions improve. However, videos appear with horizontal black bars above and below the
frequently the term is used as a euphemism for firing, which image. You will often see these black bars when watching
means terminating a person's employment without the movies on a widescreen TV, too. (See Also Aspect Ratio)
expectation of re-employing them in the future.
LEVERAGED BUYOUT: Buying a company with borrowed
LCD (Liquid Crystal Display): - Large, flat screen computer funds. Typically, the assets of the firm being bought are used
monitors. They tend to be brighter than Plasma screens and as collateral to secure the loan used to buy it.
have a higher resolution making the image appear sharper.
LCDs drawback is generally said to be they cannot display true LIABILITY: - Any cash or other financial obligation that must
black, and colors tend to appear lighter than other display be paid in the future resulting from a commitment that the
monitors.. organization has made or benefit received.
LDB or LDOB: - An abbreviation for "Last Date of Broadcast". LIEN: - A lender's claim against certain property. In the case of
See also DOB (Date of Broadcast) and FDOB (First Date of a mortgage, the mortgaged building is the lien and, upon failure
Broadcast), which are used interchangeably or in conjunction to make the specified mortgage payments and after execution
with this term. of due legal process, the lender would have the right assume
control of the building and sell it to recover the proceeds of the
LEAD-IN / LEAD-OUT (TV Term): A program mortgage loan. Mortgages are only one type of financial
preceding/following the time period of the program being instrument that creates a lien. For example, bonds can also
analyzed. create liens on specific assets or on the overall assets of the
business.
LEAD-TO-CONVERSION RATE: (Also Lead-To-Customer
Rate) This is a percentage calculated by dividing the total LIEN SEARCH: - A search, generally through public records,
number of customers for a given marketing channel by the total to determine whether any creditors have claims against a
number of leads generated in that same period of time. company's (or an individual's) assets. This might be done as
part of the due diligence efforts when considering buying a
LEAD TIME: - The minimum amount of time necessary for the company, when a company offers an asset as collateral for a
station to be informed in advance of schedule placement, or loan or when considering buying an asset of the company.
changes that are requested by the client in a buy already

LIFESTYLE PROFILES: Classifying media audiences on the linear types are sometimes called TiVoed, On Demand, Pay
basis of career, recreation, and/or leisure patterns. Per View at the viewers time selection. Dont confuse PPV (pay
per view) of a live or scheduled telecast- which would be
LIKE (Facebook): - A Like is an action that can be made by considered linear, if universally shown simultaneously to a
a Facebook user Instead of writing a comment for a message large group of subscribers.
or a status update, a Facebook user can click the Like button
as a quick way to show approval and share the message. Beginning in 2011, Traffic Software, which had long been
based on linear broadcasting began being introduced that
LIM: A contemporary acronym for Less Is More, a could handle non-linear delivery and billing as well. Thus Traffic
programming concept that reduces the number of commercial needs to know the difference between linear and non-linear,
interruptions or minutes in a typical broadcast (Radio or TV) especially when billable commercial advertising is included.
with the effect of decreasing Commercial Clutter. The concept
was championed by Clear Channel Radio in the late half of the LINER: - Stations frequently will schedule very short phrases to
2000-2010 decade. intro a segment or as a means of inserting call letters or
slogans in their programs. These are called "Liners". An
LIMITED LIABILITY: - In incorporated companies, in the event Example might be "The Hits keep coming on LA's more music
of insolvency, the liability of the company to its creditors is Station, K-TDGA."
generally limited to the assets of the company. With limited
liability, creditors cannot seek redress from the personal assets LINK: - The URL imbedded in another document, so that if you
of the shareholders or directors of the company. click on the highlighted text or button referring to the link, you
retrieve the outside URL. If you search the field "link:", you
LIMITED LIABILITY COMPANY / CORPORATION: - A retrieve on text in these imbedded URLs which you do not see
company that has been legally incorporated and is a legal in the documents.
entity onto itself. Except under rare circumstances, the owners
of the company are not responsible for the liabilities of the LISTSERV / LISTSERVER (Internet Terms): an automated
company beyond the money that the owners put into it to buy mailing list distribution system. List servers maintain a list of
shares and any money the owners still owe the company for email addresses to be used for mass emailing. Subscribing and
shares they bought. unsubscribing to the list is accomplished by sending a properly
formatted email message to the list server.
LINE OF CREDIT: - An amount of money that a bank or other
financial institution has pre-approved to lend to a company or LIVE PLUS RATINGS: Nielsen Media Research term for live
individual, but which the potential borrower has not yet and ratings plus seven-day DVR playback activity.
may never borrow. Financial institutions often charge a fee for
establishing a line of credit. The line of credit may be secured LIVE PLUS SAME DAY RATINGS (Same Day Ratings):
(meaning that the potential borrower has pledged tangible Nielsen Media Research term for live ratings plus DVR
assets that the lender can claim to cover the debt if the playback activity until 3:00 am of the same Nielsen day.
prospective borrower does in fact borrow the funds, but does
not pay them back) or unsecured. Funds borrowed under an LIVE RATINGS: Nielsen Media Research term for ratings
unsecured credit line typically must be paid off within one year. reported as strictly live with no Tivo or Video Recorded
playback activity or consideration included.
LINEAR BROADCASTING (Non-Linear) : Traditional
television broadcasts are those that are viewed as delivered LIVE READ: - A specific commercial type where the
over-the-air or on cable at the time of their scheduled telecast. announcement is read "live" on-air by a station personality.
Programs (or Content) that is recorded or available On
LLC: - Limited Liability Co./ Corp.
Demand at a time convenient to the viewer is said to b e Non-
Linear. LMA (See Local Marketing Agreement, below)
In other words- a person viewing a linear broadcast has no LMI (Last Minute Inventory): LMI is a term describing
control over what is being viewed other than to be able to inventory available just prior to the final closing or creation of a
change channels and adjust the volume and display settings. days Program Log. LMI would be those scattered avails not
Everyone watching a particular linear broadcast will see the scheduled after all the existing Orders have been entered and
same thing at the same time. The majority of television processed for the next days or a future near-term log.
broadcasts are linear.
LOCAL ADVERTISING: - Advertising placed by companies
Examples of Non-Linear would be where the viewer can order within their home area, the limited geographic area where they
a playback online, on-cable or delayed to begin at the exact do business. Also refers to advertising placed by agencies that
time the viewer selects for individual viewing. Common non- is scheduled to run in the market where the agency is based.
LOG VERIFICATION (TV Traffic Systems Term): This

LOCAL COMMERCIAL SHARE (TV Term): A station's process is run by the Traffic department prior to finalizing the
audience share as a percentage of the sum of an entire log. Verification ensures that the log is technically correct, i.e.,
market's station share, excluding non-commercial stations. that all formats have been built and timed correctly, that all
spots have materials assigned to them, that the total timing of
LOCAL MARKETING AGREEMENT (LMA): - An arrangement all events equals the total time of the broadcast day, etc. Log
where one station or owner takes sales responsibility for the Verification points out any errors that need to be corrected by
commercial time on another station that it does not own. Traffic prior to finalizing.
LOCAL RATE: - The rate given by a station directly to local LOGO: A logo is a graphical element
advertisers, those based in the station's home market. (ideogram, symbol, emblem, icon, sign) that,
Sometimes described as 'non-commissionable to agencies' or together with its logotype (a uniquely set and
net rate. Some Stations offer a local rate to businesses that will arranged typeface) form a trademark or
not benefit from the entire potential audience reached by high- commercial brand. (Shown here s the TDGA logo.)Typically, a
powered stations. logo's design is for immediate recognition. The logo is one
LOCAL SPOT: - The advertising purchased in a market and aspect of a company's commercial brand, or economic or
aimed only at the audience in that market. (Same as Local academic entity, and its shapes, colors, fonts, and images
Advertising, above.) usually are different from others in a similar market. Logos are
also used to identify organizations and other non-commercial
LOCKOUT: - During a labor dispute management prevents its entities.
union employees from coming to work and doing their jobs,
LONG-TERM LIABILITIES: - Debts that are due at least one
before the union has called a strike.
full calendar year in the future.
LOG: - A "Log" is simply a written (or computer) record of
LOOKBACK WINDOW (Digital Ad Term) - The amount of time
events. An "Operating Log" is usually the chart the Engineers
used for collecting data to attribute conversions. Common
or Board Operators fill in when taking Transmitter or other
windows frames are one day, 14 days, 30 days, etc.
required equipment readings. The "Program Log" is the
schedule Traffic Directors create to show the Programs,
LOW POWER FM (LPFM): A broadcast service that permits
Features, Announcements and other 'programming notes" to
the licensing of 50-100 watt FM radio stations within a service
the On-Air personality, Board Operator or Digital Audio
radius of up to 3.5 miles and 1-10 watt FM radio stations within
Automation System. The "Operating" or "Technical" Log is
a service radius of 1 to 2 miles.
required by the FCC. The FCC does not require the "Program
Log", but it is maintained by nearly all Radio Stations as a LOW-POWER TV (LPTV): - A station licensed by the FCC to
matter of good business practices. For the Traffic Director and use low transmitter power, usually in areas not locally served
Program Departments, the term log usually means the by full-power stations.
"Program Log".
LOWER-THIRD: Lower-Thirds refers to the bottom section of
LOG RECONCILIATION: the process of log "reconciliation" is the TV Screen when used for snipes, swipes, banners or other
an audit by the Traffic Department that verifies what was advertising opportunities, such as sponsored scrolls. The
"scheduled to be broadcast" did, in fact, actually run. Lower Third connotation was used because it describes the
Reconciliation may be a manual process or automated if used general location of banners during other content being shown
in conjunction with certain Digital Audio Automation Systems. in the upper portions of the TV screen.
Since many Bills (Invoices) contain a statement certifying the
announcements were broadcast as stated it is important that LOWEST UNIT CHARGE / LOWEST UNIT RATE (LUC or
your Traffic records reflect exactly what was broadcast and LUR): - The lowest rate offered by the station to an advertiser
when. If an announcement was moved, dropped, added or for a specific class and number of units ordered. During
simply not broadcast (for any reason), checking the "planned" designated pre-election periods - you may not charge legally
program log against the "already broadcast" log helps reconcile qualified political candidates who "use" your facilities more than
what actually should be billed. (This is the reconciliation.) Many the "lowest unit charge" ("LUC") for the same class and amount
traffic software systems have either a full (or partial) process of time being charged a regular commercial advertiser. (These
for reconciling logs. This feature is called different names will be discussed later in the Political Endorsement Study
based on the software vendor. Example names are ELR for Guide.) AAAA/RAB Task Force on Radio Buying / Selling
Electronic Log Reconciliation and ALR for Automatic Log provides this slightly different definition: The lowest rate offered
Reconciliation) by the station to any regularly scheduled advertiser for a
specific class and amount of advertising.

M where the traffic, programming, or promotions department

would go to assign a house number to their material and to
MAGAZINE FORMAT: - A program made up of varied enter the properties unique to that piece of material. The
segments on a variety of subjects or themes. system uses the unique house number to know when and
where to run that specific piece of material.
MAKEGOOD (Sometimes abbreviated as M/G): - A Make
Good is an announcement that didn't run as originally MATERNITY LEAVE: - Paid or unpaid time off that is granted
scheduled, and is being run to "make good" (or fulfill the intent) to a new mother after the birth or adoption of a child. The term
of the original order. "maternity leave" does not denote whether the time off will be
paid (full or, more likely, partial salary) or unpaid, nor is there
MAKEGOOD as defined by the AAAA/RAB Task Force on any universal standard as to how much time off is granted, but
Radio Buying/ Selling differs in that it inserts a "no charge" inherent in the definition of "maternity leave" is the
reference in it's definition: - Comparable commercial time or understanding that the person's job or an equivalent job will be
space given to an advertiser at no additional cost when guaranteed to be available for the employee at the end of the
advertising is pre-empted, omitted or airs in an unfit condition. leave period.
M-A-N Plan or "MAN" Plan: - An acronym for "Morning - MBWA: - (See Management By Walking Around)
Afternoon - Night" Rotation Plan. Similar to a TAP plan, but
usually offers a very specific rotation plan between the three MECHANICAL (Graphic or Printing Term): Term used by the
time periods. While A Station can create their own dayparts for advertising agency to describe a camera-ready paste up of
a MAN Plan, it traditionally was 3 dayparts consisting of 6-AM artwork. Includes type, photography, and artwork all on one
to 12-Noon; 12-Noon to 6-PM; and 6-PM to Midnight. (TAP piece of art board. Also known as keyline.
plans tend to be more flexible in rotation patterns, and usually
follow the traditional Dayparts.) [Also, see TAP Plan.] MEDIA BUYER: The person who is responsible for purchasing
advertising space or time.
MANAGEMENT BY OBJECTIVES (MBO): - A management
process whereby managers regularly and systematically set MEDIA PLAN: - A plan developed with the sole purpose of
goals for themselves and their employees, measure progress determining media mix, dollar allocation and weight levels that
towards those goals, take corrective action where necessary will result in a direct correlation to the media buy. It is the first
and (typically) reward successful achievement of those goals. stage of any media execution.
MANAGEMENT BY WALKING AROUND: - A management MEDIA MIX: The distribution of time and money allocated
technique that involves, as the name applies, walking around in among Radio, TV, print and Internet advertising that makes up
the front-lines of a business to gather information about its and the total advertising budget of an advertiser, agency or media
talk to front-line employees to get their insight into the buyer.
business, rather than depending solely on the business MEGAHERTZ (Abbreviated as MHz.) Equal to one million
hierarchy to filter information up and down the formal chain of Hertz. Video signal bandwidth and FM Frequencies are
command. typically expressed in megahertz.
MARKET POTENTIAL: The reasonable maximum market
share or sales level a product or service can expect to achieve. MEMORY: - The actual amount of data a computer can store
on a disk or on a chip. Disk memory is a more archival form of
MARKET SHARE: The percentage of total sales within a storage, because it can be saved even when the computer is
market that are attributed to one company's sales or one brand turned off. Chip memory is more immediately accessible, but
sold by the company. Market share can be a somewhat flexible requires electric current to actively remember information.
number since it depends on how broadly one defines the
market. For example, car company "A" may have one percent MENU: - A list of options displayed for the user from which to
of the total automotive market, but ten percent of a particular select a desired command or function.
market niche, such as the luxury cars. In turn, that is subjective MERCHANDISING: - While not a standard practice, on
measure since it depends on how you define a "luxury" car. occasion additional consideration is negotiated in advance as
MAT SERVICE (Printing Term): A supplier of pictures and one of the terms of a schedule. There is no standard formula
drawings for use in newspaper advertisements. for determining merchandising amounts, and it is usually
negotiated on a company-by-company, or station-by-station
MATERIAL (TV Term): A material can be a commercial, basis. Merchandising may be in the form of goods or services
program, promo, PSA, ID, billboard, or anything else that is for the advertiser's discretionary use, or on-air promotional
aired by the station. The Materials section of the application is

announcements, product giveaways or other promotional "laptop" computers, or "controller button that resembles the
support. "eraser tip" of a pencil (located in the middle of the keyboard).
The mouse contains buttons that allow you to select items
MERIT SALARY OR PAY INCREASE: - An increase in an pointed to, and perform certain actions. If there is an instruction
employee's base salary or wages that is given based on the to "left click", it means click the left-hand button on your
employee's performance rather than some other factor such as "mouse" or controller. "Right Click" obviously means click the
seniority. right-hand button. Modern mouse controls may include several
other features unique to its own designer.
METADATA: - See Slate Information
MOUSE OFF (Web/Internet): The act of a user moving the
METRO or METRO SURVEY AREA (MSA): - Includes a city cursor away (off) from the hot spot of an ad. Mouse-off by a
(or cities) whose population is specified as that of the central user may trigger an event, such as collapsing an expanding
city together with the county (or counties) in which it is located. panel or stopping any animation in progress.
The MSA also includes contiguous or additional counties when
the economic and social relationships between the central and MOUSE OVER (Web/Internet): - The act of a user moving the
additional counties meet specific criteria. Arbitron MSA may cursor and resting it on the hot spot of an ad for at least one
correspond to the Metropolitan Statistical Areas defined by the second. Mouse-over may trigger an event such as expanding
U.S. Government's Office of Management and Budget, but they the ad or initiating an animated sequence within the ad. Mouse-
are subject to exceptions dictated by historical industry usage over may NOT initiate audio play.
and other marketing considerations. MSAs are commonly
referred to as Metros. MP3 (MPEG, Audio Layer 3): - A format used for the
METRO RATING: The broadcast rating from within a compression and reproduction of CD-quality audio, which can
metropolitan area. be downloaded and heard on a computer or hand-held device.
MFM: Media Financial Management Association. This Radio- MPEG (Moving Picture Experts Group): - MPEG (Moving
TV service organization was previously known as the BCFM Picture Experts Group) - The organization charged with
(Broadcast Cable Financial Association). It changed its name developing video and audio encoding standards. On the video
in early 2009 to reflect the growing segments of the media it front, consumers are most likely to encounter the MPEG-2 and
served. MPEG-4 compression formats, or "codecs." These formats are
capable of producing very high quality video by employing an
MICROMANAGEMENT: - Closely managing the minute details adaptive, variable bitrate process that can allocate more bits for
of the organization or a particular segment of the organization, complex scenes involving a lot of motion, while reducing the
in particular those details that could conceivably be managed bits in static scenes.
by subordinates.
MPEG-2: Used for over-the-air digital television
MIDDAY (or Mid-Day): - The late morning/early afternoon broadcasts, standard DVDs, some Blu-ray Disc discs
broadcast time period for Radio, most often represented by and small-dish satellite TV (DIRECTV and DISH).
Monday through Friday from 10AM-3PM as defined by
Arbitron. Since an individual station's daypart(s) will not MPEG-4: This newer format is more efficient than
necessarily conform to standard definition(s), and since traffic MPEG-2, meaning it can deliver the same picture
departments use the term daytime to refer to a broader 6AM- quality as MPEG-2 using a lower bitrate. Some Blu-
7PM time period, all advertising contracts should include the ray Discs and newer DIRECTV and DISH satellite
specific hours that define the time period for each stations gear use MPEG-4.
daypart. (See also, Dayparts and/or Daytime.)
MSA: (See Metro or Metro Survey Area.)
MINI-SERIES: - Long duration programs with a continuing plot
MULTICASTING: This is the ability of one Radio or Television
line, made for television and shown as a series of episodes on
Station to actually broadcast several different program channel
different evenings.
simultaneously (using HD Radio or HDTV). Weve found the
MORNING DRIVE: - Also known as AM Drive, this is the easiest way to comprehend Multicasting is that it is the exact
morning broadcasting time period for radio, most often opposite of Simulcasting. Rather than several stations carrying
represented by Mon.-Fri. 6-10AM as defined by Arbitron the identical programming, Multicasting allows One Station to
ratings. carry multiple streams of programming from the same
Transmitter. Special receivers are required called HD Radio or
MOUSE: - A controlling device that moves a cursor around the a TV Set equipped for Digital Reception.
screen. Not all Computers utilize a mouse, but its equivalent
might be a "touchpad" (located below the keyboard, usually on

MULTICHANNEL VIDEO PROGRAMMING DISTRIBUTORS

(MVPDs): A multichannel video program distributor is an entity NATIONAL ASSOCIATION OF BROADCASTERS (NAB):
such as a cable operator, a BRS/EBS provider, a direct The major trade association of the U.S. broadcasting industry.
broadcast satellite service, a television receive-only satellite It is headquartered in Washington, DC.
program distributor, or a satellite master antenna television
system operator, that makes available for purchase, by NATIONAL ASSOCIATION OF TELEVISION PROGRAM
subscribers or customers, multiple channels of video EXECUTIVES (NATPE) Organization for TV program
programming. directors formed in 1962. The annual NATPE conference and
program exposition serves as an international showcase for the
MULTI-DAY: - A term used to describe Orders that call for U.S. syndication industry. NATPE is based in Los Angeles.
spots over a range of days, but does not specify how many
spots must run in each individual day. Example: 8x per week NATIONAL CABLE TELEVISION ASSOCIATION (NCTA):
M-F (6a- 10a) This tends to allow some flexibility on placement The major trade association representing the cable television
based on inventory demands. industry. Headquartered in Washington, DC.
MULTIPLEXING: - The simultaneous transmission, through NATIONAL PUBLIC RADIO: - See NPR
digital compression technology, of multiple television programs NATIONAL RATE: - The rate charged to advertisers that are
on the same channel. In more traditional cable television not located in the station's home market. This business is
parlance, multiplexing refers to the use of two or more usually placed through an agency and a national sales
channels to present the same lineup but at different times on organization.
each channel.
NATIONAL SPOT: - A form of broadcast advertising in which
MULTIPLE SYSTEM OPERATOR (MSO TV Term): A national advertisers, through their agencies ot buying services,
company that owns more than one cable system. select their target markets and stations to fit their marketing
MUST-CARRY RULE: - An FCC requirement that a cable needs. The station usually has a contract with a rep firm to
system carry certain qualified local TV commercial stations and represent it to advertising agencies.
non-commercial educational TV stations as follows: (1) a cable NATIONAL TELECOMMUNICATIONS & INFORMATION
system with 12 or fewer usable activated channels shall carry ADMINISTRATION (NTIA): An Agency of the US Department
the signals of at least 3 local commercial stations and one non- of Commerce that administers several grant programs,
commercial station; (2) a cable system with more than 12 including the Public Telecommunications Facilities Program,
usable activated channels shall carry the signals of local which assists stations in financing or acquisition of broadcast
commercial television stations up to one-third of the aggregate equipment or new technologies.
number of usable activated channels of such system; (3) a
cable system with 13 to 36 usable activated channels shall NATIVE ADVERTISING: - Native advertising is a web
carry no more than 3 non-commercial stations; and (4) a cable advertising method (differing from Display Ads) in which the
system with 37 or more usable activated channels shall carry advertiser attempts to attract attention by providing valuable
all non-duplicative non-commercial stations that request content in the context of what might be mistaken for an article.
carriage. (Similar conceptually to an advertorial, which is a paid
placement attempting to look like an article, a native ad tends
N to be more obviously an ad while still providing interesting or
useful information .[1] The advertiser's intent is to make the
NAB: (See National Association of Broadcasters) - A non- paid advertising feel less intrusive and, therefore, increase the
profit organization supported by TV and radio broadcasters likelihood users will click on it. Other examples of Native
whose purpose is to demonstrate to legislative bodies and Advertising include Search engine marketing (ads appearing
other interested parties that broadcasters can maintain alongside search results are native to the search experience)
adequate standards without government interference. Content marketing is another form of native advertising,
showing "other content you might be interested in" which is
NARROWCASTING: Programming designed to reach a
sponsored by a marketer alongside editorial recommendations.
specific group defined by demographics and/or program
content.
NAVIGATION (Website) : A web page element, usually
NATIONAL ADVERTISING: - Advertising placed by located at the top, with links that help visitors to navigate
companies with national or regional distribution. The campaign through a website. It can be as simple as Next, Exit or
runs in many markets outside their "home" area or region. Also Back or more subtle such as a row of options such as Home,
refers to advertising placed by agencies that is scheduled to About, Privacy Policy or Contact.
run in markets other than where the agency is based.
NCSA (Non-Sustaining Commercial Announcement): - NETWORK AD-INTEGRATION FEE: Network integration fees
NCSA's are used when Radio Stations broadcast commercials stem from the early days of television, when TV commercials
or other announcements on behalf of a third party. The most originally produced on film had to be transferred physically for
common NCSA procedure is for State Broadcaster video distribution. According to analysts (in 2008), this comes
Associations. Advertisers arrange for coverage through State to around $500 to $600 each time any commercial is aired in
Associations to receive statewide coverage for their campaigns prime time--lower for non-prime-time dayparts, about 0.5% the
by "advertising" on State Association member Stations. The cost of buying a broadcast network commercial placement.
Advertiser pays the State Broadcaster Association and the ABC, CBS and NBC continued this added fee for decades, but
Association uses the proceeds for broadcaster projects, such newer networks such as Fox and CW do not. Obviously
as scholarship programs, internships, etc. The Station treats Agencies and advertisers object to this fee.
the Order as though it was cash, but identifies it as NCSA. NETWORK AFFILIATE: a television or radio station that
State Associations usually handles the direct billing and or designates a portion of its air time for network programs.
proof of performance paperwork. Stations may elect to
participate or decline NCSA campaigns. The Traffic Director NETWORK COMPENSATION: - Money received by affiliated
handles the scheduling usually. (See Also PEP) stations from networks in exchange for airing network
programs and commercials.
NDA: (Non-Disclosure Agreement)
NETWORK EXCEPTION: First defined in 1976, in a case
NEMO: (Not Emanating Master Operations) An early term called Robert L. Olender where the Commission held that
used in remote broadcast operations (seldom used today). It advertising run by stations as members of an unwired
was often used when the DJ/announcer operated his/her own network was not to be calculated in determining the stations
mixer board that directly fed, via the station's master control, own local LUC. Here is how the Commission defined it:
without a dedicated licensed broadcast engineer continuously . network does not purchase time on a station in order to
monitoring the incoming remote signal, directly to the promote its own product or the product of clients. Rather, it
transmitter. The on-air talent/engineer needed an FCC third enters into mutually beneficial, long-term contracts whereby it
class broadcast license to operate the NEMO remote system. receives time for specific low rates, or perhaps for no fee at all.
In turn it sells time on groups of stations at a "package price" to
NET RATES: - A "Net" Rate is the price of an announcement national advertisers which the individual stations might not
or Program that has already deducted any and all commissions otherwise be able to attract. The FCC recognized unwired
to an Advertising Agency, In-House Agency (if recognized by networks and that their rates do not affect the stations own
the Radio Station), or fees to other Buyers, Buying Services, or lowest unit charge again in 1984 when it issued its Political
non-station personnel. The opposite of a Net Rate is a "Gross Primer.
Rate", which includes all charges including commission
amounts. Traffic Directors should know the Station Policy on NETWORK NON-DUPLICATION RULES: - FCC rules which
Gross Rates, Commissions and Net Rates since many financial allow a TV broadcast station that has purchased exclusive
calculations, sales projections, receivables and collections are rights to network programming within a specified area to
based on either Gross or Net levels. [Also see "Gross Rates".] protect its exclusivity on local cable systems. The rules allow a
local TV station to demand that a local cable system's duplicate
NET REACH: - The number of different people that will hear carriage of the same program from an otherwise distant
the commercial at least one time. broadcast station be blocked out.
NETWORK (Broadcast Term): - AAAA/RAB Definition of NEWS READER (Newscaster): - Dont be confused. This is
Network: A broadcast entity that provides programming and the term for a newscaster in Europe and even more heavily
sells commercial time in programs aired nationally via affiliated used on the BCC.
and/or licensed local stations. The Network might be full
service, meaning they provide Newscasts and other NEWS READER (RSS) A news reader allows users to
Programming; or a Specialty Network, such as the originator of aggregate articles from multiple websites into one place using
a specific Professional, College or High School Sports RSS feeds. The purpose of these aggregators is to allow for a
Broadcast. The Originator of the Program is referred to as the faster and more efficient consumption of information.
"Network" and the individual Stations carrying the broadcast
are referred to as the "network affiliates". NEWSGROUP (Internet Term): a public place where
messages are posted for public consumption and response.
NETWORK (Computer Term) - A group of computers linked,
usually by phone lines or cables that can share information and NFCB (National Federation of Community Broadcasters): -
resources. When you are connected to the Internet, your An organization representing non-commercial community radio
computer is part of a network. stations.

