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Campaigns Can Now See What You Watch on TV
Smart TVs that track what people watch and how they watch it give political campaigns a new trove of data to exploit, with little transparency on how it’s happening.
Televisions that can stream platforms like Hulu or Max usually come loaded with technology that collects information on what viewers are watching, and buyers consent to have their viewing tracked when they open their new TV and click through terms of service agreements. Today, more than half of ads booked on traditional television go to target only 11% of swing voters, according to data collected by Cross Screen Media, an analytics firm started by GOP operative Michael Beach. During Biden’s first election, MiQ analyzed television viewership in Arizona in search of households that hadn’t been hit yet by broadcast advertising and identified 82,000 additional homes for the campaign to target with pro-Biden messaging on streaming and digital.
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