AAAA (American Association of Advertising Agencies): trade association of U.S. advertising agencies.
Active Audience: term given to viewers who are highly selective about the programming they choose to watch. Active audiences are sometimes defined as those who turn a set on only to watch favored programs, and turn the set off when those programs are unavailable. Activity can also mean being goal-directed in media selections, or cognitively engaged with the media. See LOP, passive audience.
Adjacency: advertising opportunity immediately before or after a specific program.
ADI (Area of Dominant Influence): term once used by Arbitron to describe a specific market area. Every county in the United States was assigned to one, and only one, ...
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