In some markets and media, the effectiveness of an advertisement is considered to be directly proportional to the duration of the spot. This is reflected in the rate card by rates being proportional to their duration. In this case the appropriate weighting would be the spot duration divided by the equivalency duration (normally 30 seconds). If your rate card uses a different scaling for pricing the various spot durations, then this spot rate weighting is the correct unit weighting to use for average rate calculations.
BIAnalytix is an advanced Data Warehouse and Business intelligence system that provides Calculated Measures for equivalent average rates, units, or impressions weighted by duration to provide useful metrics for corporate analysis.
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