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推及的受众 Projected audience
根据样本的信息，推断在总体人口中所存在的某种受众总量。
The size of an audience estimated to exist in the population, based on sample information.
晚间边缘时段（黄金时段最末的时段） Late fringe
紧接在晚间地区新闻（晚23点）之后的电视节目时段。
In television, a daypart just after the late local news(11pm EST).
网下节目 Off-network Programs
原为在主要的广播电视网播出而生产的节目，现在节目联合制作体中销售。
Programs originally produced to air on a major broadcast network, now being sold in syndication.
未经加权的样本 Unweighted in-tab
向视听率调查公司提供有用信息的具有不同人口特征的个人的实际数目。
The actual number of individuals in different demographic groups who have returned usable information to the ratings company.
无线网络 Unwired networks
是一种从全国各电视台购买广告时间并将这些广告时间打包预售,但不提供节目时间的组织。
Organizations that acquire commercial time (usually in similar types of programming) from stations around the country and package that time for sale to advertisers.
循环 Circulation
暴露于某媒介的全部非重叠受众。
The total number of unduplicated audience members exposed to a media vehicle (e.g. newspaper station) over some specified period.
相关性 Correlation
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。
A statistic 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.
系统抽样 Systematic sample
一种概率抽样。以一定的间隔来从人口名单中抽取所需的样本（如：每隔10个人抽取一次）。
A kind of probability sample in which a set interval is applied to a list often population to identity elements included in the sample (e.g., picking every 10th name).
有线电视系统 Cable system
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。
A video distribution system that uses coaxial cable and optical fiber to deliver multichannel service to households within a geographically defined franchise area.
有线电视渗透 Cable penetration
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百分比。
The extent to which households in a given market subscribe to cable service. Typically expressed as the percent of all TV households that subscribe to basic cable.
有效暴露 Effective exposure
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。
A concept in media planning stipulating that a certain amount of exposure to an advertising message is necessary before it is effective. Often used interchangeably with the term effective frequency.
有效样本量 ESS (Effective Sample Size)
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便于计算置信区间。
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.
沿袭效应 Inheritance effect
电视观众收视行为中的一种常见现象。即一个节目的观众会大批地成为接下来一个节目的观众。有时被称为“导入节目效应”。观众的节目沿袭效应可视为一种特殊的频道忠诚性。
A common phenomenon of television audience behavior in which the audience for one program is disproportionately represented in the audience of the following program. Sometimes called lead-in effects, audience inheritance can be thought of as a special case of channel loyalty.
预先占有 Preempt
附属广播电视台采取的行动,即用自己编排的节目取代所属广播电视网的节目.广告商也可以以高价来预先购买特定的广告时间.
An action, taken by an affiliate, in which programming fed by a network is replaced with programming scheduled by the station. Certain types of commercial time can also be preempted by advertisers willing to pay a premium for the spot.
样本 Sample
一些人口的子集。
A subset of some population.
样本加权 Sample weighting
一种将不同的数学权重分配给不同的样本子群以更正这些子群的回复率。每个权重是子群占人口的比例与子群占样本比例的比值。
The practice of assigning different mathematical weights to various subsets of the in-tab sample in an effort to correct for different response rates among those subsets. Each weight is the ratio of the subset's size in the population to its size in the sample.
溢出 Spill
指本地区观众收看非本地电视台节目及外地观众收看本地节目的程度。
The extent to which nonmarket stations are viewed by local audiences, or local stations are viewed by audiences outside the market.
置信度 Confidence level
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, a statement of the likelihood that a range of values (i.e. confidence interval) will include the true population value.
总暴露频次 Gross impressions
指在一段时期内暴露于某广告的受众总和。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.
总视听率点 GRP (Gross Rating Point)
以占人口的百分比来表示广告的总体效果。GRP常用于一个广告的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 describe the size or media weight of an advertising campaign. GRPs=Reach ×Frequency.
最低报告标准(MRS) Minimum reporting standard
视听率报告所需的提及收看/收听量。
The number of listening or viewing mentions necessary for a station or program to be included in a ratings report.
窄播 Narrowcasting
一种节目制作编排策略。指广播电视台（网）只制作播放同一种类型的节目或只迎合某一类受众的喜好。
A programming strategy in which a station or network schedules content of the same type or appealing to the same subset of the audience.
重复收视 Repeat viewing
指一项研究重复一个早期研究的程序来检验结果的稳定性。在受众测量中，重复调查涉及从原样本中再抽出子样本来评估抽样误差。
A study repeating the procedures of an early study to assess the stability of results. In audience measurement, replications involve drawing subsamples from a parent sample to assess sampling err
总体受众 Total audience
所有收看/收听某节目达5分钟的受众。基本上是指长节目或小型连续剧的累计受众。
All those who tune to a program for at least 5 minutes. Essentially, it is the cumulative audience for a long program or miniseries.
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