Consumer Orbit Launches Political Segmentation Tool

In Kansas City, MO, consumer behavior analyst Consumer Orbit has launched a platform called Political Orbits, to help political planners and buyers, station sellers and political consultancies to target campaigns on local linear TV and digital media.

Available on a subscription bases, Political Orbits collects viewing behavior for tens of millions of US households and TV sets, and segments 'virtually every household in the country' across more than 1,000 attributes, including voter registration, frequency of voting activity and other political indications, integrated with actual, observed viewing and digital behavior. The tool identifies, targets and integrates voter segments down to individual ZIP codes, promising better alignment with particular candidates or issues in a specific local market.

Chief Revenue Officer Steve Walsh comments: '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'.

The firm works primarily in the financial services, CPG, on- and off-line retail and entertainment sectors, and is on the web at www.consumerorbit.com .