SOURCE: Horizon Media

Horizon Media

April 16, 2015 08:02 ET

Horizon Media Finds Viewer's Political Party Affiliation Impacts Television Viewing Choices

Agency's Proprietary BrandRatings Technology Uncovers Top Programming Choices for Republicans, Democrats, and Even Those Elusive Undecideds

NEW YORK, NY--(Marketwired - April 16, 2015) - Horizon Media, the fastest growing privately-owned media services agency in the world, today announced that its proprietary planning and activation tool, BrandRatings, has identified the most effective, targeted and efficient television environments for political campaign strategists to consider in the lead up to the U.S. Presidential election.

The BrandRatings data highlights the top networks and television shows that are watched by those who affiliate with the the two key contemporary political parties in the United States; the Democratic Party and the Republican Party. BrandRatings provides the agency viewability into not just which networks have the most supporters of left-wing politics and right-wing politics, but which programs, networks, stations, and day-parts have the best opportunity for increased engagement by political strategists wanting to tap into audiences that do not currently affiliate with or support their campaign policies or political party.

"The data allows us to explore the political stance of viewers across networks," said Eric Blankfein, Chief of the WHERE Group at Horizon Media. "This information enables political strategists planning around the upcoming elections to have a better understanding of the political views of their audience to provide campaigns guidance to advanced audience buying."

Horizon has uncovered that certain networks such as ESPN, BBC America, TBS, TNT and AMC perform well regardless of political affiliation. Those networks that have a high Democratic viewership, while also having a low Republican viewership include: Esquire, Game Show Network, BET, Oprah and VH1. Those networks that perform well with Republican Party supporters while attracting low Democratic Party supporter viewership numbers include: Discovery, Fox News, Animal Planet and CNBC. The BrandRatings data finds that most Hispanic networks do not resonate with any particular party, with the exception of El Rey which performs well among Democrats.

BrandRatings fuses syndicated and proprietary data to identify the most targeted program selection, daypart selection, and guide buying and integration strategies beyond traditional buying demographics. The tool allows the agency to calculate the efficiency of each network at reaching the different targets to meet organizational goals and reduce buying waste for its clients.

About Horizon Media

Horizon Media, Inc. is the largest and fastest growing privately held media services agency in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, and Chicago. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year. Most recently, in 2014, Bill Koenigsberg was named 4As Chair of the Board and is the first person from a media agency to hold this prestigious position in the 100 year history of the 4As, the marketing industry's leading trade association.

The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $5.2 billion and over 1000 employees.

The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit horizonmedia.com.

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