# PSA and media measurement glossary > Plain-language definitions of 27 PSA tracking, donated media value and campaign reporting terms, with modeled figures marked as estimated. Source: https://psareach.com/glossary/ Glossary 27 terms used in public service announcement tracking, donated media valuation and campaign reporting, defined in plain language. Terms that describe modeled figures are marked Estimated. ## A ### Ad-ID Also: Ad-ID code, creative code 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. See also AiringSpot length ### Airing Also: occurrence, spot, detection A single verified occurrence of a PSA on a station at a specific date and local time. Airing counts come from measured occurrence data. See also StationDaypartAd-ID ### AQH (Average Quarter-Hour) Also: average quarter-hour persons, AQH persons, AQH rating 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. See also ImpressionsDaypartRating point ## C ### Commercial-equivalent value Estimated Also: commercial equivalent rate, estimated media value 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. See also Donated media valueRate cardSpot length ### Composition index Estimated Also: audience composition, index, demo index 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. See also TRP (target rating points)Delivery gap ### Conversion tracking Also: goal tracking, conversions, key events 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. See also Google Ad GrantsSearch lift ### CPM (cost per thousand) Also: cost per thousand, cost per mille The cost, or estimated commercial value, of one thousand impressions. CPM puts broadcast and digital delivery on one comparable scale. See also ImpressionsCPP (cost per point)Commercial-equivalent value ### CPP (cost per point) Also: cost per rating point, cost per GRP The cost of one rating point in a market. Dividing a unit rate by CPP gives the rating points a single airing represents. See also Rating pointCPM (cost per thousand)GRP (gross rating points) ## D ### Daypart Also: time period, class of time, time block 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. See also AiringRate cardAQH (Average Quarter-Hour) ### Delivery gap Estimated Also: under-delivery, gap analysis, delivery vs goal 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. See also ReachComposition indexDMA (Designated Market Area) ### DMA (Designated Market Area) Also: market, Designated Market Area, TV market The standard U.S. television market designation. Each county belongs to exactly one DMA, so market populations don't overlap. See also StationUniverse estimateReach ### Donated media value Estimated Also: donated airtime value, in-kind media value, PSA media value The estimated dollar value of airtime a station gave to a PSA at no charge, based on what comparable commercial time would have cost. See also Commercial-equivalent valueRate cardCPM (cost per thousand) ## E ### Estimated vs measured Also: modeled vs observed, estimated, measured 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. See also ImpressionsAiringConversion tracking ## F ### Frequency Estimated Also: average frequency, effective frequency 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. See also ReachGRP (gross rating points) ## G ### Google Ad Grants Also: Ad Grants, Google Grants, Google for Nonprofits Ad Grants 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. See also Conversion trackingSearch lift ### Gross impressions Estimated Also: total impressions, gross exposures 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. See also ImpressionsGRP (gross rating points)Reach ### GRP (gross rating points) Estimated Also: gross rating points, GRPs 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. See also TRP (target rating points)Rating pointGross impressionsReach ## I ### Impressions Estimated Also: audience impressions, exposures 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. See also Gross impressionsUniverse estimateRating pointEstimated vs measured ## P ### PSA (public service announcement) Also: public service announcement, public service advertising 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. See also AiringDonated media value ## R ### Rate card Also: published rate, list price, card rate 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. See also Commercial-equivalent valueDaypartDonated media value ### Rating point Also: rating, household rating, HH rating 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. See also GRP (gross rating points)Universe estimateCPP (cost per point) ### Reach Estimated Also: unduplicated reach, net reach, 1+ reach 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. See also FrequencyGRP (gross rating points)Gross impressions ## S ### Search lift Estimated Also: broadcast search lift, incremental search 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. See also Conversion trackingDMA (Designated Market Area)Google Ad Grants ### Spot length Also: unit length, creative length, spot duration The duration of a creative in seconds, typically :15, :30 or :60. Length changes the value of an airing but not its audience. See also Commercial-equivalent valueImpressionsAd-ID ### Station Also: call sign, outlet, broadcaster A TV or radio broadcaster identified by call sign, network or format, owner and market. PSAReach normalizes each airing to one canonical station record. See also DMA (Designated Market Area)Airing ## T ### TRP (target rating points) Estimated Also: target rating points, TRPs 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. See also GRP (gross rating points)Universe estimate ## U ### Universe estimate Also: UE, population base, universe The total number of households or people in a defined market and demographic. It's the denominator for rating points, GRP and reach percentages. See also DMA (Designated Market Area)Rating pointGRP (gross rating points) ## Need a term applied to your own campaign? Ask about a figure from your own campaign and we'll walk you through how it was calculated. [Talk to PSAReach](https://psareach.com/contact/) [Read the methodology](https://psareach.com/methodology/)