AVAIL (OR AVAILABILITY)
A break within normal network programming allotted to a local cable system for insertion of local commercials.

COST PER POINT
Commonly referred to as "CPP," this number describes the relationship between the cost of a television commercial and the estimated number of people or households who view it.

COVERAGE AREA
The geographic territory in which a cable system distributes commercials.

CUMULATIVE AUDIENCE
A research term describing the unduplicated audience for a television program or commercial over multiple airings. In cumulative audience figures, an individual is counted only once.

FREQUENCY
The number of times the same viewer sees your commercial. Often used in tandem with "reach," or the number of different viewers who see your commercial, to describe the impact of an advertising campaign.

HOUSEHOLD PENETRATION
The percentage of households within a cable TV service area that elect to subscribe. If 7,500 homes within a 10,000-household service area subscribe, the household penetration level would be expressed as 75 percent.

HUT (HOUSEHOLDS USING TELEVISION)
An estimate of the number of households within a specified coverage area which are viewing any television programming during a specified time.

LONG FORM ADVERTISING
A televised advertisement for a product or service, typically running over a longer period of time than a standard 30-second commercial.

PHOTO CLASSIFIED ADVERTISING
A televised advertisement for products or services, typically the ads are created from photos or still pictures. The dedicated channel is broken out into sections such as: real estate, employment, autos, apartments and goods or services.

QUALITATIVE RESEARCH
Information about markets and viewers that focuses on attitudes, behaviors and demographic composition.

QUANTITATIVE RESEARCH
Information about markets and viewers that focuses on the relative size audiences.

REACH
The number of different people or households exposed to your television commercial. Often used in tandem with "frequency," or the number of times the same viewer sees your ad, to describe the impact of an advertising campaign.

SHARE OF AUDIENCE
The percentage of the total television audience (within a defined universe) viewing a selected program or programming source. Cable television's total-day share of audience within U.S. cable-subscribing households, for example, exceeds 40 percent.