Local market consumer research firm, Scarborough, and leading political data solutions provider, TargetSmart Communications, announced that they have forged a data relationship to combine TargetSmart's nationwide voter file with Scarborough's consumer data into a single integrated data set. The result is robust insights on voter trends and patterns by political party and in-depth information on important voter groups (such as Women, Young Voters, Hispanics, Super Voters). The new data set is designed to help support the efforts of political advertising campaigns, media companies and other relevant players in order to best reach and target voters for the 2012 elections.

"Today's announcement of our relationship with TargetSmart Communications is an example of the ways Scarborough continues to invest in the information industry and of our commitment to bring greater value to Scarborough data sets through relationships with other companies," says Brian Condon, executive vice president of commercial development for Scarborough. "The political season is starting to heat up and as always is highly competitive. We are confident that the Scarborough/TargetSmart political offering will provide new and more targeted ways for media companies, political advertising campaigns and other relevant parties to look at voter behavior and trends to support their efforts to most efficiently reach key constituents."

"This new political data service from TargetSmart and Scarborough is an important step in developing greater application and smarter use for political data," says Bill Russell, director of business development for TargetSmart Communications. "By creating more efficient and sophisticated local data, our goal is that our joint new services will create valuable and added insights on voters that might help campaigns have an edge over their competition."

The Scarborough/TargetSmart data will enable agencies, politicians and lobbyists to look at consumer behavior around certain key election issues. In Florida, for example, the matter of in-state casinos and the impact they will have on the local economy is currently being debated among politicians. According to the Scarborough/TargetSmart data, nearly one-third (30%) of the registered voters in the state of Florida have visited a casino in the past year. Forty-three percent of those Florida based casino visitors are registered democrats. Sixty percent of this same voter group is classified as early voters and 29 percent are Super Voters (Super Voter is defined as voters who have voted in more than two general elections and more than one primary election.)

How can these voters be targeted by campaigns? To reach these Florida voters via radio the Scarborough/TargetSmart data shows that 38 percent of this casino visiting voter base listens to the adult contemporary format. Close to half (48%) of these casino goers who are also registered to vote in Florida watch the local morning news and 45 percent watch sports on television. Advertising in the newspaper (5 dailies and 1 Sunday) reaches close to three-quarters of these voters (74%). Social media would be another good avenue to reach these constituents as half of them have used a social site in the past 30 days (49%).

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