The common affinity profile measures the audience of the campaign relative to the online population based on five demographic variables; gender, age, income, education and household, where the average online population is set to 100.
Therefore, a value over 100 indicates that there is a larger representation in the campaign than in the average online population, whereas a value under 100 indicates that there is a lower representation than in the average online representation.
Whether a number close to or far from 100 is considered to be positive or negative, will depend entirely on the intended audience of the campaign. If the purpose of the campaign is to generate general awareness in the online population, numbers around or at 100 would be good. However, if the purpose of the campaign is to reach a more narrowly defined target group, success would be numbers that differ significantly from 100.
The illustration above is from a campaign targeting well-educated women, which is why you can see significant deviations from 100 in the fields female and high education level. This indicates that the campaign has reached the intended target group.