媒介行业术语.docx

媒介行业术语AAAAA （美国广告代理商协会） AAAA (American Associations of Advertising Agencies)美国广告代理公司的行业组织。A trade association of U.S. advertising agencies.TopB傍晚时段（黄金段最初的时段） Early fringe电视中在地区新闻节目播出之前的傍晚时段。In television, a daypart in late afternoon immediately prior to the airing of local news programs.Top边缘时间 Fringe在电视市场中，指傍晚时段（黄金段最初的时段）之前，和晚间新闻（黄金段最后的时段）之后的时段。In television, dayparts just before prime time (early fringe) and after the late news (late fringe).Top被动观众 Passive audience指那些对所收看的节目内容不加选择的观众。他们的收视行为被认为是出于习惯，如果没有喜欢的节目，他们可以收看任何节目。A term given to viewers who are unselective about the content they watch. Passive audiences are thought to watch TV out of habit tuning to almost anything if a preferred show is unavailable.Top标准误差 Standard error抽样分布的标准偏差。统计学上用来说明从样本预测的数据的准确性。The standard deviation of a sampling distribution. It is the statistic used to make statements about the accuracy of estimates based on sample information.TopC测量误差 Measurement error由测量程序产生的系统偏差或错误。Systematic bias or inaccuracy attributable to measurement proceduresTop测量仪 Meter一种记录电视机开关及调谐情况的测量装置.A measure of central tendency defined as that point in a distribution where half the cases have higher values and half have lower values.Top抽样框 Simple frame进行概率抽样的人口名单。A list of some population from which a probability sample is actually drawn.Top抽样误差 Sampling error在产生概率抽样时由于抽样不足而造成的数据偏差。Inaccuracies in survey data attributable to “the luck of the draw in creating a probability sample.Top抽样率 Sampling rate抽样规模与人口规模的比率。The ratio of sample size to population size.TopD代码 Codes在调查中（如：日记）用于代表回复的数字或字母。为答案设置代码可以使计算机进行数据处理。The numbers or letters used to represent responses in a survey instrument like a diary. Coding the responses allows computers to manipulate the data.Top代表性抽样 Cross-sectional一种调查设计方法。每一个时间点从人口中抽取一个样本。A type of survey design in which one sample is drawn from the population at a point in time.Top独家累计受众 Exclusive cume audience在特定时段内只收听某电台的非重叠听众总量。The size of the unduplicated audience that listens exclusively to one station within some specified period.Top吊床效应 Hammocking一种电视节目编排策略。将一个新的或较弱的节目安排在两个受欢迎的节目中间播出，以期提高中间节目的收视率。A television programming strategy in which an unproven or weak show is scheduled between two popular programs in hopes that viewers will stay tuned, thereby enhancing the rating of the middle program.Top惰性 Inertia形容受众行为。指除非看到很厌恶的节目，观众一般不会更换频道。A description of audience behavior that implies viewers are unlikely to change channels unless Provoked by very unappealing programming.Top导入节目 Lead-in同一频道内在某一节目之前的一个节目。前一个节目的观众规模和组成是后一个节目收视率的重要决定因素。The program that immediately precedes another on the same channel. The size and composition of a lead-in audience is an important determinant of a programs rating.Top多台电视家庭 Multiset household指拥有一台以上电视的家庭。A television household with more than one working television set.Top定位访问 Placement interview为确保被访者愿意接受日记或测量仪而进行的初步访问。An initial interview to secure the willingness of the respondent to keep a diary or receive a meter.Top电视个人开机率 PUT (Person Using Television)表示在任一时间点收看电视的观众总量。A term describing the total size of the television audience, in persons, at any time.Top定性视听率 Qualitative ratings对受众的数字总结。不仅描述了有多少观众/听众，还包括他们对节目的反应（如：高兴，有意思，注意，以及获得信息）。Numerical summaries of the audience that not only describe how many watched or listened, but their reactions including enjoyment interest, attentiveness, and information gained.Top定性调查 Qualitative research不依靠测量及定量方法对受众所进行的任何系统性调查。例如：小组讨论和参与者观察法。有时也指非视听率调查，即使该调查涉及定量法（如:定性视听率）。Any systematic investigation of the audience that does not depend on measurement and quantification. Examples include focus groups and participant observation. Sometimes used to describe any nonratings research, even if quantification is involved, as in qualitative ratings.Top定额抽样 Quota sample一种非概率抽样。由被访者自己填写被称为定额所属的类别（如：男性）。A type of nonprobability sample in which categories of respondents called quotas (e.g., males), are filled by interviewing respondents who are convenient.Top到达 Reach在某特定时期内，某媒介或广告的非重叠个人或家庭受众的总数。有时表示为占总体人口的百分比。The number of unduplicated persons or households included in the audience of a station or a commercial campaign over some specified period. Sometimes expressed as a percentage of the market population.Top断面调查 Sweep指视听率调查公司为准备地区市场报告而进行的为期4周的观众信息收集调查。