From A for AGF Videoforschung to Z for zapping, the most important technical terms in video research are explained here.

Affinity Index

The Affinity Index indicates the size of reach in a certain target group in relation to the total viewership (market share in the target group as a percentage of the total market share). This index makes it possible to draw conclusions as to whether a given target group has watched a programme, commercial break or time slot more or less frequently than the total audience. For example, an Affinity Index of 140 means that the market share of a certain target group is 40% higher than that of the overall audience.

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