1、媒介评估与分析概念理解媒介评估与分析(概念理解)Audience flow:受众流动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 whichaudiences persist from one program or time period to the next. See audience duplication, inheritance effects.Audience duplication: 受众重叠一种累计受众测量.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.Acumulative measure of the audience that
2、 describes the extent to which audience members for one program or station are also in the audience of another program or station.Audience fragmentation: 受众细分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.Aphenomenon in which the audience for a medium is distributed across a large number of p
3、rogram services. Cable is said to fragment the television audience, resulting in a decreased average audience share for each channel.Audience polarization: 受众两极分化是一种与受众细分有关的现象.某媒介或频道的受众比起一般受众更多地收看 /收听该媒介或频道 .Aphenomenon associated with audience fragmentation, in which the audiences for channels or s
4、tations use them more intensively than an average audience member.Audience turnover: 受众周转是一种受众行为.通常表示为某媒介累计受众与平均15分钟受众的比例.A phenomenon of audience behavior usually expressed as the ratio of a stations cumulative audience to its average quarter hour audience.Available audience: 可得受众在任一时间点确实有可能使用某媒介的总
5、体人数 .在实际工作中被定义为确实使用了某媒介的受众 .Tie number of people who are, realistically, in a position to use a medium at any point in time. It is oftenoperationally deaned as those actually using the medium (i.e., PUT or PUR levels).Average audience rating: 平均受众视听率在特定时期内，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
6、观众量 .The rating of a station or programat 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.AQH (Average Quarter Hour): 平均 15分钟间隔(AQH)用丁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 s
7、tandard unit of time for reporting average audience estimates(e.g.,AQH rating, AQH share)within specified dayparts.Away from home listening: 户夕卜收听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.Basic cable: 基本
8、有线电视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 servicestypically include local television signals, advertiser-supported cable networks, and local access.Block programming: 节目组合是将类似节目编排在一起的做法.旨在提高受
9、众流动.The practice of scheduling similar programs in sequence to promote audience flow.Cable system: 有线电视系统一种影像传送系统.它根据协议，使用同轴电缆和光纤电缆向家庭传输多频道 电视节目.Avideo distribution system that uses coaxial cable and optical fiber to deliver multichannel service to households within a geographically defined franchis
10、e area.Cable penetration: 有线电视渗透在特定市场上家庭安装有线电视的程度.表示为安装有线电视的家庭所占的白分比.The extent to which households in a given market subscribe tocable service. Typically expressed as the percent of all TV households that subscribe to basic cable.Callback:回访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 practi
11、ce 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.Census:人口普查对人口中的每一个成员进行访问和测量的一项调查 .AStudy in which everymember of a population is inte
12、rviewed or measured.Channel loyalty: 频道忠诚度累计受众行为的一种表现.一个节目的受众不合比例地成为同一频道另一节目 的受众.Acommon phenomenon of aggregate audience behavior in which the audience for one program tends to be disproportionatelyrepresented in the audience for other programs on the same channel.Circulation: 循环暴露丁某媒介的全部非重叠受众.The
13、total number of unduplicated audience members exposed to a media vehicle (e.g. newspaper station) over some specified period.Cluster sample: 群抽样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 pr
14、ocess.Codes:代码在调查中(如：日记)用丁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.Coincidental: 巧合一种电话访问法.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.Atype of telephone surv
15、ey in which interviewers ask respondents what they are watching orlistening to at the time of the call. Coincidentals, based on probability samples, often set the standard against which other ratings methods are judged.Confidence level: 置信度 在随机抽样中，它代表了一组数值（如：置信间隔）成为真实人口数值的可能性In probability sampling,
16、 a statement of the likelihood that a range of values (i.e. confidence interval) will include the true population valueConvenience sample:方便抽样一种非随机抽样法，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
