• by Masha Geller , October 22, 2002

The Online Publishers Association (OPA) this week announced the results of an audience affinity study conducted in partnership with Millward Brown IntelliQuest and comScore Networks, which establish a link between consumer affinity toward media websites and a positive predisposition toward advertisements delivered by those sites.

"While there has always been widespread belief that a consumer's loyalty toward a media vehicle makes an impact on the effectiveness of advertising within that vehicle, we haven't had the proof until now," said Michael Zimbalist, executive director of the Online Publishers Association.

The study concluded that site affinity predicts both positive site ratings and a positive predisposition toward advertising. Eighty-two percent of those with high affinity for a site believe that the site carries advertisements for high-quality products and services, while only 36% of low-affinity users believe so. Similarly, 69% of visitors with high site affinity believe that more respected brands advertise on the site vs. 25% of low-affinity visitors. Interestingly, 75% of high-affinity users believe that ads interfere less with their experience on the site, compared to only 31% of low-affinity users.

High-affinity visitors also indicated a greater likelihood of brand loyalty and a willingness to pay a premium. Eighty-eight percent of high-affinity users agree with the statement, "I always prefer to buy a high quality product or service, even if I have to pay a little more," and 87% of high-affinity users say that they will spend more to buy a brand name they know and trust.

The study determined that the three most important drivers of site affinity are: 1) willingness to recommend the site to others; 2) overall site satisfaction; and 3) the site's status as a category favorite. The study also found a greater percentage of high-affinity visitors on content sites (56%) vs. portal channels carrying corresponding types of content (47%).