Echelon Insights Launches Insights On Air, The Next-Generation Analytics Platform for Political TV Ad Spending
With an estimated $2.6 billion to be spent on television advertising in the 2014 midterm elections, Echelon Insights announced the launch of Insights On Air, an analytics platform offering timely access to political broadcast television buy data in every state and media market. Full nationwide data for issue ads, party committees and statewide campaigns is available right now to center-right political organizations 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 organizations than it is today, in time for the midterm elections," said Patrick Ruffini, co-founder of Echelon Insights. "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 modeling, 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."