Formula for calculating the affinity index
Posted: Tue Jan 28, 2025 8:55 am
Thus, the application of the conformity index may not be limited to advertising issues. The calculation can also be used to evaluate positioning and sales strategies.
When choosing channels for advertising placement within a media outreach campaign, it is very important vp security email list to correctly evaluate the sites for placement.
The affinity index helps with this. The formula for calculating it is usually as follows:
Target Audience Rating / Base Audience Rating × 100, where:
Target Rating Point (TRP) — target rating or share of the target audience in the segment. Here we take the entire target audience as a whole and look at its ratio with our target group.
Rating by the basic audience (GRP, or Gross Rating Point) is the aggregate rating or share of the basic audience from the entire population. For the entire population, depending on the tasks, any indicators can be taken: the population of the Earth or in the city, the number of subscribers in the channel, the number of listeners of the radio program, etc.
This is a universal formula that can be used to calculate the index in an advertising channel, the concentration of the target audience in a selected area, and to solve any other similar problems.
Calculation example
The most important thing for any calculation is data availability. If the index is determined for a specific advertising platform, all data will most likely be available in the media kit. If the calculation is carried out to assess the penetration of the target audience in a specific area, information can be collected from open sources. Having collected the data, you can proceed to the calculation. How it looks in practice.
In its advertising campaign, the business wants to reach men who own HAVAL cars.
To do this, it is considering placing ads on two websites of one media holding. The combined audience of both web resources is 2,000,000 people, of which 600 thousand are men who own HAVAL cars.
The advertisement on site #1 was seen by 300 thousand people, of which 100 thousand were the advertiser’s target audience, and on site #2 the advertisement was viewed by 700 thousand, and the target views were 170 thousand.
When choosing channels for advertising placement within a media outreach campaign, it is very important vp security email list to correctly evaluate the sites for placement.
The affinity index helps with this. The formula for calculating it is usually as follows:
Target Audience Rating / Base Audience Rating × 100, where:
Target Rating Point (TRP) — target rating or share of the target audience in the segment. Here we take the entire target audience as a whole and look at its ratio with our target group.
Rating by the basic audience (GRP, or Gross Rating Point) is the aggregate rating or share of the basic audience from the entire population. For the entire population, depending on the tasks, any indicators can be taken: the population of the Earth or in the city, the number of subscribers in the channel, the number of listeners of the radio program, etc.
This is a universal formula that can be used to calculate the index in an advertising channel, the concentration of the target audience in a selected area, and to solve any other similar problems.
Calculation example
The most important thing for any calculation is data availability. If the index is determined for a specific advertising platform, all data will most likely be available in the media kit. If the calculation is carried out to assess the penetration of the target audience in a specific area, information can be collected from open sources. Having collected the data, you can proceed to the calculation. How it looks in practice.
In its advertising campaign, the business wants to reach men who own HAVAL cars.
To do this, it is considering placing ads on two websites of one media holding. The combined audience of both web resources is 2,000,000 people, of which 600 thousand are men who own HAVAL cars.
The advertisement on site #1 was seen by 300 thousand people, of which 100 thousand were the advertiser’s target audience, and on site #2 the advertisement was viewed by 700 thousand, and the target views were 170 thousand.