Campaign Measures Hit the Trail

TV and video ad analytics provider Ace Metrix has launched a real-time measure of the effectiveness of campaign, issue and advocacy ads, in the run-up to the US Presidential election. Twitter, meanwhile, has unveiled its own Political Index, weighing up the sentiment of Tweets that mention Obama or Romney.

Ace Metrix POLITICS is described as 'the industry's first platform to provide deep, actionable analytics on breaking ads within hours of their initial air-date', and uses samples of more than 500 potential voters, balanced to match the US Census, to gauge the performance of candidates' own campaigns, and those of their competitors. It then gives access to data via an intuitive web based platform with mobile options.

The service relies on Kantar Media's Campaign Media Analysis Group (CMAG) for data collection, and allows analysis by geography, political affiliation, voter intention, education, age, income and gender - it also gives access to more than 300 optional verbatim comments left by voters for each ad.

Jonathan Symonds (pictured), EVP of Marketing at Ace Metrix, says the firm has built a repository of over 400 ads since March, and is 'confident that this platform can deliver the same impact for campaigns and associations as it has for an expansive roster of Fortune 500 clients.'

The company, whose VC backers and shareholders include Leapfrog Ventures and WPP, is online at www.acemetrix.com .


Twitter says in a blog post that its new Political Index 'evaluates and weighs the sentiment of Tweets mentioning Obama or Romney relative to the more than 400 million Tweets sent on all other topics'. 'For example, a score of 73 for a candidate indicates that Tweets containing their name or account name are on average more positive than 73 percent of all Tweets.' The company says the findings reinforce more traditional polling data, often moving in parallel with approval ratings, sometimes leading, and sometimes capturing 'nuances' which other polls miss.

The Index is updated every day after 8pm EST and can be viewed at election.twitter.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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