Opportunity to see (OTS) is a term which refers to an advertising campaign and the number of exposures or opportunities which a particular audience has to see a specific advert.[1][2][3][4][5] In the context of radio advertising, the applicable relevant term is opportunity to hear (OTH).[6]
For example, OTS coverage of 40% means that 40% of the target audience saw (or is expected to have a chance to see) the advertisement.[1]
OTS has been a traditional metric determining advertising value, though in the Internet era it is also supplemented by the pay-per-click metric.[7]