NFFS (Non-Federal Financial Support): - A term used NON-PREEMPTIBLE: - A "Class" of Time defined by the FCC
primarily by the CPB (Corporation for Public Broadcasting) to as spots which are not subject to preemption during a particular
refer to a portion of station revenues that are eligible for daypart, program or time period, but which in comparison to
matching federal aid via CSGs (Community Service Grants). fixed spots, may run anywhere during the designated daypart
Examples might include listener contributions, underwriting or program.
revenues, state or local foundation support.
NOTARIZED (AFFIDAVITS, SCRIPTS, INVOICES): - A
NIELSEN (AC NIELSEN CO.): - One of the worlds largest "witnessed" legal document that has a Radio Station official
market research companies. In the United States, Nielsen is certifying (under oath) that announcements ran at times shown,
the best known researcher of Television audience estimates. or that rates charged are accurate or that specific continuity
What Arbitron is to Radio in the U.S., Nielsen is to Television. (copy scripts) were broadcast in relationship to an Invoice or
(In other parts of the world. Nielsen is also a significant Radio bill being issued. The "Notary" portion of the affidavit is the
measuring service as well.) certification by a Notary Public stating that the person making
these statements has made such affirmations, is known by the
NIELSEN MEDIA RESEARCH (NMR): - A firm involved in Notary and/or has signed the documents in their presence.
local and national measurement of the TV audience; also Affidavits are frequently requested for Times, rates, copy, co-
involved in other research activities. operative advertising or an affirmation that the broadcasts were
aired as stated on the documents carrying the Notary Seal and
NIELSEN STATION INDEX (NSI): - Local market audience Certification.
measurement reports.
NOTARY PUBLIC: - A person authorized by a State
NIELSEN TELEVISION INDEX (NTI): - National network Government (or County thereof) to serve as an authorized
audience measurement reports. witness to an oath or signature upon a document. [See
NIGHTTIME (FCC Definition). The period of time between Notarized, above.]
local sunset and local sunrise. NOTES: - A term used by many software vendors referring to
NO CHARGE: - Commercials provided to the advertiser at no instructions, reminders or advisories inserted onto the Program
charge, usually in return for commercials purchased in other Log to alert operators to perform some function. (Examples of
dayparts at higher rates. Notes would be: lower power, take Transmitter Readings, lock
office doors at 5-pm, promote upcoming newscast, etc.)
NON-CLEARANCE:- Commercials that had been negotiated
but could not be scheduled due to tight inventory. In such NOVELA: Spanish language television version of the soap
cases the station will often try to offer a solution (i.e. opening opera.
up dayparts, making commercials good within flight -- which NPR (National Public Radio): A national programming
moves the spots from one week to another, etc.). network for public radio stations. NPR also distributes
NON-DISCLOSURE AGREEMENTS (NDA): a legally binding programming, operates satellite interconnection networks and
contract commonly used by companies to protect the is Public Radios primary lobbying vehicle in Washington DC
confidentiality of unreleased products or confidential NTIA: (See National Telecommunications and Information
information shared with employees. Employees, Software Administration.)
developers, reporters, and those given access to company
secrets are often required to sign these before they are given NTR (NON-TRADITIONAL REVENUE): - This is revenue
access to either information about inside information. Often generated by special projects that may or may not directly
abbreviated as NDA For example, a potential investor may be involve on-the-air traditional Commercial Advertising
required to sign an NDA before being shown the company's campaigns. It may involve a single Radio Station or may
business plan and any new technologies that the company has involve commonly owned "clusters" of stations in an area.
under development. Likewise, a consultant may be required to Typical examples would be Bridal Fairs, Job Fairs, Home
sign an NDA as part of his or her contract with the company. Shows, Internet or other non-broadcast Advertising, Printed
Discount Booklets, Stage Shows, Selling Station "logowear"--
NON-LINEAR (See Linear Broadcasting) in fact anything not directly related to a simple broadcast
schedule on a single radio station. Some Stations run these
NON-METRO (Arbitron Definition): - Those counties in a orders on the same Traffic System for billing purposes, but do
market not part of the metro, but included as part of the DMA not include them on the actual Program Logs. Other Stations
(Designated Market Area) or TSA (Total Survey Area). The have elected to add a second Traffic System in order to keep
Metro Survey area definition plus the non-metro counties yields entirely separate record keeping of this non-broadcast related
the Total Survey Area. revenue. The advantages of separate billing is the elimination

of paying royalty fees on this non-station related income to adjusted as charges or credits affecting that Invoice are
music licensing firms such as ASCAP, BMI and/or SESAC. received. By far, Open Item is the more generally used by
Broadcast Stations, but Balance Forward still has its
NTSC (National Television System Committee). The proponents because it is less complicated to maintain. See
organization that developed analog television standards in the also Balance Forward to understand both forms of
US, Canada and Japan. Analog TV was the predecessor of maintaining youre A/R accounts.
HDTV, which becomes / became the US Standard as of
February, 2009. OPEN RATE (Basic Rate): The highest advertising rate before
discount.
NUMBER PORTABILITY: A term used to describe the
capability of individuals, businesses or organizations to retain OPERA (Web Browser): - Opera is an open-source web
their present existing telephone numbers when switching to a browser. While not as popular as Firefox, Opera is used as the
different local telephone provider. default browser on some gaming systems and mobile devices.
O OPERATING INCOME: - A measure of the profitability derived

directly from the firms operations. It is earnings before interest
O & O: A broadcast station owned and operated by a network payments and taxes have been deducted. It is also referred to
as operating profit and EBIT (Earnings Before Interest and
OEM: - (Original Equipment Manufacturer) Taxes).
OES (Optimum Effective Schedule): - OES represents a OPERATING PROFIT: - Also know as operating income and
philosophy of buying/scheduling commercials designed to EBIT (Earnings Before Interest and Taxes).
reach the majority of a radio stations cume audience three or
more times in a week. Why three times? Researchers say the OPERATING SYSTEM (OS) : An operating system
average person needs three exposures to an audio message in (sometimes abbreviated as "OS") is the program that, after
a week to process the messages information. This is being initially loaded into the computer that manages all the
surprisingly consistent across demographic groups. OES other programs in a computer. The other programs are called
presumes equal distribution Monday through Sunday from 6AM applications or application programs. The application programs
to Midnight. The OES formula (cume over AQH X 3.29) is the make use of the operating system by making requests for
same for commercial and public radio. The system was services through a defined application program interface. In
developed in the late 1980s by Pierre Bouvard, of Arbitron, and addition, users can interact directly with the operating system
Steve Marx. through a user interface such as a command language or a
graphical user interface (GUI). All major computer platforms
ONLINE RADIO: - Radio programming transmitted over the (hardware and software) require and sometimes include an
Internet instead of the airwaves. Most online radio is either operating system. Linux, Windows XP, Vista, OS/400, AIX and
traditional radio stations simulcasting their signal or original z/OS are all examples of operating systems.
stations broadcasting exclusively on the Web. Unlike traditional
radio, online radio does not require a special receiver to access OPM: - (Other Peoples Money)
the content. Any computer with Internet access can be used to
listen to online radio. OPT-IN (or Email Subscribe) - To opt-in or subscribe to an e-
mail list is to choose to receive e-mail communications by
OOV (OUT OF VISION): A stage instruction noting that a supplying your e-mail address to a particular company, website
character is not seen when speaking. Also, in continuity or individual thereby giving them permission to e-mail you. The
announcing, the practice of speaking over a caption rather subscriber can often indicate areas of personal interest (e.g.
than appearing on screen. mountain biking) and/or indicate what types of e-mails she
wishes to receive from the sender (e.g. newsletters).
OPEN RATE (Email) The percentage of e-mails opened in
any given e-mail marketing campaign, or the percentage OPT-OUT (or Email Unsubscribe) - To opt-out or unsubscribe
opened of the total number of e-mails sent. from an e-mail list is to choose not to receive communications
from the sender by requesting the removal of your e-mail
OPEN ITEM: - One of two types of systems used to maintain address from their list.
A/R ledgers and records. (The other is known as Balance
Forward.) Open Item allows each individual Order to be OPTIMIZATION: Term used for a method of media planning
tracked, maintained and credited individually as charges of using computer programs that develop the optimum media mix
payments are received. In Balance Forward a payment can to spend advertising dollars most effectively. These media
only be applied against the entire balance due on an account. modeling systems allocate using media audience and cost data
But with Open Item, each separate Invoice may be credited or for all measured media vehicles plus the brands requirements
in terms of budget, target audience, reach & frequency goals

and other factors. Television optimizers identify the listened-to station, the P3 is their third, and so forth. There is a
combination of programs, dayparts and stations that will second reference referred to as Prime P1s: Prime P1s are the
optimize reach at the lowest cost. portion of radio listeners who are heavy users of radio and are
deeply loyal to their P1 station. In particular, Prime P1s spend
ORBIT (TV Term): A scheduling method in which the over 7 hours per week with radio and devote over 57% of their
advertiser's commercials are rotated among different programs total radio time to their P1 station.
and/or time periods. The advantage is that the advertiser gains
a greater net audience (reach); the disadvantage is that the PACs (See Political Action Committees)
station can include less attractive commercial units in the
schedule. This is also called a rotation. In Radio, it is also PACING REPORT: - The word "pacing" is usually an indication
known as Wheels. a Report compares data or projections as of today "against" an
identical historical period. For example. Sales Projections as of
ORDER: A binding contract, affirmed by the client, which today, compared with this same day last year is said to include
confirms the agency's agreement to purchase advertising units "pacing" since you may judge your current pace compared to
from the media entity. the identical period from a previous week, month or year. When
Sales or Management asks for a "Pacing" report, they usually
ORPHAN LINK: (See Dangling Link) are referring to this type of comparison.
OTO (ONE TIME ONLY): - Traditionally, OTO is an ad or spot PACKAGE: A combination of commercial units offered as a
that runs only one time. group to an advertiser. A package is generally priced more
attractively than the collective costs for each commercial unit. A
OUTSOURCING: - Using outside individuals or firms to package may also be called a rotation or scatter plan.
perform functions that were previously performed within the
company (or that are usually performed within the firm at other PACKAGE BILLING: - A contract or order that charges a flat,
similar companies within the same industry). The term fixed amount per invoice regardless of the number of
outsourcing applies equally well whether the work is sent to commercials or other programs or features broadcast. TDGA
another country or it is done within the same country as where Elaboration: This permits the advertiser to budget their
the company that is outsourcing the work is domiciled. payments knowing that their costs are going to be a fixed
amount each billing period. An example would be an advertiser
OVERHEAD COSTS: - Costs that are not directly or closely that receives 3 announcements per day for $1,000 a month.
related to the volume of goods and services produced. The Invoice charges $1,000 a month regardless of the total
Examples include lease and administrative costs. A Traffic days in a month or total spots actually broadcast.
persons salary might be considered an Overhead Cost since
the salary is a cost regardless of the volume of projects PAGE VIEWS (Website): The number of views a page on a
assigned to that person or Department. website received in a specific period of time.
OVERLAY (Web Term): An ad unit that displays over the PAID CIRCULATION (Printing Term): The number of print
webpage content briefly when initiated. copies actually purchased by readers, so as to differentiate
from complimentary circulation.
OVERNIGHT: (Daypart) - The overnight broadcast time period
for Radio is most often represented by Monday through PANDORA (Web Music Service): Pandora is a social online
Sunday from Midnight- 6AM as defined by Arbitron ratings. An radio-like service station that allows users to create a feed to
individual station's daypart(s) will not necessarily conform to your computer or audio receiver based on their favorite artists
this standard definition(s). Advertising contracts should include and types of music.
the specific hours that define the time period for each stations
daypart. PANEL (Outdoor/Billboard Term): One outdoor billboard.
OVERRUN (TV Terms): Additional copies of an advertisement PAPERLESS OFFICE: - The, so far, largely unattained goal of
beyond the number ordered or needed. conducting all business transactions completely electronically,
i.e., without creating, storing or handling any paper documents.
P Traffic Departments may be the perfect target for seeking that
paperless status with the bulk of all data and transactions
P1 (First Preference): - his is an Arbitron term, gaining electronically stored,
importance as part of the conversion from paper diaries to
PPMs (Portable People Meters). The station that a listener PARENTAL LEAVE: - Paid or unpaid time off that is granted to
spends the most time listening to is called the first preference a new mother or father after the birth or adoption of a child. If
station, or P1 station. The P2 station is their second most- the mother and father are both working for the same employer,
parental leave is usually (but not necessarily) granted to only of the station licensee and to the public. A payola or plugola
the two at a time, but they may be allowed to split the leave violation by an employee usually results in the employer
period, with each taking a portion of it. The term "parental violating the FCCs sponsorship identification rule as well.
leave" does not denote whether the time off will be paid (full or,
more likely, partial salary) or unpaid, nor is there any universal Payola, in the American music industry, is the illegal practice of
standard as to how much time off is granted, but inherent in the payment or other inducement by record companies for the
definition of "parental leave" is the understanding that the broadcast of recordings on music radio, in which the song is
person's job or an equivalent job will be guaranteed to be presented as being part of the normal day's broadcast. Under
available for the employee at the end of the leave period. U.S. law, 47 U.S.C. 317, a radio station can play a specific
song in exchange for money, but this must be disclosed on the
PARTICIPATION PROGRAM: A broadcast program in which air as being sponsored airtime, and that play of the song
each segment is sponsored by a different advertiser. should not be counted as a "regular airplay".
PASS-ALONG READERS (Print Term): Publication readers PAYOLA (2nd Definition): The term has also come to refer to
who acquire a newspaper or magazine copy other than by any secret payment made to cast a product in a favorable light
purchase or subscription. (such as obtaining positive reviews).
PATERNITY LEAVE: - Paid or unpaid time off that is granted
PAYWALL: An Internet term that indicates there is a fee,
to a new father after the birth or adoption of a child. The term
subscription, or membership charge to access the various
"paternity leave" does not denote whether the time off will be
features on a Website. Newspapers have experimented with
paid (full or, more likely, partial salary) or unpaid, nor is there
the concept for years, with mixed success. Other services
any universal standard as to how much time off is granted, but
(such as TDGA) require paid membership in their association
inherent in the definition of "paternity leave" is the
for full website access. The more valuable the content, usually
understanding that the person's job or an equivalent job will be
the more successful the pay wall concept appears to be. Once
guaranteed to be available for the employee at the end of the
the fee is paid; access usually involves a Log On Password. .
leave period.
PBS (TV Term): See Public Broadcasting Service.
PAY CABLE (TV Term): Cable programming which requires a
fee or subscription. PC: Personal Computer.
PAY EQUITY: - Paying equal compensation to different PDF (Portable Document Format): - Developed by Adobe
employees within the same company who perform work of Systems, PDF documents are usually used to present longer or
equal value. This term might be used in discussing technical information because they open in a window outside of
employment compensation inequalities of any type, but it is the page from which they are linked. This saves space on
most often used in reference to correcting inequities in Webpages while keeping the information handy. On
compensation levels of males and females. computers, an Adobe Reader program is required to open and
access PDF Files. (Adobe provides this "reader" application
PAY-PER-VIEW TV (PPV): - A system in which payment is
free from their website at http:\\www.adobe.com ) (See Also:
made for a single showing of a program. Subscribers of the
ACROBAT)
pay-television company can phone in their "orders" prior to a
showing, activate the system that is, clear the scrambled PEABODY AWARDS: - Annual awards recognizing excellence
channel or press a button to utilize two-way equipment that in public service. Named after George Foster Peabody, the
activates the system. awards are administered by the Henry W. Grady School of
Journalism at the University of Georgia.
PAY TELEVISION: Home television programming for which
the viewer pays by the program or by the month; also called PENDING ORDERS: - Pending orders are orders that are new
pay-television, subscription television (STV), or toll-TV. Pay or have been edited and reside in a holding file. An order is
television includes over-the-air transmission (with scrambled considered pending until a traffic manager has confirmed it.
signals) and cable transmission (pay cable).
PENETRATION (TV Term): A measure of the degree of
PAYOLA: Payola is the undisclosed acceptance of, or advertising effectiveness, the percentage of households that
agreement to accept, anything of value in return for on-air have been exposed to an advertising campaign, or the
promotion of a product or service. It is forbidden by Sections percentage of television households.
317 and 507 of the Communications Act of 1934, and by
Sections 73.1212 (broadcast) and 76.1615 (cable) of the FCCs PEOPLE METERS (For Television) One of the ways Nielsen
Rules. Its sibling, Plugola, occurs when someone responsible Media Research measures a television audience. In Nielsen's
for program selection promotes on-air a venture in which he or national sample, they install set meters having an attachment
she has a financial interest without disclosing that interest to

called a people meter. The people meter is a box, about the recording medium. PVRs blend the features of a VCR with the
size of a paperback book, placed on or near each TV set. The programmability and storage of a computer.
box has buttons and lights, which are assigned to each person
who lives in the household (with additional buttons for guests). PERSONS: (Arbitron Definition) - The total count, Cume or
There is also a remote control to operate the people meter from AQH, of the number of people listening. The number is
anywhere in the room. rounded to the nearest one hundred persons, with the last two
zeroes dropped for display purposes.
PEP (Public Education Partnership): See also NCSA (Non
Commercial Sustaining Announcement) Several State PERSONS USING RADIO (PUR): The percentage of people
Broadcaster Associations created the PEP Program to provide using Radio at a particular time, also known as PUR. People
a new look to their NCSA programs. The PEP program is the using radio at a particular time is expressed as a percent of all
source of funding that allows the revenues to provide free or persons in the measured area.
reduced cost services and benefits to its members. To
maintain these services member stations are asked to support PERSONS USING TELEVISION (PUT): The percentage of
the PEP program by airing announcements provided by the people using TV at a particular time, also known as PVT.
State Associations. KBA, Kentucky Broadcasters Association People using television at a particular time is expressed as a
was one of the first to adopt the name change from NCSA to percent of all persons in TV homes. PUT combines all persons
PEP. viewing, rather than reporting specific program viewing. For
example, news at 5:00pm on two stations in the same market
PER DIEM: - A flat daily amount that is paid to an employee to would share the same PUT level because they air during the
cover expenses, such as travel and entertainment expenses, same time period (5:00 - 5:30pm). Ignoring variances caused
incurred by the employee in the course of his or her work. by rating service reporting standards and multiset viewing, the
Being a fixed daily rate, a per diem rate does not require an following mathematical relationships apply after first converting
employee to file expense claims for individual items. Because a rating, share, and HUT (Households Using Television) to
per diem rate is a fixed amount per day without regard to the decimals:
actual expenses incurred, a per diem rate in effect rewards
employees who economize and penalizes those who don't. HUT x Share = Rating
Rating (Housegold) divided by HUT = Share
PERFORMANCE BOND: - A policy issued by an insurance Rating (Household) divided by Share = HUT
company that guarantees that a contractor (typically, but not These formulas must always use the same demographic.
necessarily, a construction company hired to construct a
building) will successfully fulfill a contract. If the contractor does For example, Adults 25-54 Rating, Share, and HUT. You can
not satisfactorily complete the project, the insurance company also use a Household Rating with an Adult 25-54 Share, and
will compensate the client for some or all of the losses it incurs so forth.
as a result. PETER PRINCIPLE, THE: - The Peter Principle states that a
PERMISSION-BASED (Email) - E-mail sent to recipients who person will continue to receive promotions up in an
have opted-in or subscribed to receive e-mail communications organization until he or she reaches a level that he or she is
from a particular company, website or individual. Permission is incompetent to fill. The promotions will then stop. The principle
an absolute prerequisite for legitimate and profitable e-mail is spelled out in detail and tongue-in-cheek in a book, The
marketing. Peter Principle, by Dr. Laurence J. Peter and Raymond Hull.
PERSONAL PEOPLE METERS (PPMs) (For Radio): A PHISHING: (Internet Term): - (pronounced "fishing") -
hardware device used in Radio by Arbitron; and in Television Refers to email scams whose purpose is identity theft. Identity
by Nielsen, to be worn by consumers throughout the day to thieves send fraudulent email messages with return addresses,
detect codes from Radio or TV Stations that will record a links, and branding that appear to come from credit card
record of Stations being listened to (or viewed) by the companies, banks and some of the Web's most well known
participants. Arbitron has outlined a release schedule in the sites including eBay, PayPal, MSN, Yahoo, and AOL.
Top 50 Radio markets during 2008-2009 while they continue to These messages are designed to "phish" for personal and
test the products in Houston, Philadelphia and New York. The financial information (e.g. passwords, usernames, social
PPM for radio has not yet been received certification by the security numbers, credit card numbers, mother's maiden name,
Ratings Council. The PPM will eventually replace the current etc.) from the recipient. For examples, see www.anti-
paper diaries used by Arbitron. phishing.org
PERSONAL VIDEO RECORDER (PVR): PVRs are digital PIF: (See Public Information File)
devices that use a hard drive instead of videotape as the

PIGGY-BACK: - Two commercials scheduled to run back-to-

back, purchased by the same advertiser. Examples include two PO: - See Purchase Order
individual commercials for two related products from the same
client, or one 60-second commercial where the first 30 seconds POCKET PIECE: Nielsen's weekly reports providing audience
carries a message from a national advertiser and the second estimates for all network and syndicated programs.
30 seconds is provided to a local affiliate. Availability is
determined by individual station policy. PODS (See Also Stop Sets, Spot Sets, Breaks, Spot Clusters)
A grouping of avails clustered together to accommodate
PILOT (TV Term): A sample production of a proposed commercials, promos or announcements to be broadcast
broadcast program series. between breaks in programming content. These groupings are
known by several terms, all with the same definition. Frequently
PIXEL (Web) The smallest unit of measure for graphical these Breaks are indentified chronologically within a Program,
such as Break-One. Break-Two, etc.) Do not confuse this term
elements in digital imagery, used as the standard unit of
measure for ad creative (i.e. 300x250 pixels). Pixels may also with Podcasting or iPods- it predates those terms and is not
represent x/y coordinates relevant to a given space, such as related.
the browser window, an application workspace or the users PODCAST / PODCASTING: - A Podcast is program which
computer screen. (See also Tracking Pixel) may be on any length containing content, music, talk or any
combination of the two delivered via from a Website to your
PLAGIARISM: a piece of writing that has been copied from
iPod, allowing you to listen at your convenience. Podcasting is
someone else and is presented as being your own work; or
the act of providing such content.
the act of plagiarizing; taking someone's words or ideas as if
they were your own. In Broadcasting, this would be usually POLITICAL ACTION COMMITTEES (PAC's): - An umbrella
associated with commercial copywriting or journalism. organization that collects money from many lobby groups who
PLASMA SCREENS: A flat screen TV Monitor, offering deeper are all concerned with the same issue, its sole purpose is to
blacks and cleaner colors than LCDs. Repeated images can raise campaign funds and spend them. There are believed to
burn-in or make permanent images if left in certain modes. be over 4000 PAC's in the US. Concern over Pressure Group
This tends to make them less desirable for computer monitors financing of election campaigns led to a new law in 1971, that
or screens with non-movement for prolonged periods of time. limited personal and group donations to candidates. Although
Many of the newer Plasma screens boast a prevent burn-in the maximum contribution to a PAC is $5000, donations can be
feature, which may help overcome or eliminate this drawback. made to as many PAC's as you like. PAC's pool donations so
that the giver can spend as much as they wish on a candidate
PLATFORM: - Often used to define the operating system your indirectly, funding advertising that supports a candidate or
computer runs on (i.e. Windows, DOS, Macintosh, and Linux), opposes the alternative candidate. PAC's act as a legal
but platform can also refer to your Computer Hardware. intermediary, thus avoiding the limits on direct contributions.
PLUGOLA: (See Also: Payola) - Advertising or publicity that is POLITICAL FILE: - A file required by the FCC that shows all
intended for self-promotion and not paid for or underwritten by requests for airtime by qualified political candidates, rates
an independent sponsor: charged and a general disposition of whether the
announcements were ordered or refused. The Political File is
PM DRIVE (Afternoon Drive): - Also known as afternoon also considered one of the Files required to be retained in your
drive, this is the late afternoon broadcast time period for Radio, Public Inspection File.
most often represented by Monday though Friday from 3-7PM
as defined by Arbitron ratings. An individual station's daypart(s) POLITICAL PERIOD (POLITICAL WINDOWS): - Qualified
will not necessarily conform to this standard definition(s). Candidates for elective offices are entitled to the lowest unit
Advertising contracts should include the specific hours that rates offered to any Advertiser in an identical Rate
define the time period for each stations daypart. Classification. (Subject to whether your Radio Station accepts
certain categories of political advertising. i.e.: local or state
PMCP: (Programming Metadata Communication Protocol) elective offices.) These special rates are required during a
is a standard for use within digital television broadcast facilities period beginning 45 days prior to a Primary Election date; and
for transfer of the source data used to generate electronic a period beginning 60-Days prior to a General Election. These
program guide listings and other program-related information. two "windows" are called the "Political Period" Public Radio
The resulting data may then be sent to a PSIP generator for Stations are exempt from the political period in that they are
conversion to broadcast-ready format. PMCP is an XML-based also exempt from the Lowest Unit Rate or Lowest Unit Charge
platform-independent protocol for the exchange of data, which Rules.
may then be transported between systems in a variety of forms
such as files, messages, web or e-mail services.

POLITICAL RATES: - Stations are required to provide POSTING (2nd Definition):See Post-Buy Analysis, which is
discounted rates for advertisements aired by candidates under also referred to as Posting. This type of Posting gives the
certain circumstances during the prescribed "windows" before word an entirely different definition.
primary and general elections. (For additional information
contact your company's communications counsel or the POT (POTENTIOMETER): A round knob (or slider) control for
National Association of Broadcasters Legal Department.) increasing or decreasing the volume on a channel. Also known
as Volume Control.
POLITICAL WINDOW The political window is the period 45
days before a primary election, or 60 days before a general PPM (See Personal People Meters)
election. During the political window, candidates can purchase
time at lowest unit rates. (See Also: Political Period, Above) PRADO (Public Radio Association of Development
Officers): A membership organization of professional public
PORT: A place where information goes into or out of a radio fundraisers.
computer. Also, an Internet term that refers to a number that is
part of a URL address. PRDMC: - An abbreviation of the Public Radio Development
and Marketing Conference, an annual conference of
PORTRAIT: Generally used to describe a display ad or text Development Directors and Public Radio service providers.
document that is higher than it is wide. Think of it as akin to a
head and shoulders photo in appearance. The opposite of a PRE-EXISTING BUSINESS RELATIONSHIP (Email) The
portrait shape is a Landscape which tends to be wider than it recipient of your email has made a purchase, requested
is high. information, responded to a questionnaire or a survey, or had
offline contact with you. Federal law recognizes your right to
POS (POINT OF SALE): - The focus is on the advertising send email to people with whom you have a preexisting
message that hits closest to the point of sale. business relationship provided that you include a working
unsubscribe link or instructions, however, be aware of the
POST BUY or POST ANALYSIS (Sometimes referred To As difference between your legal rights and best practices.
Posting by Agencies and Advertisers in Radio & TV): - Blasting off an email campaign to all of your past customers will
An analysis of a media schedule after it runs. It is generally likely engender bad will and get you a high complaint, or
based on physical evidence, such as the broadcast station abuse, rate. First, forget about the customers who are more
affidavit of performance, and incorporates audience delivery than one year old if you haven't emailed them before. To your
estimates in effect at the time the schedule ran versus what the remaining list, you may want to send a permission letter that
buyer estimated at the time of the buy. Buys normally try to reminds customers of their relationship with you. Then,
index at 90%-110% of what the buyer estimated the audience encourage them to unsubscribe if they do not want to receive
delivery would be at the time of negotiation. your future mailings. Your permission letter reassures your
customers that you care about their permission, minimizes
POST-SUNSET AUTHORITY (PSRA): An action by the FCC complaints and starts you off with a cleaner list.
that permits certain AM Radio Stations to operate at reduced
power after the average Sunset Times in their locale. This PRE-ROLL SPOTS (Internet): The term used to describe
PSSA is usually at sharply reduced power levels, but allows the those (sometimes annoying, never invited) 15 second Video
station to provide local services to part or all of their community ads that pop-up when you go to an article of interest on an
when daylight hours are critical to late afternoon or early Internet site. Theyre called pre-roll, because hey precede your
evening program services. The power authorized (during this access to the desired content..
post sunset period) is calculated by the FCC by determining
the degree of interference that might be caused to other station PRE-SUNRISE AUTHORITY (PSRA): An action by the FCC
on the same or adjacent frequencies. PSSA applies to AM that permits certain AM Radio Stations to operate at reduced
Stations only. power prior to the start of the average Sunrise Times in their
locale. This PSRA is usually at sharply reduced power levels,
POSTER PANEL: the standard outdoor advertising display but allows the station to provide local services to part or all of
unit, usually 25' x 12'. their community when daylight hours are critical to early
morning or late afternoon program services. The power
POSTING: - Posting moves the data from the Scheduling authorized (during this pre-sunrise period) is calculated by the
Section (Traffic) to the Billing Section (Accounts Receivable), FCC by determining the degree of interference that might be
so that the charges can be Invoiced during the next regular caused to other station on the same or adjacent frequencies.
billing cycle. If the log has been reconciled, there's usually no PSRA applies to AM Stations only.
reason not to post the logs over to billing.
PREEMPTION or PREEMPTIBLE: - Preemption refers to the
displacement of a scheduled commercial announcement by the

station or network in favor of a higher-priced commercial or for more information with you making your relationship that much
some other reason. Preemptible refers to a class of commercial more valuable.
announcements that are usually purchased at a lower rate with
the understanding that the placement may be changed by the PRO FORMA: - Literally, pro forma is Latin for "as a matter of
station if other commercials are subsequently sold at higher form". The term has at least a couple of business applications:
prices. 1. A pro forma document is one that is produced in
advanced of the actual business document. For example,
PREEMPTIBLE WITH NOTICE: - A "Class" of Time defined by
a price quote that is created in a format identical to the
the FCC as time which cannot be preempted without prior format of the invoice that will be generated should the sale
notice given at least a stated length time in advance. be completed is referred to as a "pro forma" invoice.
PRE-FETCH ADS: Ads that are pre-loaded into an application
for the purpose of storage or speeding delivery. These ads 2. Pro forma financial statements are those created
should not be counted until executed and received by the excluding extraordinary items that will likely not be
Client User. repeated every year (such as profit from the sale of a
subsidiary, receipt or payment of funds as a result of a
PRE-ROLL ADVERTISING (Website): These are the (usually settlement of a large lawsuit, etc.) Pro forma statements
brief) video ads that are played prior to giving you access to a have to be produced in addition to rather than instead of
featured video or text article in a website. It is generally the filed statements because the pro forma statements do
accepted that it refers to advertising that occurs on Internet not follow generally accepted accounting principles.
television or websites. It is served before (pre-roll), during (a
MID-ROLL) or after (POST-ROLL) a video stream on the PRODUCT ALLOCATION (TV Term): Assigning various
internet. These ad units are like the traditional spot advertising products to specific times or locations in an advertiser's
you see on television, although often they are "cut-down" to be schedule.
a shorter version than their TV counterparts. PRODUCT CODES / PRODUCT PROTECTION: - A term used
PRI (Public Radio International): - A public radio to define individual business-type categories or codes for
broadcasting network, based in Minneapolis-St. Paul that "types" of Advertisers. (Example: Auto Dealers, Restaurants,
distributes music and public affairs programming to its affiliates. and Banking Institutions) Radio Broadcasters attempt to
PRI is believed to be the second largest Public Radio Network, separate "like categories" to prevent running two or three auto
following NPR.) dealers together. Thus, by assigning Product Codes or
Categories to each Contract, the computer traffic software can
PRIME ACCESS (TV Term): A TV daypart immediately be instructed not to schedule an advertiser within a designated
preceding Prime time. Generally, this daypart is the hour from length of time of another advertiser with the same product
7:00pm - 8:00pm (EST, PST). code. (Also known as Conflict Codes.)
PRIMETIME (TV Term): In broadcast, the general reference is PRODUCT PLACEMENT (TV Term): - This is a sales
to that time period which attracts the most viewers. Runs after technique that provides either the prominent display of actual
prime access and before late news. Primetime is usually use of a product during the presentation of a TV Show. It can
Monday through Saturday from 8:00pm - 11:00pm and Sunday be subtle such as an actor or actress driving off in an
from 7:00pm - 11:00pm. automobile with its brand name part of the drive away, or the
actual use and mention of a product, like a youngster asking for
PRIORITY: - A classification method to determine that certain some Kelloggs Corn Flakes at the breakfast table on a set.
"spots" are more important than others are. A higher priority Advertisers will pay or provide other promotional considerations
assigned spot will "bump" or move a lower priority for displays or mentions that are not direct commercial buys.
announcement. Priorities can be assigned based on several Such transactions are referred to as product placements.
different criteria including rate, credit worthiness of the
advertiser, termination date of the campaign, etc. (A sale that PROFIT (As Opposed To Cash Flow): - In general, revenues
ends tonight might have a higher priority than a business minus costs. However, in accounting terms, profit is not
advertising a more generalized, institutional commercial.) equivalent to cash flow. The difference is a result of
accounting's attempt to match costs to the period in which a
PRIVACY POLICY - A clear description of a website or benefit is derived (for example, the value of buildings and
company's policy on the use of information collected from and equipment are "depreciated" over their expected useful lifetime
about website visitors and what they do, and do not do, with rather than including the entire cost at the time it is purchased.
the data. Your privacy policy builds trust especially among Likewise, revenue is accounted for when it is earned rather
those who opt-in to receive e-mail from you or those who than when the cash is actually received.)
register on your site. If subscribers, prospects and customers
know their information is safe with you, they will likely share

