Beta

A coefficient characterising the recall ability attached to an advertising spot (press insertion, TV spot, etc.): At the time of a new contact with the advertisement, this beta coefficient represents the proportion of the population that has memorised it, and which are added to the proportion which had already memorised it. Recourse to this coefficient in some models of media planning makes it possible to introduce a temporal dimension in the performance of a campaign plan by taking into account the periods of recall and disremembering. We can then talk of a "validated" level of coverage for the plan – meaning the "percentage of individuals who have memorised the message".
A law of probability used to represent the way in which the probability of contact with a format varies from one individual to another. It is used, for example, in radio media planning to designate the distribution of the individual probabilities of contacts on the same station, in the same quarter hour, on the same weekday.