Glossary of Terms
Adshel
One of the UK's largest media brands, Adshel's 45,000+ roadside 6 Sheet panels are seen by in excess of 23m adults a week. Panels are located on busy high streets and main roads, in city centres and close to supermarkets, raising brand awareness and providing point of sale presence.
Aspects
An advertising panel can have different 'aspects' such as Angled, Parallel and Head On. However, a single panel may have multiple aspects depending on the road it is seen from: one panel may be parallel to road 'A' and at the same time angled to road 'B'.
Awareness
A measurement of knowledge of the existence of a brand or its advertising. It can be measured spontaneously eg. 'which brands of drinks can you think of?' or prompted eg. 'Which of these brands of drink have you heard of - brand X, brand Y or brand Z?'
Banner (Outdoor)
Extremely large vinyl poster site, usually found on the side of buildings, often around scaffolding.
CASI and CAWI
Computer Assisted Self-completion Interview and Computer Assisted Web Interview. The Clear Channel Reserach Monitor used CASI methodology from 1st January 2004 until 19th September 2008. From 19th September 2008 the Research Monitor has used CAWI methodology.
Conurbations
The major urban population areas in the UK: London, Greater Manchester etc.
Cover
The percentage of people within a target audience that will see an outdoor campaign at least once. Maximum cover in outdoor reaches 80%. Compared to other media, it is a net figure.
Coverage
The number of people who will see a campaign at least once.
District
ISBA have divided the UK up into 450+ districts. They roughly follow town, city and county boundaries.
Environmentally targeting
A panel or group of panels which have been specifically selected to suit the advertiser's brief. The location and situation of the panels can reflect the place of purchase or when and where the consumer thinks about the brand.
Frequency
The number of times someone sees/ hears an ad during a campaign.
Average Frequency = (Impacts /Cover)
Gross Rating Point (GRP)
Net coverage multiplied by frequency.
Head on
Facing the direction of oncoming traffic.
Illumination
A poster is 'illuminated' if lit from overhead, ground or base ,or rear.
Impacts
The number of times a campaign is seen. Often expressed in '000s.
Local Authority Districts
Following the Local Government Reorganisation in the 1990s major changes were implemented to create administrations most appropriate to the needs of the area concerned. The key feature of this change was the introduction of unitary authorities, single-tier administrations with responsibility for all areas of local government.
Market Share
The number of individual panels, by size, available for sale by each contractor as a percentage of the total POSTAR stock.
OTS - Opportunity To See
The total number of opportunities that people passing a panel in an average week have to see that panel. Note: any individual may have several opportunities to see a given panel in a week.
Package (or pack)
A list of panels offered.
Panels
A panel is another term for a poster site
Parallel
A parallel poster to the roadside which can be seen from both sides of the road.
Pedestrian VAC
The total number of VAIs per week for pedestrians summed over all panels.
Population
The number of people who live within a geographical area.
Sheetage
The number of individual panels by size available for sale by each contractor.
SOV
The Share of Voice is the percentage of the panels selected in an areas, taking into account all media owners' inventory in this area.
TV Areas
Geographical area of the UK. Defined by which ITV company broadcasts over it. Two types: BARB [overlapping] and ISBA [non-overlap].
VAC - Visibility Adjusted Contacts
The score of all adults, pedestrian and vehicular, who will see (make eye contact with) a panel over a one week period. It is reached by netting down OTS by the visibility factor for each panel and summing the results.
Vehicular VAC '000s
The total number of VAC's per week for drivers and passengers summed over all panels.