PROFIT MARGIN: - Selling price minus the variable costs of PSRA: (See Pre-Sunrise Authority)
producing and selling an item or service. Also called
contribution margin. Note that profit margin does not take into PSSA: (See Post Sunset Authority)
consideration fixed costs. Rather, the profit margin earned on a
sale is what is used to pay fixed costs. PSYCHOGRAPHICS: Audience analysis on the basis of
psychological factors such as lifestyles, values and interests
PROGRESS BAR: A video or animation control that shows and how they affect purchase or buying behaviors.
users the progression of the video or animation in relation PT: (Part Time)
to its total duration.
PTFP: (See Public Telecommunications Facilities Program)
PROJECTION: - A term used to identify something in the
future. In Broadcasting, the most common "projections" PUBLIC BROADCASTING SERVICE (PBS): A national
involving the Traffic Department involve either Sales television network of non-commercial television stations. PBS
Projections, or Inventory/Avails Projections. It's vital to may be likened to do for Television what NPR does for Public
management to know how much business they can Radio.)
"reasonably" expect this or future months to produce. The
same is true for Sales Managers who need to know how much PUBLIC INSPECTION FILE: - The "Public File" (as it's
unsold time remains available to be sold. Traffic Directors sometimes known) contains very specific information pertaining
should understand that a Traffic Computer can create reports to applications, filings with the FCC, agreements, political files,
showing actual billings which reports current and earlier-- But, certain contracts or network agreements, community
a "Projection" generally is looking forward from either the ascertainment records showing how your Station addresses
beginning of the current billing period or from a current time issues, etc. Such a file is required by the Federal
reference into the future. Thus a Sales "projection" includes all Communications Commission (FCC) in the United States, and
of the months billing already broadcast, plus all sales already by the Canadian Radio-television and Telecommunications
booked into the future. In July, you may look at July Commission (CRTC). The public inspection file must be
Projections, or Projections for the remainder of the Quarter or maintained at the station's main studio and it must be
Year. accessible to anyone during business hours. Stations are
required to provide copies at the requester's expense, or if the
PROJECTION (TV Usage): The estimation of a future facility is outside of the community of license, provide copies
audience for a particular program from historical rating and via mail at their own expense. As of November 2007, the FCC
share information. required public inspection files must also be maintained on the
station's website, and are optionally distributed to public
PROMOS or PROMOTIONAL ANNOUNCEMENTS: - libraries in the station's broadcast area for the sake of
"Promos" is the slang term most commonly used to identify the convenience. In these cases, public correspondence from
type of announcement that promotes a feature or special viewers and political reports are usually left out due to cost
program or event on (or by) the Radio Station. They are usually concerns or misuse of the information provided. All or part of
not a commercial or underwriting announcement that identifies the file may be maintained in digital format as long as it is
a business, product or service, but rather attempts to build accessible at the time of inspection.
interest or audience in an upcoming event.
PUBLIC RADIO INTERNATIONAL: (See PRI)
PSA: - An abbreviation for Public Service Announcement,
which is a broadcast message helping to promote or educate PUBLIC TELEVISION: - Non-commercial television supported
your audience into available services. Usually, a PSA is by federal and state funds, voluntary contributions and grants,
associated with a non-profit organization, but could also include offering a variety of programming.
organizations such as the National Guard or other association,
not normally associated with a "for profit" type of business. PUBLIC TELECOMMUNICATIONS FACILITIES PROGRAM:
Radio Stations frequently donate airtime to these associations A grant program operated by NTIA and a major source of
or organizations. The "spots" broadcast are referred to as matching grants for the purchase of broadcast equipment and
PSA's technology.
PSIP: (Program and System Information Protocol). PSIP is PULSING: - A flighting technique that calls for either a
the protocol used in the ATSC digital television system for continuous base of support augmented by intermittent bursts of
carrying metadata about each channel in the broadcast MPEG heavy pressure, or an on-off-on-off pattern (e.g., one week on,
transport stream of a TV station and for publishing information one week off).
about television programs so that viewers can select what to
PUR Persons Using Radio
watch by title and description.

PURCHASE ORDER: - Many businesses require a paper trail

showing the authorizing of any expenditures or purchases. RADAR: Acronym for Radio's All Dimension Audience
That document (Purchase Order) aids the Company in Research
tracking resulting Invoicing or Statements and includes the
Number assigned to a P.O. for such tracking. RADIO RESEARCH CONSORTIUM: (See RRC)
PUT See Persons Using Television. RTDNA (RADIO-TELEVISION DIGITAL NEWS

ASSOCIATION)
PVR (PERSONAL VIDEO RECORDER): - PVRs are digital
devices that use a hard drive instead of videotape as the RTNDA - RADIO-TELEVISION NEWS DIRECTORS
recording medium. PVRs blend the features of a VCR with the ASSOCIATION: - In 2010, the Association changed their name
programmability and storage of a computer. to reflect the impact of Digital Internet as an emerging news
medium. Their new name has become RTDNA Radio-
Q Television Digital News Association.
QC: (Quality Control) RAM: - Acronym for Random Access Memory. The temporary
memory that the computer uses to store data being used by the
QR CODES / QUICK-RESPONSE CODES: Scannable bar operator is called RAM. The higher the ram, the less work your
codes that contain downloadable information such as URLs hard drive must perform to keep up with rapid typing rates, etc.
and e-mail addresses Don't confuse RAM with Memory. RAM is the amount of bytes
the computer processes without going back to the hard drive to
QUALIFIED READER (Printing Term): - A person who can get more information. Memory is the total number of bits or
prove readership of a publication. bytes your computer can store.
QUANTITY DISCOUNT: A reduced or discounted advertising RANKING: - The actual order or sequence of items in a
rate for buying a set amount of space or time. sequential order, as in highest to lowest. Ranking is frequently
confused with Rating, but one should be careful to differentiate
QUARTER-HOUR AUDIENCE (See Average Quarter Hour between the two. In Traffic, you may frequently be asked to
Audience) produce Reports showing "rankings" of advertisers. This
means a list starting with the "biggest billing" Accounts in a
QUEUE: - In Broadcasting a Queue actually has two descending order (ranking) ending with the lowest billing
definitions. To Queue (or Cue) a song, tape or item to be account.
broadcast, means to get it ready to begin. "Cue the next song"
means have it ready to roll upon my instruction. The second RATE: A unit charge for advertising media space or time.
definition tends to be more Traffic Director related. Many Traffic
Software programs offer the ability to prepare a series of RATE CARD: A printed listing of advertising rates for a single
Reports that are produced on a regular basis. For example, media vehicle. Sales managers use the rate card to determine
you may have a series of Reports to print for Weekly Sales what rates to charge for programs during certain weeks.
Meetings, End of the Month, Collection Reports, etc. Using Account executives are expected to sell based on the rates
your software you can create a "queue" that groups the determined by the rate card.
individual reports into one printout, prior to the time needed.
Preparing a Print Queue therefore is simply setting up the RATE GUARANTEE: The guarantee by a media entity to an
reports you'll want to include when it's time to "push a button" advertiser that rates will not increase during a certain calendar
and print all the reports in a single operation. Think of Queue period.
as the British term: To stand in line.
RATE HOLDER: - A unit of space or time, usually small, which
QUINTILES: - Quintiles are a five-scale measurement, in 20% is used to maintain or establish a contractual agreement over a
increments, of an individuals media usage. The first quintile period of time.
measures the heaviest use and the fifth quintile measures the
lightest use. For Radio, the number of quarter-hours listened to RATE PROTECTION: - Rate guaranteed for an agreed period
Radio determines quintile placement for a respondent. of time.
RATING (Arbitron definition): - The "Persons" listening

R estimate expressed as a percentage of the population. AQH
and Cume ratings are reported not as a percentage of those
RAB (RADIO ADVERTISING BUREAU): - The RAB is a trade listening, but of the entire universe living within the measured
association, supported by Station dues, dedicated to survey area. Example: The survey area has a population of
promotion, sales training and research, aimed at Advertisers 100,000 persons 12 years or older. Only half (50,000) were
and providing support materials to member Stations.

actually listening to the Radio between 6-AM and 10-AM. Of bidding requires multiple exchanges making calls to each
the 50,000 listening, only 15,000 were listening to "your" Radio other.
Station. Your Stations "Rating" is "15" since Ratings are a
percent of the entire "available population base-not just those REASONABLE ACCESS: Federal candidates are entitled to
actually listening at any time. purchase reasonable amounts of time on all commercial
broadcast stations. This applies to Commercial Radio &
RATING (Television definition): - A percentage of total Television Stations, but not to Non-Commercial Public Stations.
households or population owning TVs who are tuned to a TDGA Suggests you read a full explanation in the Traffic-101
particular program or station at a specific time (e.g., a six rating Political Study Guide.
for women 18-49 means 6 percent of all women 18-49 in the
defined geographic area were viewing that station or program). REBATE: - A payment to the advertiser by a medium when the
advertising schedule exceeds the contractual commitments
RATINGS DESIGNATIONS See TV Ratings System originally agreed to and the advertising schedule earns a lower
(Symbols used to define Program Content) rate.
RATING POINT: One percent of the potential viewing REFRESH: to clear the screen or part of the screen and redraw
audience. it again
REACH: (1) In media ratings, the unduplicated number of REINFORCEMENT CAMPAIGN: - A campaign designed to
individuals or households exposed to an advertising medium at back-up or add support to an event that requires more careful
least once during the average week for a reported time period. scheduling because its time sensitive. This could be a
It is interchangeable with Cumulative Audience and Net Reach. Weekend Sale, Tent Sale at the local auto dealership, special
(2) In Internet usage, Reach is the percentage of U.S. Internet 6-hour early bird Discount event, or anything tied to time. A
users that have accessed the Web content of a specific site or Reinforcement Campaign can also be a secondary buy (such
property. as a Radio buy to help add insurance to the success of a more
expensive buy on Television).
REACH & FREQUENCY EXPRESSED AS (GRPs): The
number or percentage of a population group exposed to a RELATIVE COST: - The relationship between the price paid
media schedule at least once (reach), and the average number for advertising time or space and the size of the audience
of times each of those people has been exposed (frequency). delivered. It is used to compare the prices of various media
Reach is the number or percent of different homes or persons vehicles.
exposed at least once to an advertising schedule over a
specific period of time. Reach excludes duplication. The RELIABILITY: The degree to which a research sample
formula for GRPs (Gross Rating Points) is Reach x Frequency result conforms with the result that would be obtained if a
= GRPs. complete census were taken.
READ RECEIPTS (Internet Term): an optional email feature REP: - Short for representative. Refers to either: A) A company
that notifies you when a recipient has opened the email (the "national rep") or the account executive who serves as the
message you sent him. See also delivery receipts. account executive on behalf of the station in markets outside of
the station's home market. B) The station account executive
REAL TIME: Instant updating of data. For example, when who serves a local advertiser or agency.
entering a sales order in Traffic, the Sales projections for the
station or sales rep are simultaneously updated to reflect the (Local Sales Rep): - When someone refers to a
information just added. It does not require you to reassemble Sales Rep, they usually mean one of your Radio
other reports to see the impact of data just added to your Advertising Salespeople. Please understand that
software application. every station might have a slightly different "title"
when they refer to their "Sales Reps". These might
REAL TIME ADVERTISING (Digital Ad Term) An auction include Account Executive, Advertising Consultant,
wherein advertisers compete for that particular impression Advertising Specialist, and Development Director.
based on the individual real-time valuation of the user's worth [Also see Rep-National Rep, below.]
at that time of their visit rather than in advance of the auction.
(National Rep): - Not to confuse you, but while some
REAL TIME BIDDING (Digital Term) (RTB): The actual stations have a National Sales Manager, charged
process of bidding on inventory in real time, real-time bids are with soliciting advertising from major Advertising
dynamically generated based on the past performance of Agencies, etc.; A National "Rep" can also be an
creative, available inventory, and other parameters. Real-time employee of a business with offices in one or several
major cities. These "reps" work for several radio

stations around the nation and are "your RETAIL TRADING ZONE: Geographic area in which most of a
salesperson" in New York, Los Angeles, Dallas, market's population makes the majority of their retail
Philadelphia or wherever they happen to have purchases.
offices. [Also see Rep Firm.]
RETAINED EARNINGS: - A company's earnings that are not
REP FIRM: - While your Radio Station may have a few or paid out to shareholders as dividends.
several salespeople that solicit for advertising or underwriting in
communities near your Station, it is not economically viable to RETRANSMISSION CONSENT RULE: - FCC rules under
also have employees in every major Advertising community of which cable operators and other multichannel video
note. Consequently, your Station may be "represented" on programming distributors may not retransmit the signal of a
Madison Avenue in New York or Wacker Drive in Chicago or commercial TV or radio broadcaster (with certain exceptions
other such cities by a "Rep Firm". The "Rep Firm" employs such as certain superstations) without written consent from the
salespeople who might represent your Station and hundreds broadcaster. The broadcaster's entire signal must be
more in other non-competitive communities around the nation. retransmitted.
These "Rep Firms" are, in essence, your New York Sales
Office (or wherever they have other office locations). Traffic RETURN ON INVESTMENT: (See ROI)
Directors may work directly with these "rep firms" or they may RETURN RATE (Arbitron): - The percentage of people who
deal with specific Sales Managers within your Station, who were sent a diary by Arbitron who returned a usable diary.
then funnel the orders submitted to you. As a Traffic Director,
you should be familiar with the term, and develop an RETWEET (Social Networking): To retweet, retweeting,
understanding of how you're expected to meet the needs of retweeted. The act of forwarding another user's Tweet to all of
these outside offices. your followers.
REPEATERS: Low powered, localized transmitters which REVERSE COMPENSATION: Reverse compensation, in
automatically pick up the signal of a parent broadcast station United States broadcasting, is the practice of a commercial
and retransmit the amplified signal on the same channel. Used television station paying a television network in exchange for
in remote geographical regions. being permitted to affiliate with that network. The word
REQUEST FOR PROPOSAL (RFP): - Abbreviated as RFP, a "reverse" refers to the historical practice of networks paying
request for proposal is a document sent or otherwise made stations to compensate them for the airtime networks use to
available to prospective suppliers asking them how they run network advertisements during their programming.
propose fulfilling the specified requirements of the requesting
organization and what price they will charge to supply the RFP (Request For Proposal) This is a term that was used
services and/or products described in the supplier's response for years by businesses requesting quotes and details for
to the RFP. RFPs may be sent to a select group of suppliers or equipment and or services. More recently, it has been
they may be published publicly soliciting proposals from any extended by Buyers of Advertising to include a Proposal for
company/individual able to fulfill the requirements. Advertising Flights and/or added services such as promotions,
Remotes, Internet value-added features, etc. RFP might be
REQUIRED FIELDS: Screen fields (or spaces on a Form) that interchangeable with Sales Presentation, that provides plan to
must be filled in are required. If the user does not fill in a meet target audience or goals desired by the potential
required field, a troubleshooter message displays, indicating advertiser.
the error and the missing field is then re-presented for
completion. RMT (Required Monthly Test): - The FCC requires the
scheduling of two different tests as part of the Emergency Alert
RESIDUALS: - Fees paid to performers and other creative System (EAS). One is a monthly test, which the FCC refers to
talent for subsequent exposures of their filmed or video as a RMT, an abbreviation for Required Monthly Test. Traffic
programs or commercials. Directors (in conjunction with your Stations Chief Operator) are
usually called upon to schedule these semi-random tests.
RESOLUTION: - Measure of a TV picture's detail. Horizontal While EAS is covered in Element Two of this program, you
lines of resolution are counted across the TV screen (in a test should be aware of the meaning of RMT.
pattern), and vertical lines of resolution are counted from top to
bottom. ROADBLOCK (TV Term): A slang term for placing television
announcements at the same time on two or more networks, or
RESPONSE RATE (Arbitron): - The percentage of the total at the same time on several stations in a single market. This is
eligible sample who returned a usable diary. This can be used as a remedy for channel switching during a commercial
approximated as the product of consent rate and return rate. break, and to increase reach at a given point of time.

ROAMING: The use of a wireless or cellular phone outside of page as opposed to being embedded in a static or permanent
its home service area. Higher per-minute rates are usually (but position.
not always) charged when calls are made or received while
Roaming. RRC (Radio Research Consortium): Non-profit research firm
that provides audience data and analysis to non-commercial
ROE (RUN OF EXCHANGE): All the available inventory for radio stations. It contracts with Arbitron to produce local market
purchase on an advertising exchange. audience estimates.
RON (RUN OF NETWORK) - All the available inventory RSS: Short for Really Simple Syndication, a means by which
managed by an advertising network. users can subscribe to a feed, a blog feed, for instance. Since
content is published on an ongoing basis, subscribing makes it
ROP (RUN OF PAPER Printing Term): Advertising that's easier for users to follow content and updates. Subscribing to
positioned anywhere in a publication. The advertiser has no TDGAs RSS Feed http://www.tdga.org/bm~feeds.shtml
choice of a specific place for the ad to appear. provides you with a feed every time we post a new item,
classified, etc.
ROS: (First Definition) - Spots run across multiple dayparts
within a broad daypart parameter An acronym for "Run of RTDNA: (Radio Television Digital News Association)
Station" or "Run of Schedule". It frequently is used New name of the Radio Television News Directors Association,
interchangeably with BTA (Best Times Available) and is beginning in 2010. (See below) Organization representing
defined by the FCC as the time range encompassing all journalists in the broadcast and/or electronic media
periods from sign-on until sign-off. Stations may design their
own versions of R-O-S such as "Daytime R-O-S" (6-AM to 7-M) RTNDA: (Radio-Television News Directors Association)
or may limit the definition of R-O-S to mean 6-AM till 12- Former name of what is now the Radio Television Digital News
Midnight. For our purposes, R-O-S means spread out over Association, (see above) an organization representing
most or all of the Stations Dayparts. journalists in the broadcast and/or electronic media.
ROS (Second Definition): - A "Class" of Time defined by the RUN-OF-SCHEDULE (See ROS)
FCC as preemptible time which can be scheduled at any time
during the broadcast day at the station's discretion). Please RWT: - (Required Weekly Test): - The FCC requires the
note this definition covers the entire Broadcast Day, while scheduling of two different tests as part of the Emergency Alert
some Stations define ROS as being more restricted. System (EAS). One is a weekly broadcast test, which the FCC
refers to as a RWT; an abbreviation for Required Weekly Test.
ROTATION: - While equal rotation means rotating various Traffic Directors (in conjunction with your Stations Chief
pieces of copy evenly to traffic departments, buyers and sellers Operator) is usually called upon to schedule these semi-
use the term to refer to the distribution of commercials across a random tests. While EAS is covered in Element Two of this
representative cross-section of days and hours within the program, you should be aware of the meaning of RWT.
purchased broad time period. Scheduling of advertising in the
same program or time period on different days each week is S
referred to as horizontal distribution (or rotation), while
distribution throughout the hours of a particular day is referred SAG (Screen Actors Guild): An association representing
to as vertical distribution (or rotation). union members in the acting or performing profession from
Television and Motion Picture genres.
ROTATING ADVERTISERS: - Some Traffic Vendors refer to
this as "Wheels". It is a method of taking several advertisers of SAMPLING ERROR: The possible deviation in the reported
one program or feature and creating an equal rotation of their finding of media audience research. This is based on sample
sponsorship so that they all receive audience exposure over a data that is used to extrapolate numbers that might represent
period of time. The Best example would be to sell 13 different the actual finding had a complete census been done. Usually
advertisers sponsorship of 13-daily newscasts. Advertiser # 1 reported as "+" next to the reported number.
might be scheduled Monday at 7-AM, Tuesday at 8-AM,
Wednesday at 9-AM until they had been scheduled in all 13 SARBANES-OXLEY: (Also Known as SOX): - Sarbanes-
Newscasts between 6-AM and 7-PM. (See also "Wheels") Oxley is a federal law that requires stringent reporting
standards for publicly held corporations, including broadcast
ROVIAN (Web Term): - A rovian is either a flying banner ad businesses selling stock on exchanges or over-the-counter.
(comes in from the side/top and flies to the center until clicked), SOX requires intensive documentation of all company data. It
or a mini movie or brief video (like a car dealer telling you a was enacted as a safeguard for investors to prevent fraudulent
quick, 10-sec message) that also flies in from the side/top. The practices by corporate executives. One of the best Overviews
rove base of the term indicates it moves onto the screen or

weve discovered discussing the basics of the Act can be found not be used frequently in traffic, but it's a common word just
at this URL link: http://en.wikipedia.org/wiki/Sarbanes-Oxley down the hall in the on-air studios.
SATELLITE STATION (TV Term): A broadcast station that SELL-OFF (TV Term): Request by the advertiser for the
rebroadcasts the transmission of another station (generally broadcaster to re-sell advertising time that had been previously
operating in a nearby market) to an area that cannot otherwise contracted. Broadcasters put contracts into "sell-off" instead of
be serviced by that station. allowing an advertiser to cancel. If the spots are not resold, the
buyer is responsible.
SATURATION: An advertising schedule concentrated during a
time period to achieve maximum coverage and impact. SEPARATION: - A scheduling policy determined by individual
stations that allows for a specified time or number of
SCATTER PLAN: - Purchasing commercial time in broadcast commercials between two competitive products of the same
media in many different programs. product type, either within the same commercial break or some
other period of time.
SCHEDULE: A listing of the time of day and dates an
advertiser's commercials are planned to run. SEPARATION: (First Definition) - A term used to define
separating "like categories" to prevent running two or three
SCREENBURN: Where a permanent mark is burnt into the auto dealers together. Thus, by assigning Conflict Codes or
mask of the TV screen due to prolonged display. Common with Categories to each Contract, the computer can be instructed
sets tuned to one channel for promotional purposes or on not to schedule an advertiser within a designated length of time
ordinary sets from BUG IDs inserted by broadcasters. Also of another advertiser with the same code.
known as burn-in or Phosphor burn-in.
SEPARATION: (Second Definition): - means separating
SCRUBBING: - See Disc Scrubbing announcements for the same advertiser. In this instance, you
are preventing the broadcasting of two or more
SDK: (See Software Development Kit) announcements for the same business within a user-defined
period of time. (Example: Do not run any Coca-Cola
SDTV (Standard Definition Television): - It is an alternative Announcement within 45 minutes of another Coca-Cola
method of operation for digital television and offers the announcement.) Thus, separation can mean separating similar
opportunity to transmit two to eight standard quality programs "businesses" or separating announcements for the "same
in place of but in the same channel as that used for HDTV. By business."
employing higher compression ratios, more programs may be
transmitted. SERVER: - A computer or software package that provides
information to client software running on other computers.
SEARCH ENGINE: - A software tool that searches for
information and Web sites on the Internet. WEB SERVER (Internet): A computer running that
SEASONALITY: - The fluctuation around an audience estimate software, assigned an IP address, and connected to
or an advertisers target campaign that can result from changes the Internet so that it can provide documents via the
in regional weather patterns during different times of the year World Wide Web. Also called HOST computer. Web
or the lifestyle habits of audiences that can vary by season. servers are the closest equivalent to what in the print
world is called the "publisher" of a print document. An
SECONDARY AUDIENCE (Printing Term): In print, the important difference is that most print publishers
readers who do not subscribe to or purchase the publication. carefully edit the content and quality of their
publications in an effort to market them and future
SECONDARY CAMPAIGN: (See Reinforcement Campaign) publications.
SEGMENTATION (Email or Databases) - Dividing your email SERVICE PACK (SP): - A service pack (in short SP) is a
list or database based on interest categories, purchasing collection of updates, fixes and/or enhancements to a software
behavior, demographics and more for the purpose of targeting program delivered in the form of a single installable package.
specific email campaigns to the audience most likely to Many companies, such as Microsoft or Autodesk, typically
respond to your messaging or offer. Your list segmentation and release a service pack when the number of individual patches
targeting efforts pay off in higher open and click-through rates. to a given program reaches a certain (arbitrary) limit. Installing
a service pack is easier and less error-prone than installing a
SEGUE: - Pronounced SEG-way, it's the term on air high number of patches individually, even more so when
personalities use to describe going directly from one music updating multiple computers over a network. Service packs are
selection to another, or any two items that provide a transition usually numbered, and thus shortly referred to as SP1, SP2,
from one component to another without any interruption. It may

