- Adh% (Adhesion Index)Audience profile of event / TV channel. The indicator defines the audience structure using the proportional apportionment (by rating and size of audience) of socio-demographic groups. This is the percentage of the target audience from the audience of event / channel. For example, Adh% of program for women audience aged 4+ is 75%. It means that the program audience consists of 75% of women.
- Aff% (Affinity Index) – index of conformity / similarityAffinity Index is the conformity of the target audience group compared to target audience of event (advertising campaign, program, period of time\channel). It is the similarity of the event with the audience. The indicator compares the average audience of the event (rating by target audience) with an average basic audience of the events (rating by basic audience). For example, Aff% of the event A is equal 160% for the men target audience aged 45+ years old in cities with populations over 50 thousand people in comparison with the basic audience aged 4+, cities with population 50+ thousand people. It means that rating for the men target audience aged 45+ years in cities, where population in cities over 50ths was above 60% comparing with rating for audiences aged 4+ in cities with 50ths + population.
- Alfa coefficient% (Alpha coefficient) is a rating coefficient. This figure defines the program’s “importance” for TV channel. The ratio between the share of the audience obtained by the program (Rsh%) and its cost for broadcasting time (Bsh%).
- Ats (Average time spent) It is an average viewing of an individual in the target group. Viewer is someone who contacted with an event at least 1 second.
- Att% is an (Attractiveness Index) This means the attractiveness of an event for a specific target group. The index is calculated as the ratio of shares (shr%) between the target and the basic audience.
- Atv (Average time viewing) It is the average viewing of an individual in the target group (no matter whether he/she was a viewer)
- Avr # is an Avr index in absolute values.
This is an average number of viewers having viewed the advertisement. The index is represented in the form of hundreds (’00).
- Avr% (Advertising Average Audience) is an advertisement rating.
This is an average percentage of the advertisement’s viewers. The Avr% calculation formula is equal to Rat%.
- Beta coefficient% (Beta coefficient) is a share coefficient. This figure defines the “channel success” in the program broadcasting interval in comparison with the other channels in terms of the audience obtained by this program. The ratio between the Alpha coefficient of the program (Alfa coefficient%) and the Alpha coefficient of this time period for total TV (Alfa coefficient% Total TV is equal to Alfa coefficient%, but for the whole TV).
- Bsh% (Broadcast share) is a broadcast share. This is a share taken by the program according to its broadcasting time in the total broadcasting time on the channel (eg. 24 hours).
- Cases. The number of people representing the target group in the TV Panel’s selection. This variable figure calculated for a few days is the unique number of people over the period.
- Cov# means the Cov index in absolute values. The number of people in the target group which were in contact with at least one event from the package, for at least 1 second. This index is represented in the form of hundreds (’00).
- Cov% (Coverage) – coverage of a events set. It is the percentage of viewers in the target group who contacted with at least one event from a set of at least 1 second. For advertising campaigns the indicator is used in combination with the frequency of contact (for example, coverage on the frequency 3+ was 84%. It means that 84% of the target group contacted the advertising campaign at least three times.)
- EqGrp% (equivalent Grp%). The rating of the video brought to 30 seconds equivalent, taking into account the coefficients (New Cost Factor) according to the video duration (in conformity with official channels’ price-lists).
- Fid% is the fidelity Index. The index defines what is the average percentage of program watched by each of its viewers. Fid = 100% means that all viewers having contacted with an event watched it from the beginning till the end.
- Final means the final data. The data on TV viewing by the TV Panel members provided on the third day after the events broadcasting.
- Grp# means the Grp index in absolute values. This is the total number of viewers of the events package. The index is represented in the form of hundreds (’00).
- Grp% (Gross Rating Point). This is the total ratings of some events package. It is calculated in percents, but may be over 100%. For the purpose of calculating commercial Grp%, post-analysis of the promotional campaigns price effectiveness and the budgets planning the Grp% index is brought to 30 seconds standard duration (WGrp%, EqGrp%). One rating point is equal to one percent of the selected target group.
- Grx%. The total coverage (Rc h%).This is the total number of contacts for some events package.
Number of insertions (events). Event can be a program, an advertising, an advertising unit or timeband.
- New Cost Factor.
This is a coefficient to bring the video’s rating up to 30 seconds equivalent (according to the official channels’ price-list).
Number of insertions (events). Event can be a program, an advertising, an advertising unit or timeband.
