AFFINITY (INDEX)

is an efficiency indicator used in media planning. Shows the weight of a specific target group compared to the total population for a specific program / medium. The higher this index, the greater the representation of the TARGET GROUP we are interested in. In particular, when it is above 100, we have “overrepresentation” of the target group on the website, when it is below 100 – the percentage of the target group is lower than in the population.