AdAge: "comScore Study Suggests New Ways to Evaluate Audiences"

"The implications of the finding are that Web sites that draw high-affinity audiences offer more fertile ground for the same advertisements than Web sites whose audiences are low-affinity users. "Affinity" in this context refers to a sense of strong personal connection and ongoing personal engagement with the content of any particularly site."

The variance in attitude between high and low affinity users is significant. For instance - "22% of low-affinity consumers believe that brands they see advertised are relevant, compared to 68% of high-affinity users."