Platform Definitions — Trajektory Help Center

Trajektory Definitions

Asset: Any content or space tracked for a given organization, such as broadcasts, social media posts, in-venue signage, web pages, or emails.
Partner: Any brand or team that has been determined a partner of a Trajektory customer.
Campaign Management: The automated tracking of sold social campaigns across a customers network.
Industry Insights: A view of all social and broadcast performance across the top-6 leagues in the United States and Canada.
Reporting Suite: A way to set up automated reporting to be sent to customer email address.

Broadcast Definitions

Viewership: The average number of households that watched a broadcast, typically measured across all relevant market areas within the United States and, in some cases, Canada.
Total Households: The aggregate number of households that tuned in to a broadcast, including both live and replay viewers, measured across all channels and locations.
Average Number of Households: The mean number of households watching the broadcast at any given time, calculated by averaging viewership across the event duration.
Local Channel Households: The average number of households watching a broadcast on a network that has been deemed an RSN or home channel of a team.
Away Channel Households: The average number of households watching a broadcast on a network that has been deemed an opponent RSN or away channel of a team.
National Channel Households: The average number of households watching a broadcast on any channel other than the two team RSNs or local feeds which includes national outlets like ESPN and TNT.
Household Viewership by Market Area: The count of average households watching a broadcast, broken down by individual market area regions within the United States, allowing for localized analysis of viewership data.
Total Duration: The complete length of time that a brand or partner’s asset, such as signage or logos, is visible during a broadcast or social media post.
Average Duration per Game: The mean length of time a brand or partner’s asset is visible during a broadcast, averaged across all games/events.
Clarity: A percentage applied to highlight how clear a partner logo was during any given period of time. The higher the clarity, the higher the partner value received second over second.
Average Linear Viewership: Total average households across all linear channels Trajektory tracks.
Streaming Viewership: Viewership provided by customers to show average streaming households.
# of Locations: How many of the 25 Trajektory locations were detected during an event.
Total Partner Value: Aggregated value across all partners for an event.
Location and Snapshots: Each event generates up to 3 clips of partner exposure on each location assuming the partner exposure lasted 4 consecutive seconds or longer.
Linear Household Overview: Line chart highlighting ebbs and flows in average linear household viewership over time.
Strategic Market Index: A multiplier that indicates how a specific persona or brand aligns with a target city or market compared to the average baseline. Triggered by the "Find Best Fit" tool.
% DED Shown (NHL Only): How much of the DED ad is seen on screen.
Avg Screen % (DED - NHL Only): How big the DED ad is as a % of the overall TV screen.

Social Definitions

Post Value: Media value associated to a unique post based on that post’s performance regardless of partner inclusions.
Partner Value: Media value associated to a partner(s) that have been detected in a post or multiple posts.
Audience Demographics: Insight into an accounts followers (gender, age, and location) that is aquired through an API with different platforms.
Total Duration: The complete length of time that a brand or partner’s asset, such as signage or logos, is visible during a broadcast or social media post.
Number of Posts: The total count of social media posts made during a specific period, potentially featuring logos or assets.
Impressions: The total number of times content (e.g., a post or broadcast) is viewed, regardless of engagement, across digital and social platforms.
Engagements: Interactions with a social media post, such as likes, comments, shares, or clicks, indicating audience interest and involvement.
Media Overlay True: If a partner’s logo was detected as a(n) integration, bug, imposed, or copied over natural content.
Media Overlay False: If a partner’s logo was detected naturally in an image, such as in the background on an LED ribbon.
Post Type: The type of post specific to platform like a share, video, or an album.
Link: Link out to the origonal post.
Tagged: A partner was “tagged” if the partner’s name was mentioned in the post copy or caption.
Custom Tags: Ask your Trajektory rep how you can set up customer tags for your partners.
Social Account Name: Name of the account generating the post.
Posts with Partners: How many unique posts included partner detection either in the copy or content.
% of Partner Posts: Percent of all posts that highlight a partner in any way, shape, or form.
Earned Media: Media exposure that a brand or partner gains without paid advertising, typically through third-party social media posts, news articles, or user-generated content.
Average Value per Post: The mean media value of a social post, typically calculated based on variables such as impressions and engagements.

Industry Insights

Social Post Value: Total value generated from social media posts.
Social Brand Value: Cumulative brand value from all team-owned social posts.

In-Venue Static Definitions

Value: Parnter value associated with in-person impressions for specific locations that are heavily determined by attendance and placement.
Attendance: Trajektory’s attendance figures that they pull from their source.
Signage Location: Location provided by a customer to refer to different static signage locations in their venue.

In-Venue LED Definitions

Partner Value: Media value a partner recieves from LED ads at a customer venue that generates impressions via their fans.
Partner Total Time: How much total LED duration there was for a certain time period across all locations and partners.
Attendance: Trajektory’s attendance figures that they pull from their source.
Game Period: (When applicable) When did partner signage run on LED placements during an event.
Location: Type of LED signage (IPTV, Ribbon, Atrium, etc.).
Signage Title: Typically pulled directly from the customer’s LED run-reports.
Duration: How long did a partner ad run during a specific event.

Email Definitions

Partner Value: Value associated with a partner based on email performance and email inclusions.
Partner Engagements: How many engagements (clicks, unique clicks, opens, unique opens) an email received.
Partner Impressions: How many times an email was viewed by a reciever.
Partner Total Clicks: How many times an email was clicked by a reciever.
Campaign ID: Campaign identifier pulled from the customer database.
Preview: Link to view the email that data is representing.
Delivered: How many email inboxes received a specific email.

Web Ads Definitions

Value: Value associated with a partner due to web ad inclusions. Calculated via the impressions and engagement an ad receives.
Impressions: Ad views.
Total Clicks: Total ad engagements; can be duplicative.
Unqiue Clicks: Total ad engagements; non-duplicative.
Ad Name: Name of the ad campaign pulled from the customer backend.

Radio Definitions

Listenership: Average listeners for a specific event of over a period of time.
Occurrences: The total quantity of partner spots during a radio broadcast or multiple radio broadcasts.
Spot Title: The partner radio spot’s segment title.
Spot Length: How many seconds did a partner spot run for during a radio broadcast.
Impressions: Average listeners for a specific event or line item.
Average Listenership: The average number of listeners tuned in to a radio broadcast during a specific time period.