The affinities indicate whether the people potentially reached by the campaign have an above-average or below-average affinity for a particular characteristic compared to the entire Swiss population aged 14 and over (total population). An affinity value of 100 indicates that a characteristic among the people potentially reached corresponds to the average of the population. A value significantly higher than this indicates an above-average expression of the characteristic. If, for example, the affinity value for the characteristic "woman" corresponds to 120, this means that the campaign potentially reaches an above-average number of women.

The affinities indicate the profile of the people potentially reached by the selected DOOH campaign. They do not represent absolute reach or control data.

Database

The consumer characteristics used to calculate affinities are taken from the current editions of the MACH Consumer and MA Strategy studies.