Consumer Orbit Launches ‘Political Orbits’ TV and Digital Audience Segmentation Platform In 205 TV Markets

Consumer Orbit, a consumer science company specializing in understanding consumers and their media and in-market behaviors, today launched its new Political Orbits platform. The company says this platform “empowers political planners and buyers, station sellers and political consultancies to more effectively target their local linear TV and digital messaging.”

Political Orbits identifies, targets and integrates voter segments with deterministic TV viewing and website visitation behaviors down to individual ZIP codes “for a far more impactful and actionable alignment with a particular candidate or issue in a specific local market.”

“We are entering a critically important election year and it’s vital that messages reach properly targeted voters so they can make educated, informed decisions that impact their local community and the nation as a whole,” said Steve Walsh, Consumer Orbit chief revenue officer. “Political Orbits provides unique and powerful insights to connect consumers’ political affiliations with their local TV and digital consumption. The platform also refines and optimizes political media conversations with greater and more effective ad spend by understanding which stations best deliver with the highest densities of a particular political segment in their inventory at a daypart and program level.”

Political Orbits collects viewing behaviors on tens of millions of households and TV sets in the U.S. and segments virtually every household in the country across more than 1,000 attributes, including voter registration, frequency of voting activity and other critical political markers integrated with actual, observed viewing and digital behaviors. This data, the company says, “contributes to the creation of highly targeted, representative and relevant voter segments that provide users with the ability to deliver measurably greater efficiency and effectiveness to their political campaigns.”

Political Orbits is available from Consumer Orbit on a subscription basis and is compatible with first party political segmentations. For more information, contact Consumer Orbit at [email protected].