Definition of terms found in the Swazi-MAMS Report

1. Average Quarter Hour (AQH)

AQH answers the question: "How many people in Swaziland are listening or viewing a station at a specific moment?"

2. AQH persons

Defined as the average number of persons listening or viewing during a particular time period in Swaziland.

3. AQH rating

The Average Quarter-Hour Persons estimate expressed as a percentage of the (Swazi) population being measured. Formula: AQH Persons divided by the Population x 100 = AQH Rating (%).

4. Cume/ Cumulative audience

The number of different people who tune in to a radio or TV channel in a given time period (often over a week) within Swaziland borders. This is the same as total reach or penetration.

To understand the difference between "Cumes" and "Average Quarter Hours"- assume you were in a retail business (XY Swaziland Retailers), the "Cumes" would be the total number of different people coming into your store during a one-week period. The AQH, on the other hand, would be how many persons are actually in your store in any average 15-minute period. For newspapers and magazines, it is an estimate of the proportion of the population that has seen one or more issues of a publication.

5. Cume persons

The total number of different people who tune in to a radio or TV station during a given time period for at least five consecutive minutes.

6. Cumulative rating

The Cume persons audience expressed as a percentage of all people estimated to be in the specified demographic group. Formula: Cume Persons divided by the Population X 100 = Cume Rating (%).

7. Five - Day cume

Used for the dailies – it is an estimate of the proportion of the adult Swazi population that has seen one or more issues of a newspaper during five consecutive weekdays (Monday to Friday).

8. Four - Day cume

Is an estimate of the proportion of the population that has seen one or more of the four Saturday or Sunday issues.

9. Circulation

A term used in print media to refer to the total number of copies sold or distributed by a publication.

10. Cost Per Point (CPP)

The cost of reaching an Average Quarter-Hour Persons audience that is equivalent to one percent of the population in a given demographic group. Formula: (1) Commercial cost divided by AQH Rating = CPP or (2) Cost of schedule divided by GRP (Gross Rating Points) = CPP.

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