• by Wayne Friedman , May 28, 2014

Republican-centric marketing firm Targeted Victory has struck a deal with Rentrak to match TV viewing data with voter viewing information.

Targeted Victory, which started five years ago, will “layer Rentrak TV voter viewing into its voter information segments” through Targeted’s "Audience Exchange," a consumer and political database from research providers such as  i360, Datalogix and Lotame.

Targeted Victory says it will use Rentrak’s census-like TV viewing information, which matches television viewing information, against voter registration files and multiple voter segments.

"More often than not, the modern voter can be found consuming digital and broadcast media interchangeably, if not at the same time -- and modern campaigns need the flexibility and sophisticated targeting to respond to these habits," stated Chris Wilson, president of national television at Rentrak.

"In 2014, over 50% of likely voters are screen agnostic, and campaigns can't be certain where they’re watching video," said Michael Beach, co-founder of Targeted Victory. Beach says the deal with Rentrak will help it reach “elusive audiences.”

Targeted Victory says it has some 170 clients, including Sen. Marco Rubio (R-Fla.), American Crossroads, FedEx, the Republican National Committee and Mitt Romney’s Presidential Campaign.

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