媒介研究常用术语解析

媒介研究常用术语解析AcCont(000)累积接触度(以千人为单位)AccumulatedContactsin000's指多个载体所到达的总人次，以千人次表示，也即多个载体的接触度之和。Theaccumulatednumberofindividualsreachedbyaplanofsupportsexpressedinthousands.公式:AcCont(000)=计划中每个载体的接触度(以千人为单位)之和Formula:AcCont(000)=SumofCont(000)foreachsupportsinaplanAcCost累积成本AccumulatedCost计划中各载体广告段位的累积价格。Thetotalratecardcostforaplanofsupports.公式:AcCost=计划中每个载体的成本之和Formula:AcCost=SumofthecostforeachsupportintheplanAcCost/GRP累积每收视点成本(也称累积每毛评点成本)AccumulatedCostperratingpoint(alsoknownasAcCostperGRP)每个载体的广告成本除以累积毛评点数。ThesumofthecostsofeachsupportdividedbythenumberofAccumulatedGRPs.公式:AcCost/GRP=累积成本/累积毛评点Formula:AcCost/GRP=AcCost/AcGRPAcCost/Cont累积每千人成本(以千人为单位)AccumulatedCostperthousand(alsoknownasAcCostperthousand)计划中各载体分别到达一千人次所需的累积成本，以元表示。Theaccumulatedcostoftheplanofsupportsforeveryonethousandaccumulatedcontacts,expressedincurrencyunits.公式：AcCost/Cont=累积成本x1000/累积接触度(000)Formula:AcCost/Cont=AcCostx1000/AcCont(000)AcDuration累积时长AccumulatedDuration计划中各载体的累积持续时间或长度，以秒表示。Theaccumulateddurationorlengthofaplanofsupports,expressedinseconds公式:AcDuration=计划中每个载体的时长之和Formula:AcDuration=Sumofthedurationsofeachsupportsinaplan.AcGRP累积收视率(以百分比为单位)(也称累积毛评点)AccumulatedRatingsin%(alsoknownasAccumulatedGrossRatingPoint)累积接触度(以千人为单位)除以推及人口，以百分比表示。TherelationbetweenthenumberofAccumulatedContactsinthousandsdividedbytheUniverse,expressedinpercentage.公式:AcGRP=累积接触度(000)/总体推及人口Formula:AcGRP=AcCont(000)/UniverseCov(000)覆盖率(以千人为单位)AccumulatedReachin000'sforaSeriesofSupports指特定的媒介计划（广告投放计划）实施时所能达到的不重复的观众人数，以千人表示。Thetotalnumberofindividuals,expressedinthousands,whohaveviewedatleastoncewithinacampaignoraplanofsupports.Formula:Cov(000)=Sumofthecontactsin000'sforsupportsCov%覆盖率(以百分比为单位)AccumulatedReachin%foraSeriesofSupports指特定的媒介计划（广告投放计划）实施时所能达到的不重复的观众人数占总体电视推及人口的百分比。Thetotalnumberofindividualswhohaveviewedatleastoncewithinacampaignoraplanofsupports,expressedasapercentage.Formula:Cov%=Sumofthecontactsin000'sforsupports/UniverseofthechosentargetTgAfin%集中度Affinity(alsoknownasConversion)目标观众(如15到34岁的人群)的收视率(%)与参照观众(如所有4岁以上的人口)的收视率(%)之间的关系指数。注意：用户可选择参照观众。Anindexoftherelationshipbetweentheratingin%foratargetaudience(i.e.All15-34)andforareferenceaudience(i.e.AllIndividuals4+).Note:Theusercanchoosethereferenceaudience.公式:TgAfin%={目标观众收视率(%)/参照观众收视率(%)}x100Formula:TgAfin%=(Rtg%forthetargetaudience/Rtg%forthereferenceaudience)x100AvFid平均忠实度AverageFidelity反映观众平均忠诚度的指数，以百分比表示，最小值与最大值分别是0%和100%。注意：指数越高，观众对特定时段越忠实。