In television, a 4-week period during which ratings companies are collecting the audience information necessary to produce local market reports.Top电话回忆访问法 Telephone recall电话调查人员要求被访者回忆他们最近的所收听/收看的节目。通常是指前一天的节目。A type of survey in which a telephone interviewer asks the respondent what they listened to or watched in the recent past, often the preceding day.Top电视家庭 Television household (TVHH)收视率调查中常用的单位。是指任何拥有可收看的电视机的家庭，不包括居住在集体宿舍的人。A common unit of analysis in ratings research, it is any household equipped with a working television set, excluding group quarters.TopF方便抽样 Convenience sample一种非随机抽样法，有时也叫偶然抽样。在有现成的方便的被调查人时使用。A nonprobability sample, sometimes called an accidental sample, used because respondents are readily available or convenient.Top反向节目编排 Counterprogramming一种节目编排策略。广播电视台（网）用与竞争者不同的节目吸引受众。独立广播电视台经常用本地新闻来对抗娱乐节目。A programming strategy in which a station or network schedules material appealing to an audience other than the competition. Independents often counterprogram local news with entertainment.Top覆盖率 Coverage为特定广播电视台(网)的潜在受众量。定义为信号送达和覆盖的人口规模。The potential audience for a given station or network, defined by the size of the population reached, or covered, by the signal.Top访问 Interview通过面对面或电话来口头询问被访者的数据收集方法。A method of collecting data through oral questioning of a respondent, either in person, or over the telephone.Top非随机抽样 Nonprobability sample一种抽样方法。即人口中的每个个体被选为样本的概率不同。见方便抽样，有目的抽样，和定额抽样。A kind of sample in which every member of the population does not have a known probability of selection into the sample.Top付费有线电视 Paycable该有线电视系统提供节目的收费高于基本有线电视。付费有线电视可能包括几个需要额外付费的频道服务，如HBO或迪斯尼频道。The programming services provided by a cable system for a monthly fee above and beyond that required for basic cable. Paycable may include anyone of several premium services like HBO, showtime, or The Disney Channel.Top份额 Share它最简单的形式就是收听/收看某台或某节目的个人或家庭在所有使用某媒介的受众中所占的百分比。In its simplest form, the percentage of persons or households tuned to a station or program out of all those using the medium at that time.Top分层抽样 Stratified sample一种概率抽样。将人口分成相同的子群或层，再从每一层抽取预定的样本数目。分层抽样可以减少由简单随机抽样造成的抽样误差。A type of probability sample in which the population is organized into homogeneous subsets or strata, after which a predetermined number of respondents is randomly selected for each strata. Stratified sampling can reduce the sampling error associated with simple random samples.Top非重叠受众 Unduplicated audience一段时期内的不同的个人或家庭受众。The number of different persons or households in an audience over a specified period.Top分析单位 Unit of analysis研究人员用来收集信息的元素。在视听率研究中，分析单位就是个人或家庭。The element or entity about which a researcher collects information. In ratings, the unit of analysis is usually a person or household.TopG广告代理 A trade association of U.S. advertising agencies.为客户准备及投放广告的公司。这些公司有专门的媒介部门从事广告时间的策划，购买及评估。A company that prepares and places advertising for its clients Agencies typically have media departments that specialize in planning, buying, and evaluating advertising time.Top广播电视网 Network是一个从事购买或生产节目,并将节目（通常配合全国性或区域性广告）一起销售给附属台或有线电视网的组织.An organization that acquires or produces programming and distributes that programming, usually with national or regional advertising, to affiliated stations or cable systems.Top隔夜报告 Overnights一种以测量仪调查为基础的视听率数据，用户可以在节目播出的第二天得到该数据。The label given to ratings, based on meters, that are available to clients the day after broadcast.Top概率抽样 Probability sample一种抽样方法。人口中的每个人都有平等的被抽取的机会。也称随机抽样。概率抽样用统计学的推断来说明样本的准确性。A kind of sample in which every member of the population has an equal or known chance of being selected into the sample. Sometimes called random samples, probability samples allow statistical inferences about the accuracy of sample estimates.TopH户外收听 Away from home listening户外广播收听的预测。通常指车中收听或工作中收听。Estimate of radio listening that occurs outside the home. Such listening usually takes place in a car or workplace.Top回访 Callback是指在调查中对样本初次访问失败后的再次访问。回访的次数是回复率和无回复误差的重要决定因素。The practice in attempting to interview someone in a survey sample who was not contacted or interviewed on an earlier try. The number of call back attempts is an important determinant of response rates and nonresponse error.Top黄金时间 Prime time指从19:00-23:00 的电视节目时段。鉴于FCC的规定，广播电视网只可以在20:00-23:00的时段内向附属台加入节目。