11. Cost Per Thousand (CPM)

The cost of delivering 1,000 gross impressions (in Swaziland's advertising media). Formula: Spot Cost divided by AQH persons x 1,000 = CPM. Or, Cost of Schedule divided by Gross Impressions X 1000 = CPM.

12. Day part(s)

Divisions of the broadcast day (for Swaziland radio and TV) into general time periods.
5:30am to 10:00am: Morning Drive
10:00am to 3:00pm: Midday
3:00pm to 7:00pm: Afternoon Drive
7:00pm to 12:00midnight: Evening
7:00pm to 10:00pm: Alternative day part used in the TV section.

13. Efficient/efficiency

Generally refers to the relative costs of delivering a Swazi media audience. The degree of cost effectiveness of advertising as measured by a comparison of cost to messages delivered to a specific target audience (i.e. CPP, CPM).

14. Loyalty

The percentage of time that a Swazi station's audience spends with that station, and the amount of time that the same Swazi station's audience spends with other stations.

15. Population

The estimated size of the group being measured for which audience estimates are projected. You can contact us to request the population estimates in Swaziland. These figures were used as bases for calculating ratings and persons in the Swazi-MAMS Report.

16. Reach

The number (or percentage) of different people who see a TV commercial, hear a radio program, etc.in Swaziland (within a defined time period).

17. Rating(s)

The percentage of the Swazi population listening to a given radio station during a daypart. Ratings apply to both Average Quarter Hour and cumulative audiences. Note: That the same rating in different markets makes a substantial difference in the audience delivered to an advertiser due to the population differences within districts.

For example a rating of 50% in Hhohho and Manzini (Swaziland's main administrative districts) does not deliver the same number of persons. This also applies to demographic groups, i.e. a rating of 10% for boys 10-14 years is 6,784 while a rating of 10% for men 15 - 24 years is 12,887.