Above The Fold (ATF)	The area of a web page that is seen without the viewer having to scroll up or down. "Above the fold" ad placements are generally considered to be desirable because of their high visibility.
ACB	Advertising Checking Bureau. This independent company is one of the leading auditing firms for co-op and other trade marketing programs for manufacturers. Its services include checking insertions, lineage, and reimbursement to the retailer. Click for more info
Accrual Percentage	The percentage applied to the net purchases by retailer (example: 3%, 5%, etc.) to determine amounts of accruals; varies with manufacturer.
Accrual Period	The time period set by the manufacturer during which a retailer accrues co-op advertising funds on purchases, usually annual or seasonal.
Accrual(s)	Money granted to a retailer for net purchases of a manufacturer's goods. Money can be used for future co-op advertising expense.
Active Rock	Refers to any radio station playing categories of loud rock music such as hard rock, metal, or heavy metal.
Ad impression Ratio	Click-throughs divided by ad impressions. See click rate.
Ad Impressions	A measurement of how many times an ad is served to a browser.
Ad Serving	The delivery of ads by a server to an end user's computer. Ad serving is normally performed either by a Web publisher or by a third-party ad server. Ads can be embedded in the page or served separately.
Ad Slicks	Ad layouts or other ad materials designed for print advertising. The term "slick" became commonplace because these materials were often furnished on slick, glossy paper before the advent of desktop publishing.
Ad Units	A way of classifying online ad types. Ad units include banners, bookends, buttons, skyscrapers, etc.
Ad-Supported Network	A national or regional cable TV channel, such as ESPN, that makes available a certain amount of time per hour for local commercials.
ADI	Area of Dominant Influence. An exclusive geographic area consisting of all counties in which home market stations receive a majority of total viewing hours.
Adjacency	The time periods that precede and follow television programs. These are commercial break positions available for local (spot) advertising.
Adult Album Alternative (AAA)	Radio station with a broad playlist designed to appeal to adults instead of teens. Music styles include rock, folk-rock, country-rock, blues, folk and world.
Adult Alternative (AA)	A radio station playing current hits designed to appeal to adults. Music styles, both singles and album tracks, include rock, pop, country-rock, folk-rock, and blues.
Adult Contemporary (AC)	A radio station targeting a general listing audience. Music style is non-offensive popular and rock released in the most recent ten to fifteen years.
Advertising Allowance	Fund established by the manufacturer for the purpose of local advertising by retailers and distributors.
Affidavit	A certified statement listing exact dates and times that announcements were broadcast.
Affiliate	A broadcast station or cable system not owned by a network, but airing the network's programs and commercials.
Agate Line	A newspaper measurement, one column wide and 1/14" deep, regardless of column width.
Album Oriented Rock (AOR)	Radio stations distinguished from Top 40 stations which played singles. AOR stations were popular in the late 1960's through the 1980's.
Allotment	In outdoor advertising, indicated number of panels comprising the showing in a given market.
Amplifier	A device used to increase the power of amplitude of an electrical signal. Amplifiers are spaced at regular intervals throughout a cable system to restore the amplitude of television signals which are attenuated as they pass through the cable network.
Analog	A frequency for transmitting video content. Commercials stored on videotape, for instance, use an analog format. A more recent technology involves the conversion of analog content to a digital, or computer-based, format.
Animated GIF	An animation created by combining multiple GIF images in one file. The result is multiple images, displayed sequentially, giving the appearance of movement.
Arbitron	A radio ratings service that projects the number of listeners.
Aspect Ratio	The width-to-height ratio of a picture or video frame. TV broadcasts at a 4:3 (1.33:1) aspect ratio; digital TV will be broadcast with a 16:9 (1.78:1) ratio; and most feature films are shot in at least a 1.85:1 ratio.
Attenuator	A device for reducing signal amplitude.
Audience Composition	Types of persons reached by a medium or advertising campaign and measured in terms of gender, age, income or other demographic characteristics.
Audience Duplication	Persons reached by one media vehicle who are also reached by another.
Audit	Substantiation of a newspaper's paid circulation and newsstand sales, usually by the Audit Bureau of Circulation (ABC).
Availability (or Avail)	Commonly used in its short form: 'avail'. A break within normal network programming allotted to a local cable system for insertion of local commercials.
Avails	Short for Availabilities. Unsold time slots in broadcast media where commercials can be sold or purchased. Can also refer to unsold positions in print media where ads can be sold/purchased.
Avatar	A graphical representation of an individual in a game or other virtual world or environment.
Average Quarter Hour	An estimate of the number of people who listen to a station within a 15 minute period. This statistic is used as the most precise estimate of the number of people listening to a station at any given time.