A television daypart from 7p.m. to 11p.m.EST. Due to FCCeregulations, broadcast networks typically feed programming only from 8p.m.to llp.m.EST.Top回复者 Respondent在回答问题时提供信息的样本。A sample member who provides information in response to questions.Top回复误差 Response error由被访者回复质量（如：撒谎，遗忘，误解问题等）而造成的调查数据偏差。Inaccuracies in survey data attributable to the quality of responses, including lying, forgetting, or misinterpreting question.TopJ基本有线电视 Basic cable由有线电视系统以最低收费提供的节目服务，包括：地区电视信号，广告商赞助的有线电视网，以及接通服务。The programming services provided by a cable system for the lowest of its monthly charges. These services typically include local television signals, advertiser-supported cable networks, and local access.Top节目组合 Block programming是将类似节目编排在一起的做法。旨在提高受众流动。The practice of scheduling similar programs in sequence to promote audience flow.Top集体宿舍 Group quarters宿舍，兵营，老人院，监狱以及其它不属于家庭且不被视听率研究公司测量的居住形式。Dormitories, barracks, nursing homes, prisons, and other living arrangements that do not qualify as households, and are, therefore, not measured by ratings companies.Top家庭 Household一种可视为一个家庭的居住方式，如由一个或多个人居住的公寓或独立式住宅。An identifiable housing unit, such as an apartment or house, occupied by one or more persons.Top家庭开机率 HUT (Households Using Television)代表在任一时间点家庭中的受众总量。表示为推及受众规模或占全部家庭的百分比。A term describing the total size of the audience, in households, at anyone time. Expressed as either the projected audience size, or as a percent of the total number of households.Top节目类型 Program type通常以节目内容的相似性而归为一类的节目。A category of programming usually based on similarities in program content.Top简单随机抽样 Simple random sample一种单一步骤概率抽样法。人口中的每一个人都有同等的被抽取的机会。A one-stage probability sample in which every member of the population has an equal chance of selection.Top节目拆开编排法 Stripped programming一种节目编排方法。将电视节目拆开，分成连续5天播出。电视台通常将联合制作的节目拆开播出。A programming practice in which television shows am scheduled at the same time on 5 consecutive weekdays. Stations often strip syndicated programs.Top加权样本 Weighted in-tab如果回复率相等，那么会提供有用信息的具有不同人口统计特征的个人。The number of individuals in different demographic groups who would have provided usable information if response rates were equivalent. See sample weighting.Top加权 Weighting分配数学权重的过程。旨在修正未加权样本对某些人群代表过度或代表不足的偏差。The process of assigning mathematical weights in an attempt to correct over or underrepresentation of some groups in the unweighted in-tab sample. See sample weighting.TopK可得受众 Available audience在任一时间点确实有可能使用某媒介的总体人数。在实际工作中被定义为确实使用了某媒介的受众。The number of people who are, realistically, in a position to use a medium at any point in time. It is often operationally deaned as those actually using the medium (i.e., PUT or PUR levels).Top可以接受的节目 LOP (least objectionable program)Paul Klein 提出的电视观众行为理论。它指出人们收看电视的原因与节目内容无关，人们会选择收看可以接受的（不厌恶的）节目。A popular theory of television audience behavior attributed to Paul Klein, that argues people primarily watch TV for reasons unrelated to content, and they choose the least objectionable programs.Top可推及的样本 Projectable表示的是一种样本质量。即可使用该样本来预测全体人口。A quality describing a sample designed in such a way that audience projections may be made.TopL累计 Cume累计受众的简称。指在特定段时期内某媒介的全部非重叠受众。当累计被表示为该市场人口的百分比时，代表累计视听率。Short for cumulative audience, it is the size of the unduplicated audience for a station over a specified period. When the cume is expressed as percent of the market population it is referred to as cume rating.Top累计重叠 Cume duplication在一段特定时期内，两个媒介共享受众的规模。The percentage of a stations cume audience that also listened to another station, within some specified period.Top录像机 VCR (Video-Cassette Recorder)一种用来录制和播放录像带的装置。An appliance used for recording and playing videocassette tapes, now in a majority of U.S. households.TopM每点成本 CPP (Cost Per Point)表示购买每一个视听率点所代表的受众所需的成本。这些受众的规模及其成本随市场人口规模的不同而不同。A measure of how much it costs to buy the audience represented by one rating point. The size of that audience, and therefore its cost, varies with the size of the market population on which the rating is based.Top每千人（户）成本 CPM (Cost Per Thousand)用于测量一个广告送达的1000名受众的成本。CPM 常被用来比较不同广告载体的价格/效益。A measure of how much it costs to buy 1OOO audience members delivered by an ad. CPMs are commonly used to compare the cost efficiency of different advertising vehicles.Top每周净循环 Net weekly circulation在一周中收听/收看某媒介的累计或非重叠受众。