What is this report? The Category Affinity Report provides you with an understanding of the type of websites your audience is engaged with, and how much of their overall online behavior those groups of sites account for.
How to use it? Use the Category Affinity Report to see what types of content your audience over-indexes for when constructing a media plan or defining your customer/voter segments. Understand categories of content that will best connect with your target audience. Align your brand with topics that will get your audience's attention.
There are two different metrics included in the Category Affinity reports - Engagement-Index Score and Share of Visits.
The Engagement-Index Score provides the verticals for which your audience is engaged, including over- and under-indexing categories. This is calculated using a combination of time spent on, repeat visitation to and number of visits per visitor to websites in the category. This shows how much more or less engaged the audience is with sites in the category than the average online adult population.
In the example above, this audience is 2% more engaged with sites in the Special Occasions category.
Share of Visits
Share of Visits, when available, provides another level of engagement metric. It shows the percentage of visits spent on websites within the category compared to all time spent online.
In the example above, this audience spends 11% of their total time spent online visiting News & Information sites.
Tip: Low Sample data is represented by a down-arrow icon.
Looking at these metrics together:
- A higher Share of Visit means a large portion of your audience visits those sites, but if the Engagement-Index Score is lower—that indicates that that category is not particularly unique to your audience compared to the online population.
- High Engagement-Index Score and High Share of Visits indicates an extremely strong area of the interest that can be targeted.
- A lower Share of Visits number means less of the total audience visits those sites, but a high Engagement-Index Score means that a small portion of the audience is more likely to visit those sites (so it’s a niche unique area to precisely target those people).
To export - click the download icon at the top right of the page. A csv per audience in your analysis will be exported.
You can easily share a png of the report by clicking the blue share icon at the top right of the report.
For more information on the the data and metrics used in the report, click the i icon at the top of the report to view the Report Glossary.
On the top right of the report are arrow buttons. Click them to flip to the next report that's in the Report sub-nav. You can also use the arrow keys on your keyboard - perhaps our favorite feature yet! This makes it even easier to tell a story with your data.