Benchmarking Metrics Share, Profile, and Selectivity Index

Medium selectivity medium selectivity refers to the extent that a medium is directed towards the target Group. Medium selectivity can be represented by a selectivity index showing how well the target group is represented in the medium reach, relative to the universe:

Selectivity index = (% of the target group in total reach / % of the target group in the universe Selectivity index) * 100

Selectivity index < 100:

• The target group is under-represented.
• The vehicle is not selective on the target group.

Selectivity index = 100:

• The target group is proportionally represented.

Selectivity index > 100:

• The target group is over-represented.
• The vehicle is selective on the target group.