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R

Rating Point
One rating point equals 1% of the market's population.

Reach
The approximate percentage of a target audience's population which will be potentially exposed to an advertising message at least once during a specified period of time. Reach is normally measured over four week periods. Common to all media.

Readability Angle
The angle at which the LED's on a sign can still be seen and/or read. The readability angle, which is dependent on ambient light and site conditions, is much larger than the viewing angle. For instance, a 30° readability angle LED sign can easily be read at angles greater than 90° at night. In an instance where the LED's have been dimmed to less than 50 percent, for example, a viewer would still be able to see or read the LED's, hence the greater angle than in viewing angle. Readability angle is largely subjective and difficult to measure (see viewing angle).

Refresh Rate
The number of times per second the screen is updated or "repainted." Depending on the video standard, the actual image is changed only 30 times per second for NTSC signal or 25 times per second for PAL. However, most LED systems use pulse-width modulation to generate the color levels, and if the image were only "painted" once for every change, there would be a noticeable flicker on the display. A refresh rate of greater than 60 times per second will minimize the flicker. In general, LED displays should be refreshed at 120 times per second (120 Hz) or greater.

Riding the Showing
The physical inspection of the units that comprise an outdoor program in a market Æ either pre-buy or post-buy

Remote Control
Control of a display from a remote and/or central location via a communications network.

Resolution
The basic measurement of how much information is displayed on a screen, expressed in units of pixels. Resolution is determined by the pixel pitch and the physical dimensions of the display. To calculate resolution, divide the area of the display by the area of an individual pixel. Most displays of video quality have a resolution greater than 10,000 pixels. Generally, the greater the resolution, the better the image will appear. Commonly listed as number of pixels per square meter.

RGB
Red-Green-Blue. In video displays, web design, and design for computer monitors, colors are defined in terms of a combination of these three colors. For example, the RGB abbreviation for the color blue is 0-0-255. In contrast, print designers typically define colors using cyan-magenta- yellowblack, or CMYK

Rotary Bulletin
A standardized 14' x 48' bulletin that is moved to different locations in a market at fixed intervals, usually every 60 or 90 days. A rotary bulletin program can provide balanced reach in a market.

Row
A horizontal line of pixels; in print graphics, a horizontal line on a table.

 

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