媒介行业名词精选——分辑介绍.ppt

媒介行业术语 媒介行业术语：主要介绍在媒介调查研究过程中涉及的方法、指标定义 Infosys TV 等收视率分析软件提供的媒介指标 抽样调查过程中的样本、推及总体、系统调查、简单随机抽样等 媒介研究过程常用的如吊床效应、沿袭效应等 媒体名词 第一辑 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. The potential audience for a given station or network, defined by the size of the population reached, or covered, by the signal. Television household (TVHH):  电视家庭 收视率调查中常用的单位.是指任何拥有可收看的电视机的家庭, 不包括居住在集体宿舍的人. A common unit of analysis in ratings research, it is any household equipped with a working television set, excluding group quarters. Group quarters: 集体宿舍 宿舍,兵营,老人院,监狱以及其它不属于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. Multiset household: 多台电视家庭 指拥有一台以上电视的家庭. A television household with more than one working television set. 有线电视（Cable TV) 以天线将讯号接收后再以有线方式传送给用户的电视系统。在经营上分为系统经营者和频道经营者。 Network: 广播电视网 是一个从事生产节目,并将节目与广告一起销售给附属台或有线系统的组织. An organization that acquires or produces programming and distributes that programming, usually with national or regional advertising, to affiliated stations or cable systems. 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. Spill: 溢出 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. 媒体名词 第二辑 Audience Composition 受众构成、视听众组成: 一个媒体载具的视听众在统计变项上的组成情况。如年龄、收入、教育程度等的分布状况。 视听众特性（Audience Profile) 受众构成、视听众组成也可称为视听众特性。即媒体载具接触人口的统计变项特性。 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 which audiences persist from one program or time period to the next. See audience duplication, inheritance effects. 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