SP3 etc.[1] They may also bring, besides bug fixes, entirely COMMUNICATIONS. Avoid this unless you really mean to
new features. shout.
SESSION (Mobile): A single application-use event that spans SHOWING (Outdoor/Billboard Term): The number of outdoor
an unspecified period of time of constant or ongoing application posters needed to reach a certain percentage of the mobile
activity by a User through the Client User. Sessions are population in a market within a specified time.
terminated by User actions indicating the closing of the
application, or by inactivity levels that meet or exceed defined SHTML (.shtml): An file name extension that identifies web
thresholds. Sessions are generally applicable to the calculation pages containing SSI commands.
of reach metrics. SIDEKICK (Web Term): An IAB Universal Brand Package ad
unit template initially displayed as one of three standard ad unit
SESSION FREQUENCY (Digital Ad Term) - How many ads a dimensions, but upon user initiation, pushes publisher content
user has seen per session. Advertisers can request that to the left to display a canvas of up to 970x550 pixels full of rich
networks, exchanges and publishers cap (limit) the number of interaction.
impressions served to an individual user in the course of one
session. SIGNATURE FILE (Also known as a Sig File) - A tagline or
short block of text at the end of an e-mail message that
SETS IN USE: Total number of television sets that are turned identifies the sender and provides additional information such
on at a particular time. This differs from HUT (Homes Using as company name and contact information. Your signature file
Television), because most households have more than one TV is a marketing opportunity. Use it to convey a benefit and
set. include a call-to-action with a link.
SEU (SELF EMPLOYMENT UNITS): Under FCC Equal SIMS: An acronym for Storer Information Management
Employment Opportunity rules, all Radio and Television station System, StorerTV is a provider of television program
employment units (known as SEUs) must comply with all management software, that enables broadcast stations, cable
updated EEO Rules, Regulations and Policies. SEUs are networks and group owners to manage the scheduling, rights
separated into sizes ( under 5 employees; and 5 or more). and finances of programming contracts.
SEVERANCE PAY: - Compensation that is paid to an
employee on his or her departure from the company, over and SIMULCAST: - When two or more Radio Stations broadcast
above any back salary, wages, vacation pay and benefits that the same programs and same commercials at ALL times, and
are due at the time of his or her departure. Severance pay is use only one Traffic System, they are said to be simulcast. If
typically (but not necessarily) paid only if the employee's two or more stations broadcast only a portion of their day
departure is initiated by the company, not by the employee. Of together, but are different at other times, they are considered to
course, companies can always choose to issue severance pay be "partially simulcast," but would require two Time Order or
even if they are not legally required to do so. Whether the Traffic Sections to schedule programs or announcements
employee has a legal right to severance pay and if so, how during the times when they have separate programming.
much, depends on the language of the employment contract (if SINGLE OPT-IN (with a subscriber acknowledgement
any), the circumstances of the employee's dismissal and the email) - The most widely accepted and routinely used method
labor laws of the governing jurisdiction. of obtaining email addresses and permission. A single opt-in
SHARE: (Arbitron Definition) - The most commonly used and list is created by inviting visitors and customers to subscribe to
cited estimate from a Survey estimate. "Share" is the stations your email list. When you use a signup tag on your website, a
Average Quarter-Hour audience expressed as a percentage of message immediately goes out to the subscriber
all persons listening. Example: a 14.5 share means 14.5% of acknowledging the subscription (this is often accomplished
all persons listening to radio during a given time period were using an auto-responder). This message should reiterate what
listening to that particular station. Share is always expressed the subscriber has signed up for, and provide an immediate
as a percentage. way for the subscriber to edit her interests or opt-out.
SHAREWARE (Internet): software that you can download SIPHONING: Drawing an audience away from one medium
from a network and try before you buy. If you like the software to another.
and decide to use it beyond the trial period, you must register
SIXTY: Slang for a one-minute broadcast commercial.
with the author and pay a registration fee.
SKELETON LOG: - A template of basic log features, programs
SHOUTING (Internet Term): TYPING IN ALL CAPITAL
and required ID's, etc. The Skeleton Log contains spaces for
LETTERS IS CONSIDERED SHOUTING IN ONLINE
inserting announcements and sponsors, but has no specific

spots assigned. Traffic Directors refer to these basic log used by TV Traffic personnel for this insertion was a snipe,
formats as "Skeleton Logs". although the similar word swipe came in a close second.
SKIM: Inventory report that shows how many avails are in a SOCIETY OF MOTION PICTURE & TELEVISION
program and how many have been sold. Sales managers ENGINEERS (SMPTE): Professional organization of
usually pull a skim once a day to check inventory. Inventory is technical specialists that works at establishing technical
listed by week and the skim can be viewed for many weeks in standards for lighting, equipment and film.
advance.
SOFT BOUNCE / HARD BOUNCE (Email): - A hard bounce is
SKYPE: Skype is a free program that allows for text, audio and the failed delivery of an e-mail due to a permanent reason like
video chats between users. Additionally, users can purchase a non-existent address. A soft bounce is the failed delivery of
plans to make phone calls through their Skype account. an e-mail due to a temporary issue, like a full mailbox or an
unavailable server.
SKYSCRAPER (Web Term): A standard ad unit with
dimensions of 160x600 pixels. SOFTWARE: - Computer Programs. Two main types of
software is the "System" software which operates the
SLAMMING: The term used to describe the practice of computers functions and "Application Software" (specific
changing a long distance service provider without your programs such as Traffic, Billing, Accounting, Word
knowledge or permission. Slamming violates FCC Rules Processing, Spreadsheets, Presentation Slide Shows, Games,
involving Common Carrier services. etc.)
SLATE: - A term originally used to describe a scene or take SOFTWARE DEVELOPMENT KIT (SDK): A separate sub-
description filmed at the beginning of a scene. It was termed a application within the application environment which is directed
Slate because it literally was written on a piece of dark slate at performance of certain common functions such as
(blackboard) using Chalk. It gave the basics of the scene being measurement or counting of advertising activity and/or the
filmed. Today when someone says Slate it they are saying delivery or storage of advertising content. These SDK Based
prepare a brief information tag. In modern TV Production the functions can be developed by a third party to the application
slate takes on the form of a digitally prepared label. developer and fit into the application, thereby allowing a
common measurement SDK to be used across applications. In
SLATE INFORMATION: - In modern parlance, the slate these cases certain controls, such as software development
information is used with Ad-ID to provide further detail beyond controls and software and data integrity controls may rest with
its 120-digit code. This detail may include Contract ID, Ad-ID the SDK developer. Integration of the SDK into the application
code, Ad Title, Brand, Product, Advertiser, Campaign, Date first and selection of measurement parameters or options to be
run, Date retired, Medium used (Radio, TV, Print, etc.), Length, used by the SDK are generally the responsibility of the
size and any other notes pertaining to the item. This Application developer or seller.
information is also sometimes referred to as METADATA..
SOUND BITE: A brief statement or excerpt from an interview
SLIDER (Web Term): An IAB Universal Brand Package Ad for use in radio or television news program.
Unit template designed with an overlay slider (90 pixels high)
that rests at the bottom of a publishers page and when SOX: - SOX is an acronym for Sarbanes-Oxley, a federal law
prompted by user interaction, slides page content to the left for that requires stringent reporting standards for publicly held
a canvas of 970x550 pixels full of rich interaction possibilities corporations, including broadcast businesses selling stock on
for user engagement. exchanges or over-the-counter. SOX requires intensive
documentation of all company data. It was enacted as a
SNEAKERNET (Internet Term): the transfer of electronic safeguard for investors to prevent fraudulent practices by
information by physically carrying disks, tape, or some other corporate executives. One of the best Overviews weve
media from one machine to another. Used ironically. discovered discussing the basics of the Act can be found at this
URL link: http://en.wikipedia.org/wiki/Sarbanes-Oxley
SNIPES (SWIPES): - A slang term to identify Television
Promos inserted over normal station or network programming SPAM: (or UCE (Unsolicited Commercial E-mail) - E-mail
for a brief period. Snipes tend to promote either a still or sent to someone who has not opt-in or given permission to the
animated action announcing the current program (Youre sender. Do you get spam? (a rhetorical question, to be sure)
watching Film Classics) or to promote upcoming programs Find out how the sender obtained your e-mail address.
(See The Reality Show, Part 3, tonight at 9-pm). When used
with automation, the insertions have also been referred to as SPEC SPOT or SPECULATION: - A commercial or advertising
Logo-motion, a brand name for equipment that inserts the campaign prepared for presentation to a buyer, without any
interruption. A TDGA survey revealed the most common name obligation to actually purchase the spot or campaign. A

presentation done on "spec" means it's hoped the buyer will SPONSOR: - A term used to identify the business or
accept or buy the concept being presented. Many Salespeople underwriter paying for the broadcast of a "program", "feature"
are highly successful converting a spec campaign to an actual or "segment" of a Radio Station broadcast. A "Sponsor" is
contract. usually directly linked with making a program or feature
possible, whereas a "Spot" announcement (See Spot, below)
SPECIFIC TIME: - (Identical definition as "Exact Time"), which does not imply a direct underwriting link of the program or
refers to a announcement, underwriting credit or commercial feature.
that is to be scheduled to be broadcast at an exact minute
and/or second on the Stations' Log. (Example: This 30-second SPONSORSHIP: - The purchase of more than one commercial
"spot" is to be broadcast at 04:30:30.) within a program, usually at a premium rate. Can include bonus
time via billboards, or exclusivity of advertising within the
SPILL IN / SPILL OUT (TV Term): Spill in is the viewing of a brand's product category, or all of the above. Can also refer to
television broadcast from a different market; for example, the purchase of all or part of a Radio program by one
people in San Diego viewing Los Angeles stations. Spill out is advertiser.
the viewing outside the originating TV market; for example, Los
Angeles stations delivering audiences in San Diego. Another SPOOFING - The falsification of an email header so that the
way of looking at this is spill in is the penetration of a television email appears to have originated from someone or somewhere
signal transmitted from outside the market area, and spill out is other than the actual source. Illegitimate marketers use
the transmission of a television signal beyond its own market spoofing to disguise their identity in an attempt to commit fraud
area. and avoid prosecution for sending UCE or spam. Federal law
prohibits spoofing, however, until sender identity can be
SPINOFF: - When a character/characters and/or a concept established, spammers will continue to escape the law.
from a television series is "spun-off" to its own series.
Examples include "The Jeffersons" and "Maude" spun-off from SPOT or SPOTS: - A "Radio slang" term. It means the same
"All in the Family" or "Law & Order: Special Victims Unit" spun- as and is interchangeable with Announcement, Commercials,
off from "Law & Order." Underwriting, Avails or other terms describing a broadcast
announcement. A "Spot" differs from a "Sponsor". (See
SPLIT COMMERCIAL / PIGGYBACK: - Two different Sponsor, above.)
commercials for products sold by the same advertiser, but
broadcast immediately after each other and usually sold as a SPOT BREAKS (See Also Stop Sets, Pods, Breaks, Spot
single unit. An example would be McDonalds running two-15 Clusters) A grouping of avails clustered together to
second spots back-to-back, one promoting their kids' meal and accommodate commercials, promos or announcements to be
the other introducing a new Milkshake. The end result is a 30- broadcast between breaks in programming content. These
second commercial promoting two different products for the groupings are known by several terms, all with the same
parent company. Technically, it's a split commercial, but definition. Frequently these Breaks are indentified
around the Industry, they're called a piggyback. chronologically within a Program, such as Break-One. Break-
Two, etc.)
SPLIT SPOTS (First Definition): - Split spots on a Radio or
TV Station are frequently likened to Back-to-back or Split SPOT CLUSTERS: (See Also Stop Sets, Spot Sets, Pods,
Commercials (see above definition). If not scheduled back to Breaks, A grouping of avails clustered together to
back, there are usually scheduled in very close proximity (or in accommodate commercials, promos or announcements to be
the same spot set) Many software traffic systems have broadcast between breaks in programming content. These
adjustable time protection to avoid scheduling the same groupings are known by several terms, all with the same
advertiser too close to spots for that same advertiser- thus you definition. Frequently these Breaks are indentified
may need to override those log pre-sets to permit having same chronologically within a Program, such as Break-One. Break-
sponsor spots so close together. Two, etc.)
SPLIT SPOTS (Second Definition): - Most common in SPOT TAXI: - Spot Taxi (also known as Fast Channel): - is
network logs or schedules, this type of split spot allows for the one of several Internet- based spot distributors, making for a
scheduling of running different continuity/copy for different quick, easy transfer of audio files from the Advertising Agency
regions, time zones or categories of affiliates. For example: to the Radio Stations Digital Audio System. The process is
Running copy for snow shovels in traditionally hard winter simple. Spot Taxi/Fast Channel loads the commercial file on
weather areas, while splitting so that Stations in sunny, more their site and notifies the advertising agency handling that
temperate locations run lawn mower of lawn care spots in account. The Agency can simultaneously e-mail all stations
place of the snow shovel spots. Thus you are splitting the receiving that buy and notify them to download the spot or
copy, or spot-splitting. spots. While many companies now provide such a service,

Fast Channel is one of the most commonly used. You can Sidekick (1) 300w x 250h
learn more at http://www.fastchannel.com Sidekick (2) 300w x 600h
Sidekick (3) 970w x 250h
SPOT TV: The advertising time purchased from individual Slider 970w x 90h
stations. There are two major types local and national. Local Medium Rectangle 300w x 250h
spots are purchased in one market and aimed only at the Rectangle 180w x 150h
audience in that particular market. National spots are bought by Wide Skyscraper 160w- x 600h
national advertisers in several markets. Leaderboard 728w x 90h
Super Leaderboard 970w x 90h
SPOTS PER WEEK: - Not every Radio Stations Time Order Half Page 300w x 600h
Form has this space or notation, but you will frequently receive Button 2 - 120w x 60h
Agency Orders outlining Orders covering multiple weeks or And, the MicroBar 88w x 31h
months, showing totals for the entire Order, but also including a
number designating 'Spots Per Week'. This is the double-check The following ad units have been retired or on many websites,
area good Traffic Directors use to confirm discrepancies in they are no longer offered throughout the market. Dimensions
dollar amounts or total number of spots Ordered. The Spots listed are the original (collapsed) dimensions of those
Per Week Number is especially helpful where there are hiatus previously used for both standard and expanding ad units.
periods or skipped weeks, to clarify how many spots are to be Publishers may continue to offer and promote these ad units,
scheduled "within" the active weeks. however the IAB (Interactive Advertising Bureau) will no longer
SPOT SET: (See Also Stop Sets, Spot breaks, Pods, Breaks, provide guidance on their use.
Spot Clusters) A grouping of avails clustered together to
accommodate commercials, promos or announcements to be "WxH (in pixels)" Ad Unit Name
broadcast between breaks in programming content. These 250 x 250 Square Pop-Up
groupings are known by several terms, all with the same 240 x 400 Vertical Rectangle
definition. Frequently these Breaks are indentified 336 x 280 Large Rectangle
chronologically within a Program, such as Break-One. Break- 300 x 100 3:1 Rectangle
Two, etc.) 720 x 300 Pop-Under
468 x 60 Full Banner
SRC Strategy Research Corporation: A media research 234 x 60 Half Banner
supplier concentrating on the Hispanic market. 120 x 90 Button 1
120 x 240 Vertical Banner
SSI COMMANDS: SSI stands for "server-side include," a type 125 x 125 Square Button
of HTML instruction telling a computer that serves Web pages 120 x 600 Skyscraper
to dynamically generate data, usually by inserting certain
variable contents into a fixed template or boilerplate Web page. STANDARD ERROR: (Margin of Error) The estimated
Used especially in database searches. standard deviation of a statistic (also known as the margin of
error). Standard error of a sample equals standard sample
STACKED PACKAGED TYPE: A stacked package type deviation divided by the square root of the sample size. While
contains generally two (or more) base episodes of a series in a not used in Traffic, the Margin of error is frequently used in
single offer. It may be broadcast as two episodes or one polls or listening/viewing estimates.
extended program. The term is not common within Traffic
Departments, since the option of how to present the Stacked STANDARD RATE & DATA SERVICE (SRDS): Publications
episodes is made prior to reaching Traffic for insertion onto a that list data, such as costs and circulation, for all media
Program Log. vehicles that accept advertising.
STANDARD AD UNITS (Web): A set of ad specifications for STANDARD METROPOLITAN STATISTICAL AREA (SMSA):
standard image or animated in-page ad units that establish a Geography defined by the U.S. Office of Management and
framework for advertising inventory and webpage design. Budget which includes a city of 50,000 or more inhabitants and
the county(s) in which it is located.
Standard Ad Units (shown in Pixels) are: Note that the width
is the first of the 2 pixel counts. STATEMENT: - A summary of charges compiled from one or
more Invoices. It would be proper to think of the Invoice as a
Billboard 970w x 250h "Bill". But the Statement, usually issued at the end of a Billing
Filmstrip 300w x 600h Cycle adds together all charges, credits, compiles possible
Portrait 300w x 1050h Service Charges on delinquent balances and shows the "total
Pushdown 970w x 90h Amount" owed by an advertiser or underwriter for all contracts

and charges combined. SUBJECT TO NON-RENEWAL (SNR): Advertising time that is

(See Invoice) not available for purchase if the current advertiser does not
renew.
STATION COMPENSATION: - Money paid by a network to an
affiliated station for carrying the networks programming. SUBSTITUTION: - The policy concerning a station's right to
provide the advertiser with alternate commercial placement
STATION ID: - An FCC requirement to broadcast the Call from the positions purchased according to the original contract.
Letters and City of License at least once each hour, as close to
the "top" of each hour as practical without interrupting program SUBTITLES: Text version of a program's dialogue, overlayed
content. (TV requirement is different and includes TV Channel on the screen either at broadcast or at reception (often via
assignment. Not required for Radio.) Teletext or Closed Captioning) for the hearing impaired or for
when a speaker is unclear or speaking in a foreign language.
STEM SKILLS: - An acronym used to describe job skills that
are described as requiring Science, Technology, Engineering SUNDAY SUPPLEMENT (Printing Term): The section of the
and Math (STEM) skills. While this doesnt necessarily mean a Sunday newspaper that comes in a magazine format.
degree in such fields, we believe Traffic Software and the basic
tasks assigned to traffic personnel places them in this STEM SUNRISE / SUNSET (FCC Definition): For each particular
grouping. location and during any particular month, the time of sunrise
and sunset as specified in the instrument of authorization (See
STOP SET: (See Also Spot Sets, Spot breaks, Pods, Breaks, 73.1209).
Spot Clusters) A grouping of avails clustered together to
accommodate commercials, promos or announcements to be SUPERSTATION (TV Term): A station that provides satellite
broadcast between breaks in programming content. These transmission of its signal to cable systems throughout the
groupings are known by several terms, all with the same country.
definition. Frequently these Breaks are indentified
chronologically within a Program, such as Break-One. Break- SUPPRESS RATES: The user may choose to suppress the
Two, Etc. rates for an entire order, or for specific lines on the order. This
means that the individual rate for a spot will not appear on the
STREAMIES: People who have ever listened to or watched invoice or contract, just the total for all the spots. For example,
Internet broadcasts. The term is used by Arbitron in its reports a normal order line might show 10 morning news spots ordered
involving Radio/Internet available programming, as those that at $200 each for a total of $2,000. If the rates are suppressed,
listen to broadcast content via the Internet. the invoice and contract will then show 10 morning news spots
for a total of $2,000.
STREAMING MEDIA: - An Internet data transfer technique that
allows the user to see and hear audio and video files without SUPPRESSION LIST (also known as an Opt-Out List)
lengthy download times. The host or source "streams" small (Email) - A list of email addresses whose owners have asked
packets of information over the Internet to the user, who can to be removed from an email list so that they no longer receive
access the content as it's received. Stations frequently stream email regarding an advertiser's products or services. A
their programming over their own websites. This is referred to reputable email marketing service makes this process
as Streaming. automatic, however, if you use multiple email products, or have
multiple databases from which you send emails, you should
STRIP PROGRAMMING / STRIP / STRIPPING (TV Term): A use a suppression list to process all unsubscribe requests
broadcast program or commercial that is scheduled at the across all lists.
same time of day on successive days of the week, either
Monday through Friday or Monday through Sunday. SURFING: Using a TV remote to click on one channel after
another. Often called grazing. In Internet parlance, such activity
STRIPPING (TV Term): Advertisers who purchase spots in the is called "browsing," as the computers browser is used to surf
same program over successive days or dates are said to have the Internet, moving from one web site to another.
stripped a program.
SUSTAINING PERIOD: A time of reduced advertising
SUBJECT LINE (Email) - The short line of type in an email expenditures following the introductory flight.
that indicates what the message is about. Your subject line
should be short (30 - 40 characters including spaces, or 5-8 SUSTAINING PROGRAM: - A program aired by a commercial
words), and it should include a specific benefit that accurately network or station without advertising support.
reflects your offer in order to be effective. Federal law prohibits
the use of misleading subject lines. SWEEP / SWEEPS (TV Term): The period of the year when a
ratings service (Nielsen for television, Arbitron for radio)
measures the broadcast audience. Originally coined to
represent the time when the services would sweep the country
to obtain ratings in all markets. Sweeps are now issued four T-3: A leased line, high-speed connection linking a home
times a year in all markets and more frequently in top markets. computer to the Internet, and capable of carrying data at 44.7
Sweeps for Television are generally during November, million bits per second. Used for full-screen, full motion
February, May, and July. (streaming) video.
SWF (Shockwave Flash) Acronym for Shockwave Flash. TABLOID (Printing Term): A newspaper about half the size of
.swf is the file naming extension used for animated files a standard newspaper in which the content is reputed to be
complied using Adobe Flash software. gossip.
SWING BREAK: - the break between two shows that can be TAG: - A local live or recorded addition to another pre-recorded
part of the previous show or part of the next show depending announcement. An example would an announcer reading a live
upon where inventory is needed. If your swing break is 2:00 tag after a 25-second hardware spot saying: "There are 27
long, then it could accommodate this request. Most, if not all, ACE Hardware Stores in the Greater Delaware Valley. ACE is
traffic systems can accommodate a swing break by moving the the place for the helpful hardware man." Frequently the Traffic
actual break between shows or allowing spots to place within 2 Director will be called upon to run the same announcement
minutes of the program start and end time. For example, a several times during the advertiser's campaign, but rotate
spot can be placed (by the software or manually) at 6:58p and several different tags to the main commercial announcement.
be ordered from 7P-730P. The same would be true for the For example a Sidewalk Sale at a Mall, 'tagged' with a rotating
break immediately following the requested time period. In fact, list of participating mall merchants each time the event is
most advertisers do not request the swing break at all, the promoted. This type of rotating several different participating
station gives them that to fit more spots within the stores or dealers is known as 'ROTATING TAGS' and is very
programand yet, somehow it became an unofficial industry common in the local radio marketplace.
standard. TAP or TAP PLAN: - An acronym for "Total Audience Plan".
SWIPE FEES: - Officially known as interchange fees are a TAP plans are usually a rotating schedule that places
percentage of the transaction charged by card company banks announcements in a pattern. Example: 1st Annct. In Morning
each time a card is swiped to pay for a transaction. The fees Drive, 2nd Annct. In Midday, 3rd Annct. in Afternoon Drive, etc.
average between 1 and 2 percent for debit cards and 2 percent (then repeats) TAP Plans may be custom-designed for any
or more for credit cards repetitive pattern desired. AAAA/RAB Task Force on Radio
Buying Selling offers this definition: TAP plans are usually a
SYNDICATED EXCLUSIVITY RULES: - Also called "syndex," rotating schedule that places announcements in a pattern that
FCC rules that allow a local TV broadcast station (as well as a utilizes all station dayparts for maximum station audience
program's syndicator) with exclusive distribution rights for exposure. Actual plans vary from station to station.
syndicated programming on local cable systems to require a
cable system to black out the syndicated programming as TARGET AUDIENCE: A demographic group, selected by an
carried by any other television signal shown on such cable advertiser, to whom the advertising message is directed.
system.
TARGET GROUP: Typically the demographic group to whom
SYNDICATED PROGRAM: Broadcast program that is sold to an advertising campaign is directed.
an individual station, rather than appearing on a network. Most
Daytime and Prime Access talk shows and game shows are TARGET MARKET: The geographic areas to which a
examples of syndicated programming. campaign is directed; the areas where a product is being sold
or introduced; also called market profile.
SYNDICATOR (TV Term): Television program distributor that
works with reruns or new programs on a market-to-market TARGET SURVEY AREA (TV Term): The geographic area in
basis. which television viewing can be received from an originating
market. See also DMA-Designated Market Area.
SYNDICATION: In broadcast, a program carried on selected
stations, which may or may not air at the same time in all TARGET DEMO: - The age and characteristic makeup of the
markets group deemed to be targeted for reach by the media campaign.
The age group and makeup of the audience that you wish to
T receive your product or service message.
TBA: Abbreviation for To Be Announced, used as a notification

T-1: A leased line, high-speed connection linking a home
in broadcast program schedules.
computer to the Internet, and capable of carrying data at 1.5
million bits per second.

