Glossary Of Terms

Airings

Ad occurrences; a single ad airing on a specific network at a given time.

Attention Index

A comparison of your ad's Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.

Est. TV Spend

Est. TV Spend is calculated by multiplying the impressions by the cost per 1,000 viewers (CPM) divided by 1,000. It provides a foundation for doing an apples-to-apples comparison across all media units and advertisers.

Impressions

TV ad exposures captured across 83M smart TVs and set-top boxes which are extrapolated and balanced with census data for an accurate representation of US households.

Interruption Rate

The percentage of devices that were present at the beginning of an ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption Rate is measured on a scale from 0 to 100%.

Likeability Score

Measures the extent to which Creative Assessment survey respondents like an ad. Scores range from 1-950. A difference of +/-25 points between scores is statistically significant. Ads are compared to the All Industries 90-day Likeability norm of 609.

Top Emotion

We measure 57 emotional reactions to an ad derived from hundreds of Creative Assessment survey respondent verbatim comments. The Top Emotion represents the reaction with the strongest signal and is at minimum stronger than 75% of all ads for that specific emotion.