- OTS (Opportunity To See). This figure defines how many times, on average, each person from the target group who was in contact with at least one of several events (was in Cov) watched the events. For example 52% of the target audience have contacted the advertising campaign at least once (Cov figure, frequency 1 +) and on average, each of them watched three videos from this campaign (OTS rate).
- Overnight means the preliminary data. The data on TV viewing by the TV Panel members provided on the day following the day of the event’s broadcasting.
- People-meter is an electronic device registering the TV channels watching and the viewing behaviour of each individual in the household and the household as a whole, including guests. This is continuous each second measurements carried out throughout the 24 h. throughout the whole year. The device is connected to each TV set in the household (number of People-meters = number of TV sets).
- Rat# (Rating) is the Rat index in absolute values. The average number of viewers who were watching the event / TV channel each second. The value is in the form of hundreds (’00). For example, the rating (rat #) of the event “Football. World Cup 2006. Italy-Ukraine. 1/4 final” amounted to 30,442.76, among men (age 4 + years) that means that the average number of men aged 4 years old and older who watched the 1/4 final between Italy and Ukraine (World Cup 2006) made up 3 million 44 thousand 276 viewers.
- Rat% (Rating) – rating. Indicator defines a size of viewers’ audience of event/TV channel. An average percentage of event/TV channel viewers from the total number of people which belong to the target group. During the calculating it is taken into attention a length of event/ TV channel TV viewing by each viewer. For example, a rating (rat%) “Football. World Cup 2006. Italy-Ukraine. 1/4 final” among men (age 4+ years) amounted to 30.8%. It means that on average, 30.8% of men aged 4+ years old watched a broadcast of 1/4 final of the Italy-Ukraine (World Cup 2006).
- Rch# is the Rch figure in absolute values. The average number of people that was covered by the event (was in contact for at least 1 second). The figure is in the form of hundreds (’00).
- Rch% (Reach Rate) – coverage of one event. The percentage of people in the target group who has contacted with the event (program, time interval on the TV channel, etc.) at least 1 second. The viewer is counted only once if he has contacted with the same event several times.
- Rsh% (Reception share) A program’s share into channel rating. The percentage of viewers who was attracted by the program for its release in comparing with the total number of viewers per day. For example, Rsh% of an event A was 48% (time of transmission was 3.5 hours). It means that the average daily rating of the channel on 48% was obtained through this program.
- Sam. The number of people from the TV Panel’s selection who were in contact with an event / TV channel for at least one second. It may have the aggregate or average value as a result for several events (programs, days).
- Sat% (Saturation index) is the index of the advertisement saturation. The ratio between the duration of advertisement / sponsorship blocks / announcements appeared in the program, and the total program’s duration. Sat% _AP means the announcements saturation. Sat% _BR means the advertisement / sponsorship blocks saturation.
- Shr% (Share) audience share. The percentage of viewers who watched the event / TV channel from the total number in a given time interval. For example “Football. World Cup 2006. Italy-Ukraine. 1/4 final” share (shr%) among men (age 4+ years) amounted to 73.98%. It means that among men who watched TV during match broadcast 73.98% watched exactly this match.
- Target Cases
The number of people representing the target group in the TV Panel’s selection. This variable figure calculated for a few days is the average number of people for the period.
- Target#. The number of people representing the target group of the TV Panel in general totality.
- Tvr# is the Tvr index in absolute values. The average number of viewers who watched TV within a certain period of time. The figure is represented in the form of hundreds (’00).
- Tvr% (Total TV rating). Overall Rating television. The average percentage of people from the target group who watched television at a certain time period.
- WGrp% (Weighted Grp%)This is the advertisement rating brought to 30 seconds equivalent. It is calculated in proportion to the video duration.
- 30s CPP (Cost Per Point 30 sec)
The cost of one rating point for a 30 seconds advertisement (according to the official channels’ price-list).
The advertisement of the own channel’s projects (not announcements). It takes place in the Autopromotion block.
- Analog household
The household characteristics determining that the TV channels reception is done by the terrestrial antenna or analog cable.
- Announcement. The advertisement of the own channel’s TV programs.
- Tele-shopping Block. Any sequence of commercials aimed at selling goods on air. It may take place within the tele-shopping program.
