Cablevision Media Sales (CMS), the ad-sales arm of Cablevision Systems, has introduced a "political insights tool" to help candidates' campaigns and issue-based advertisers use de-identified set-top box tuning data to target their messages more effectively. Cablevision said the tool is already being used in the cable provider's New York-area market, providing such insights as:
• Caucasian Democrats are more likely to watch Fox Business News and Fox News than the average household;
• Republican households in Long Island are more likely to tune to sports networks as opposed to Republican households in New York City which are more likely to tune to news and business networks.
CMS senior vice president of Advanced Advertising and Data Analytics Jennifer Koester, who announced the new product during a panel session at the Multichannel News and Broadcasting & Cable Advanced Advertising summit, said in a statement: “With data playing such an integral role in today’s political campaigns, we continue to evolve our capabilities to deliver insights that transform how advertisers reach audiences. The CMS Political Insights Tool unleashes new possibilities for media planners that want to power the most effective campaigns for driving voter action.” She said Cablevision has done well with political ads in past election cycles and is hopeful about this one, too.
Cathie Herrick, president and founder of Buying Time, LLC, has been trying out the new tool. “Cablevision’s long-time pioneering efforts in the data-driven advertising space uniquely position the company to capitalize on this fast-paced political climate as it delivers crucial advanced audience insights and targeting capabilities,” she said in the CMS statement. “With the CMS Political Insights tool, we can empower clients to run more efficient campaigns with greater precision and improved effectiveness. This tool provides the ability to make well-researched decisions in the quick turnaround atmosphere in which political/issue advocacy campaigns operate within executing same day buys.”
The CMS Political Insights Tool can be accessed via an app that refreshes monthly, Cablevision said.
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Kent has been a journalist, writer and editor at Multichannel News since 1994 and with Broadcasting+Cable since 2010. He is a good point of contact for anything editorial at the publications and for Nexttv.com. Before joining Multichannel News he had been a newspaper reporter with publications including The Washington Times, The Poughkeepsie (N.Y.) Journal and North County News.