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Home→The Westburn Dictionary of Marketing→G→guaranteed homes impressions (GHI)

guaranteed homes impressions (GHI)

Definition:
'Home' is used in practice as often as the technically correct 'homes'. An advertising package deal offered by the ITV CONTRACTING COMPANIES. A package of SPOTS is guaranteed to achieve a specified number of 'impressions', measured in terms of TV RATINGS, monitored by continuous syndicated audience-surveys. Either spots are added to the schedule until the target is achieved or the cost is adjusted downwards if it is not reached within a specified period. The timing of the spots is at the contracting company's discretion, which means that the package could achieve the promised number of ratings but in fact deliver only viewers of minority-interest programmes broadcast at times when there is least demand for advertising time.

Cross-References:
[rate card] [contracting companies] [spot] [TV ratings]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier],.