媒介研究常用术语解析

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1、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

2、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.

3、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

4、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)Accumu

5、latedRatingsin%(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'sforaS

6、eriesofSupports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

7、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