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Scarborough and TargetSmart Communications Announce Joint Political Data Offering

Resulting Data Provide Robust Local and National Insights on Voters and Voter Behavior by Political Party Affiliation
Jun 11, 2012
New York, NY
Corporate News

Local market consumer research firm, Scarborough, and leading political data solutions provider, TargetSmart Communications, today 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%).

The source for the data in this release is Scarborough USA+/TargetSmart Release 2, 2011. This new data set is available for purchase on a national or local level, report-by-report or as an in-depth analysis.

About TargetSmart Communications

TargetSmart Communications compiles and maintains a national database of registered voters and the unregistered voting age population that contains contact information, voting, geographic, and demographic information on nearly 240 million adults.  Our voter data is compiled directly from state and county government sources in conjunction with the National Voter File Co-Op, a joint venture of State Democratic Parties to offer the best and most up-to-date voter lists to Democrats, their consultants and allies, and non-partisan organizations.  TargetSmart provides political organizations and campaigns with a highly-accurate, robust set of capabilities that support a variety of political purposes, including fundraising, voter targeting and contact, voter registration, GOTV, and constituent management.

About Scarborough: 

Scarborough (, brings the local market to life like no other company. Our consumer insights reflect the shopping patterns, media usage behaviors across multiple platforms, and the lifestyle trends of American adults. Media professionals, marketers and agencies use Scarborough insights to: create a smarter, more informed marketing mix; conduct market-competitive analyses; plan event sponsorships and partnerships; geo-target prospective consumers; increase product sales, grow customer loyalty and for overall marketing strategy. Scarborough’s core offering of individual local-market studies spanning 120+ markets (including Puerto Rico). 77 local markets are MRC accredited. Other products and services include Analytics (customized research and express analysis) Sports and Hispanic insights and attitudinal data to help our clients address the why behind consumer behavior.  Scarborough surveys more than 210,000 adults annually, and studies more than 2,000 consumer categories. Scarborough has been in business for 40 years and is a joint venture between Arbitron Inc. ( and The Nielsen Company (