PSA and media measurement glossary

The industry-standard code assigned to each version of a creative, so an airing can be matched to the right campaign, message and spot length.

A single verified occurrence of a PSA on a station at a specific date and local time. Airing counts come from measured occurrence data.

The average number of people listening to a radio station during any 15-minute period within a daypart. It's the standard basis for radio audience estimates.

An estimate of what a donated airing would have cost a commercial advertiser, based on rate evidence for the same station, daypart and spot length.

An estimated ratio comparing a demographic's share of a campaign's delivered audience with that demographic's share of the market population. An index of 100 is average.

The practice of recording when a visitor completes a defined action, such as a donation, sign-up or download, so search and ad activity can be tied to outcomes. It's measured in the organization's own account.

The cost, or estimated commercial value, of one thousand impressions. CPM puts broadcast and digital delivery on one comparable scale.

The cost of one rating point in a market. Dividing a unit rate by CPP gives the rating points a single airing represents.

A standard block of the broadcast day, such as early morning, daytime, prime time or overnight for TV, and morning drive or afternoon drive for radio.

The estimated shortfall between what a campaign delivered in a market or demographic and what the plan called for. Gaps show where paid media should go.

The standard U.S. television market designation. Each county belongs to exactly one DMA, so market populations don't overlap.

The estimated dollar value of airtime a station gave to a PSA at no charge, based on what comparable commercial time would have cost.

The difference between a measured figure, which records something observed such as a verified airing or a tracked conversion, and an estimated figure, which is modeled from other data and labeled estimated.

The estimated average number of times each person reached was exposed, calculated as gross impressions divided by reach. It's modeled for broadcast and measured by digital platforms.

A Google program that gives eligible nonprofits in-kind Search advertising credit, up to $10,000 USD per month, subject to Google's program policies.

The sum of estimated impressions across all airings in a schedule, counting a person each time they're exposed. Gross impressions are the basis for GRP.

The sum of rating points across all airings in a schedule. GRP measures total advertising pressure and can be added across weeks, but it doesn't count unique people.

The estimated number of people or households exposed to an airing, calculated from audience ratings and a universe estimate. Impressions are always reported as estimated.

A message a broadcaster or platform runs at no charge to promote a noncommercial cause or public benefit. Stations choose when and how often it airs.

A station's published list of prices by program or daypart and spot length. It's a starting point for valuation, since advertisers usually pay less than the card rate.

One percent of the universe estimate exposed to a single airing. A 2.0 household rating means an estimated two percent of the market's households were watching.

The estimated number or share of unique people exposed at least once in a period. Reach is modeled and labeled estimated, and it can't be added across weeks.

The estimated increase in search activity or conversions in a market after PSA airings, compared with similar markets that had no airings in the same period.

The duration of a creative in seconds, typically :15, :30 or :60. Length changes the value of an airing but not its audience.

A TV or radio broadcaster identified by call sign, network or format, owner and market. PSAReach normalizes each airing to one canonical station record.

GRP calculated against a defined target audience, such as adults 25 to 54, instead of all households. It requires target-level audience and universe estimates.

The total number of households or people in a defined market and demographic. It's the denominator for rating points, GRP and reach percentages.