TDGA (Traffic Directors Guild of America): - Founded in

2000, The Traffic Directors Guild is a non-union membership THIRTY: Slang referring to a 30-second broadcast commercial
association focused on serving those involved in either Radio announcement.
or Television Traffic Departments and associated functions
within broadcast stations. This might include Office Managers, THREAD (Email): A continuous series of correspondence
Business Managers, Continuity and Operations personnel. between parties on a particular topic. Threads can be a series
TDGA also has a significant number of Management and Sales of email, instant messages or bulletin board messages (for
personnel as members because Traffic is inter-related to nearly example, when someone posts a question and others reply
every facet of broadcast operations. with answers or additional queries on the same topic). Think of
a Thread as an electronic record of messages exchanged
TEARSHEET (Printing Term): In publication, the page with an between parties on a specific topic. Also refers to an
advertiser's message, sent to the advertiser for approval. independent process taking place in a multi-tasking
environment.
TELEMARKETING: Selling a product or service via the
telephone. TIME BASED AVAILS: - Radio Stations create their
Announcement Schedules into Avails for Commercials,
TELESCOPING: - A process of compressing or shortening a Underwriting Credits, Promos, Public Service, Liners (short
recorded announcement to omit silent spots, reducing the phrases usually promoting the Station or Program. In deciding
original length so that it fits within the length called for in the the total amount of Announcements permitted in each hour or
order. You might take a 32-second spot and bring it down to program, the Station usually decides to base that limit on one
30-seconds simply by eliminating a few pauses in the of two common limitation standards. Time Based Avails
announcer's delivery. This is a procedure used in the means the number of announcements is limited to a total of
Production Room, and not performed (usually) by the Traffic minutes and seconds. An example would be a 12-minute
Director. But Traffic should be aware that for 'minor time maximum per hour. This could be any combination of
variances', sometimes spots can be lengthened or shortened announcement lengths that (when totaled) would not exceed
by modest proportions without sounding 'off-speed' when 12-minutes and :00 seconds. There is no longer any Federal
played back. limitation imposed on Radio Stations as to the amount of time
allocated to announcements. In determining the Time Based
TELEVISION HOUSEHOLDS (TV Term): An estimate of the Avails, some Stations exclude certain announcement
number of households that have one or more television sets. categories such as promos or liners and only include
TELEVISION MARKET (TV Term): A television market is an Commercials or Underwriting credits in such maximums. Many
unduplicated geographic area to which a county is assigned on Traffic Software Systems allow the Traffic Director to include or
the basis of the highest share of viewing of originating stations. exclude certain spot-types in reaching this maximum limitation.
There are 211 TV markets in the United States; these markets Announcements over this Limit are either moved to other
encompass more than 3,000 counties. Nielsen's term for a hours, or "bumped" by the Software indicating that the
television market is "Designated Market Area" (DMA). maximum for an hour has been reached (or scheduling an
announcement would exceed the limits set by the Traffic
TEN: Slang referring to a 10-second broadcast commercial Operator.
announcement.
TIME BUYING SERVICE: Companies that primarily buy
TEST MARKET: A market chosen for the purpose of commercial time on local stations and cable systems for resale
conducting a media test. to advertisers or agencies.
TF or TFN: - TFN are instructions by an advertiser to run a TIME COMPRESSION: - Similar to Telescoping. - A process of
purchased schedule or advertisement(s) until notified to stop. or shortening a recorded announcement to reduce the original
Abbreviations for "Till Forbid" or "Till Further Notice" length so that it fits within the length called for in the order. You
Instructions by an advertiser to run a purchased schedule or might take a 32-second spot and bring it down to 30-seconds
advertisement(s) until notified to stop. simply by electronically or mechanically accelerating the
playback speed. This is a procedure used in the Production
THIRD PARTY TRACKING: Tracking of application activity or Room, and not performed (usually) by the Traffic Director. But
other user interactions, as well as advertising exposure by a Traffic should be aware that for 'minor time variances',
third party removed from the application developer or seller. sometimes spots can be compressed or shortened by modest
Generally these functions are not included in these guidelines, proportions without sounding 'off-speed' when played back.
as they pertain more to a syndicated measurement function While telescoping deletes brief moments of a pre-recorded
which is addressed by other measurement guidelines such as announcement, time compression is a minor speed adjustment.
the IAB Audience Reach Guidelines or the MRC Minimum
Standards for Media Rating Research.
TIME SHIFTED VIEWING: Program ratings for national TRADE: (See also- Barter or Contra) Trade is the exchange
sources are produced in three streams of data Live, of advertising for goods or services from an Advertiser or
Live+Same Day (Live+SD) and Live+7 Day. Time shifted Underwriter. In most circumstances, it is identical to a normal
figures account for incremental viewing that takes place with commercial advertiser or public radio underwriter, except that
DVRs which are currently in approximately 24.4% of all U.S. instead of compensating the Radio Station with cash receipts,
TV households. Live+Same Day (Live+SD) include viewing they "pay" by providing value via goods or services. "Trade" is
during the same broadcast day as the original telecast, with a the most common term for this process, although it is also
cut-off of 3:00AM local time when meters transmit daily viewing referred to as Barter. (In Canada, it is usually referred to as
to Nielsen for processing. Live+7 Day ratings include Contra. All terms carry the same definition.)
incremental viewing that takes place during the 7 days
following a telecast. TRAFFIC: - The broadcasting term used to describe the
function of scheduling announcements, programs and other
TIME SPENT LISTENING: (See TSL) information to create a Station Log or daily schedule. Traffic
has been expanded to include all facets of tracking Inventory,
TIMESTAMP: - A sequence of characters which identify the Reports, and Continuity and frequently includes billing, co-op
date and time that something occurred. In the case of digital and other functions involving both Broadcast and NTR revenue
advertising, timestamps are used to confirm activity such as ad functions.
clicks and impressions.
TRAFFIC DEPARTMENT: - The department at a station or
TOPS AND TAILS (also known as BOOKENDS): - A "slang" network that keeps track of program logs, schedules
term used to describe an advertiser that requests the very first commercials, etc.
avail in a cluster and the very last avail in the same cluster. The
term first became popular in Australia Radio, then was adopted TRAFFIC DIRECTOR / TRAFFIC MANAGER: - These titles
in TV in the USA. Today, Advertising agencies use the "Tops are interchangeable, but generally refer to the person or
and Tails" approach to tell part of their advertising "story" in the persons given the responsibility for overseeing all functions of a
opening of a "spot cluster", then complete it in the closing of Stations Traffic operations. It is not unusual to see other terms
the same spot grouping. used to describe this position, such as Traffic Coordinator, etc.
TOTAL AUDIENCE: The audience most desired by advertisers TRAFFIC DIRECTORS GUILD OF AMERICA (TDGA): - A
in terms of potential product/service usage and revenue national membership association of Radio and Television
potential. Traffic Department personnel, headquartered in San Juan
Capistrano CA. It should be noted that TDGA is not a
TOTAL MARKET: - (Arbitron Definition) - Includes all counties professional union, but rather an association of professionals.
in any of the Arbitron market definitions (Metro, Non-Metro, (http://www.tdga.org)
Total Survey Area, Designated Market Area.)
TRAFFIC HUBS: (HUBS): - A staff of employees, usually
TOTAL SURVEY AREA or TSA: - A geographic area that located at one or more locations, responsible for all the traffic
encompasses the Metro Survey Area (MSA) and may include or scheduling of multiple stations spread over a large region or
additional counties located outside the MSA, which meet the entire country. Also known as Centralized Traffic
certain listening criteria to metro-licensed stations. Departments. Television Traffic Hubs became increasingly
commonplace in the last half of the first decade of the 21st
TPO Time Purchase Order (1st Definition): - Another of the Century (2000-2010). The logic was to pool Traffic personnel
many acronyms for Time Orders. In this case it stands for in one location where their functions could serve a larger
Time Purchase Order. Many broadcasters prefer to use Time number of stations. The presumption was seen as staff cost
Order, Broadcast Order, Traffic Order, or Sales Order to avoid savings and higher efficiency.
confusion with a second definition for TPO. (See below).
Many Traffic Hubs retain one or two personnel at each
TPO Total Power Output (2nd Definition) : - Total Power outlying location to handle late arriving orders, copy or
Output. The FCC recognizes and uses this term to quantify the programming changes caused by breaking news events. These
actual power applied to broadcast towers or antenna bays. This outlying areas are often referred to as spokes, served by the
differs from ERP, Effective Radiated Power since it is the centralized hub.
power going into the Antenna, before possible losses in the
transmission line processes. (TDGA normally does not include TRANSLATOR: Broadcast station that rebroadcasts signals of
Engineering or Technical terms in its glossary, but we want to other stations. Low-powered relay facilities used by radio and
call attention to TPO, since it also a term used with the Traffic television stations to carry their signals beyond the normal
and/or Sales Departments.) coverage area into remote areas. Usually situated in high
terrain, the translator receives the over-the-air signal of a

station and re-transmits it (usually with more power) on another TV-G: - Material suited for all audiences.
unused channel in a prescribed direction.
TRANSMITTER (See Also XMTTR.): (A Transmitter is the

main unit used to convert audio and/or video signals for over-
the-air transmission from the Radio or TV Station to the TV-PG: - Parental guidance is suggested.
receiver used by the listener or viewer of your stations program Program may contain infrequent coarse
content.) language, limited violence, some suggestive
sexual dialogue and situations. Note the
TRANSPONDER: - A communications satellite component that second line of designations that are used for further advice.
receives and retransmits a TV signal or other data The Letters on the second line of the TV Rating System stand
communications for the following:
TRIM SIZE (Printing Term): In publication, the final page size S for sex; V for violence; L for crude language: and D for
after it's trimmed. dialogue containing sexual themes.
TROJAN HORSE: A destructive program that masquerades as TV-14: - Material may be inappropriate for
a benign application. Unlike viruses, Trojan horses do not children under 14. Program may contain
replicate themselves but they can be just as destructive. One of sophisticated themes, strong language and
the most insidious types of Trojan horse is a program that sexual content.
claims to rid your computer of viruses but instead introduces
viruses onto your computer. TV-M: - For mature audiences only.
Programs may contain language, graphic
TRPs (TV Term): Synonymous with GRPS (Gross Rating violence and explicit sexual content.
Points).
TVB: Television Bureau of Advertising. New York based trade
TSL or TIME SPENT LISTENING: (TSL - Arbitron Definition) association dedicated to promoting the value of local broadcast
- The amount of time the average person spends listening television.
during a particular time period. It is usually expressed in hours
and quarter-hours. Stations with a high TSL contend this may TV USAGE: Households Using Television (HUT) and Persons
mean a higher satisfaction level with the programming, but this Using Television (PUT); total viewing to all television.
has not been scientifically confirmed. TSL can be used in
determining OES (See Optimum Effective Scheduling, above). TWEET (Internet): A short text update written by a user and
sent to Twitter. These are limited to 140 characters. Usually
TURNOVER (Arbitron Term): - The total number of different these updates are short commentaries on something or a
groups that make up a Radio Stations audience. The formula description of what a user is doing, but they are increasingly
for determining Audience Turnover is: [Cume Persons] divided becoming used to share things like links to interesting web
by AQH Persons = Turnover. Turnover is used in creating an pages or links to photos and videos. The first public photo of
OES Schedule. [See OES in Section One, above.] the plane that crash landed on the Hudson river was taken on
an iPhone and sent via Twitter as a tweet with a link to the
TV MARKET (TV Term): An unduplicated television area to online photo.
which a U.S. county is assigned based on the highest share of
viewing to originating TV stations. TWITTER (Social Network): Twitter is a platform that allows
users to share 140-character long messages publicly. User can
TV RATINGS SYSTEM: - A voluntary system to allow viewers follow one another as a way of subscribing to each others
to be advised the age group for which a TV Program is suited. messages. One can also send a direct message to another
All programs except news and sports are designated by the Twitter user.
insertion of a symbol in the upper-left hand corner of the screen
for 15 seconds at the beginning of the program. U
TV-Y: - Material suitable for children of all UBIT: (Pronounced YOU-bit) UBIT is an acronym for
ages. Program contains little or no violence, Unrelated Business Income Tax. A term the Internal
strong language or sexual content. Revenue Service uses to describe revenues received by a
nonprofit organization that is created by or in conjunction with
TV-Y7: - material suited for children aged 7 activities that are viewed as outside of that nonprofits stated
and under. mission. In Broadcasting, UBIT is applied to Pubic Radio and
Television stations and other non-profit broadcasters.

UCE (UNSOLICITED COMMERCE EMAIL) - E-mail sent to It usually occurs in the spring after the new fall schedules have
someone who has not opt-in or given permission to the sender. been announced and presented to major advertisers. The
Do you get spam? (a rhetorical question, to be sure) Find out commercial time not sold in the upfront, is sold later in the
how the sender obtained your e-mail address season in the scatter market.
UHF (Ultra High Frequency): An area of the broadcast UNIQUE SELLING PROPOSITION (USP) - Your USP is the
spectrum that carries television signals for stations with unique attribute(s) of your business that makes your company,
channels 14 - 83. This is the 470 to 800 MHz band. product or service the best solution to a problem, the best way
to fulfill a need or desire or the best way to achieve a goal.
UNDERWRITING: - Underwriting is the term used in Public Your USP answers the prospect's question: "Why should I do
Radio and other non-commercial Stations for the on-air credits business with you instead of someone else?"
or acknowledgments for financial support from a business,
individual or organization. UNIVERSE: The total population within a defined demographic,
psychographics, or product consumption segment against
UNDUPLICATED AUDIENCE: The total number of different which media audiences are calculated to determine ratings,
people exposed to an advertisement or commercial. coverage, reach, etc.
UNIQUE SELLING PROPOSITION - Your USP is the unique UNRELATED BUSINESS INCOME TAX: (See UBIT) Term
attribute(s) of your business that makes your company, product used by Non-commercial Radio & Television Broadcasters for
or service the best solution to a problem, the best way to fulfill revenues received outside of usual non-profit operations..
a need or desire or the best way to achieve a goal. Your USP
answers the prospect's question: "Why should I do business URL (Universal Resource Locator): - A website, page or any
with you instead of someone else?" other document address or location on the Internet. URLs
indicate the location of every file on every computer accessible
UNIT: - A unit is one commercial message regardless of through the Internet.
length. Radio inventory is usually expressed in terms of units
rather than minutes. URL TAGGING: - The process of embedding unique identifiers
into URLs . These identifiers are recognized by Web servers
UNIT BASED AVAILS: - Unit Based Avails means the number on subsequent browser requests and is useful as they allow
of announcements in an hour or program are limited to a advertisers to accurately calculate the number of visits from a
maximum of announcements, regardless of the actual length of particular source or creative asset.
each announcement. Consequently, a 30-second
Announcement carries the same "weight" as a 60-second USAGE LEVEL: Classifying media audiences by the amount of
announcement. A 15 Unit maximum could be 15-60 Second the product or service they use.
Anncts. or 15-30 Second Announcements or any combination
of lengths not exceeding 15 total announcements in a given USE: - A "use" of a station is any positive appearance by voice
hour. In determining the Unit Based Avails, some Stations or image of a legally qualified political candidate. "Uses"
exclude certain announcement categories such as promos or includes not only campaign commercials, but also other forms
liners and only includes Commercials or Underwriting Credits in of positive appearance, such as an appearance in movies,
such maximums. Announcements over this Limit are either programs or in other commercials. The FCC's use of the
moved to other hours, or "bumped" by the Software indicating phrase "positive appearance" means that a candidate's
that the maximum for an hour or program has been reached. appearance will not constitute a "use" if it is employed in a
negative way. For example, the use of a candidate's voice or
UNIVERSE ESTIMATE (UE): - A statistical reference to the picture in an advertisement by an opponent (critical of the
entire group being studied, e.g., TV households or total candidate) is not a "use.".
persons.
(Exemptions from "Use" Rules.) There are four kinds
UNWIRED NETWORK: The purchase of pre-select local of programming that never constitute uses: (1) bona
stations, not connected by wire or satellite, through a sales fide newscasts; (2) bona fide news interviews, which
organization representing the stations. may include call-in shows and audience participation
shows; (3) bona fide news documentaries, as long as
UPFRONT / UPFRONT MARKET (TV Term): A method for the candidate's appearance is incidental to the
purchasing TV commercial time well in advance of the telecast subject; and (4) on-the-spot coverage of bona fide
time of the programs and generally for a protracted period, news events, such as candidate debates.
such as for a one-year schedule. A common practice among
many advertisers for the purchase of primetime TV as well as USER; UNIQUE USER (Mobile): A person using an
other network TV dayparts (early morning, daytime, network application and exposed to advertising messages, as
news, network late fringe) and entities (cable TV, syndication).

determined through registration, User self-identification or

some form of heuristic. A Unique User is an unduplicated VESTED: - Having undisputed rights to something and those
person using an application and exposed to advertising rights can no longer be revoked by the party that granted the
messages during a reporting period. For the requirements for rights. For example, an employment contract may reward an
reporting a Unique User metric, refer to IABs Audience Reach employee with some number of shares of the company's stock,
Measurement Guidelines, available at www.iab.net. but only after he or she has been employed by the company for
a certain number of years. Before that time is up those stock
V shares are not vested and the employee does not yet legally
own them and cannot sell them. After he or she has completed
V-CHIP A technology the FCC began requiring that TVs the specified number of years of employment the shares
include "V-Chip" technology to block the display of television become vested and, even if the share certificate has not yet
programs based on their rating. All sets with screens 13 inches been issued, the shares are vested and the employee's right to
or larger must include the V-Chip. Broadcasters are required to them cannot be legally revoked by the company unless there
encode an electronic signal in TV programs indicating the level are some other conditions in the contract under which it might
of violence, language, and sexual content. Parents can do so.
program the TV with a rating so that when the V-Chip reads a
show's signal, it will prevent it from displaying if it is above the VHF (Very High Frequency): TV Channels 2-13.
rating. VIABLE STATION: A station in a singular market that receives
a market share greater than 1.0.
The rating system, known as "TV Parental Guidelines," was
established by the National Association of Broadcasters, the VIDEO NEWS RELEASE (VNR): - VNR is similar to a standard
National Cable Television Association and the Motion Picture Press or News Release, except provided in a form that allows
Association of America. These ratings display on the TV screen the provider to include both video, and/or animated action,
for the first 15 seconds of rated programs. interview content or other visual aids in addition to just text.
The FCC has advised Television Stations that the use of VNR
VACATION CARRYOVER: - Vacation time that was not in one comes under its regulations for programming provided by
year and is allowed to be taken in a succeeding year, adding to entities other than the licensee, and a record should be
the total allowable vacation time in the succeeding year. Some included in the stations public file if any portion is broadcast as
employers do not allow employees to carry over any vacation well as identifying the true provider as part of an over the air
time (i.e., "use it or lose it"). Others set a limit on how much transmission of any of its content.
time can be carried over. Still other employers do not place any
limits on vacation carryover. VIDEO ON DEMAND (See also VOD, below): Allows VCR-
type control of broadcast or cable programs, video or movies
VANITY CARD: (TV Term). the part of the closing credits of a offered on a PPV (paid per view) basis. When viewed at the
show that flashes the logo of the production company time and choosing of a subscriber, it is also known as non-
linear telecasting. (See Linear Broadcasting to understand the
VEHICLE: An individual entity of an advertising medium, such difference between Linear and Non-Linear Broadcasting). If
as a specific program on a radio or television station. commercials are inserted in the VOD telecast or playback,
VERTICAL PUBLICATION (Printing Term): A trade Traffic may need software capable of billing the advertiser for
publication that's of interest to all levels or job functions within a the commercials based on a per-delivery rate).
single business or profession. VIEWABLE AD (Mobile): An advertising message that
VERTICAL ROTATION: - Equitable distribution (rotation) appears on a Users device in such a way that it creates an
across hours within a daypart or time period. When the opportunity to be seen by the User. Whether an ad is
reference is to "Vertical Rotation", it refers to establishing a viewable is determined by whether it meets certain pre-defined
schedule offers equal distribution over different dayparts, so as parameters; i.e., it appears on the viewable space of the mobile
to "not" always schedule the announcement at the identical device screen, is not obstructed in a significant manner (for
hour each day. An example of Vertical rotation would be the instance, is less than 50% obstructed), for a specified period of
scheduling announcements at 7-am Monday, 10-AM Tuesday, time (for example, at least one consecutive second).
1-PM Wednesday, 3-PM Thursday and 5-pm Friday. [See also
"Horizontal" Rotation, above.] VIEWERS PER VIEWING HOUSEHOLD; VIEWERS PER SET
and VIEWERS PER HOME (TV Term): - Terminology used by
VERTICAL SATURATION: A broadcast term referring to the the ratings service companies to describe audience
scheduling of an advertiser's commercial to run throughout an composition of programming related to the homes tuned in.
entire day. The purpose is to reach the highest percentage of
the broadcast audience.
Formula: VPVH = Average Target Audience divided WEEKEND: - The Saturday and Sunday broadcast time period
by Average TV Homes Audience. for Radio, most often represented by Sat/Sun 6AM-MID as
defined by Arbitron ratings.
VIRAL MARKETING (Website): Word-of-mouth marketing that
is carried out voluntarily by a companys advocates. Email has WEIGHT: - The relative importance of one time period or
made this type of marketing very prevalent. Tools such as demographic compared to another in a schedule, usually
send this page, article or website to a friend encourage expressed as a percentage where the total of all parts equals
people to refer or recommend your newsletter, company, 100%. Also refers to the relative distribution of commercials in
product, service or specific offer to others. one time period compared to others in a schedule.
VISITORS / UNIQUES (Website): The number of (unique) WEIGHTED AVERAGE: A statistical quantity calculated by
visitors who came to your page. multiplying each value in a group by an assigned weight,
summing these products and dividing the total by the sum of
VNR: See Video News Release (Above) the weights.
VOD: - Video On Demand. Best described as the ability to call WGA (Writers Guild of America): A union-type of guild
up Visual content either on your cable box or via websites representing screen writers, and writers of various program
accessible through computers. VOD as it applies to Television content.
is a relatively new offering by both networks and/or affiliates via
the web. WHEELS: - Some Traffic Vendors refer to this as "Rotating
Advertisers". It is a method of taking several advertisers of one
VPD:: Acronym for Video Programming Distributor, a program or feature and creating an equal rotation of their
provider of programs to television and cable stations and sponsorship so that they all receive audience exposure over a
networks. VPDs include over-the-air broadcasters and period of time. The Best example would be to sell 13 different
multichannel video programming distributors, such as cable advertisers sponsorship of 13-daily newscasts. Advertiser # 1
operators and satellite TV operators. All are subject to FCC might be scheduled Monday at 7-AM, Tuesday at 8-AM,
close captioning regulations.. . Wednesday at 9-AM until they had been scheduled in all 13
Newscasts between 6-AM and 7-PM. (See also "Rotating
W Advertisers")
WAIT ORDER: A request to delay publication of a print WIDGETS (Computer Term): In computers, a widget is an
advertisement. element of a graphical user interface (GUI) that displays
information or provides a specific way for a user to interact with
WASTE CIRCULATION (Print Term): Publication readers who the operating system and application. Widgets include icons,
are not the target audience for a product or service being pull-down menus, buttons, selection boxes, progress
advertised. indicators, on-off checkmarks, scroll bars, windows, window
edges (that let you resize the window), toggle buttons, forms,
WATERMARK: A common practice of displaying a company's and many other devices for displaying information and for
logo during a television broadcast, typically a translucent image inviting, accepting, and responding to user actions.
in the right hand bottom corner. (See also Bug and DOG)
WIDGETS (Computer Programming Term) In programming,
WBT: - (Web-Based Training) a widget also means the small program that is written in order
to describe what a particular widget looks like, how it behaves,
WEAKEST LINK: - See Conjunctive Task and how it interacts in response to user actions. Most operating
systems include a set of ready-to-tailor widgets that a
WEB-BASED TRAINING: - Training that is delivered to programmer can incorporate in an application, specifying how it
students over the Worldwide Web, typically through a standard is to behave. New widgets can be created.
Web browser such as Internet Explorer, Firefox or Safari.
Abbreviated as WBT. WI-FI (Wireless Fidelity):- Wi-Fi or Wireless Fidelity is the
popular term for a set of wireless connections between your
WEB BEACON (Digital Ad Term) - Big data requires an computer, some printers and websites or e-mail. Wi-Fi can also
immense amount of tracking which is why Web beacon be used to receive streaming from websites such as broadcast
should be in your advertising lexicon. A Web beacon is audio, video, etc. In commercial use people commonly refer to
essentially a line of code used by a website or ad server to locations where you can establish a high-speed Internet
track a users activity (e.g. registration, conversion). Beacons connection as hotspots These usually provide a range of
are invisible to users (they are typically colorless 1x1 pixels. about 150 ft. indoors. In many cases, such as airports or
Web beacons are also referred to as tracker GIFs. hotels, hotspots are built with extra hardware to blanket areas

with signal and expand the coverage area within the venue to with the word transmitter. (A Transmitter is the main unit used
cover meeting rooms, guest rooms, large terminals, etc. to convert audio and/or video signals for over-the-air
transmission from the Radio or TV Station to the receiver used
WINDOW: - A graphical area or "box-like section" on the by the listener or viewer of your stations program content.)
computer screen containing an application or document
displaying information. Many operating Systems have one or Y
more Windows. Do "not" confuse this definition of a Window
with the brand name "Windows" used by the Microsoft
Corporation. YIELD: - Few advertisers understand yield but its a very
meaningful metric to understand creative performance. The
WIRELESS BACKHAUL: Wireless backhaul is use of Yield is the percentage of clicks versus impressions on an ad
spectrum instead of fiber, copper, or cable to transport data within a specific page (its also called the ad click rate).
traffic over longer distances, typically from a wireless providers
cell sites back to a wireline backbone network. The use of YIELD MANAGEMENT: Broadcast term referring to the
wireless backhaul will facilitate wireless broadband management of advertising inventory to maximize revenues.
deployments by lowering costs and providing a practical
alternative where fiber and other wired technologies are Z
unavailable, particularly in rural areas.
Z-INDEX (Web Term): Enumerated layers of elements and
WIRELESS BROADBAND: Wireless Broadband refers to content on a publishers webpage. Consideration of the z-
technology that provides high-speed wireless Internet access element in page content design such as navigation, imagery,
or computer networking access over a wide area. and ads is important for providing a seamless experience when
page content overlaps (i.e. an expanding ad with a z-index that
WIRELESS INTERNET SERVICE PROVIDER (Also known is lower [on the z-index scale] than navigational elements may
by the acronym WISPs) Similar to other Broadband give the appearance that page navigational elements are
Providers, except the delivery to consumers is provided over showing through the expanded portions of the ad).
the air, rather than via Cable or wired delivery methods.
ZAPPING: (TV Term): Television term for switching channels
WORM (Internet): An insidious and usually illegal computer to avoid commercials.
program that is designed to replicate itself over a network for
the purpose of causing harm and/or destruction. While a virus ZAPPLE DOCTRINE: (Political Advertising Rule) - The one
is designed to invade a single computer's hard drive, a worm is aspect of the Fairness Doctrine that has never been officially
designed to invade a network. abolished is the Zapple Doctrine, a rule that required that
supporters of a major-party candidate be able to get time to
WRAPAROUND COMMERCIAL: - A commercial with respond to broadcasts by supporters of the opponent,
noncommercial material wrapped around it, such as a question effectively "quasi-equal opportunities."
about a past sports event at the beginning and the answer at
the end; sometimes called an insert, as when it is inserted The doctrine was argued by supporters of John Kerry in their
within a movie surrounded by questions about the movie. request for equal time when Sinclair Broadcasting threatened
WRONGFUL DISMISSAL: - Firing without just cause and to run the Swift Boat "documentary" during the 2004
without legally adequate compensation. Presidential election. Perhaps fearing that the Zapple Doctrine
had continuing validity (or perhaps fearing bad publicity), the
WWW: World Wide Web. film was never run in its entirety, so no decision was released
as to whether the Zapple Doctrine had continuing validity after
WX: - (Same as Weather). A contraction used in the abolition of the Fairness Doctrine.
Broadcasting and electronics to substitute for the word
Weather. As an example, Program logs will frequently use Presumably, this policy, even if still valid, would not be applied
the WX in place of Weather to conserve the nu7mber of to talk shows, as the statements of talk show hosts, while
characters. Receivers frequently will show band selections for certainly biased and pointed in one political direction or
AM, FM & WX, where the WX is a contraction for the word another, rarely state outright "go vote for candidate X." Of
Weather. course, any application of the Zapple Doctrine, or any
reinstatement of the Fairness Doctrine, would no doubt bring
X about a constitutional challenge to the regulatory scheme.
XMTTR: A unique contraction used in place of the word ZERO-BASED BUDGETING: - A technique for planning cash
Transmitter. I manuals, booklets and many forms used within flows that justifies each future expenditure and revenue. This
Radio & TV Broadcasting the term Xmttr. Is interchangeable contrasts with common budgeting techniques that, for many
items, uses the previous year's costs/revenues and simply

adjusts that for inflation and other factors. ZOOM: To go from a long shot to a close-up (or vice versa)
with the camera
ZIPPING (TV Term): Television term for fast-forwarding
through commercials when viewing a recorded tape.
Index to the TDGA Radio-TV Glossary

Of Radio & Television Terms & Definitions
1080p ----------------------------------------------------------------------- 5 AD SPACE ---------------------------------------------------------------- 7

360 DEGREE FEEDBACK -------------------------------------------- 5 AD TAG -------------------------------------------------------------------- 7
ADDRESS ----------------------------------------------------------------- 7
A ADDRESSABILITY ----------------------------------------------------- 7
ADHOCRACY ------------------------------------------------------------ 7
A COUNTIES ------------------------------------------------------------- 5 ADI (Area of Dominabnt Influence) ---------------------------------- 7
A/E, AE or ACCOUNT EXECUTIVE --------------------------------- 5 AD-ID ----------------------------------------------------------------------- 7
A/P ---------------------------------------------- See Accounts Payable Ad-ID Code --------------------------------------------- See ISCI Code
A/R -------------------------------------------See Accounts Receivable ADJACENCY ------------------------------------------------------------- 7
A: DRIVE ------------------------------------------------------------------- 5 ADJUSTMENT ----------------------------------------------------------- 7
AA ------------- See Average Audience, See Average Audience ADS --------------------------------- See Alternate Delivery Systems
AAAA ------------------------------------------------------------------------ 5 ADU ----------------------------------- See Audience Deficiency Unit
AAA-RATE ----------------------------------------------------------------- 5 ADVANCE SCHEDULING --------------------------------------------- 7
AAF-------------------------------------------------------------------------- 5 ADVANCES --------------------------------------------------------------- 7
AA-RATE ------------------------------------------------------------------- 5 ADVERTISING AGENCY ---------------------------------------------- 7
ABANDON ---------------------------------------------------------------- 5 ADVERTISING ALLOWANCE --------------------------------------- 8
ABC (1st Definition)----------------------------------------------------- 5 ADVERTISING RESEARCH FOUNDATION --------------------- 8
ABC (2nd Definition): --------------------------------------------------- 5 ADVERTISING RESPONSE CURVE------------------------------- 8
ABOVE THE FOLD ----------------------------------------------------- 5 ADVERTISING WEIGHT ---------------------------------------------- 8
ABOVE THE LINE COSTS -------------------------------------------- 5 ADWORDS ---------------------------------------------------------------- 8
ACCELERATED DEPRECIATION----------------------------------- 5 AFFIDAVIT ---------------------------------------------------------------- 8
ACCESS PERIOD ------------------------------------------------------- 5 AFFILIATE ----------------------------------------------------------------- 8
ACCORDION ID ---------------------------------------------------------- 5 AFFILIATE MARKETING (Internet) --------------------------------- 8
ACCOUNT ----------------------------------------------------------------- 5 AFFIRMATIVE ACTION ----------------------------------------------- 8
ACCOUNT EXECUTIVE ----------------------------------------------- 5 AFFIRMATIVE CONSENT -------------------------------------------- 8
ACCOUNTS PAYABLE------------------------------------------------- 6 AFFIRMATIVE DISCLOSURE---------------------------------------- 8
ACCOUNTS RECEIVABLE-------------------------------------------- 6 AFTERNOON DRIVE --------------------------------------------------- 8
ACCRUAL BASIS ------------------------------------------------------- 6 AFTRA ---------------------------------------------------------------------- 8
ACCRUED INTEREST ------------------------------------------------- 6 AGATE LINE -------------------------------------------------------------- 8
ACCULTURATION ------------------------------------------------------ 6 AGENCY ------------------------------------------------------------------- 7
ACE AWARDS ----------------------------------------------------------- 6 AGENCY COMMISSION----------------------------------------------- 8
ACQUISITION COST --------------------------------------------------- 6 AGENCY OF RECORD ------------------------------------------------ 8
ACQUISITION MARKETING ----------------------------------------- 6 AGING ---------------------------------------------------------------------- 8
ACROBAT ----------------------------------------------------------------- 6 AGING RECEIVABLES ------------------------------------ See Aging
ACROSS THE BOARD ------------------------------------------------ 6 AIDA ------------------------------------------------------------------------ 9
ACTIVITY-BASED COSTING ---------------------------------------- 6 AIR CHECK --------------------------------------------------------------- 9
AD CALL------------------------------------------------------------------- 6 AIR DATE ----------------------------------------------------------------- 9
AD EXCHANGE ---------------------------------------------------------- 6 ALGORITHM -------------------------------------------------------------- 9
AD HOC NETWORK ---------------------------------------------------- 7 ALLIANCE FOR WOMEN IN AMERICAN MEDIA --------------- 9
AD ID--------------------------------------------------- See under Ad-ID ALT TEXT (Internet Term) --------------------------------------------- 9
AD IMPRESSION -------------------------------------------------------- 6 ALTERNATE DELIVERY SYSTEMS (ADS)---------------------- 9
AD NETWORK ----------------------------------------------------------- 6 AM --------------------------------------------------------------------------- 9
AD RECALL -------------------------------------------------------------- 7 AM BROADCAST BAND----------------------------------------------- 9
AD SERVER -------------------------------------------------------------- 7 AM DRIVE ----------------------------------------------------------------- 9

