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Average minutes
per viewer
(Avg Min/Vw)

The average minutes viewed per person for the time period selected calculated against only those viewing at the time.

Average minutes
per person
(Avg Min/Pn)

The average minutes viewed per person for the time period selected calculated against the total universe of the target audience.

Commercial Impacts

30 sec Impacts / 000s


Shows the total number of people for the target audience in 000s who have seen one or more spots of a campaign or on a channel. Each time a spot is viewed it contributes to the total impacts.

30 second equivalent impacts or thousands (30 sec 000) are used to adjust commercial impacts for each advertising spot to a standard 30 second advertising spot interval.

Cover Efficiency

Gives an indication of the effectiveness of the spot in increasing coverage of a campaign. The higher the figure, the more effective the spot was. Cover Efficiency measures the efficiency of each spot compared to all the other spots in the campaign.  It is calculated as follows, assuming that each respondent is allocated a weight, according to the number of spots seen in the campaign:

(Sum of weights of respondents seen spot i / Number of respondents seen spot i) x 100 = cover efficiency for spot i

The Cover Efficiency score will always fall between 0 and 100.  A high score shows a relatively low amount of 'wasteage' for that particular spot, meaning that the spot achieved well in terms of coverage and didn't add unwanted frequency, in short the people who saw this spot didn't see too many of the other spots in the campaign. The cover efficiency figure is entirely independent of the rating that the spot achieved.  Quite often a spot with a lower rating can be far more efficient that a high rating peak-time spot.  For example, people watching a film in peak-time may be high watchers of TV in general and may have picked up the campaign in quite a few places along the way, wheras viewers of a niche programme or a programme outside of peak-time may not be huge TV watchers and that spot may be one of the very few spots in the campaign that they would have seen. For this reason it may be beneficial to spread the spots of a campaign through different dayparts and types of programmes to maximise the coverage of a campaign and minimise wasteage.


A conversion figure between the base audience rating and the target audience rating.

e.g. An index of 126 for target audience Adults 15-34 against a base audience of Adults 15+ means 15-34s performed 26% better.

Irish Digital Terrestrial Television (Irish DTT)

Homes which only receive any or all of the following: RT One, RTE Two, TV3, TG4, RTE One +1, RTE News Now, RTE Junior, via an aerial and a set-top box OR an aerial and an integrated digital TV OR via Saorsat.



Since Irish Digital Switch Over (24 Oct. 2012): all homes with UK Free to air satellite / UK Digital Terrestrial TV (UK DTT), digital and analogue cable and digital satellite homes. Excludes Irish DTT homes.

Prior to Digital Switch Over: all homes with a TV which received more than the Irish Terrestrial channels (RT, TV3, TG4), all homes with an aerial receiving free to air UK channels BBC/UTV, etc. and all cable/satellite homes.



All homes with a TV receiving at least 1 channel.



The % of the base audience which is made up of the target audience.

e.g. A profile of 26 for Adults 15-34 means that 26% of your base audience were aged 15-34.


Reach % or
Reach 000s

The % or 000s of a target audience who have viewed for a defined period.

e.g. A 1+ reach is the total of the target audience who have viewed for at least a minute shown as either a % or in 000s.


Reach and
Frequency / R&F
(1+ %.10+%)


Shows the reach & frequency of a campaign, showing the % of the target audience who have seen one or more spots, two or more spots, etc.


Free-to-air Irish Digital Terrestrial Television service


Free-to-air Irish satellite television service which delivers Irish TV to the 2% of homes not covered by Saorview.


This is the percentage of the viewing audience accounted for by a particular channel at a specific point in time, i.e. of those people who are watching television, what proportion are viewing channel X.

e.g. An Adult Share of 30 for a programme indicates that of all adults who were watching TV, 30% of them watched the programme.


Solus Cover or
Unique Cover

The percentage of the target audience who saw only this spot.

Thousands (000s)

The average target audience who have viewed a programme, daypart, spot, minute, etc. expressed in thousands. The 000s figure is linked to the TVR.

e.g. An Adult TVR of 18 will equate to a 000s figure of 569 (based on a National Adult universe of 3,161 Sept 05-Aug 06).



Total TVR

30 sec TVR

The average of a target audience who have viewed a programme, daypart, spot, minute, etc expressed as a % of that target audience universe.

e.g. An Adult TVR of 15 for a programme indicates that on average 15% of all adults watched the programme.

The Total TVR delivery of a schedule of advertising spots is equal to the sum of commercial TVRs/ratings across all the spots contained in the schedule. Total or average TVR may be estimated for a wide range of different time periods, programme or commercial selections.

For the purpose of calculating commercial TVR, 30 second equivalent TVR are used to adjust commercial TVR for each advertising spot to a standard 30 second advertising spot interval.


Universe or
Target audience

Refers to the total population of a particular audience category. Universes are based on television homes in Ireland.

e.g. Individuals = all persons aged 4 and over who live in a home with a TV.