• by Jane Clarke , March 22, 2012

CIMM is taking a pro-active role in advancing new media nomenclature and processes with both its Lexicon(terms and definitions associated with return-path data measurement) and Asset Identification Primer (glossary of asset terms). These documents form the basis of this column, which offers a common language for RPD nomenclature that can expedite the rollout of the data for its many industry applications.

As with last week’s column on Average Frequency (Return-Path Data Lexicon: 'Average' Frequency Metrics), we examine the definitions of Frequency’s companion metric, Average Reach. Interestingly, while Average Frequency definitions include interactivity components, so far the various definitions of Reach tend to remain television-centric. This might be because it is much harder to measure unique, unduplicated usage across platforms.

Average Item Reach (%)

See also: Reach & Frequency

CIMM DEFINITION: Total unduplicated reach of a single item (e.g., a channel program  spot or version) for a specific time period based on the underlying data. (Source: Kantar Media Audiences)

Average Item Reach (in thousands)

See also: Reach & Frequency

CIMM DEFINITION: Total unduplicated reach of a single item (e.g. channel, program,  spot or version) for a specified time period. (Source: Kantar Media Audiences)

Average Monthly Reach (%)

See also: Reach & Frequency

CIMM DEFINITION:T he average monthly number of unduplicated homes or impressions reached expressed as a percentage of the measured universe. (Source: Kantar Media Audiences)

2: The average of the monthly number of unduplicated impressions expressed as a percentage of the measured universe based a tuning minimum of 6 minutes. (Source: Nielsen)

Average Monthly Reach (in thousands)

See also: Reach & Frequency

CIMM DEFINITION: The average of the monthly number of unduplicated homes or impressions reached in thousands.

2: The average of the monthly number of unduplicated impressions based a tuning minimum of 6 minutes. (Source: Nielsen)

Average Weekly Reach (%)

See also: Reach & Frequency

CIMM DEFINITION: The average of the weekly number of unduplicated impressions expressed as a percentage of the measured universe. (Source: Kantar Media Audiences)

Average Weekly Reach (in thousands)

See also: Reach & Frequency

CIMM DEFINITION:  The average of the weekly number of unduplicated impressions. (Source: Kantar Media Audiences

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