Frequently used terms in TV/Media industry

ATL : Above the Line - Refers to Traditional Media Definition. I.e. TV / Radio and Print

BTL : Below the Line - this refers to all other media used which does NOT fall into the category of ATL. Mainly OOH, Events and Interactive

Burst : A concentrated weight of activity which is limited to a specific time frame. Usually the weight index is higher than at other periods of activity. I.e. 2000 GRP's in launch month - 4 weeks and then 1000 GRP's for post launch and then maintenance. The First 4 weeks can be termed Burst Activity.

CERP : Cost per effective reach point. A newer measure used, where in a reach based plan, how much it costs to reach your consumers ONCE.. Calculated as - Total TV cost in plan divided by the 1+ Reach (audience reached at least once)

Circulation : The total number of copies sold in the market of a specific publication. (This is total print run minus the return copies)

CPM : The cost to reach a 1000 in the defined target population. Used as an efficiency tool to measure media options and select the most viable. I.e. in reaching the most consumers with the lowest cost

CPRP : Cost to "buy" one rating point. I.e. If a particular programme has 10 TRP's and costs Rs. 10,000/= the CPRP is Rs. Rs. 1,000/=. Is a tool to measure buying efficiency of a plan or a programme. Usually, the total TV cost is divided by the total GRP's in a plan to arrive at this figure

Duplication (Print) : The proportion of Average Issue Readers of one publication who are also Average Issue Readers of the other publication. (the base for duplication is average issue readership)

Effective Frequency : A Theory which combines the reach and frequency goals needed.

Flighting : A practice used for scheduling media. This is where equal spends are used in equal intervals for a period of time. E.g. 1000 GRP's in the First and Last week of every month. Graphically Depicted

Frequency : NUMBER OF TIMES the Target audience is exposed to the advertising message during a specific period of time

GRP : Gross Rating Points. GRP is a sum of the reach and frequency weights in a given plan. GRP = Avg. Frequency x Reach. Used to gauge the effectiveness and to compare plans and deliveries of media

HUT Rating : Homes Using Television at a particular time. This is expressed as a percentage of all TV homes

Media Mix : A combination of mediums used to achieve a desired objective. Usually, Print+Tv+Radio depending on the target audience and the objective

OOH : Out of Home - usually refers to Billboards and hoarding, but by definition its meaning is quite literal

Pulsing : A practice used for scheduling media. This is where a minimum level is maintained and then peaks introduced at various intervals. Usually used when there is an initiative in the period of activity. Graphically Depicted