ATL BTL. . , , , . . : ATL (above the line ) BTL (below the line ). ATL , -, . BTL. , BTL- PR-, , , , .
BTL- ATL ( 3.1). .
2.
. : CPT, OTS, OTS Exposures, TRP, coverage, frequency, Rating, Program Rating, GRP, Average Quarter-Hour.
, - , , . , , , , , , . .
, . , , , , , ( , , ) ( , ). , .
. , : , , , . , , , , , . . . , , , . . . . .
CPT (Cost Per Thousand (.) ). CPT . , , . . 1000 CPT. . , , 1/64. . . , . , - .