- Selective Totality. This is a part of the general totality which is selected according to specific rules in such a way that its characteristics reflect the features of the general totality. Thus, only a part of the general totality is studied, but in such a way that it is possible to get a complete picture of the totality in general. The selective study of the TV audience (TV Panel) in Ukraine is 2,840 households. The TV Panel normally has three selections: the cities with population over 50 thousand (selection 50 + thousand); the towns with population less than 50 thousand (selection 50 – thousand); all Ukraine.
- General Totality
This is the totality on which the researcher distributes the research conclusions by studying only its part (see the Selective totality). The General Totality of the TV Panel in Ukraine: the audience aged over 4 years old; the households having at least one TV set, living in Ukraine (villages, cities 50 thousand -, cities 50 thousand +).
- Household. This is one or several persons having common household, having at least one TV set and living in one house involved in the TV Panel and provided with People-meter. All persons aged 4 years old and older are studied in the household.
- Terrestrial household. Theses are the household’s characteristics determining that the household has only the terrestrial antenna.
- Cable household. Theses are the household’s characteristics determining that the household has the cable reception, but this does not exclude the terrestrial antenna’s presence.
- Monitoring data. The record of advertising and program events broadcasted on TV channels. The data are provided by Monitoring company “Communication Alliance”. While processing by AC Nielsen the monitoring data shall be combined with the TV audience watching data (it allows assessing the programs and advertising performance).
- Prime-time. This is the time of period when the largest number of viewers watches TV, e.g. from 18:00 till 24:00 on weekdays and all the daylong on weekends. The advertising price in prime time is the most expensive.
- Regional Advertising Block. The block is limited by opening and closing frame (the mark like “for publicity purpose”, “advertising”, etc.) with some remark on the regional coverage.
- Advertising Block. The block is limited by opening and closing frame (the mark like “for publicity purpose”, “advertising”, etc.).Sizes of the main target groupsity purpose”, “advertising”, etc.).
- Sizes of the main target groups
Target group % of Whole Ukraine
mln. people Whole Ukraine (age 4+) 100 37,9 cities/villeges 50k- (age 4+) 55,37 21,0 cities 50k+ (age 4+) 44,63 16,9 cities 50k+ (age 18+) 38,58 14,6 cities 50k+ (age 18-54) 25,48 9,6 cities 50k+ (age 14-49) 24,08 9,1
- Sponsorships Block
It is limited by the mark “the partner of the show”, “the sponsor of the show”, “the sponsor of the program”, “the sponsor of the project “.
- Satellite Household. The household characteristics determining that the household has a satellite TV, but this does not exclude the presence of terrestrial antenna or cable reception.
- TV Panel. Quantitative sociological research aimed to determine the television audience and each TV channel due to the electronic device (People-meter).
The households are selected into the Panel for a long-term participation into the study. The company -operator measuring the TV audiences in Ukraine since 2003 is Nielsen. Since May 1st 2016 this is a national research which includes 2,840 TV households excluding Crimea and Sevastopol city.
- Target group (basic):
Target group Description 4+, whole Ukraine Individuals 4 and more years old, who live in whole Ukraine.(excluding Crimea) 4+, 50- Individuals 4 and more years old, who live in towns/villages with population less than 50 thousands people. (excluding Crimea) 4+, 50+ Individuals 4 and more years old, who live in cities with population 50 thousands people and over. (excluding Crimea) 18+, whole Ukraine Individuals 18 and more years old, who live in whole Ukraine.(excluding Crimea) 18+, 50+ Individuals 18 and more years old, who live in cities with population 50 thousands people and over. (excluding Crimea) 18-54, whole Ukraine Individuals 18-54 years old, who live in whole Ukraine.(excluding Crimea) 18-54, 50+ Individuals 18-54 years old, who live in cities with population 50 thousands people and over. (excluding Crimea) 14-49, whole Ukraine Individuals 14-49 years old, who live in whole Ukraine.(excluding Crimea) 14-49, 50+ Individuals 14-49 years old, who live in cities with population 50 thousands people and over. (excluding Crimea)
- Organizational Research. This is a research aimed at determining the socio-demographic characteristics of the households and their structure according to the TV equipment (the number of TV sets, type of reception, etc.). The results of the organizational research (together with the data from the State Ministry of Statistics of Ukraine) are the source for determination of the control parameters under which the research’s representative selection (TV Panel) shall be built; as well as the basis for households’ invitation to participate in the TV Panel.
- Digital Household. This is a household that has the technical ability to receive digital channels.
Other definition find in Nielsen TAM Glossary.