US Firms Combine GOP Voter and TV Viewing Data

TV data collection and analytics specialist FourthWall Media has partnered with the Data Trust, to connect its second-by-second census-level television viewership data with the latter's Republican Party (GOP) dataset of more than 190 million American voters from all 50 states.

Data Trust will sync FourthWall's anonymous household matching tool with its voter file, and create a 'unique feed' of viewing information which will be updated daily. Clients will be able to append additional information such as demographics and voting history to those matched households, and the resulting data will produce hundreds of voter segments for television-centric targeting campaigns.

Patrick Peters (pictured), GM of Politics and Advocacy for FourthWall Media, comments: 'Working with Data Trust is an opportunity to leverage our TV viewership data at a scale that we haven't yet seen in the political space. This partnership will enable Data Trust to create a unique feed by matching their voter segments with second-by-second viewership data, yielding large samples of almost any segment their customers can imagine'.

Web sites: www.fourthwallmedia.tv and www.thedatatrust.com .