AIF (Audience Interest Factor) is the percentage of the total audience that visits two out of every 10 exhibits.  AIF varies by show.  If you can't get an AIF figure from show management, use the all-industries average of 44%.

Enter the total attendance for the event. Then enter the percentages of expected non buyers, the percentage of buyers interested in your type of product or service, and the percentage of potential buyers who are your target audience. The percentage of potential buyers interested in your product/service, known at the audience interest factor (AIF), is set at the industry standard of 44% as a default. It can be adjusted up or down if you have better data on the makeup of the audience attending the event. Enter percentages as whole numbers (e.g., 20% as 20).  If you're not familiar with the terms used, check out the defintions below the calculator.

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