American Society of Composers, Authors and Publishers AVERAGE EXPANDING TIME ------------------------------------- 12
------------------------------------------------------------ See ASCAP AVERAGE FREQUENCY -------------------------------------------- 12
AMOL ------------------ See Automated Measurement of Lineups AVERAGE HOURS---------------------------------------------------- 12
AMORTIZATION -------------------------------------------------------- 9 AVERAGE QUARTER HOUR--------------------------------------- 12
ANA (Association of National Advertisers)-------------------- 9 AVERAGE QUARTER-HOUR PERSONS ----------------------- 12
ANALOG ------------------------------------------------------------------ 9 AVERAGE QUARTER-HOUR RATINGS ------------------------ 12
ANCILLARY MARKETS ---------------------------------------------- 9 AVERAGE UNIT RATE (AUR -------------------------------------- 12
ANDY AWARDS -------------------------------------------------------- 9 AWRT --------------------------------------------------------------------- 12
ANGEL FINANCING --------------------------------------------------- 9
ANIK ------------------------------------------------------------------------ 9 B
ANIMATED GIF---------------------------------------------------------- 9
ANIMATION (Website/Internet Term ----------------------------- 9 B COUNTIES ------------------------------------------------------------ 12
ANNOUNCEMENT ----------------------------------------------------- 9 B2B Business To Business ---------------------------------------- 12
ANNUALS----------------------------------------------------------------- 9 B2C - Business to Consumer---------------------------------------- 13
AOR -------------------------------------------- See Agency of Record BACK CHANNEL ------------------------------------------------------- 13
APP (Internet) ------------------------------------------------------------ 9 BACK LOADING (When Applied to Compensation): ---------- 13
APPLICATION (SOFTWARE) ---------------------------------------- 9 BACK LOADING (When Applied To Traffic Orders) ----------- 13
APPLICATION AD NETWORK ------------------------------------- 10 BACK OFFICE ---------------------------------------------------------- 13
AQH---------------------------------------- See Average Quarter Hour BACKTIMING ----------------------------------------------------------- 13
A-RATE -------------------------------------------------------------------- 5 BACKUP------------------------------------------------------------------ 13
ARBITRATION ---------------------------------------------------------- 10 BAD DEBT --------------------------------------------------------------- 13
ARBITRON --------------------------------------------------------------- 10 BALANCE FORWARD ----------------------------------------------- 13
ARCHIVE ----------------------------------------------------------------- 10 BALANCE SHEET----------------------------------------------------- 13
AREA OF DOMINANT INFLUENCE ------------------------------ 10 BALLOON PAYMENT ------------------------------------------------ 13
ARF ------------------------- See Advertising Research Foundation BANDWIDTH------------------------------------------------------------ 13
ARTICLES OF INCORPORATION -------------------------------- 10 BANDWIDTH (Internet Definition) ---------------------------------- 13
ASCAP-------------------------------------------------------------------- 10 BANKRUPTCY --------------------- See Chapter 7 or Chapter 11)
ASCII ---------------------------------------------------------------------- 10 BANNER BURNOUT: (Internet) ------------------------------------ 14
ASPECT RATIO -------------------------------------------------------- 10 BANNER EXCHANGE: (Internet) ---------------------------------- 14
ASSET -------------------------------------------------------------------- 10 BANNERS --------------------------------------------------------------- 13
ASSET ACCOUNT ---------------------------------------------------- 11 BAR ----------------------------------------------------------------------- 14
ASSOCIATION OF INDEPENDENT TV STATIONS ---------- 11 BARTER ------------------------------------------------------------------ 14
ATTENTION SIGNAL (EAS) ---------------------------------------- 11 BARTER SPLIT: (As a form of Program Compensation)- 14
ATTRITION -------------------------------------------------------------- 11 BARTER SYNDICATION -------------------------------------------- 14
AUDIENCE--------------------------------------------------------------- 11 BARTER: (As a form of Program Compensation) ---------- 14
AUDIENCE COMPOSITION ----------------------------------------- 11 BASELINE --------------------------------------------------------------- 14
Audience Deficiency Unit ------------------------------------------- 7 BASIC CABLE---------------------------------------------------------- 14
AUDIENCE DUPLICATION ------------------------------------------ 11 BASIS POINT ----------------------------------------------------------- 14
AUDIENCE FLOW ----------------------------------------------------- 11 BBC ----------------------------------------------------------------------- 14
AUDIENCE TURNOVER --------------------------------------------- 11 BBD --------------------------------------------------- See Break Codes
AUDIO (On Website or Internet Ad) ------------------------------- 11 BBS---------------------------------------- See Bulletin Board System
AUDIT BUREAU OF CIRCULATION - See ABC (1st Definition) BCC (an email term) ------------------------------------------------- 14
AUR ---------------------------------------------See Average Unit Rate BCCA: (Broadcast Cable Credit Association) --------------- 14
AUTHENTICATION ---------------------------------------------------- 11 BCFM (Now known as MFM --------------------------------------- 14
AUTHENTICATOR WORD LISTS --------------------------------- 11 BCRA --------------------------------------------------------------------- 14
AUTHORITARIAN CULTURE -------------------------------------- 11 BDI ------------------------------------ See Brand Development Index
AUTO RESPONDER -------------------------------------------------- 11 BED------------------------------------------------------------------------ 14
AUTOMATED MEASUREMENT OF LINEUPS ---------------- 11 BELOW THE FOLD --------------------------------------------------- 14
AVAIL---------------------------------------------------------------------- 11 BENCHMARK ---------------------------------------------------------- 14
AVAIL REQUEST ------------------------------------------------------ 12 BEREAVEMENT LEAVE -------------------------------------------- 15
AVATAR (Website) --------------------------------------------------- 12 BETA ---------------------------------------------------------------------- 15
AVERAGE --------------------------------------------------------------- 12 BETWEEN-THE-PAGE AD------------------------------------------ 15
AVERAGE AUDIENCE ----------------------------------------------- 12 BICYCLING ------------------------------------------------------------- 15
AVERAGE DISPLAY TIME ------------------------------------------ 12 BIDDING STRATEGY------------------------------------------------- 15
AVERAGE EPISODES PER VIEWING BILLBOARD ------------------------------------------------------------- 15
HOUSEHOLD/PERSON ------------------------------------------ 12 BILLBOARD (Outdoor Advertising Term): ----------------------- 15

BILLBOARD (Web/Internet Term):--------------------------------- 15 BUGS (Second Definition TV) ------------------------------------ 18

BILLING CYCLE-------------------------------------------------------- 15 BULK BUY --------------------------------------------------------------- 18
BILLINGS ---------------------------------------------------------------- 15 BULLETIN BOARD SYSTEM (BBS ------------------------------ 19
Bipartisan Communications Reform Act ---------- See BCRA BUMP (BUMPED SPOT) -------------------------------------------- 19
BIT ------------------------------------------------------------------------- 15 BUMP LIST -------------------------------------------------------------- 19
BIT RATE ---------------------------------------------------------------- 15 BUMPER----------------------------------------------------------------- 19
BIT.LY--------------------------------------------------------------------- 15 BUMPER MUSIC ------------------------------------------------------ 19
BLACKOUT ------------------------------------------------------------- 15 BURIED POSITION --------------------------------------------------- 19
BLANKET ORDER ---------------------------------------------------- 15 BURN RATE ------------------------------------------------------------ 19
BLANKING INTERVAL ---------------------------------------------- 15 BURSTING -------------------------------------------------------------- 19
BLOCKING (E-Mail Term) ------------------------------------------ 15 BUSINESS PLAN ----------------------------------------------------- 19
BLOG --------------------------------------------------------------------- 16 BUTTON-2 (Web Ad Size): ----------------------------------------- 19
BLU-RAY ----------------------------------------------------------------- 16 BUTTONS --------------------------------------------------------------- 19
BMI ------------------------------------------------------------------------ 16 BUY ----------------------------------------------------------------------- 19
BOARDFILE ------------------------------------------------------------ 16 BUY SHEET ------------------------------------------------------------ 19
BOB ----------------------------------------------------------------------- 16 BUYERS REMORSE ------------- 19, See Cognitive Dissonance
BOILERPLATE --------------------------------------------------------- 16 BUYING SERVICE ---------------------------------------------------- 19
BONUS PACKS -------------------------------------------------------- 16 BXF ----------------------------- See Broadcast Exzchange Format
BONUS SPOTS -------------------------------------------------------- 16 BYOD (Bring Your Own Digital) ----------------------------------- 19
BOOK (as a verb): ---------------------------------------------------- 16 BYTE ---------------------------------------------------------------------- 19
BOOK OR BOOKS (as a noun)------------------------------------- 16
BOOK VALUE ---------------------------------------------------------- 16 C
BOOKENDS ------------------------------------------------------------- 16
BOOKMARK ------------------------------------------------------------ 16 C LEVEL -------------------------------------------------------------- 19
BOOKMARK (Internet Term): ------------------------------------- 16 C COUNTIES ----------------------------------------------------------- 19
BOOT --------------------------------------------------------------------- 16 CAB ----------------------------------------------------------------------- 20
BOUNCE ----------------------------------------------------------------- 16 CABLE ACTIVITY REPORT ---------------------------------------- 20
BPS BITS PER SECOND (Internet) ---------------------------- 16 CABLE ADVERTISING BUREAU--------------------------------- 20
BRAND DEVELOPMENT INDEX---------------------------------- 16 CABLE CONVERTER ------------------------------------------------ 20
BRANDING -------------------------------------------------------------- 17 CABLE MODEM ------------------------------------------------------- 20
B-RATE ------------------------------------------------------------------- 13 CABLE ORIGINATION----------------------------------------------- 20
BREACH OF CONTRACT ------------------------------------------ 17 CABLE PASSED ------------------------------------------------------ 20
BREAK CODES -------------------------------------------------------- 17 CABLE PENETRATION --------------------------------------------- 20
BREAK POSITION ---------------------------------------------------- 17 CABLE PLUS ---------------------------------------------------------- 20
BREAKEVEN ANALYSIS ------------------------------------------- 17 CABLE SYSTEM OPERATOR ------------------------------------ 20
BREAKS ----------------------------------------------------------------- 17 CABLE TELEVISION ------------------------------------------------- 20
BRIDGING --------------------------------------------------------------- 17 CABLE TV--------------------------------------------------------------- 20
BROADBAND ----------------------------------------------------------- 17 CACHE ------------------------------------------------------------------- 20
BROADBAND SERVICES ------------------------------------------ 17 CACHE BURSTING: (Internet) ------------------------------------ 20
BROADCAST (as a Noun) ------------------------------------------- 17 CAFETERIA STYLE BENEFITS ----------------------------------- 20
BROADCAST (as a Verb) -------------------------------------------- 17 CALENDAR BILLING ------------------------------------------------- 20
Broadcast Advertiser Reports------------------------------------ 14 CALL LETTERS -------------------------------------------------------- 20
BROADCAST CALENDAR ------------------------------------------ 17 CALLS -------------------------------------------------- See Call Letters
BROADCAST CASH FLOW ---------------------------------------- 18 CALL-TO-ACTION (Non-Comm Radio) ------------------------ 20
BROADCAST COVERAGE AREA--------------------------------- 18 CALL-TO-ACTION (Website) -------------------------------------- 21
BROADCAST DAY ---------------------------------------------------- 18 CAMPAIGN ------------------------------------------------------------- 21
BROADCAST EXCHANGE FORMAT --------------------------- 18 CANADIAN ASSOCIATION OF BROADCASTERS --------- 21
BROADCAST MONTH ----------------------------------------------- 18 CANADIAN BROADCASTING CORPORATION ------------- 21
Broadcast Music, Inc. -------------------------------------- See BMI CANADIAN RADIO-TELEVISION AND
BROADCAST WEEK-------------------------------------------------- 18 TELECOMMUNICATIONS COMMISSION ------------------ 21
BROWSER -------------------------------------------------------------- 18 CANCELLATION PERIOD ------------------------------------------ 21
BTA------------------------------------------------------------------------ 18 CANCELLATION POLICY ------------------------------------------- 21
BTF -----------------------------------------------See "Below The Fold" CANS --------------------------------------------------------------------- 21
BUFFERING ------------------------------------------------------------ 18 CAN-SPAM ACT of 2003 ------------------------------------------- 21
BUG / BUGS ------------------------------------------------------------ 18 CAPEX ---------------------------------------See Capital Expenditure
BUG / BUGS (Computer) ------------------------------------------- 18 CAPITAL BUDGET --------------------------------------------------- 21

CAPITAL GAIN (or Loss): ------------------------------------------ 21 CLIENT USER (Mobile) ---------------------------------------------- 24

CAPTION ----------------------------------------------------------------- 21 Client/Product/Estimate ------------------------------------ See CPE's
CARE OF ----------------------------------------------------------------- 21 CLIO AWARDS--------------------------------------------------------- 25
CARRYOVER EFFECT ----------------------------------------------- 21 CLOCK ---------------------------------------------- See Format Clock
CART ---------------------------------------------------------------------- 21 CLOSE OF BUSINESS ----------------------------------------------- 25
CART NUMBER -------------------------------------------------------- 21 CLOSE X (Web Term)------------------------------------------------ 25
CASE SENSITIVE ----------------------------------------------------- 21 CLOSED CAPTION --------------------------------------------------- 25
CASH BASIS ------------------------------------------------------------ 21 CLOSED SHOP -------------------------------------------------------- 25
CASH COWS------------------------------------------------------------ 22 CLOUD COMPUTING ------------------------------------------------ 25
CASH DISCOUNT ----------------------------------------------------- 22 CLUSTER ---------------------------------------------------------------- 25
CASH FLOW ------------------------------------------------------------ 22 CLUSTER (Second Definition) ------------------------------------ 25
CASSANDRA ----------------------------------------------------------- 22 CLUSTER SAMPLE--------------------------------------------------- 25
CATEGORY DEVELOPMENT INDEX ---------------------------- 22 CLUTTER ---------------------------------------------------------------- 25
CATV ---------------------------------------------------------------------- 22 CLUTTER TESTS ------------------------------------------------------ 25
CAVEAT EMPTOR ---------------------------------------------------- 22 CMA --------------------------------- See" Census Metroolitan Area"
CBC------------------------------ See Canadian Broadcasting Corp. CMSA ----------- See Consolidated Metropolitan Statistical Area
CC ---------------------------------------------------See Closed Caption COB -------------------------------------------- See Close of Business
CC (defined as Conclusion) --------------------------------------- 22 COB (CLOSE OF BUSINESS) -------------------------------------- 25
CC (Email term) -------------------------------------------------------- 22 CODEC ------------------------------------------------------------------- 25
CC: (acronym for Closed Captioning) -------------------------- 22 COGNITIVE DISSONANCE ----------------------------------------- 25
CD ------------------------------------------------- See Consent Decree COGS ---------------------------------------- See Cost Of Goods Sold
CDI ------------------------------- See Category Development Index COINCIDENTAL INTERVIEW -------------------------------------- 25
CD-ROM ------------------------------------------------------------------ 22 COLA ------------------------------25, See Cost of LIving Allowance
CEASE AD DESIST ORDER---------------------------------------- 22 COLLAPSE (Web/Internet Term)----------------------------------- 25
CENSUS METROPOLITAN AREA -------------------------------- 22 COLUMN INCH --------------------------------------------------------- 25
CENTER SPREAD (Printing Term) ------------------------------ 22 COMBO------------------------------------------------------------------- 26
CENTRALIZED TRAFFIC DEPARTMENT ----------------------- 22 COMBO BILLING ------------------------------------------------------ 26
CEO------------------------------------------------------------------------ 22 COMBO RATE ---------------------------------------------------------- 26
CFO ------------------------------------------------------------------------ 22 COMMA SEPARATED FILE----------------------------------------- 26
CGI - Common Gateway Interface --------------------------------- 23 COMMAND -------------------------------------------------------------- 26
CHALLENGE RESPONSE ------------------------------------------ 23 COMMERCIAL --------------------------------------------------------- 26
CHANNEL---------------------------------------------------------------- 23 COMMERCIAL CLEARANCE (Standards & Practices)---- 26
CHAPTER 11 (BANKRUPTCY) ------------------------------------ 23 COMMERCIAL CLUTTER ------------------------------------------- 26
CHAPTER 7 (BANKRUPTCY)-------------------------------------- 23 COMMERCIAL IMPRESSIONS ------------------------------------ 26
CHARACTER GENERATOR --------------------------------------- 23 COMMISSION ---------------------------------------------------------- 26
CHART OF ACCOUNTS --------------------------------------------- 23 COMMON CARRIER-------------------------------------------------- 26
CHARTER---------------------------------------------------------------- 23 Community Service Grant ---------------------------------- See CSG
CHAT (Internet Term) ------------------------------------------------ 23 COMPARATIVE -------------------------------------------------------- 26
CHECKERBOARDING ----------------------------------------------- 23 COMPETITIVE INFORMATION ------------------------------------ 26
CHURN ------------------------------------------------------------------- 23 COMPOSITE WEEK -------------------------------------------------- 26
CHURN RATE ---------------------------------------------------------- 23 COMPOUND INTEREST --------------------------------------------- 26
CHURN RATE CALCULATION ------------------------------------ 23 COMPRESSED WORK WEEK ------------------------------------- 26
CIO - Chief Information Officer ----------------------------------- 24 COMPRESSION-------------------------------------------------------- 26
CIRCULATION: (Printing Term) ---------------------------------- 24 COMPTROLLER ------------------------------------------------------- 27
CIRCUS LAYOUT ------------------------------------------------------ 24 CONFIGURATION ----------------------------------------------------- 27
CITY OF LICENSE ----------------------------------------------------- 24 CONFIRMATION ------------------------------------------------------- 27
CLASSES OF TIME --------------------------------------------------- 24 CONFIRMED OPT-IN ------------------------------------------------- 27
CLASSIFIED ADVERTISING ---------------------------------------- 24 CONFLICTS / CONFLICT CODES -------------------------------- 27
CLEAR AD NOTICE (Web): ----------------------------------------- 24 CONGESTION (Internet Term) ------------------------------------ 27
CLEARANCE ------------------------------------------------------------ 24 CONJUNCTIVE TASK------------------------------------------------ 27
CLICK (Web/Internet Ad Term) ----------------------------------- 24 CONNECTION (Internet Term) ------------------------------------ 27
CLICK RATE ------------------------------------------------------------ 24 CONQUESTING -------------------------------------------------------- 27
CLICK URL--------------------------------------------------------------- 24 CONSENT DECREE -------------------------------------------------- 27
CLICKS: (Internet)------------------------------------------------------ 24 CONSENT RATE: (Arbitron) --------------------------------------- 27
CLICK-THROUGH RATE (CTR) ----------------------------------- 24 CONSOLIDATED METROPOLITAN STATISTICAL AREA 27
CLIENT ------------------------------------------------------------------- 24 CONSTRUCTION PERMIT ------------------------------------------ 27

CONSTRUCTIVE DISMISSAL ------------------------------------- 27 CPT - cost per transaction ------------------------------------------- 30

CONSUMER PROFILE----------------------------------------------- 27 CRACKER (Internet Term): ----------------------------------------- 30
CONTINGENCY PLAN ----------------------------------------------- 27 CRAMMING ------------------------------------------------------------- 30
CONTINUITY (As used in Film or Program Production) - 27 CREATIVE--------------------------------------------------------------- 30
CONTINUITY (As used in Radio)--------------------------------- 27 CREATIVE AGENCY ------------------------------------------------- 30
CONTINUITY (As used in Television) -------------------------- 27 CREATIVE DIMENSIONS (Web Ad)------------------------------ 30
CONTINUITY: (As used by Advertising Agencies) --------- 27 CREDIT ------------------------------------------------------------------ 31
CONTRA ----------------------------------------------------------------- 27 CRITICAL HOURS ---------------------------------------------------- 31
CONTRACT ------------------------------------------------------------- 28 CRM -------------------------- See Customer Relationship Manager
CONTRACT LINE ------------------------------------------------------ 28 CROSS-TRAINING ---------------------------------------------------- 31
CONTRACT RATE ---------------------------------------------------- 28 CROWDSOURCING -------------------------------------------------- 31
CONTROLLER --------------------------------------------------------- 28 CRT (Cathode Ray Tube--------------------------------------------- 31
CONVERSION RATE (Internet )- --------------------------------- 28 CRTC -- See Canadian Radio-TV-Telecommunications Comm.
CONVERSION: (Internet) ------------------------------------------- 28 CSG ----------------------------------------------------------------------- 31
COO Chief Operating Officer ----------------------------------- 28 CSR ----------------------------------------------------------------------- 31
COOKIE ------------------------------------------------------------------ 28 CSV -------------------------------------- See Comma Separated File
CO-OP -------------------------------------------------------------------- 28 CTO Chief Technology Officer ----------------------------------- 31
CO-OPERATIVE ADVERTISING ---------------------------------- 28 CTR ------------------------------------------- See Click Through Rate
COPY INSTRUCTIONS ---------------------------------------------- 28 CUE TONE -------------------------------------------------------------- 31
COPY PROTECTION (Internet Term) --------------------------- 29 CUME --------------------------------------------------------------------- 31
COPY ROTATION PLAN -------------------------------------------- 29 CUME (TVB Definition ---------------------------------------------- 31
COPY ROTATION SCHEDULE ------------------------------------ 29 CUME EXCLUSIVE --------------------------------------------------- 31
COPY: (As A Noun) --------------------------------------------------- 28 CUME PERSONS ----------------------------------------------------- 31
COPYWRITER---------------------------------------------------------- 29 CUME RATING--------------------------------------------------------- 31
CORPORATE CULTURE-------------------------------------------- 29 CUMULATIVE AUDIENCE--------------------------------See Cume
CORPORATE DISCOUNT ------------------------------------------ 29 CURRENCY RISK ----------------------------------------------------- 31
Corporate Social Responsibility -------------------------- See CSR CURSOR----------------------------------------------------------------- 31
CORPORATE SOCIAL RESPONSIBILITY --------------------- 29 CURSOR KEYS -------------------------------------------------------- 31
Corporation for Public Broadcasting ---------------------- See CPB CUSTOMER RELATIONSHIP MANAGER --------------------- 31
CO-SPONSORSHIP -------------------------------------------------- 29 CUT NUMBER----- See also "Cart" Number, See Cart Number
COST OF GOODS SOLD-------------------------------------------- 29 CUT-IN (As Used in Radio) ---------------------------------------- 32
COST OF LIVING ALLOWANCE ---------------------------------- 29 CUT-IN (As Used in Television) ---------------------------------- 32
COST PER CLICK ----------------------------------------------------- 29
COST PER ORDER --------------------------------------------------- 29 D
COST PER POINT----------------------------------------------------- 29
COST PER THOUSAND --------------------------------------------- 29 D COUNTIES ----------------------------------------------------------- 32
COUNTER PROGRAMMING --------------------------------------- 29 DAB ----------------------------------------------------------------------- 32
COUNTY SIZE ---------------------------------------------------------- 29 DANGLING LINK ------------------------------------------------------ 32
COVER POSITION (Printing Term) ------------------------------ 29 DARE (Direct Agency Rep Exchange)---------------------------- 32
COVERAGE AREA --------------------------------------------------- 29 DATA---------------------------------------------------------------------- 32
COVERAGE AREA RATING --------------------------------------- 29 DATA FILES OR DISKS --------------------------------------------- 32
CP--------------------------------------------- See Construction Permit DATA MINING---------------------------------------------------------- 32
CPA - Cost per acquisition ------------------------------------------- 30 DATACASTING -------------------------------------------------------- 32
CPA DELIVERABLES------------------------------------------------ 30 DATE (Direct Agency Traffic Exchange) ------------------------- 32
CPB------------------------------------------------------------------------ 30 DAUGHTER WINDOW ----------------------------------------------- 32
CPC ------------------------------------------------- See Cost Per Click DAYLIGHT SAVINGS TIME (DST --------------------------------- 32
CPC - Cost per click --------------------------------------------------- 30 DAYPART --------------------------------------------------------------- 32
CPEs --------------------------------------------------------------------- 30 DAYPART WEIGHT --------------------------------------------------- 33
CPI - Cost per inquiry ------------------------------------------------- 30 Days Sales Outstanding --------------------------------- See DSO
CPL - cost per lead ---------------------------------------------------- 30 DAYTIME ---------------------------------------------------------------- 33
CPM ------------------------------------------- See Cost Per Thousand DAYTIME (FCC Only Definition ---------------------------------- 33
CPM - Cost per thousand impressions --------------------------- 30 DAYTIMER -------------------------------------------------------------- 33
CPO ------------------------------------------------ See Cost Per Order DB --------------------------------------------- See Delayed Broadcast
CPO (Cell Phone Only ------------------------------------------------ 30 DBA ----------------------------------------------------------------------- 33
CPP-------------------------------------------------- See Cost Per Point DBS ------------------------------ 33, See Direct Broadcast Satellite
CPS - cost per sale ---------------------------------------------------- 30 DDS ------------------------------------- See Donovan Data Systems

DDS Code-------------------------- 33, See Donovan Data System DOWNCONVERT ------------------------------------------------------ 36

