advertising weight

For example, if there are four advertisers on a website, each advertiser gets 25 percent of the advertising weight.

"You want to take them into a market that can support them, and not up against a lot of major films with heavy advertising weight," Mr. London said.

Share of Voice can also be employed to maximize a brand or group of brands' exposure via advertising weight expressed as a percentage of a defined total market or market segment in a given time period.

The Beecham Croup's AMTES experiments tend to show, indeed, that qualitative differences between advertisements or campaigns are likely to be far more important than quite large differences in advertising weight.)