Set-Top-Box Lexicon: Common Commercial Terms

by Jane Clarke, Sep 15, 2011, 12:30 PM

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CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon (terms and definitions associated with Set-Top Box data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of the Word-A-Week column which offers a common language for Set-Top-Box nomenclature that can expedite the rollput of the data for its many industry applications. 

Last week we began a discussion of those ad-related terms that are common to both the established ad sales marketplace and the STB / Addressable Advertising marketplace (Set-Top-Box Lexicon:The Common Advertising Language). This week is a continuation of common industry accepted terms that relate to commercial packaging, scheduling and commoditizing. 

Clutter

CIMM DEFINITION : All non-program content that wraps programs such as commercials, PSA announcements, billboards, promos, any type of banner, overlays that take place within the context of the program etc. Anything not germane to the actual program that airs alongside or within that program. 

2 : All extraneous non-program elements within a given program or time period. (Source: Nielsen) 

Commercial Pod

See also: Pod

CIMM DEFINITION : A collection of non-programming content, whether commercials, billboards, PSAs, etc., that are inserted as a block of seconds or minutes, before, during or after a program.  

Pod

See also: Commercial Pod

CIMM DEFINITION : A collection of non-programming content, whether commercials, billboards, PSAs, etc., that are inserted as a block of seconds or minutes, before during or after a program.

2 : A group of commercials, promos or announcements contained in a television program break. (Source: Nielsen) 

Commercial CPM

CIMM DEFINITION : The cost for advertisers to run their ad per one thousand viewers or homes of a target consumer segment. 

2 : Shows the cost per thousand impressions for the commercials / advertisements. Based on the amount paid for the advertising campaign, this shows the amount paid per thousand impressions of the advertisement for total households or in that target group. 

NOTE - Demographic CPMs through Set-Top Box data would have to be segmented or profiled.  

Please refer to the CIMM Lexicon online at http://www.cimm-us.org/lexicon.htm for additional information on these and other terms.

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