Dead Roll ----------------------------------------------- See Backtiming DOWNLOAD (As a Noun) -------------------------------------------- 36
DEALER TIE-IN -------------------------------------------------------- 33 DOWNLOAD (As a Verb) -------------------------------------------- 36
DEBIT --------------------------------------------------------------------- 33 DOWNSIZING----------------------------------------------------------- 36
DEC (Daily Effective Circulation) -------------------------------- 33 DR---------------------------------- See Direct Response Advertising
DECODER (Cable TV Term)---------------------------------------- 33 DRIVE TIME ------------------------------------------------------------- 37
DEDICATED CHANNEL --------------------------------------------- 33 DROP-IN AD ------------------------------------------------------------ 37
DEDICATED LINE ----------------------------------------------------- 33 DSL ------------------------------------------------------------------------ 37
DEFAULT ---------------------------------------------------------------- 33 DSO (Days Sales Outstanding)----------------------------------- 37
DEFAULT (2nd Definition -------------------------------------------- 33 DSP --------------------------------------- See Demand Side Platform
DEFERRED AD IMPRESSIONS (Mobile) ----------------------- 34 DST ----------------------------------------- See Daylight Saving Time
DEFINED BENEFIT PLAN------------------------------------------- 34 DTV (Digital Television): ---------------------------------------------- 37
DEI ------------------------------------------------------------------------- 34 DUB------------------------------------------------------------------------ 37
DELAYED BROADCAST -------------------------------------------- 34 DUE BILL----------------------------------------------------------------- 37
DELEGATE -------------------------------------------------------------- 34 DUE DILIGENCE------------------------------------------------------- 37
DELIVERABLE or DELIVERABLES------------------------------ 34 DUOPOLY --------------------------------------------------------------- 37
DEMAND SIDE PLATFORM ---------------------------------------- 34 DVD------------------------------------------------------------------------ 37
DEMOGRAPHICS ----------------------------------------------------- 34 DVD BURNING --------------------------------------------------------- 37
DEPRECIATION -------------------------------------------------------- 34 DVR--------------------------------------- See Digital Video Recorder
DESIGNATED MARKET AREA------------------------------------- 34 DWELL TIME ----------------------------------------------------------- 37
DESIGNATED MARKET REGION (DMR) ----------------------- 34 DYNAMIC IN-APPLICATION ADS (Mobile) --------------------- 37
DESIGNATED PROGRAM------------------------------------------- 34 DYNAMIC PRICING --------------------------------------------------- 37
DESKTOP ---------------------------------------------------------------- 34 DYNAMIC SCHEDULING -------------------------------------------- 37
DEVELOPMENT DIRECTOR --------------------------------------- 35
DGA (Directors Guild of America) ------------------------------- 35 E
DIALOGUE (or Dialog) BOX ----------------------------------------- 35
DIARIES (As used in Radio) --------------------------------------- 35 E/I -------------------------------------------------------------------------- 39
DIARIES (As used in Television) --------------------------------- 35 EARLY FRINGE (TV Term) ----------------------------------------- 38
DIGITAL ------------------------------------------------------------------ 35 EARLY MORNING (TV Term) -------------------------------------- 38
DIGITAL CUT NUMBER ---------------- See also "Cart" Number EARNED RATE --------------------------------------------------------- 38
DIGITAL SIGNAGE---------------------------------------------------- 35 Earnings Before Interest, Taxes, Depreciation and
DIGITAL SIGNATURES ---------------------------------------------- 35 Amortization ---------------------------------------- See" EBITDA"
DIGITAL TELEVISION --------------------------------------- See DTV EARNINGS PER SHARE -------------------------------------------- 38
DILUTION ---------------------------------------------------------------- 35 EAS (Emergency Alerting System) -------------------------------- 38
DIRECT BROADCAST SATELLITE ------------------------------ 35 EAS DECODER -------------------------------------------------------- 38
DIRECT MARKETING ------------------------------------------------ 35 EBITDA ------------------------------------------------------------------- 38
DIRECT RESPONSE ADVERTISING ----------------------------- 35 EBS ------------------------------------------------------------------------ 38
DISCREPANCY--------------------------------------------------------- 35 ECASH (Internet Term):--------------------------------------------- 38
DISCRIMINATORY PRICING --------------------------------------- 35 E-COMMERCE --------------------------------------------------------- 38
DISK SCRUBBING ---------------------------------------------------- 36 ECONOMY ORDER QUANTITY ----------------------------------- 38
DISSOLVE --------------------------------------------------------------- 36 ECPM --------------------------------------------------------------------- 38
DIVIDEND ---------------------------------------------------------------- 36 EDI (Electronic Data Interchange) ------------------------------- 38
DMA ------------------------------------ See Designated Market Area EDIS ----------------------------------------------------------------------- 39
DMR --------------------------------- See Designated Market Region EDTV ---------------------------------------------------------------------- 39
DNR------------------------------------------------------------------------ 36 EFFECTIVE COST PER THOUSAND ---------------------------- 38
DNS / DOMAIN NAME SYSTEM ----------------------------------- 36 EFFECTIVE RATE ----------------------------------------------------- 39
DOB------------------------------------------------------------------------ 36 EFFECTIVE REACH -------------------------------------------------- 39
DOG -------------------------------------------See BUG or Watermark EFFICIENCY ------------------------------------------------------------ 39
DOGS --------------------------------------------------- See Cash Cows EFORM
DOMAIN NAME (Internet Term) ------------------------------------ 36 (Internet Term) ----------------------------------------------------- 39
DONGLE ----------------------------------------------------------------- 36 EFT ------------------------------------------------------------------------ 39
DONOVAN DATA SYSTEMS --------------------------------------- 36 EFTPOS ------------------------------------------------------------------ 39
DOOH (Digital Out Of Home) Video ------------------------------- 36 EI (ELECTRONIC INVOICING) ------------------------------------- 39
DOS------------------------------------------------------------------------ 36 EIGHTY - TWENTY RULE ------------------------------------------- 39
DOUBLE TRUCK: (Printing Term) ------------------------------- 36 EIN ----------------------------- See Employer Identfication Number
DOUGHNUT ------------------------------------------------------------- 36 ELECTIONEERING COMMUNICATIONS ----------------------- 39

ELECTRONIC COUPONING --------------------------------------- 40 FAIRNESS DOCTRINE ---------------------------------------------- 42

ELECTRONIC DATA INTERCHANGE--------------------------- 40 FALSE POSITIVE ----------------------------------------------------- 43
ELECTRONIC SIGNATURE ---------------------------------------- 40 FAQ (Frequently Asked Questions) ---------------------------- 43
E-MAIL ------------------------------------------------------------------- 38 FAST AFFILIATE RATINGS ---------------------------------------- 43
EMAIL BLOCKING ---------------------------------------------------- 40 FAST CHANNEL ------------------------------------------------------ 43
EMAIL NEWSLETTER ADS OR SPONSORSHIPS ---------- 40 FCC ----------------------------------------------------------------------- 43
Emergency Broadcast System -------------------------- See EBS FDOB --------------------------------------------------------------------- 43
Emergency Digital Information Service -----------------See EDIS FEASIBILITY STUDY ------------------------------------------------ 43
EMOTICON -------------------------------------------------------------- 40 FEDERAL TRADE COMMISSION -------------------------------- 43
EMPLOYEE STOCK OWNERSHIP PLAN ---------------------- 40 FEEDBACK ------------------------------------------------------------- 43
EMPLOYER IDENTIFICATION NUMBER ---------------------- 40 FIDUCIARY ------------------------------------------------------------- 43
EMPOWERMENT------------------------------------------------------ 40 FILE ----------------------------------------------------------------------- 43
END LOADING --------------------------------------------------------- 40 FILL ORDER ------------------------------------------------------------ 43
END RATE--------------------------------------------------------------- 40 FILLER SPOTS -------------------------------------------------------- 44
END USER -------------------------------------------------------------- 40 FILMSTRIP (Web Ad) ------------------------------------------------ 44
END-OF-FLIGHT BILLING ------------------------------------------ 40 FINANCIAL ACCOUNTING STANDARDS BOARD --------- 44
ENDORSEMENT------------------------------------------------------- 40 FIREFOX----------------------------------------------------------------- 44
ENG ----------------------------------------------------------------------- 41 FIREWALL -------------------------------------------------------------- 44
ENGAGEMENT MAPPING ------------------------------------------ 41 FIRST IN FIRST OUT------------------------------------------------- 44
ENVELOPE STUFFER ----------------------------------------------- 41 FIRST TOUCH --------------------------------------------------------- 44
EPC / Earnings Per Click (Internet) -------------------------------- 41 Fiscal Year ------------------------------------------------------- See FY
EPS ------------------------------------------- See Earnings Per Share FIVE-TWENTY-SEVEN (527s ------------------------------------- 44
EPV / Earnings Per Visitor (Internet)- ----------------------------- 41 FIXED COSTS---------------------------------------------------------- 44
EQUAL DISTRIBUTION ---------------------------------------------- 41 FIXED POSITION ------------------------------------------------------ 44
EQUAL ROTATION --------------------------------------------------- 41 FIXED RATE ------------------------------------------------------------ 44
EQUAL TIME ----------------------------------------------------------- 41 FIXED TIME ---------------------------------------- See Fixed position
EQUITY------------------------------------------------------------------- 41 FLAME (Internet Term) --------------------------------------------- 44
ERP------------------------------------------------------------------------ 41 FLASH -------------------------------------------------------------------- 44
ESCALATION CLAUSE --------------------------------------------- 41 FLASH (Web Ad Term) ----------------------------------------------- 44
ESCROW ---------------------------------------------------------------- 41 FLEX TIME -------------------------------------------------------------- 44
ESOP ----------------------- See Employee Stock Ownership Plan FLIGHT ------------------------------------------------------------------- 44
ESTIMATE NUMBER ------------------------------------------------- 41 FLIGHT DATES -------------------------------------------------------- 44
ET (Electrical Transcription): ---------------------------------------- 41 FLOATING ORDER --------------------------------------------------- 44
EVENING DAYPART ------------------------------------------------- 41 FLOPPY DISK ---------------------------------------------------------- 45
EVENT BASED ADS -------------------------------------------------- 41 FM ----------------------------------------- See Frequency Modulation
EX OFFICIO ------------------------------------------------------------- 42 FOCUS GROUP ------------------------------------------------------- 45
EXACT TIME ------------------------------------------------------------ 42 Follow (Internet) -------------------------------------------------------- 45
EXCLUSIVITY ---------------------------------------------------------- 42 FOOTPRINT ------------------------------------------------------------ 45
EXIT EXCHANGE (Internet) ----------------------------------------- 42 FORMAT (As Used in Radio) ------------------------------------- 45
EXIT INTERVIEW ------------------------------------------------------ 42 FORMAT (As used in Television)-------------------------------- 45
EXIT TRAFFIC (Internet) --------------------------------------------- 42 FORMAT (Computer Term) ---------------------------------------- 45
EXOFFICIO--------------------------------------- See Ex Officio Entry FORMAT CLOCK ----------------------------------------------------- 45
EXPANABLE BANNER ---------------------------------------------- 42 FORMAT SCHEDULES (TV Term) ------------------------------- 45
EXPANDABLE AD ---------------------------------------------------- 42 FORUMS (Web/Internet) -------------------------------------------- 45
EXPECTED VALUE --------------------------------------------------- 42 Four As (4As) ----------------------------------------------See AAAA
EXPENSE ACCOUNT ------------------------------------------------ 42 FPS (Frames Per Second) ----------------------------------------- 45
EXPERIMENTAL PERIOD ------------------------------------------ 42 FRACTIONAL PAGE: (Printing Term) -------------------------- 45
EXPOSURE ------------------------------------------------------------- 42 FRAGMENTATION (Audience) ----------------------------------- 45
EXTRAMERCIALS----------------------------------------------------- 42 FRAME RATE (Web Term) ----------------------------------------- 45
EZINE --------------------------------------------------------------------- 42 FRAMES PER SECOND ------------------------------------ See FPS
E-ZINE -------------------------------------------------------------------- 38 FREE CASH FLOW --------------------------------------------------- 45
FREE CIRCULATION (Printing Term) -------------------------- 45
F FREQUENCY ----------------------------------------------------------- 45
FREQUENCY CAPPING--------------------------------------------- 46
FACING (Outdoor Term) -------------------------------------------- 42 FREQUENCY MODULATION -------------------------------------- 46
FACTORING ------------------------------------------------------------ 42 FRIEND (Internet) ----------------------------------------------------- 46

FROM LINE / SENDER LINE --------------------------------------- 46 HARDWARE ------------------------------------------------------------ 48

FRONT LOAD ----------------------------------------------------------- 46 HASHTAG: (Twitter)-------------------------------------------------- 48
FTC --------------------------------- See Federal Trade Commission HAWTHORNE EFFECT ---------------------------------------------- 48
FTE ---------------------------------- See FULL TIME EQUIVALENT HD----------------------------------- See High Definition Radio or TV
FTP ------------------------------------------------------------------------ 46 HDTV ----------------------------------See High Definition Television
FULL SHOWING (Outdoor Term) -------------------------------- 46 HDTV (High Definition Television) ------------------------------ 49
FULL TIME EQUIVALENT ------------------------------------------- 46 HEAD OF HOUSEHOLD --------------------------------------------- 49
FUNCTION KEYS ------------------------------------------------------ 46 HEADEND --------------------------------------------------------------- 49
FUNDERS ---------------------------------------------------------------- 46 HERTZ -------------------------------------------------------------------- 49
FY -------------------------------------------------------------------------- 46 HIATUS ------------------------------------------------------------------- 49
HIGH DEFINITION RADIO ------------------------------------------ 49
G HIGH DEFINITION TELEVISION ---------------------------------- 49
HIPPA --------------------------------------------------------------------- 49
GAA -------------------------- See Gross Average Audience Rating HIT THE POST --------------------------------------------------------- 49
GAAP ---------------------------------------------------------------------- 46 HITCH-HIKE AD --------------------------------------- See Drop-In Ad
GARBAGE IN GARBAGE OUT ------------------------------------- 46 HITS ----------------------------------------------------------------------- 49
GARNISHMENT -------------------------------------------------------- 46 HOLD OVER AUDIENCE -------------------------------------------- 49
GENERAL LEDGER --------------------------------------------------- 47 HOLDING COMPANY ------------------------------------------------ 49
Generally Accepted Accounting Procedures--------See "GAAP" HOME PAGE ------------------------------------------------------------ 49
GENERATION X-------------------------------------------------------- 47 HORIZONTAL ROTATION------------------------------------------- 49
GENERATION Y-------------------------------------------------------- 47 HOST---------------------------------------------------------------------- 49
GEOGRAPHIC TARGETING ---------------------------------------- 47 HOT SPOT (Web/Internet) ------------------------------------------- 50
GEOSYNCHRONOUS ORBIT -------------------------------------- 47 HOUSE ACCOUNT ---------------------------------------------------- 50
GIF (Graphics Interchange Format) -------------------------------- 47 HOUSE LIST ------------------------------------------------------------ 50
GIGO ---------------------------------- See Garbage In Garbage Out HOUSE NUMBER (Television Term) ---------------------------- 50
GI's --------------------------------------------- See Gross Impressions HOUSEHOLDS USING TELEVISION ---------------------------- 50
GLOBAL POSITIONING SYSTEM --------------------------------- 47 HR---------------------------------------------- See Human Resources
GOLDEN HANDSHAKE ---------------------------------------------- 47 HTML (Hypertext Markup Language) ----------------------------- 50
GOLDEN PARACHUTE ---------------------------------------------- 47 HTML EMAIL ----------------------------------------------------------- 50
GOODWILL -------------------------------------------------------------- 47 HTTP ---------------------------------------------------------------------- 50
GOOGLE CHROME --------------------------------------------------- 47 HUBS ---------------------------------------------------------------- 50, 82
GPS ---------------------------------- See Global Positioning System HUMAN CAPITAL ----------------------------------------------------- 50
GRACE PERIOD ------------------------------------------------------- 47 HUMAN RESOURCES ----------------------------------------------- 50
GRADE A & B CONTOURS ----------------------------------------- 47 HUT -------------------------- 50, See Households Using Television
GRANDFATHER ------------------------------------------------------- 47 HYPERLINK ------------------------------------------------------------- 50
GRAPHICS--------------------------------------------------------------- 47 HYPOING ---------------------------------------------------------------- 50
GRAZING ---------------------------------------------------------------- 47
GRID CARD ------------------------------------------------------------- 47
I
GROSS AUDIENCE --------------------------------------------------- 47
GROSS AVERAGE AUDIENCE RATING ------------------------ 47 IBOC----------------------------------------------------------------------- 51
GROSS IMPRESSIONS ---------------------------------------------- 48 ICANN--------------------------------------------------------------------- 51
GROSS RATES--------------------------------------------------------- 48 ICON ---------------------------------------------------------------------- 51
GROSS RATING POINTS ------------------------------------------- 48 ID See Break Codes
GRP's---------------------------------------- See Gross Rating Points ID (Station) --------------------------------------------------------------- 51
GUARANTEE (Radio) ------------------------------------------------- 48 IDENTIFICATION (Sponsor ID)------------------------------------- 51
GUILD (First Definition ---------------------------------------------- 48 IMAGE LINER ----------------------------------------------------------- 51
GUILD (Second Definition ------------------------------------------ 48 IMMEDIATELY PREEMPTIBLE ------------------------------------ 51
GUTTER (Printing Term) -------------------------------------------- 48 IMPRESSIONS --------------------------------------------------------- 51
IN BANNER VIDEO (Web) ------------------------------------------ 51
H INCOME STATEMENT ----------------------------------------------- 51
INCOME TYPE --------------------------------------------------------- 51
HAAT ---------------------------------------------------------------------- 48 INDEPENDENT TELEVISION STATION ------------------------ 51
HACKER ----------------------------------------------------------------- 48 INDEX --------------------------------------------------------------------- 51
HAMMOCKING --------------------------------------------------------- 48 INDUSTRY DAYPARTS (Television Term) -------------------- 51
HARD BOUNCE -------------------------------------------------------- 48 INFOMERCIAL --------------------------------------------------------- 51
HARD DRIVE ------------------------------------------------------------ 48 INSERT (Printing Term) --------------------------------------------- 51
HARD-CODED IN APPLICATION ADS --------------------------- 48

INSERTION ORDER -------------------------------------------------- 51 LEGALLY QUALIFIED CANDIDATE ------------------------------ 54

INTEGRATED COMMERCIAL ------------------------------------- 51 LETTERBOXED VIDEO --------------------------------------------- 54
INTEGRATION COST ------------------------------------------------ 51 LEVERAGED BUYOUT---------------------------------------------- 54
INTEGRATION FEE--------------------------------------------------- 51 LIABILITY --------------------------------------------------------------- 54
INTELLECTUAL PROPERTY -------------------------------------- 51 LIEN ----------------------------------------------------------------------- 54
INTERACTION RATE ------------------------------------------------ 51 LIEN SEARCH --------------------------------------------------------- 54
INTERACTIONS ------------------------------------------------------- 51 LIFESTYLE PROFILES ---------------------------------------------- 55
INTERACTIVE TELEVISION --------------------------------------- 52 LIKE (Facebook) ------------------------------------------------------ 55
INTERCONNECT (Cable TV Term) ------------------------------ 52 LIM ------------------------------------------------------------------- 54, 55
INTERNET --------------------------------------------------------------- 52 LIMITED LIABILITY --------------------------------------------------- 55
INTERNET EXPLORER---------------------------------------------- 52 LIMITED LIABILITY COMPANY / CORPORATION ----------- 55
INTERNET SERVICE PROVIDER (ISP) ------------------------- 52 LINE OF CREDIT ------------------------------------------------------ 55
INTERNET-READY TV ----------------------------------------------- 52 LINEAR BROADCASTING (Non-Linear) ------------------------- 55
INTERRUPTIVE FORMATS ---------------------------------------- 52 LINER ---------------------------------------------- 55, See Image Liner
INTERSTITIAL AD ---------------------------------------------------- 52 LINK ---------------------------------------------------------------------- 55
INTERSTITUAL -------------------------------------------------------- 52 LISTSERV / LISTSERVER ------------------------------------------ 55
INTRANET --------------------------------------------------------------- 52 LIVE PLUS RATINGS ------------------------------------------------ 55
INTV ------------------------------------See Assn. of Ind. TV Stations LIVE PLUS SAME DAY RATINGS -------------------------------- 55
INVENTORY ------------------------------------------------------------ 52 LIVE RATINGS --------------------------------------------------------- 55
INVOICE ----------------------------------------------------------------- 52 LIVE READ -------------------------------------------------------------- 55
INVOICE MATCHING REPORTS --------------------------------- 53 LLC ------------------------------------ See Limited Liability Co./Corp.
INVOICE TERMS ------------------------------------------------------ 53 LMA ---See Local Marketing Agreement, See Local Marketing
IO (Insertion Order) -------------------------------------------------- 53 Agreement
IP ADDRESS or IP NUMBER -------------------------------------- 53 LMI ------------------------------------------------------------------------ 55
ISCI Code ---------------------------------------------------------------- 53 LOCAL ADVERTISING ----------------------------------------------- 55
ISLAND POSITION (Printing Term) ----------------------------- 53 LOCAL COMMERCIAL SHARE ----------------------------------- 56
ISOLATED 30 ---------------------------------------------------------- 53 LOCAL MARKETING AGREEMENT------------------------------ 56
ISP (Internet Service Provider) ------------------------------------- 53 LOCAL RATE ----------------------------------------------------------- 56
Local Sales Rep ----------------------------------------------- See Rep
J LOCAL SPOT ---------------------------------------------------------- 56
LOCKOUT --------------------------------------------------------------- 56
JAVA ---------------------------------------------------------------------- 53 LOG ----------------------------------------------------------------------- 56
JPEG ---------------------------------------------------------------------- 53 LOG RECONCILIATION --------------------------------------------- 56
JUNIOR UNIT (Printing Term)------------------------------------- 53 LOG VERIFICATION ------------------------------------------------- 56
JUNK FAXING---------------------------------------------------------- 53 LOGO --------------------------------------------------------------------- 56
LONG-TERM LIABILITIES------------------------------------------ 56
K LOOKBACK WINDOW ---------------------------------------------- 56
KINESCOPE ------------------------------------------------------------ 53 LOW POWER FM ----------------------------------------------------- 56
LOWER-THIRD -------------------------------------------------------- 56
L LOWEST UNIT CHARGE-------------------------------------------- 56
LOWEST UNIT RATE ------------------------------------------------ 56
LAN (Internet Term) --------------------------------------------------- 53 LOW-POWER TV ------------------------------------------------------ 56
LANDING PAGE ------------------------------------------------------- 53 LPFM ----------------------------------------------- See Low Power FM
LANDLINE --------------------------------------------------------------- 53 LPTV ------------------------------------------------ See Low-Power TV
LANDSCAPE ------------------------------------------------------------ 53 LUC or LUR -------------------------------- See Lowest Unit Charge
LANGUAGE (Computer) --------------------------------------------- 54
LAST CLICK ------------------------------------------------------------ 54 M
LAST SEEN ------------------------------------------------------------- 54
LATE FRINGE (TV Term) ------------------------------------------- 54 M/G --------------------------------------------------------See Makegood
LAYOFF ------------------------------------------------------------------ 54 MAGAZINE FORMAT ------------------------------------------------ 57
LCD (Liquid Crystal Display):---------------------------------------- 54 MAKEGOOD------------------------------------------------------------ 57
LDB or LDOB ----------------------------------------------------------- 54 M-A-N Plan-------------------------------------------------------------- 57
LEAD TIME -------------------------------------------------------------- 54 MANAGEMENT BY OBJECTIVES ------------------------------- 57
LEAD-IN / LEAD-OUT (TV Term) --------------------------------- 54 MANAGEMENT BY WALKING AROUND ---------------------- 57
LEAD-TO-CONVERSION RATE ----------------------------------- 54 Margin of Error -------------------------------- See "Standard Error"
LEASED CHANNEL -------------------------------------------------- 54 MARKET POTENTIAL ----------------------------------------------- 57

MARKET SHARE ------------------------------------------------------ 57 NATIONAL TELECOMMUNICATIONS & INFORMATION

MASTER ORDER ---------------------------------See Blanket Order ADMINISTRATION ------------------------------------------------ 59
MAT SERVICE (Printing Term)------------------------------------ 57 National Television System Committee ------- 62, See NTSC
MATERIAL --------------------------------------------------------------- 57 NATIVE ADVERTISING ---------------------------------------------- 59
MATERNITY LEAVE -------------------------------------------------- 57 NATPE --------------- See Nat'l. Assn. of TV Program Executives
MBO --------------------------------See Management By Objectives NAVIGATION (Website) --------------------------------------------- 59
MBWA --------------------- See Management By Walking Around NCSA --------------------------------------------------------------------- 60
MECHANICAL (Graphic or Printing Term) -------------------- 57 NCTA------------------------- See National Cable Television Assn.
MEDIA BUYER --------------------------------------------------------- 57 NDA -------------------------------- See Non-Disclosure Agreement
MEDIA MIX -------------------------------------------------------------- 57 NEMO --------------------------------------------------------------------- 60
MEDIA PLAN------------------------------------------------------------ 57 NET RATES ------------------------------------------------------------- 60
MEDIAMARK RESEARCH. INC. ---------------------------------- 57 NET REACH ------------------------------------------------------------ 60
MEGAHERTZ ----------------------------------------------------------- 57 NETWORK (Broadcast Term) ------------------------------------- 60
MEMORY ----------------------------------------------------------------- 57 NETWORK (Computer Term)-------------------------------------- 60
MENU --------------------------------------------------------------------- 57 NETWORK AD-INTEGRATION FEE ----------------------------- 60
MERCHANDISING----------------------------------------------------- 57 NETWORK AFFILIATE ---------------------------------------------- 60
MERIT SALARY OR PAY INCREASE --------------------------- 58 NETWORK COMPENSATION ------------------------------------- 60
METADATA --------------------------------- See "Slate Information" NETWORK EXCEPTION -------------------------------------------- 60
METRO or METRO SURVEY AREA ------------------------------ 58 NETWORK NON-DUPLICATION RULES ----------------------- 60
METRO RATING ------------------------------------------------------- 58 NEWS READER (Newscaster) ------------------------------------ 60
MFM ----------------------------------------------------------------------- 58 NEWSGROUP (Internet Term) ------------------------------------ 60
MHz --------------------------------------------------See MEHAHERTZ NFCB---------------------------------------------------------------------- 60
MICROMANAGEMENT----------------------------------------------- 58 NFFS ---------------------------------------------------------------------- 61
Midday ------------------------------------------------------ See Daytime NIELSEN (AC NIELSEN CO.) -------------------------------------- 61
MIDDAY (or Mid-Day) ------------------------------------------------ 58 NIELSEN MEDIA RESEARCH (NMR) --------------------------- 61
MID-ROLL---------------------------------------------- See PRE-ROLL NIELSEN STATION INDEX (NSI) --------------------------------- 61
MILLENIAL GENERATION --------------------- See Generation Y NIELSEN TELEVISION INDEX (NTI) ----------------------------- 61
MINI-SERIES ------------------------------------------------------------ 58 NIGHTTIME (FCC Definition) -------------------------------------- 61
MORNING DRIVE ------------------------------------------------------ 58 NO CHARGE ------------------------------------------------------------ 61
MOUSE ------------------------------------------------------------------- 58 NON-CLEARANCE---------------------------------------------------- 61
MOUSE OFF ------------------------------------------------------------ 58 NON-DISCLOSURE AGREEMENTS ----------------------------- 61
MOUSE OVER ---------------------------------------------------------- 58 Non-Federal Financial Support------------------------ See NFFS
MP3 (MPEG, Audio Layer 3) --------------------------------------- 58 NON-LINEAR ----------------------------- See Linear Broadcasting
MPEG (Moving Picture Experts Group) ------------------------ 58 NON-METRO ----------------------------------------------------------- 61
MSA ------------------------------------------- See Metro Survey Area NON-PREEMPTIBLE ------------------------------------------------- 61
MULTICASTING-------------------------------------------------------- 58 NON-TRADITIONAL REVENUE -------------------------- See NTR
MULTI-DAY -------------------------------------------------------------- 59 NOTARIZED ------------------------------------------------------------ 61
MULTIPLE SYSTEM OPERATOR -------------------------------- 59 NOTARY PUBLIC ----------------------------------------------------- 61
MULTIPLEXING -------------------------------------------------------- 59 NOTES-------------------------------------------------------------------- 61
MUST-CARRY RULE ------------------------------------------------- 59 NOVELA ----------------------------------------------------------------- 61
NPR------------------------------------------------------------------------ 61
N NTIA ----------- See National Telecommunications & Information
Administration
NAB---------------------------- See National Assn. of Broadcasters NTR ------------------------------------------------------------------------ 61
NARROWCASTING --------------------------------------------------- 59 NTSC ---------------------------------------------------------------------- 62
NATIONAL ADVERTISING------------------------------------------ 59 NUMBER PORTABILITY -------------------------------------------- 62
NATIONAL ASSOCIATION OF BROADCASTERS ---------- 59
NATIONAL ASSOCIATION OF TELEVISION PROGRAM
O
EXECUTIVES-------------------------------------------------------- 59
NATIONAL CABLE TELEVISION ASSOCIATION ------------ 59 O & O --------------------------------------------------------------------- 62
National Federation of Community Broadcasters -------- See OEM ----------------------------------------------------------------------- 62
NFCB OES (Optimum Effective Schedule) ---------------------------- 62
National Public Radio --------------------------------------See NPR ONLINE RADIO -------------------------------------------------------- 62
NATIONAL RATE ------------------------------------------------------ 59 OOV ----------------------------------------------------------------------- 62
National Rep --------------------------------------------------- See Rep OPEN ITEM ------------------------------------------------------------- 62
NATIONAL SPOT ------------------------------------------------------ 59 OPEN RATE ------------------------------------------------------------ 62

OPERA (Web Browser) --------------------------------------------- 62 PERSONAL PEOPLE METERS ----------------------------------- 65

