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Quick Index
A B C D E F G H I J KL M N O P Q R S T U V W X Y Z |
Satellite station: A broadcast station in a fringe reception area, to boost the effective range of the main station's signal.
Saturation: An advertising media schedule of wide reach and high frequency, concentrated during a time period to achieve maximum coverage and impact (see Flight).
Scatter plan: Commercial announcements that are scheduled during a variety of times in broadcast media; usually, the advertiser is per- mitted to specify general time periods during which the commercials will be scheduled; also called "scatter package".
Schedule: A list of advertisements or media to be used in a campaign; a chart of the advertisements that have been planned.
Schedule and estimate: A data form submitted by an advertising agency to the advertiser prior to a firm media purchase; it contains price and audience goals and a proposed schedule.
Secondary audience: The members of a print media audience who do not subscribe to or purchase the publication (see Pass-along readers).
Secondary listening area: The outlying area in which broadcast trans- missions are subject to fading or static; in television, the Grade 3 signal contour.
Self-liquidating point-of-purchase: Display for which the retailer pays part or all of the costs.
Self-liquidating premium: An item for which the cost is paid by the customer; the price that the consumer pays covers the manufacturing cost of the premium.
Self-mailer: A direct-mail item that is mailed without an envelope.
Sets in use: The percentage of households that have broadcast re- ceiving sets that are operating at one time within a market area; because many households have more than one receiving set, "house- holds using television" and "households using radio" are the current common terms.
Share of audience: The percentage of sets-in-use (and thus of HUT or of HUR) that are tuned to a particular station, network, or pro- gram (slang "share").
Share of voice (SOV): The proportion of advertising expenditures that are made for a brand versus competitive brands.
Shopping newspaper: A newspaper-like publication that is devoted mainly to advertising, often distributed free to shoppers or to households (slang "shopper").
Short rate: Money that is owed to a media vehicle by an advertiser to offset the rate differential between the earned rate and the lower contracted rate.
Showing: The number of outdoor posters that are necessary to reach a certain percentage of the mobile population in a market within a specified time; many outdoor markets are now purchased by gross rating points (see Full showing and Gross rating points).
Sixty: Slang for a one-minute broadcast commercial announcement.
Skyscraper: A common banner ad format. Skyscraper ads are most commonly 120x600 pixels, although a relatively new variation on the theme, the wide skyscraper, is gaining ground. These are 160x600. Ad networks offering skyscrapers include Burst Media, which sells 160 and 120 pixel skyscrapers, and Tribal Fusion and Fastclick, which offer the standard 120 pixel size (although Tribal Fusion has a fairly limited skyscraper inventory).
Soap opera: Slang for a continuing broadcast dramatic serial, us- ually a daytime program.
Space buyer: The person who is responsible for purchasing advertising in newspapers, magazine, and business publications, and sometimes outdoor and transit (see Media buyer).
Space position value: A measure of the effectiveness of an outdoor poster location.
Spectacular: A large outdoor lighted sign.
Split run: Testing two or more print advertisements by running each only to a portion of the audience, usually in a single issue.
Sponsor: An advertiser who buys the exclusive right to the time available for commercial announcements in a given broadcast program or segment.
Sponsorships: Sponsorships, as opposed to traditional ad display, generally occur when an advertiser pays to advertise on all or most of a specific section of a website or email newsletter. Advertisers usually prefer the sponsorship model when a website offers content related to, but not competitive with, the products or services offered by the sponsoring company. A sponsorship may take the form of traditional advertising banners, integrated sponsored content, text messages ("this section sponsored by...") or the like.
Spot: The purchase of broadcast slots by geographic or station break- downs; the purchase of slots at certain times, usually during station breaks; the term "spot" can refer to the time used for the commercial announcement or it can refer to the announcement itself.
Standard Metropolitan Statistical Area (SMSA): See Metropolitan area.
Station break: The time between broadcast programs to permit station identification and spot announcements; slang for a 20-secondbroad- cast announcement.
Station clearance: See Clear Time.
Station identification: The announcement of station call letters, usually with broadcast frequency or channel, and station location.
Station option time: A broadcast time for which the station has the option of selling advertising.
Station posters: Advertisements consisting of posters in transit stations.
Strip programming: A broadcast program or commercial that is sched- uled at the same time of day on successive days of the week, either Monday through Friday or Monday through Sunday (see Across the Board).
Subject to non-renewal (SNR): Commercial time that is available for purchase if the current advertiser does not renew.
Sunday supplement: A newspaper section in magazine format; also called "magazine supplement" or "magazine section" or simply "sup- plement".
Sustaining period: A period of time during an advertising campaign when advertisements are used to remind the audience of the product or service or of the campaign; often, a time of reduced advertising expenditures following the introductory flight.
Sweep: The period of the year when a ratings service measures the broadcast audience in the majority of the markets throughout the country; for example, surveys that are scheduled for November 2-24 would be referred to as the "November sweep".
Syndicated program: Broadcast program that is sold to individual stations, rather than appearing on a network.
Syndicator: Television program distributor who works with reruns or new programs on a market-to-market basis (see Packager).
