UseFee Glossary
Adsmart TV (via Sky) - TV advertising platform that enables businesses to display tailored, targeted ads to specific households watching linear TV across Sky and Virgin Media.
ATL/Above the line – generic term. Advertising directed to a broad spectrum of consumers, e.g. Adults 5+. The aim is often to raise awareness of the brand or product. See BTL/Below the line
Archive social media or internet – typically refers to material from previous ad campaigns which remain online and can be viewed but are not re-posted or part of the current campaign.
BARB (Broadcasters' Audience Research Board) - measures UK TVRs (Television Ratings) by combining data from a representative panel of households with big data, providing total audience figures across all screens (TV, PC, tablet, smartphone) for live, catch-up (within 7 days), and VOD viewing.
BTL/Below the line – generic term. Advertising directed to specific group of potential consumers e.g. direct emailing, direct product demonstrations.
Corporate/B2B (business to business) – internal-facing business advertising, trade press, exhibitions, internal training videos.
Digital advertising – generic term. Any type of advertising delivered through a digital media platform or IP address.
Digital Out of Home (DOOH) - advertising on digital screens in public spaces showing dynamic, data-driven content that can be updated in real-time, e.g. screens in store, bus stops, travel hubs, airports, stadia, venues, events.
Exclusivity – refers to a clause in a contract where an artist agrees to refrain from working for other brands or companies, usually in competition with the contractor, for a negotiated fee.
Internet - a global infrastructure of interconnected electronic devices which exchange data using standardized protocols. However, content consumed is restricted based on territorial location. This is known as geo-locked or geo-blocked. For the purposes of commercials, the internet is assumed to be geolocked and countries are purchased or accessed on an individual basis.
Impression - one individual seeing or hearing an advert at a given moment. A key metric to measure and purchase advertising space for digital, online, social media and OOH.
Linear – a delivery of any live broadcast via analog media.
Media buying - purchasing prearranged media space from a media owner on behalf of a client. The media agency will try to secure the most appropriate media space for the best price.
Media planning - planning a campaign to reach a target audience at a targeted frequency. Will contain impressions and TVRs estimated and bought at different stages of the campaign.
Online/Online display - all desktop, tablet or mobile display advertising across any website excluding social media.
Organic social media - social media content, posts, stories or website traffic that is generated naturally without paid promotion e.g. Instagram stories, TikToks, LinkedIn updates, blog posts.
Podcast - an audio recording that may be downloaded or streamed on a digital device. For the purposes of this calculator, assumed to be audio only. The ad space within podcasts is measured in millions of impressions.
Post Campaign Analysis (PCA) is produced following a campaign, often at 6 week intervals, to analyse the effectiveness of the campaign. It will show actual impressions achieved.
Primary media – refers to any paid-for advertising; advertising and promotional material which is purchased by the ad agency/media agency.
Radio – covers both analog (FM/AM) and DAB (Digital Analogue Broadcasting) formats. Radio can also be broadcast via the internet, apps and other digital media, which is measured in millions of impressions.
Secondary media – sometimes referred to as unpaid media, i.e. media which is owned by the client. Client or brand “owned” media such as agency and client’s websites, controlled or branded web, social media and YouTube pages, group company websites and intranets, production company websites, promotion, awards entries, showreels and agency promotion.
Social Media - desktop, tablet or mobile advertising on social media applications such as Facebook /META Instagram, X, Tik Tok, LinkedIn, Snapchat.
Subscripton Video on Demand (SVoD) – subscription streaming services such as Netflix, Prime Video, Disney +.
Television (TV) - TV refers to a standard spot TV campaign reported in TVRs across channels such as ITV, C4 and SKY. Includes analogue and digital channels but excludes Video on Demand (VoD), Subscription Video on Demand (SVoD) and other streaming VoD services.
Term – the period of time a commercial is live on air from start to end date. Term is assumed to be consecutive months unless specifically negotiated and agreed otherwise. A radio usage term is assumed to be 3 consecutive months, unless otherwise negotiated.
Transmission fee – an amount equivalent to the BSF, which grants the right to the Advertiser to transmit at least one showing of the commercial on Television only. It does not attract usage fees.
TVRs - Television Viewer Ratings. TVRs are the currency used to measure and purchase television advertising space. One TVR = 1% of a target/buying audience.
Video on Demand (VoD) - Broadcaster Video On Demand, with advertising likely present pre, during and post-show. In the UK this includes platforms such as ITVX, 4OD or SKY+.