Broadcast Month -- A special calendar on which every month ends on the last Sunday of the month. Broadcast calendars were created to better serve advertisers who prefer to place schedules with spots airing with Monday through Friday or Monday through Sunday.

Cume -- An estimate of the number of different people who listen to a station within a given daypart.

Flight -- The length of time a campaign will run. (e.g. The flight will run 4 weeks in the fourth quarter.)

Gross Rate -- The cost of advertising that advertisers pay, which includes an agency commission (usually 15% of the cost of air time). Stations allow agencies to deduct the agency commission from payment in recognition of the agency bringing the advertiser to the airwaves. To calculate the Gross Rate, divide the Net Rate by .85 (e.g., $10 net divided by .85 = $11.76 gross).

Net Rate -- (1) The cost of air time that an advertiser pays when no advertising agency is involved. (2) The amount the station expects to be paid after the agency discount is taken. To calculate the Net Rate, multiply the gross rate by .85 (e.g., $11.76 gross rate x .85 = $10 net).

Political Rate -- A station's lowest unit charge for a particular class and time period. The Federal Communications Commision (FCC) requires broadcasters to charge candidates no more per unit than the station charges its "most favored advertiser for the same classes and amounts for the same time periods." Political rates take effect 45 days prior to a primary election and 60 days prior to a general election.

Radio -- The first broadcast medium. It's origins date back to November 1920, when returns of the Harding-Cox presidential election were read over KDKA, Pittsburgh, PA. Radio reaches listeners at home, at work, on the road 24 hours a day. Radio is also called the immediacy medium because advertisers can react to changes in the marketplace by getting their commercials on the air, or changing copy, often the same day.

Rep firm -- A company that represents stations, bringing them revenue by selling their airtime. Regional and national rep firms offer advertisers and their agencies the ability to negotiate and place ad schedules on many stations with one contact. The services regional and national rep firms provide are free to the advertiser. Commercial Media Sales is a rep firm that represents radio stations in small and medium sized markets throughout the United States

Run Of Station (ROS) -- Also referred to as Best Times Available (BTA). The advertiser usually enjoys a lower unit rate by allowing the station to schedule the spots in the Best Times Available based on the commercial inventory.

Spot -- a commercial announcement

Total Audience Plan (TAP) -- A convenient way for the advertiser to reach most of a station's different audiences. (e.g. 1/4 morning drive, 1/4 mid-day, 1/4 afternoon drive, 1/4 evenings)

Unwired Network -- A package of stations which have nothing in common but carrying spots for an advertiser. The advertiser selects the markets and the stations desired. The rep firm manages the unwired network to ensure that the schedules air as ordered.