Audience Watch For Television Programming and Advertising Professionals
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Glossary
· Audience Data
· Audience Distribution
· Audience Flow
· Audience Sample
    · Sample Analysis
    · Sample Details
    · Drill down
    · Unified Sample
· Audience Tracking
· Co-viewing
· Demographic Group
· Exposure Group
· Impressions
· Influence Index
· Optimization
    · Integrated
    · Transparent
    · Spot Optimization
    · Steps
· Program Environment
· Program Trends
    · Defection
    · Experience
    · Program Loyalty
    · Retention
· Quad Analysis
· Reach
    · Effective Reach
    · Incremental Reach
    · Network Reach
    · Incremental Net Reach
· Recall
· Recency Theory
· Response Index
· Roadblock
· Valuation
    · Audience Valuation
    · Efficiency Plot
    · Exposure Valuation
    · Audience Efficiency
· Viewing Quintile
 
Viewing Quintile
Members of the audience sample are assigned to one of five groups according to the amount of television they watched during a given week. Each of these five groups is referred to as a viewing quintile. The 1st viewing quintile is the 20% of the sample that viewed television the least during a selected week. The 5th quintile is the 20% of the sample that viewed television the most during the selected week.

During any given week a portion of the sample is out of tab for the entire week and cannot be assigned to one of the five quintiles because none of their television watching was recorded. These are assigned to quintile zero.

A media plan optimization process based on recall will naturally place greater value on light television viewers than it will on heavy television viewers. Because of this, viewing quintile values do not need to be included explicitly in optimization as one of the measures of audience valuation .



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