Anindexshowingtheaverageloyaltyofviewers,expressedasapercentagewithaminimumandmaximumresultof0%and100%respectively.Note:Thehighertheindex,theviewersaremoreloyalforthespecifiedperiodandconditionsonanaveragedailybasis.公式:AvFid=(收视率%/平均到达率%)x100Formula:AvFid=(Rtg%/AvRch%)x100AvRch%平均到达率(以百分比为单位)AverageReachin%特定时段内平均每天的符合到达条件的接触总人数占总体电视推及人口的比例。到达条件一般是“至少收看了1分钟”。注意：用户可以改变收看的最小分钟数或收看时间在整个时段中的最小百分比来自行定义到达条件。Thepercentageoftheaveragedailycontactsdividedbytheuniverseoftherespectedtarget.Bydefault,thedefinitionofcontactsishavingviewedatleast1minutefortheconditionsspecified.Note:Thedefinitioncanbedefinedbytheusereitherbythenumberofminute(s)viewedorpercentageofthetimebandviewed.Formula:AvRch%=(Sumofthecontactsin000'sperday/Numberofdays)/Universeoftherespectedtargetx100AvRch(000)平均到达率(以千人为单位)AverageReachin000's在特定时段内平均每天的符合到达条件的接触总人数，以千人表示。“接触度”的默认定义为在指定条件下“至少收看了1分钟”。注意：用户可根据收看的最小分钟数或收看时间在整个时段中的最小百分比来自行定义。Theaveragedailycontactsexpressedinthousands.Bydefault,thedefinitionofcontactsishavingviewedatleast1minutefortheconditionsspecified.Note:Thedefinitioncanbedefinedbytheusereitherbythenumberofminute(s)viewedorpercentageofthetimebandviewed.Formula:AvRch(000)=Sumofcontactsin000'sperday/NumberofdaysCont(000)接触度(以千人为单位)Contactsin000's特定载体所到达的人次，以千人次表示。Thenumberofindividualsreachedbyagivensupportexpressedinthousands.Formula：Cont(000)=SumofthenumberofindividualscontactedinasupportCost成本Cost一个载体的广告段位的价格。Theratecardcostforasupport.Cost/Cont每千人成本CPM(Costperthousand)在广告媒介计划中，载体每到达一千人次的受众量所需要花费的成本，以元表示。Thecostofthesupportforeveryonethousandcontacts,expressedincurrencyunits公式：Cost/Cont=广告成本x1000/接触度(000)Formula：Cost/Cont=Costx1000/Cont(000)Cost/GRP每毛评点成本CPRP(Costperratingpoint)指每得到一个收视率百分点所需要花费的成本。Theaveragecostforoneratingpoint.公式：Cost/GRP=广告成本/毛评点Formula：Cost/GRP=Costofthesupport/Ratingin%ofthesupport1+(000),2+(000),3+(000)…n+(000)接触度分布(以千人为单位)DistributionofContactsin000's收看广告或节目一次、二次…或n次的人数(以千人为单位)。注意：用户可通过“最大接触度数”选项来定义“n”的数目。Thenumberofindividualsinthousandswhohaveviewedacampaignoraplanofsupportsonce,twice…orntimes.Note:Theusercandefinethenumberof'n'byusingtheMaximumnumberofcontactsoption.1+(%),2+(%),3+(%)…n+(%)接触度分布(以百分比为单位)DistributionofContactsin%收看广告或节目一次、二次…或n次的人数，以百分比表示。注意：用户可通过“最大接触度数”选项来定义“n”的数目。Thenumberofindividualsinthousandswhohaveviewedacampaignoraplanofsupportsonce,twice…orntimes,expressedasapercentage.Note:Theusercandefinethenumberof'n'byusingtheMaximumnumberofcontactsoption.公式:n+(%)=n+(000)/总体电视推及人口Formula:n+(%)=n+(000)/UniverseofthechosentargetDuration时长一个载体的持续时间或长度，以秒表示。Thedurationorlengthofasupport,expressedinseconds.ExcReach%边际到达率(以百分比为单位)Exc