It also helps to know the diagonal distance of the image area (the negative/slide or CCD). For 35mm film that's a little over 43mm, so a 1:1 magnification lens would be a 43mm. The industry has standardized on a 50mm lens as "normal", but it actually offers about a 10% magnification (but it's much handier for the math). So if a 50mm lens is 1x, then a 100mm lens would offer 2x magnification (or "zoom").
Different digital cameras have CCDs of differing measurements, but most make a focal length multiplier available (usually in the vicinity of 1.5, so a 50mm lens would actually magnify by 1.5x using a CCD).
So there's (at least) two ways of calculating this. Marketers usually choose the one that sounds best