Analytics Media Inks Deal With FourthWall
NEW YORK -- Analytics Media Group (AMG) announced today an agreement with FourthWall Media (FWM), the largest independent source of cable set-top box viewing data. Under the agreement, AMG will gain access to FourthWall’s second-by-second television viewership data. This data allows AMG to provide marketers and political campaigns the ability to precisely target their messages to the right audiences on TV.
The principals behind AMG were behind the data initiative for President Obama’s successful 2012 campaigns during which they matched voter segments to television viewing tendencies. This allowed President Obama’s campaign to increase the efficiency of its TV spend and concentrate advertising on voters determined to be “undecided” between Obama and Romney. The result was more impressions per target in key battleground states and markets even while being outspent in absolute media dollars.