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Vehicle: An individual outlet of an advertising medium, such as a certain magazine or a specific broadcast station or program.
Vertical cume: The total number of different people who were tuned to successive broadcast programs.
Vertical publication: A business or trade publication that is of in- terest to all levels or job functions within a single business or profession.
Vertical saturation: Many broadcast commercial announcements sched- uled throughout the course of a single day, generally designed to reach many different people, in an attempt to reach a high percentage of the broadcast audience.
Visits: The number of distinct visits to a web site within a specified time period, such as one day or one month. Visits are an imprecise term and numbers may vary considerably depending on the type of calculation used, but many log and statistical applications define a visit as a single browser session by a single IP address. Multiple browser sessions by the same visitor will often be counted as a single visit if the time frame within which they occur is short. Because of the often arbitrary and imprecise methods used to determine visit counts, the term is of comparatively little statistical value. Page views and unique visitor counts, computed individually and in combination, are far more useful in determining the relative popularity of a web page or web site.