OPERATING INCOME ----------------------------------------------- 62 PERSONAL VIDEO RECORDER --------------------------------- 65
OPERATING PROFIT ------------------------------------------------ 62 PERSONS USING RADIO ------------------------------------------ 65
OPERATING SYSTEM (OS ----------------------------------------- 62 PERSONS USING TELEVISION ---------------------------------- 65
OPM ------------------------------ See OPM-Other People's Money PERSONS: (Arbitron Definition) --------------------------------- 65
OPTIMIZATION -------------------------------------------------------- 62 PETER PRINCIPLE --------------------------------------------------- 65
OPT-IN (or Email Subscribe) -------------------------------------- 62 PGM --------------------------------------------------- See Break Codes
OPT-OUT (or Email Unsubscribe) ------------------------------- 62 PHISHING --------------------------------------------------------------- 65
ORBIT -------------------------------------------------------------------- 63 PIF ----------------------------------------- See Public Information File
ORDER ------------------------------------------------------------------- 63 PIGGY-BACK ---------------------------------------------------------- 66
ORPHAN LINK ------------------------------------ See Dangling Link PILOT (TV Term) ------------------------------------------------------ 66
OTO (ONE TIME ONLY) --------------------------------------------- 63 PIXEL (Web) ------------------------------------------------------------ 66
OUT OF VISION---------------------------------------------- See OOV PLAGIARISM ----------------------------------------------------------- 66
OUTSOURCING ------------------------------------------------------- 63 PLASMA SCREENS -------------------------------------------------- 66
OVERHEAD COSTS -------------------------------------------------- 63 PLATFORM ------------------------------------------------------------- 66
OVERLAY (Web Term) ---------------------------------------------- 63 PLUGOLA ---------------------------------------------- 66, See Payola
OVERNIGHT ------------------------------------------------------------ 63 PM DRIVE (Afternoon Drive) -------------------------------------- 66
OVERRUN --------------------------------------------------------------- 63 PMCP --------------------------------------------------------------------- 66
PO ------------------------------------------------- See Purchase Order
P POCKETPIECE -------------------------------------------------------- 66
PODCAST --------------------------------------------------------------- 66
P1 (First Preference-------------------------------------------------- 63 PODCASTING--------------------------------------------- See Podcast
PACs ----------------------------- See Political Action Committees PODS --------------------------------------------------------------------- 66
PACING REPORT ----------------------------------------------------- 63 POLITICAL ACTION COMMITTEES------------------------------ 66
PACKAGE --------------------------------------------------------------- 63 POLITICAL FILE ------------------------------------------------------ 66
PACKAGE BILLING -------------------------------------------------- 63 POLITICAL PERIOD-------------------------------------------------- 66
PAGE VIEWS ----------------------------------------------------------- 63 POLITICAL RATES --------------------------------------------------- 67
PAGE VIEWS (Website) --------------------------------------------- 63 POLITICAL WINDOW ------------------------------------------------ 67
PAID CIRCULATION ------------------------------------------------- 63 PORT --------------------------------------------------------------------- 67
PANDORA--------------------------------------------------------------- 63 PORTRAIT --------------------------------------------------------- 53, 67
PANEL (Outdoor Term) --------------------------------------------- 63 POS (POINT OF SALE)---------------------------------------------- 67
PAPERLESS OFFICE ------------------------------------------------ 63 POST BUY or POST ANALYSIS ---------------------------------- 67
PARENTAL LEAVE --------------------------------------------------- 63 POSTER PANEL ------------------------------------------------------ 67
PARTICIPATION PROGRAM -------------------------------------- 64 POSTING ---------------------------------------------------------------- 67
PASS-ALONG READERS (Print Term) ------------------------- 64 POSTING (2nd Definition) -----------------See Post-Buy Analysis
PATERNITY LEAVE -------------------------------------------------- 64 POST-ROLL ------------------------------------------- See PRE-ROLL
PAY CABLE (TV Term) ---------------------------------------------- 64 POST-SUNSET AUTHORITY (PSRA ---------------------------- 67
PAY EQUITY------------------------------------------------------------ 64 POT ----------------------------------------------------------------------- 67
PAY TELEVISION ----------------------------------------------------- 64 POTENTIOMETER --------------------------------------------- See Pot
PAY WALL -------------------------------------------------------------- 64 PPM ---------------------- See Personal People Meters (for Radio)
PAYABLES -------------------------------------------------------------- 64 PRADO ------------------------------------------------------------------- 67
PAYOLA ----------------------------------------------- 64, See Plugola PRDMC------------------------------------------------------------------- 67
PAYOLA (2nd Definition) -------------------------------------------- 64 PREEMPTIBLE WITH NOTICE ------------------------------------ 68
PAY-PER-VIEW TV (PPV) ------------------------------------------ 64 PREEMPTION or PREEMPTIBLE -------------------------------- 67
PBS-------------------------------- See Public Broadcasting Service PRE-EXISTING BUSINESS RELATIONSHIP (Email) ------- 67
PBS (TV Term) --------------------------------------------------------- 64 PRE-FETCH ADS ----------------------------------------------------- 68
PC-------------------------------------------------------------------------- 64 PRE-ROLL ADVERTISING ----------------------------------------- 68
PDF (Portable Document Format) ------------------------------- 64 PRE-ROLL SPOTS (Internet) -------------------------------------- 67
PEABODY AWARDS ------------------------------------------------- 64 PRE-SUNRISE AUTHORITY (PSRA ----------------------------- 67
PENDING ORDERS--------------------------------------------------- 64 PRI ------------------------------------------------------------------------ 68
PENETRATION (TV Term) ------------------------------------------ 64 PRIME ACCESS ------------------------------------------------------- 68
PEOPLE METERS (TV Term) -------------------------------------- 64 PRIMETIME ------------------------------------------------------------- 68
PEP ------------------------------------------------------------------------ 65 PRIORITY --------------------------------------------------------------- 68
PER DIEM --------------------------------------------------------------- 65 PRIVACY POLICY ---------------------------------------------------- 68
PERFORMANCE BOND --------------------------------------------- 65 PRO FORMA ----------------------------------------------------------- 68
PERMISSION-BASED------------------------------------------------ 65 PROBLEM CHILDREN ---------------------------- See Cash Cows

PRODUCT ALLOCATION ------------------------------------------- 68 RATE CARD ------------------------------------------------------------ 70

PRODUCT CODES ---------------------------------------------------- 68 RATE GUARANTEE -------------------------------------------------- 70
PRODUCT PLACEMENT -------------------------------------------- 68 RATE HOLDER -------------------------------------------------------- 70
PRODUCT PROTECTION ------------------------------------------- 68 RATE PROTECTION ------------------------------------------------- 70
PROFIT (Opposed To Cash Flow) ------------------------------- 68 RATING ------------------------------------------------------------------ 70
PROFIT MARGIN ------------------------------------------------------ 69 RATING (Television definition) ----------------------------------- 71
Program and System Information Protocol -------- See PSIP RATING POINT--------------------------------------------------------- 71
Programming Metadata Communication Protocol ------- See RATINGS DESIGNATIONS ------------- See TV Ratings System
PMCP REACH ------------------------------------------------------------------- 71
PROGRESS BAR ------------------------------------------------------ 69 REACH & FREQUENCY --------------------------------------------- 71
PROJECTION ----------------------------------------------------------- 69 READ RECEIPTS (Internet Term) -------------------------------- 71
PROJECTION (TV Usage) ------------------------------------------ 69 REAL TIME -------------------------------------------------------------- 71
PROMO ----------------------------------------------- See Break Codes REAL TIME ADVERTISING ----------------------------------------- 71
PROMOS ----------------------------------------------------------------- 69 REAL TIME BIDDING ------------------------------------------------ 71
PSA ----------------------------------------------- 69, See Break Codes REASONABLE ACCESS -------------------------------------------- 71
PSIP ----------------------------------------------------------------------- 69 REBATE------------------------------------------------------------------ 71
PSRA --------------------------------------- See Pre-Sunrise Authority REFRESH---------------------------------------------------------------- 71
PSSA -------------------------------------- See Post Sunset Authority REINFORCEMENT CAMPAIGN ----------------------------------- 71
PSYCHOGRAPHICS -------------------------------------------------- 69 RELATIVE COST ------------------------------------------------------ 71
PT (Part Time) ---------------------------------------------------------- 69 RELIABILITY ----------------------------------------------------------- 71
Public Education Partnership---------------------------- See PEP REP ------------------------------------------------------------------------ 71
PUBLIC INSPECTION FILE ----------------------------------------- 69 REP FIRM---------------------------------------------------------------- 72
Public Radio Association of Development Officers ----- See REPEATERS ------------------------------------------------------------ 72
PRADO REQUEST FOR PROPOSAL --------------------------------------- 72
Public Radio International --------------------------------- See PRI REQUIRED FIELDS --------------------------------------------------- 72
PUBLIC TELECOMMUNICATIONS FACILITIES PROGRAM RESIDUALS ------------------------------------------------------------- 72
-------------------------------------------------------------------------- 69 RESOLUTION ---------------------------------------------------------- 72
PUBLIC TELEVISION ------------------------------------------------ 69 RESPONSE RATE (Arbitron) -------------------------------------- 72
PULSING ----------------------------------------------------------------- 69 RETAIL TRADING ZONE -------------------------------------------- 72
PUR ----------------------------------------- See Persons Using Radio RETAINED EARNINGS ---------------------------------------------- 72
PURCHASE ORDER -------------------------------------------------- 70 RETRANSMISSION CONSENT RULE --------------------------- 72
PUT -------- See Persons Using Television, See Persons Using Return on Investment --------------------------------------- See ROI
Television RETURN RATE (Arbitron) ------------------------------------------ 72
PVR ------------------------------------ See Personal Video Recorder RETWEET --------------------------------------------------------------- 72
PVR (PERSONAL VIDEO RECORDER) ------------------------- 70 REVERSE COMPENSATION--------------------------------------- 72
RFP (Request For Proposal) -------------------------------------- 72
Q RMT (Required Monthly Test)------------------------------------- 72
ROADBLOCK (TV Term) -------------------------------------------- 72
QC (Quality Control) ------------------------------------------------- 70 ROAMING --------------------------------------------------------------- 73
QR CODES / QUICK-RESPONSE CODES --------------------- 70 ROE (RUN OF EXCHANGE) ------------------------------------- 73
QUALIFIED READER (Printing Term)--------------------------- 70 ROI------------------------------------------------------------------------- 73
QUANTITY DISCOUNT----------------------------------------------- 70 RON (RUN OF NETWORK) -------------------------------------- 73
QUARTER-HOUR AUDIENCE ----- See Average Quarter Hour ROP (Run of Paper Printing Term) --------------------------- 73
Audience ROS ----------------------------------------------------------------------- 73
QUEUE ------------------------------------------------------------------- 70 ROTATION -------------------------------------------------------------- 73
QUINTILES -------------------------------------------------------------- 70 ROVIAN ------------------------------------------------------------------ 73
RRC ----------------------------------------------------------------------- 73
R RSS ------------------------------------------------------------------------ 73
RAB (RADIO ADVERTISING BUREAU)------------------------- 70 RTB --------------------------------------------- See Real Time Bidding
RADAR ------------------------------------------------------------------- 70 RTDNA-------------------------------------------------------------------- 70
Radio Research Consortium ---------------------------- See RRC RTNDA--------------------------------------------------------------- 70, 73
Radio-Television News Directors Association - See RTNDA RUN-OF-SCHEDULE --------------------------------------See "ROS"
RADIO-TELEVISION NEWS DIRECTORS ASSOCIATION - 70 RWT (Required Weekly Test) ------------------------------------- 73
RAM ----------------------------------------------------------------------- 70
RANKING ---------------------------------------------------------------- 70
RATE ---------------------------------------------------------------------- 70

S SOCIETY OF MOTION PICTURE & TELEVISION

ENGINEERS -------------------------------------------------------- 76
SAG (Screen Actors Guild) ---------------------------------------- 73
SOFT BOUNCE -------------------------------------------------------- 76
Same Day Ratings ------------- See Live Plus Same Day Ratings
SOFTWARE ------------------------------------------------------------ 76
SAMPLING ERROR -------------------------------------------------- 73
SOFTWARE DEVELOPMENT KIT ------------------------------- 76
SARBANES-OXLEY -------------------------------------------------- 73
SOUND BITE ----------------------------------------------------------- 76
SATELLITE STATION------------------------------------------------ 74
SOX ------------------------------------------------------------------ 73, 76
SATURATION ---------------------------------------------------------- 74
SPAM --------------------------------------------------------------------- 76
SCATTER PLAN ------------------------------------------------------- 74
SPEC SPOT ------------------------------------------------------------ 76
SCHEDULE ------------------------------------------------------------- 74
SPECIFIC TIME -------------------------------------------------------- 77
SCREENBURN --------------------------------------------------------- 74
SPECULATION -------------------------------------------------------- 76
SCRUBBING -------------------------------------- See Disc Scubbing
SPILL IN / SPILL OUT (TV Term)--------------------------------- 77
SDK ---------------------------------- See Software Development Kit
SPINOFF----------------------------------------------------------------- 77
SDTV (Standard Definition Television) ------------------------ 74
SPLIT COMMERCIAL ------------------------------------------------ 77
SEARCH ENGINE ----------------------------------------------------- 74
SPLIT SPOTS (First Definition) ---------------------------------- 77
SEASONALITY--------------------------------------------------------- 74
SPLIT SPOTS (Second Definition)" ----------------------------- 77
SECONDARY AUDIENCE (Printing Term) -------------------- 74
SPONSOR--------------------------------------------------------------- 77
SECONDARY CAMPAIGN ------See Reinforcement Campaign
SPONSORSHIP-------------------------------------------------------- 77
SEGMENTATION (Email or Databases) ----------------------- 74
SPOOFING -------------------------------------------------------------- 77
SEGUE ------------------------------------------------------------------- 74
SPOT ------------------------------------------------- See Break Codes
SELF EMPLOYMENT UNITS------------------------------ See SEU
SPOT BREAKS -------------------------------------------------------- 77
SELL-OFF (TV Term) ------------------------------------------------ 74
SPOT CLUSTERS ---------------------------------------------------- 77
SEPARATION ---------------------------------------------------------- 74
SPOT or SPOTS ------------------------------------------------------- 77
SERVER ----------------------------------------------------------------- 74
SPOT SET --------------------------------------------------------------- 78
SERVICE PACK (SP)------------------------------------------------- 74
SPOT TAXI -------------------------------------------------------------- 77
SESSIOM FREQUENCY--------------------------------------------- 75
SPOT TV ----------------------------------------------------------------- 78
SESSION (Mobile) ---------------------------------------------------- 75
SPOTS PER WEEK --------------------------------------------------- 78
SETS IN USE ----------------------------------------------------------- 75
SRC Strategy Research Corporation -------------------------- 78
SEU------------------------------------------------------------------------ 75
SRDS --------------------------- See Standard Rate & Data Service
SEVERANCE PAY ---------------------------------------------------- 75
SSI COMMANDS ------------------------------------------------------ 78
SHARE ------------------------------------------------------------------- 75
STACKED PACKAGED TYPE ------------------------------------- 78
SHAREWARE ---------------------------------------------------------- 75
STANDARD AD UNITS (Web) ------------------------------------- 78
SHOUTING (Internet Term) ---------------------------------------- 75
STANDARD ERROR ------------------------------------------------- 78
SHOWING (Outdoor Term)----------------------------------------- 75
STANDARD METROPOLITAN STATISTICAL AREA ------- 78
SHTML (.shtml) -------------------------------------------------------- 75
Standard Radio Dayparts -------------------------------------------- 32
SIDEKICK (Web Term) ---------------------------------------------- 75
STANDARD RATE & DATA SERVICE -------------------------- 78
Sig File ---------------------------------------------- See Signature File
Standard Television Dayparts------------------------------------ 33
SIGNATURE FILE ----------------------------------------------------- 75
STARS ------------------------------------------------- See Cash Cows
SIMS ---------------------------------------------------------------------- 75
STATEMENT ----------------------------------------------------------- 78
SIMULCAST ------------------------------------------------------------ 75
STATION COMPENSATION --------------------------------------- 79
SINGLE OPT-IN -------------------------------------------------------- 75
STATION ID------------------------------------------------------------- 79
SIPHONING ------------------------------------------------------------- 75
STEM SKILLS ---------------------------------------------------------- 79
SIXTY --------------------------------------------------------------------- 75
STOP SET --------------------------------------------------------------- 79
SKELETON LOG ------------------------------------------------------ 75
STREAMIES ------------------------------------------------------------ 79
SKIM ---------------------------------------------------------------------- 76
STREAMING MEDIA ------------------------------------------------- 79
SKYPE-------------------------------------------------------------------- 76
STRIP PROGRAMMING (TV Term) ------------------------------ 79
SKYSCRAPER (Web Term) ---------------------------------------- 76
STRIPPING ------------------------------------------------------------- 79
SLAMMING ------------------------------------------------------------- 76
STRIPPING (TV Term) ----------------------------------------------- 79
SLATE -------------------------------------------------------------------- 76
SUBJECT LINE -------------------------------------------------------- 79
SLATE INFORMATION ---------------------------------------------- 76
SUBJECT TO NON-RENEWAL (SNR ) ------------------------- 79
SLIDER (Web Term)-------------------------------------------------- 76
SUBSTITUTION ------------------------------------------------------- 79
SMPTE See Society of Motion Picture & Television Engineers
SUBTITLES ------------------------------------------------------------- 79
SMSA ---------------- See Standard Metropolitan Statistical Area
SUFFIXES ------------------------------------------- See Contract Line
SNEAKERNET (Internet Term) ----------------------------------- 76
SUNDAY SUPPLEMENT (Printing Term)---------------------- 79
SNIPES ------------------------------------------------------------------- 76
SUNRISE / SUNSET (FCC Definition) -------------------------- 79
SUPERSTATION (TV Term) --------------------------------------- 79

SUPPRESS RATES --------------------------------------------------- 79 Traffic Directors Guild of America ------------------- See TDGA
SUPPRESSION LIST ------------------------------------------------- 79 TRAFFIC DIRECTORS GUILD OF AMERICA ----------------- 82
SURFING ----------------------------------------------------------------- 79 TRAFFIC HUBS -------------------------------------------------------- 82
SUSTAINING PERIOD ----------------------------------------------- 79 TRANSLATOR --------------------------------------------------------- 82
SUSTAINING PROGRAM ------------------------------------------- 79 TRANSMITTER--------------------------------------------------------- 83
SWEEP (TV Term)----------------------------------------------------- 79 TRANSPONDER ------------------------------------------------------- 83
SWF (Shockwave Flash) -------------------------------------------- 80 TRIM SIZE (Printing Term) ----------------------------------------- 83
SWING BREAK--------------------------------------------------------- 80 TROJAN HORSE ------------------------------------------------------ 83
SWIPE FEES ------------------------------------------------------------ 80 TRPs (TV Term)-------------------------------------------------------- 83
SWIPES ---------------------------------------------------- See "Snipes" TSA -------------------------------------------- See Total Survey Area
SYNDICATED EXCLUSIVITY RULES---------------------------- 80 TSL ----------------------------------------- See Time Spent Listening
SYNDICATED PROGRAM ------------------------------------------ 80 TURNOVER ------------------------------------------------------------- 83
SYNDICATION---------------------------------------------------------- 80 TV Market---------------------------------------------------------------- 83
SYNDICATOR (TV Term) -------------------------------------------- 80 TV RATINGS SYSTEM: ---------------------------------------------- 83
TV USAGE--------------------------------------------------------------- 83
T TV-14 ---------------------------------------------------------------------- 83
TVB ------------------------------------------------------------------------ 83
T-1-------------------------------------------------------------------------- 80 TV-G ----------------------------------------------------------------------- 83
T-3-------------------------------------------------------------------------- 80 TV-M----------------------------------------------------------------------- 83
TABLOID (Printing Term) ------------------------------------------- 80 TV-PG --------------------------------------------------------------------- 83
TAG ------------------------------------------------------------------------ 80 TV-Y ----------------------------------------------------------------------- 83
TAP or TAP PLAN----------------------------------------------------- 80 TV-Y7 --------------------------------------------------------------------- 83
TARGET AUDIENCE ------------------------------------------------- 80 Tweet (Internet) --------------------------------------------------------- 83
TARGET DEMO -------------------------------------------------------- 80 TWITTER----------------------------------------------------------------- 83
TARGET GROUP ------------------------------------------------------ 80
TARGET MARKET ---------------------------------------------------- 80
U
TARGET SURVEY AREA (TV Term) ----------------------------- 80
TBA ------------------------------------------------------------------------ 80 UBIT ----------------------------------------------------------------------- 83
TDGA------------------ 81, See Traffic Directors Guild of America UCE------------------------------------------------------------------------ 84
TEARSHEET (Printing Term) -------------------------------------- 81 UHF ------------------------------------------------------------------------ 84
TELEMARKETING ---------------------------------------------------- 81 UNDERWRITING ------------------------------------------------------ 84
TELESCOPING --------------------------------------------------------- 81 UNDUPLICATED AUDIENCE -------------------------------------- 84
TELEVISION HOUSEHOLDS--------------------------------------- 81 UNIQUE SELLING PROPOSITION ------------------------------- 84
TELEVISION MARKET ----------------------------------------------- 81 UNIT ----------------------------------------------------------------------- 84
TEN ------------------------------------------------------------------------ 81 UNIT BASED AVAILS ------------------------------------------------ 84
TEST MARKET --------------------------------------------------------- 81 UNIVERSE--------------------------------------------------------------- 84
TF or TFN ---------------------------------------------------------------- 81 UNIVERSE ESTIMATE ----------------------------------------------- 84
THIRD PARTY TRACKING------------------------------------------ 81 UNRELATED BUSINESS INCOME TAX -------------- See UBIT
THIRTY ------------------------------------------------------------------- 81 UNSOLICITED COMMERCE EMAIL ----------------------------- 84
THREAD (Internet) ---------------------------------------------------- 81 UNWIRED NETWORK ----------------------------------------------- 84
TIME BASED AVAILS ------------------------------------------------ 81 UPFRONT / UPFRONT MARKET --------------------------------- 84
TIME BUYING SERVICE --------------------------------------------- 81 URL (Universal Resource Locator) ----------------------------- 84
TIME COMPRESSION ------------------------------------------------ 81 URL TAGGING --------------------------------------------------------- 84
TIME SHIFTED VIEWING -------------------------------------------- 82 USAGE LEVEL --------------------------------------------------------- 84
TIME SPENT LISTENING-------------------------------------------- 83 USE ------------------------------------------------------------------------ 84
TIMESTAMP------------------------------------------------------------- 82 USER; UNIQUE USER ----------------------------------------------- 84
TOPS AND TAILS ----------------------------------------------------- 82 USER; UNIQUE USER (Mobile): ----------------------------------- 84
TOTAL AUDIENCE ---------------------------------------------------- 82
TOTAL MARKET------------------------------------------------------- 82 V
TOTAL SURVEY AREA ---------------------------------------------- 82
TPO Time Purchase Order (1st Definition) ------------------ 82 VACATION CARRYOVER ------------------------------------------ 85
TPO Total Power Output (2nd Definition) -------------------- 82 VANITY CARD---------------------------------------------------------- 85
TRADE -------------------------------------------------------------------- 82 V-CHIP -------------------------------------------------------------------- 85
TRAFFIC ----------------------------------------------------------------- 82 VEHICLE ----------------------------------------------------------------- 85
TRAFFIC DEPARTMENT -------------------------------------------- 82 VERTICAL PUBLICATION (Printing Term) -------------------- 85
TRAFFIC DIRECTOR / TRAFFIC MANAGER------------------ 82 VERTICAL ROTATION----------------------------------------------- 85
VERTICAL SATURATION ------------------------------------------- 85

VESTED ------------------------------------------------------------------ 85 WIDGETS (Computer Programming Term) ------------------ 86

VHF ------------------------------------------------------------------------ 85 WIDGETS (Computer Term) --------------------------------------- 86
VIABLE STATION ----------------------------------------------------- 85 WI-FI (Wireless Fidelity --------------------------------------------- 86
VIDEO NEWS RELEASE -------------------------------------------- 85 WINDOW ---------------------------------------------------------------- 87
Video On Demand ------------------------------------------ See VOD WIRELESS BACKHAUL -------------------------------------------- 87
VIDEO ON DEMAND ------------------------------------------------- 85 WIRELESS BROADBAND------------------------------------------ 87
Video Programming Distributor ------------------------ See VPD WIRELESS INTERNET SERVICE PROVIDER ---------------- 87
VIEWABLE AD (Mobile) --------------------------------------------- 85 WISPs -------------------------------- See Wireless Internet Service
VIEWERS PER HOME ----------------------------------------------- 85 WORM (Internet) ------------------------------------------------------ 87
VIEWERS PER SET -------------------------------------------------- 85 WRAPAROUND COMMERCIAL ---------------------------------- 87
VIEWERS PER VIEWING HOUSEHOLD------------------------ 85 WRONGFUL DISMISSAL ------------------------------------------- 87
VIRAL MARKETING (Website) ------------------------------------ 86 WWW --------------------------------------------------------------------- 87
VISITORS / UNIQUES (Website)---------------------------------- 86 WX ------------------------------------------------------------------------- 87
VNR ----------------------------------------- See Video News Release WX: - (Same as Weather). --------------------------------------- 87
VOD ----------------------------------------------------------------------- 86
Volume Control -------------------------------------------------- See Pot X
VPD------------------------------------------------------------------------ 86
XMTTR ------------------------------------------------------------------- 87
W
Y
WAIT ORDER----------------------------------------------------------- 86
WASTE CIRCULATION (Print Term) ---------------------------- 86 YIELD --------------------------------------------------------------------- 87
WATERMARK -------------------------------------------- 86, See BUG YIELD MANAGEMENT ---------------------------------------------- 87
WBT ----------------------------------------- See Web-Based Training
WEAKEST LINK ----------------------------- See Conjunctive Task Z
WEB BEACON --------------------------------------------------------- 86 ZAPPING ---------------------------------------------------------------- 87
WEB LOG ---------------------------------------------------- See "Blog" ZAPPLE DOCTRINE ------------------------------------------------- 87
WEB-BASED TRAINING -------------------------------------------- 86 ZERO-BASED BUDGETING --------------------------------------- 87
WEEKEND -------------------------------------------------------------- 86 Z-INDEX (Web Term) ------------------------------------------------ 87
WEIGHT ------------------------------------------------------------------ 86 ZIPPING------------------------------------------------------------------ 88
WEIGHTED AVERAGE ---------------------------------------------- 86 ZOOM--------------------------------------------------------------------- 88
WGA (Writers Guild of America) --------------------------------- 86
WHEELS ----------------------------------------------------------------- 86
To foster pride in our unique profession, and to promote the contributions we provide to the Radio and
Television Broadcasting Industry. The Traffic Directors Guild seeks to enhance our member careers
through information, cooperative services and education.

Radio-Television-Internet Operations Glossary of Terms &amp; Definitions

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Radio-Television-Internet Operations Glossary of Terms &amp; Definitions

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Radio-Television-

Revised: March 25, 2013

Traffic Directors Guild of America

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Heres the Latest Edition of the

Larry U. Keene, CEO / CTD (Certified Traffic Director)

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TDGA Radio-Television Terms & Definitions

Numerical-Based Terms &

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ARBITRON: An audience measuring company that estimates

ARCHIVE: As a verb, it means to store, usually on a diskette,

AREA OF DOMINANT INFLUENCE (ADI): - Area of Dominant

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AUDIENCE COMPOSITION: - The demographic or AUTO RESPONDER (Internet-Email-Web Term) - A program

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areas percent of total US sales by that areas percent of

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your normal rate was $30 per announcement, but the

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acts as trustee of the business. Chapter 11 affords the debtor

CLEARANCE: - The broadcasting stations that carry or clears

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CLOSE OF BUSINESS: - COB CLUTTER TESTS: Method of pretesting in which commercials

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CO-SPONSORSHIP: Sponsorship of a program by two or COVERAGE AREA: The number or percentage of TV

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CUE TONE: - An audio impulse placed at the beginning and/or

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DELEGATE: - Assign tasks to others.

DELIVERABLE or DELIVERABLES: means the inventory

DEMAND SIDE PLATFORM (DSP): - A company that allows

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prevent the unauthorized copying of software, since making a

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these plans at the FCC Website location:

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END LOADING: - Some Traffic Directors attempt to "front-

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portability and continuity of health insurance coverage in the

via the WWW. Sending HTML email enables marketers to

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check to see if your Station uses other Income categories in

Any business that provides Internet services such as web sites

Radio-Television-Internet Operations Glossary of Terms & Definitions

Radio-Television-Internet Operations Glossary of Terms & Definitions