A marketing and media glossary: definitions with examples from Uzbekistan’s market practice.
Total campaign rating — the sum of ratings across all ad placements. Shows total contact volume without counting repeat views.
Rating among the target audience. What matters is not how many people saw the ad, but how many were the right ones.
Share of unique individuals from the target audience who saw the ad at least once. In % or thousands.
Average number of ad contacts per person. GRP ÷ Reach = Frequency.
Cost per 1,000 contacts. The universal metric for comparing channels by price.
% of users who clicked the ad out of those who saw it. Measures engagement.
Cost of one target action — a purchase, sign-up, or lead. The core performance advertising metric.
Revenue per unit of ad spend. ROAS = Revenue ÷ Budget × 100%.
A brand's share of advertising presence in its category. SOV above market share → growth.
How closely a channel or programme audience matches the brand's target audience. Affinity > 100 — better than average.
% of impressions where the ad was within the screen's visible area. IAB standard: 50% of banner area visible for ≥1 second.
Number of potential contacts with outdoor advertising during a placement period.
The total value of a brand in consumers' perception — awareness, associations, loyalty, and perceived quality.
All touchpoints a buyer has with a brand from first awareness through repeat purchase and recommendation.
The percentage of users who completed a target action out of all who had the opportunity to do so.
A brand's place in the target audience's mind relative to competitors — how the brand wants to be perceived.
Dividing a market or audience into groups with shared characteristics for more targeted marketing.
A metric for willingness to recommend a brand. Promoters (9–10) minus Detractors (0–6). Range: −100 to +100.
Creating and distributing useful content to attract an audience — without directly advertising a product.
A model of the customer path from awareness (top of funnel) to purchase (bottom). Each stage has its own metrics.
The percentage of a brand's sales out of the total market volume in a category. A key competitive position indicator.
The projected total profit from one customer over their entire relationship with the company. Changes acquisition budget decisions.
The amount by which a brand's share of voice (SOV) exceeds its market share. The best-evidenced predictor of growth: brands with positive ESOV grow, while those with negative ESOV lose market share (IPA, Binet & Field research).
A brand's share of branded search queries within total category searches. It predicts market share 6–12 months ahead and can be measured for free via Google Trends.
The share of the audience exposed to an ad at least the effective number of times (typically three or more). A single contact rarely builds brand memory, so campaigns should be planned against Reach 3+, not Reach 1+.
The sales uplift created by advertising versus a no-advertising scenario (a controlled test with a holdout group). It separates a channel's true effect from sales that would have happened anyway.
Total company revenue divided by total marketing spend for the period. A blunt but honest top-down metric: one number instead of attribution debates between channels.
The ratio of customer lifetime value (LTV) to customer acquisition cost (CAC). It shows whether growth pays off: below 3, acquisition eats into profit.
Seconds of active attention to an ad instead of formal viewability. Two seconds of genuine attention build more brand memory than ten seconds of a visible but ignored impression.
The point at which a creative burns out: additional exposures stop adding effect and start irritating the audience. Tracked through response and recognition trends.
The uplift in awareness, ad recall or purchase intent measured by surveys before and after a campaign. The only way to assess the effect of reach-driven advertising without a direct response.