As a leader in the industry, NMRPP dedicates significant time and resources to developing new and advanced media research tools to stay ahead of the curve. Our firm pioneered the political analysis of consumer research as a tool to achieve the greatest value out of every advertising dollar we spend for our clients. The Target Media Index™ (TMI) is our signature research product and it is what makes our media intelligence distinctive and valuable to our clients.
Each year NMRPP invests hundreds of thousands of dollars in purchasing and extensively analyzing raw media and political data from suppliers such as Scarborough Research, MRI and comScore, as well as Nielsen, Rentrak, and Arbitron. As an example, NMRPP has more than 2.4 million national interviews with adult voters from Scarborough Research, and we invest in 200,000 interviews every year to keep our data fresh. With thousands of Scarborough interviews in a market, we can provide our clients with key insights into voter demographics, lifestyles, interests, and other key consumer behavior that traditional political surveys may not provide.
NMRPP developed the TMI with Scarborough Research. The TMI enables our clients to look beyond traditional age and sex Gross Ratings Points (GRP’s) and target their television, radio and online media strategy based on voter turnout and party ID. Combining our analysis of Scarborough Research with our local knowledge of media rates in each market provides our clients with the smartest media strategy, precision execution and cost-efficiency.
GRP’s based on demographic groups don’t directly translate into voter GRP’s. Using our Target Media Index™, we can estimate how many GRP’s your campaign is achieving among Republicans, swing voters, and Democrats.
Our research also pays quantifiable dividends for our clients. We have consistently achieved an increase in per-dollar efficiency by 10-25% for our clients’ media budgets. With campaign dollars hard to come by – increasing the efficiency of a $500,000 media buy by just 15% is equivalent to generating $75,000 in new campaign contributions. And our firm is able to quantify these results. We understand the changing ways voters are using traditional and new media. NMRPP can index every network program on each television station in all applicable media markets, as well as index radio stations and online properties. We provide our clients with this research-based analysis of media vehicles that are most likely to reach their target voter audiences. We use the same approach for all of our clients to create the most cost-efficient, highly-targeted strategy for their media budget.
NMRPP developed a data-based proprietary media planning tool for public affairs communications and advertising, called the Influence Index™. The Influence Index™ is an evolution of our innovative use of syndicated media and consumer research to plan and place national and spot-market media for some of the largest political and public affairs campaigns in the country. The Influence Index™ is utilized to identify media vehicles that most effectively reach targets while minimizing wasted non-target impressions. Demonstrated improvements in cost efficiencies are typically between 10-25%.
Since 2001, our research into the media habits of 2.4 million Americans has revealed that Democrat voters watch measurably more television than Republican and swing voters. Republican candidates are playing on a media field that is tilted against them.read full report
Demographics of political consumer segments While demographics alone are not necessarily predictive of political consumer voting behaviors and beliefs, this chart gives a sense of the similarities and differences across the groups. For example, in the upper left among high-turnout Democrats, the top-ranked demographic characteristic is African-American; the index score of 176 means that black [...]read full report
For the political marketer, identifying truly independent voters can be tricky because Americans are predisposed to say that they are one of them. After all, being an independent is a good thing.read full report
Briston Palin didn’t quite win, but ABC’s “Dancing with the Stars” clearly came out on top as the bipartisan 2010 favorite of both Democratic and Republican political media buyers during the fall campaign.read full report
Finding Voters in Primetime Do media buyers’ primetime program choices line up with what their target voters are actually watching? To answer this question, we again look at the MRI survey data to profile national primetime audiences in terms of their propensity to vote and their partisanship. These data are summarized in the following bubble [...]read full report