Affinity index
DefinitionPaid Media
Affinity index
How much a medium's audience over- or under-represents your target, indexed to 100: an affinity of 130 means the channel's audience contains 30% more of your target than the population does. The media planner's tool for buying concentration instead of raw tonnage.
Evidence from the library
50%Affinity nearly doubles repeat purchaseStat83%Reach is the single biggest driver of media effectiveness, accounting for roughly 83% of the variation in how well media perform.Stat3.35 vs 3.27Creator ads have overtaken linear TV as the channel with the highest long-term multiplierStatAI and human audiences rank almost opposite creative traits as their top two preferences.Statdevice ads mostly above 70% fluencyA recurring character makes correct brand attribution close to automaticPrinciple
Source
Marketing Definitions
standard media planning measurement
More from this source
DefinitionShare of voice (SOV)DefinitionExcess share of voice (ESOV)DefinitionReachDefinitionFrequencyDefinitionBrand buildingDefinitionSales activationDefinitionBrand liftDefinitionIncrementalityDefinitionAttributionDefinitionMarketing mix modeling (MMM)DefinitionShare of searchDefinitionHalo effect