Echelon debuts political TV analytics platform
Michelle Clancy
| 30 August 2014
With an estimated $2.6 billion to be spent on television advertising in the US 2014 midterm elections, Echelon Insights has launched Insights On Air, an analytics platform offering access to political broadcast television buy data in every state and media market.

Full nationwide data for issue ads, party committees and state-wide campaigns is available to centre-right political organisations and advertisers, media buyers and planners, election analysts, researchers and other interested parties.

"Insights On Air puts nationwide competitive intelligence on broadcast TV buys within reach for many more organisations than it is today, in time for the midterm elections," said Patrick Ruffini, co-founder of Echelon. "With the advertising landscape growing more crowded and complex, timely access to competitive data is crucial to making informed decisions about where and how to invest."

Insights On Air will include accurate cost information and per-spot averages, as well as data about future buys, including reservations into October and November. The platform will be made available on a subscription basis, and will be used to augment Echelon Insights' offerings to existing clients, which include large-scale data modelling, opinion research and digital intelligence.

"Widespread and transparent access to spending data is needed to hold TV accountable for results," said Ruffini. "This data is not an end unto itself. It needs to be combined with all available information sources, including polling, ID work, and search and social data, to tell us whether TV worked or not."

For example, an Echelon Insights client running dynamically-refreshed vote models through Election Day will be able to layer on current and forward-looking TV buy data to help forecast how a projected spending shortfall might impact their vote share. Digital data can also be used to assess whether a specific media buy or surge in spending produced a measurable increase in real-time voter interest, as measured through search query volume or social data.

"We're excited to start breaking down the walls that separate TV, digital, polling and field data as we continue to build up our data offerings," concluded Ruffini. "To win, organisations need to think holistically about unlocking all the data at their fingertips."