Early Fringe – The daypart preceding primetime, usually 4pm to 7:30pm.  The prime access time 7:30pm to 8:00pm may be included. See, Daypart.

Early Morning – See, daypart 

Effective Sample Size – The size of random sample that would provide the same standard error as the actual sampling plan on which a survey result is based.

Electronic News Gathering (ENG) – Use of electronic means for news coverage and transmission in place of using film as an intermediate step. (Excellent summary in Les Brown’s Encyclopedia of Television, 3d ed.)

E-mail address – An electronic mail address via the Internet

End Rate – The actual rate the advertiser pays for commercial time after all discounts have been applied.

ENG – See Electronic News Gathering.

Equal Opportunities Rules - Pursuant to Section 315 of the Communications Act, the FCC established rules requiring that if a broadcast station or cable system permits the use of its facilities to one candidate for public office, it must offer equal opportunities to other candidates for that office to use such facilities. News coverage of public office candidates is not considered use of the facilities.

Equal Time –The FCC's Equal Opportunities Rule (part of Section 315 of the Communications Act) states that if a broadcast station or cable system gives or sells time to one candidate for public office, it must offer equivalent time to other candidates. News shows are exempt.