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Home→The Westburn Dictionary of Marketing→O→opportunities-to-see (OTS).

opportunities-to-see (OTS).

Definition:
'Average OTS' is a measure of the number of chances an average member of the TARGET AUDIENCE will have of being exposed to an ADVERTISEMENT in an advertising campaign. 'Gross OTS' is computed by adding the average OTS figure for each advertisement in a campaign. The Media Research Group cautions: 'It should be pointed out that the definition of an opportunity to see is different for each medium and not directly comparable. An opportunity to see an advertisement on television is quite different from an opportunity to see a press advertisement, or a poster site, or a cinema or radio commercial' (Admap, August 1979). As a rule of thumb, a burst of television advertising would normally be planned to achieve a minimum OTS of 2.5, while a press campaign would be planned for a figure of 5 or more.

Cross-References:
[target audience] [advertisement, advert, ad]

Links:

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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], [1998].