GfK MRI Releases Segments for Voter Behavior Targeting

Consumer and media research specialist GfK MRI has released 29 digital political segments, allowing advertisers to target people by voting behavior, party affiliation, 'ideological identification', and their stance on social issues.

Through its MRC-accredited Survey of the American Consumer, GfK MRI conducts more than 24,000 in-person, in-home interviews each year, capturing information on US consumers' media use, buying habits, lifestyles and attitudes. In addition, the company works with Datalogix and Oracle/BlueKai to make its off-line data available for cross-media campaigns, and it recently partnered with Acxiom, to develop a solution for the planning and execution of omnichannel marketing.

In 2016, GfK MRI partnered with a number of data management platforms to identify and launch 23 online segments for use in political ad campaigns. These have been used to study the party affiliations and beliefs of 'super fans' - those who place themselves at or near the top of a ten-point 'fandom' scale for fourteen sports. Among NFL super fans, GfK MRI says it found 'remarkable parity' politically; 27% of the Social Conservative segment consider themselves to be NFL super fans, compared to 26% of the Social Liberal target. In addition, the All Democrat Household and All Republican Household segments are equally likely to be NFL followers, at 26% for each.

Looking at its 'Voted in 2016 Election' segment, MRI found that 'super fans' of golf were most likely to have taken part in the last presidential election, with 48% casting ballots. Followers of the Olympics (45%) and Major League Baseball (44%) were not far behind.

Web site: www.gfk.com .

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