NEW YORK, NY -- October 21, 2002 -- The Online Publishers Association (OPA) announced today the results of an audience affinity study conducted in partnership with Millward Brown IntelliQuest and comScore Networks. These results establish a link between consumer affinity toward media Web sites and a positive predisposition toward advertisements delivered by those sites.

The study surveyed 4,980 visitors to more than 20 top Web sites, and combined key elements of visitor attitudes and perceptions in order to develop an Affinity Index. The Affinity Index was used to classify survey respondents as low-, medium- or high-affinity visitors and determine what, if any, impact site affinity has on consumers' perception of advertising and brands.

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.

"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 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%).

Zimbalist continued, "The OPA Affinity Index not only provides advertisers with useful insight into media selection, but it also gives online publishers areas on which to focus in order to increase their percentage of loyal users."

The research was conducted within a subset of comScore's panel, which is a representative cross-section of more than 1.5 million global Internet users who have given comScore explicit permission to confidentially capture their Web-wide browsing, buying and transaction behavior (including offline purchasing), and who have agreed to receive online surveys. The surveys were conducted among 4,980 comScore panelists aged 14+ who visited OPA member and portal sites between July 25 and September 12, 2002.

A more detailed summary of findings from this study is available at the Online Publishers Association Web site at www.online-publishers.org.

About Millward Brown IntelliQuest

Millward Brown IntelliQuest is the technology research center of the Millward Brown Group. A leading provider of marketing research to technology companies and Internet marketers, Millward Brown IntelliQuest provides marketing research services enabling clients to understand and improve the strategic position of their brands, products, media or channels. It offers custom research solutions, market and brand tracking, media research and business-to-business online marketplace tracking. Millward Brown is a member of The Kantar Group, the research and consultancy arm of WPP Group.

About comScore Networks

comScore Networks provides unparalleled insight into consumer behavior. This capability is based on a representative cross-section of more than 1.5 million global Internet users who have given comScore explicit permission to confidentially capture their Web-wide browsing, buying and other transaction behavior, including offline purchasing. Through its patent-pending technology, comScore measures what matters across the entire spectrum of surfing and buying behavior. This deep knowledge of customers and competitors helps clients design more powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as Microsoft, Kraft, The New York Times Company, Best Buy, Starwood Hotels and Resorts, Nestle, Wells Fargo & Company, GlaxoSmithKline, and Orbitz. For more information, please visit www.comscore.com.

About the Online Publishers Association

Founded in June 2001, the Online Publishers Association (OPA) is an industry trade organization whose mission is to advance the interests of high-quality online publishers before the advertising community, the press, the government and the public. Members of OPA represent the standards in Internet publishing with respect to editorial quality and integrity, credibility and accountability. OPA member sites have a combined, unduplicated reach of 56.3 million visitors, or 49.6% of the total U.S. Internet audience. (Source: comScore Media Metrix, June 2002 combined home/work data). For more information about the Online Publishers Association, visit www.online-publishers.org.

CONTACT:
Lisa Carparelli
Online Publishers Association
(917) 743-4537
send an email