The cume or unduplicated audience using a station or network in a week.Top目标受众 Target audience广告商希望广告或媒体希望某类节目送达的任何精细划分的受众子群。Any well-defined subset of the total audience that an advertiser wants to reach with a commercial campaign or a station wants to reach with a particular kind of programming.Top某时期平均值 Time period averages在特定时期内平均每一个时间点的受众数量。The size of a broadcast audience at an average point in time, within some specified period.Top每个收视家庭的观众 VPVH (Viewers Per Viewing Household)每个电视家庭中收看某电视台或节目的预测人数。通常以人口统计变量进行分类。The estimated number of people, usually by demographic category, in each household tuned to a particular source.TopP平均15分钟间隔（AQH） AQH (Average Quarter Hour)用于报告特定时段内平均受众量的标准时间单位。（如：AQH 视听率，AQH 受众份额）。The standard unit of time for reporting average audience estimates(e.g.,AQH rating, AQH share)within specified dayparts.Top平均受众视听率 Average audience rating在特定时期内，某媒介或节目平均时间点的视听率。例如：测量仪数据报告的是在一个电视节目中平均每分钟的观众量。The rating of a station or program at an average point in time within some specified period of time. Metered data, for example, allow reports of audience size in an average minute during a television program.Top频道忠诚度 Channel loyalty累计受众行为的一种表现。一个节目的受众不成比例地成为同一频道另一节目的受众。A common phenomenon of aggregate audience behavior in which the audience for one program tends to be disproportionately represented in the audience for other programs on the same channel.Top频次 Frequency指一个受众暴露于某广告信息的次数。In advertising, the average number of times that an individual is exposed to a particular advertising message.Top频繁更换频道 Grazing用来描述电视观众频繁更换频道的趋势。遥控器的使用更加重了这一行为。The term describing the tendency of viewers to frequently change channels, a behavior that is presumably facilitated by remote control.TopQ群抽样 Cluster sample是一种将样本单元聚集在一起的随机抽样法。样本群在抽样的某一步骤被抽出。A type of probability sample in which aggregations of sampling units, called clusters, are sampled at some stage in the process.Top巧合 Coincidental一种电话访问法。访问员询问被访者正在收看/收听的节目。该方法以随机样本为基础，其标准参照其它视听率调查法。A type of telephone survey in which interviewers ask respondents what they are watching or listening to at the time of the call. Coincidentals, based on probability samples, often set the standard against which other ratings methods are judged.Top趋势分析 Trend analysis一种纵向调查。对重复独立抽样的结果进行比较。A type of longitudinal survey design in which results from repeated independent samplings are compared over time.TopR人口普查 Census对人口中的每一个成员进行访问和测量的一项调查。A Study in which every member of a population is interviewed or measured.Top人口统计因素 Demographics用于描述受众组成的一组变量。常用的人口统计变量包括年龄，性别，受教育程度，职业和收入。A category of variables often used to describe the composition of audiences. Common demographics include age, gender, education, occupation and income.Top日记 Diary由视听率调查公司派发的日记册，要求受众在该日记册上记录一周的广播电视收听/收看情况。A paper booklet, distributed by ratings companies, in which audience members are asked to record their television or radio use, usually for one week. The diary can be for an entire household (television) or for an individual (radio).Top人员测量仪 Peoplemeter可以记录电视机开关和调谐的电子装置。它可以辨认出在房间内收看节目的人。需要观众按下按钮来输入信息的测量仪为主动测量仪，而无需观众做任何事情的测量仪为被动测量仪。A device that electronically records the on-off and channel tuning condition of a TV set and is capable of identifying viewers. If viewers must enter that information by button pressing, the meter is caned active; if the meter requires no effort from viewers, it is called passive.Top人口 Population作为随机抽样基础的个人和家庭总数。通常用人们所居住的地理区域来定义人口。The total number of persons or households from which a sample is drawn. Membership in a population must be clearly defined, often by the geographic area in which a person lives.TopS受众流动 Audience flow受众从某一节目或时段转向另一个节目或时段的程度。The extent to which audiences persist from one program or time period to the next. See audience duplication, inheritance effects.Top受众重叠 Audience duplication一种累计受众测量。 显示了一个节目或媒介的受众成为另一个节目或媒介受众的程度。A cumulative measure of the audience that describes the extent to which audience members for one program or station are also in the audience of another program or station.Top受众细分 Audience fragmentation是一种媒介的受众分散在该媒介的众多节目中的现象。如： 有线电视进一步细分了电视观众，使个频道的观众份额减少。A phenomenon in which the audience for a medium is distributed across a large number of program services. Cable is said to fragment the television audience, resulting in a decreased average audience share for each channe