17、.Correlation: 相关性一种测量两个变量关系强度和方向的统计方法 .其数值可为+1.0到-1.0不等,0表示没有关系.Astatistic that measures the strength and direction of the relationship between two variables. It may range in value from+1.O to-1.0, with O indicating no relationship.CPP (Cost Per Point): 每点成本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
18、的不同而不同.Ameasure 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.CPM (Cost Per Thousand): 每千人(户)成本用丁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.Amea
19、sure 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.Counterprogramming: 反向节目编排一种节目编排策略.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 .Aprogramming strategy in which astation or network sche
20、dules material appealing to an audience other than the competition. Independents often counterprogram local news with entertainment.Coverage:覆盖率为特定广播电视台(网)的潜在受众量.定义为信号送达和覆盖的人口规模.Tie potential audience for a given station or network, defined by the size of the population reached, or covered, by the s
21、ignal.Cross-sectional: 代表性抽样 一种调查设计方法.每一个时间点从人口中抽取一个样本.Atype of survey design in which one sample is drawn from the population at a point in time.Cross-tabs: 数据交义一种数据分析方法.该方法将某一问题的答案与另一个问题的答案组合找出相交点.用丁确定两个节目的受众重叠 .Atechnique of data analysis in which the responses to one item are paired with those o
22、f another item. Cross, tabs are useful in determining the audience duplication between two programs.Cume:累计累计受众的简称.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 为该市场人口的白分比时，代表累计视听率.Short for cumulative audience, it is the size of the unduplicated audience for a station over aspecified period. When the cume is expresse
23、d as percent of the market population it is referred to as cume rating.Cume duplication: 累计重叠在一段特定时期内，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.Daypart:时段一段特定时间.通常是指一天中的特定小时及一周中的特定天数 (如：工作日，周末).用丁计算平均受众量或买卖广告时间.Aperiod
24、of time, usually defined by certain hours of the day and days of the week (e.g., weekdays vs. weekends), used to estimate audience size for the purpose of buying and selling advertising time. Dayparts can also be defined by program content (e.g., news, sports).Demographics: 人 口 统计因素用丁描述受众组成的一组变量.常用的
25、人口统计变量包括年龄，性别，受教育 程度, 职业和收入.Acategory of variables often used to describe the composition of audiences. Common demographics include age, gender, education, occupation and income.Diary: 日记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.Apaper booklet, distributed by ratings companies, in which audience m
26、embers 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).Early fringe: 早期边缘时段电视中在地区新闻节目之前的傍晚时段 .In television, a daypart in lateafternoon immediately prior to the airing of local news programs.E
27、ffective exposure: 有效暴露广告媒介策划中使用的概念.指受众必须有一定的广告暴露频率，广告才能发 生效用.经常与有效频率交替使用.Aconcept in media planningstipulating that a certain amount of exposure to an advertising message is necessary before it is effective. Often used interchangeably with the term effective frequency.ESS (Effective Sample Size): 有
28、效样本量能够产生与视听率调查公司所使用的样本同样效果的简单随机抽样规模 .ESS更于计算置信区间.The size of a simple random sample needed to produce the same result as the sample actually used by the rating company.ESS is a convenience used for calculating confidence intervals. Also called effective sample base, or ESB.Exclusive cume audience: 独
29、家累计受众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.Frequency:频率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.Fringe: 边缘时间指下午4-7点前和黄金时段(
30、晚11点)以后的电视节目时段.In television, dayparts just before prime time (early fringe) and after the late news (late fringe).Grazing:频繁更换频道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.Gro
31、ss impressions: 总体效果指在一段时期内暴露丁某广告的受众总和.因为有重叠受众，所以该数字有可 能超过总体人 口 . The number of times an advertising schedule is seen over time. The number of gross impressions may exceed the size of the population since audience members may be duplicated.GRP (Gross Rating Point): 总视听率点以占人口的白分比来表示广告的总体效果.GRF用丁一个广告的
32、总体受众或媒 介影响力.The gross impressions of an advertising schedule expressed as a percentage of the population. GRPs are commonly used to describethe size or media weight of an advertising campaign. GRPs=Reach xFrequency.Group quarters: 集体宿舍宿舍，兵营，老人院,监狱以及其它不届丁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.Hammocking:吊床效应一种电视节
