Experian Mosaic
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
The vocabulary UK addressable television is actually bought in. A brief naming senior business decision makers compiles into Mosaic groups and occupation attributes intersected with postcode districts — which is why the honest grade is household rather than person, and why AdBuyMCP scores addressable TV 55 out of 100. You are buying homes whose profile over-indexes on the attribute you asked for.
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Addressable TV
Television advertising where different households watching the same programme at the same time receive different adverts, swapped in at the set-top box or in the stream. It is bought on household attributes and geography rather than on programme and time slot.
CACI Acorn
A UK consumer classification that segments postcodes into named types by demographics, lifestyle and behaviour, used to rank areas rather than people. In practice that means catchment work: which cinema, which retail park, which high street.
Fidelity score
A published score out of 100 answering one question: how much of an audience definition survives translation into a channel's native targeting words. It is a property of that translation rather than a forecast, and it is not a quality rating.
More on targeting and identity
How an audience is described to a seller, and how much of the description survives. Most of the honest difficulty in media buying lives here.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through