Glossary

Audience Profile - The audience profile shoes how the main audience category is divided into its subcategories (such as age, social grade, gender and so on) in percentage terms. For example, if any programme achieves an adult AB profile of at least 10%, this means that 10% of adult viewers were AB, while the other 90% were C1, C2, or DE Adults. An audience profile could be compared to an equivalent population profile to produce an index.

Reach (%Population) - The net number or percentage of people who have seen a particular piece of broadcast output for example a programme, daypart, channel, TV advertising campaign.

Programme or daypart reach assesses what percentage of the population saw a specified amount of again a programme or daypart, it is also used cumulatively to assess the total net percentage that saw a specified amount of a complete series/month of television etc. There are various ways of defining the amount of viewing an individual must have done in order to continue as having been ‘reached’. The BARB definition is for this to be at least three consecutive minutes.

For TV advertising campaigns, reach (the net percentage of the target audience to have at least one opportunity to see the campaign) if usually used in conjunction with occurrence (the average number of times the campaign was seen by those within the target audience who were reached) to create an overall measure of campaign exposure.

Share (%Viewers) - The percentage of total viewers watching over a certain period of time. This can apply to channels, programmes, time periods etc. For example, a share of 58% forCoronation Street would mean that, of all the viewing audience watching television whenCoronation Street was being transmitted, 58% were watching that particular programme at that time.

Social Grade - A classification of household social status based on the occupation of the main income earner. BARB reports the following social grades: AB - Higher (A) or intermediate (B) managerial, administrative or professional

C1 - Supervisory or clerical and junior managerial, administrative or professional

C2 - Skilled manual workers

D - Semi-skilled and unskilled workers

E - State pensioners, casual or lowest grade workers

Spot - An individual occurrence of a commercial.