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Apr 14

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Politicians value your consumer behaviors

Many political analysts predict that the upcoming 2012 presidential nomination will be one of the hardest fought ever.  Analysts are anticipating unprecedented amounts of money will be spent on both sides of the political aisle.  To try to obtain your vote, both parties’ campaigns will likely use targeted advertisments.  Research and statistical evidence shows that consumer behaviors can indicate a person’s (i) political ideology (e.g., Democrat, Republican) and (ii) likeliness to vote.  To obtain this valuable data, political strategists purchase consumer information from data brokers, and combine it with voter records and consumer online behavior.  Political campaigns are willing to spend significant monies on advertisements targeting certain consumer behaviors that may benefit its nominee.

National Media Research Planning & Placement, a political research firm, published its research findings as to what can be learned about a person’s political ideology and likeliness to vote based on what they drink, eat,  watch on televsion, etc.  The following bubble charts generated by National Media Research Planning & Placement provide interesting results.  Do not be surprised if you see more Mitt Romney ads than Barack Obama ads if you (i) drink Michelob Ultra, Busch Light or Diet Dr. Pepper, (ii) watch college football or The Mentalist, (iii) eat at Chick fil A or Cracker Barrel, and/or (iv) shop at Stein Mart or Kohls.  Conversely, do not be surprised if you see more Barack Obama ads than Mitt Romney ads if you (i) drink Guiness, Heineken or 7-up, (ii) watch tennis or 60 Minutes, (iii) eat at Cheesecake Factory or Red Lobster, and/or (iv) shop at Neiman Marcus or Bloomingdales.

Note that the following bubble charts show peoples political profiles on the horizontal axis and their likelihood of voting on the vertical axis.  Larger bubble sizes indicate more people (e.g., audiences).

 

About the author

Nicole Liska

I am a Principal at Fulcrum Inquiry, an accounting and economic consulting firm that performs damage analysis for commercial litigation, forensic accountings, financial investigations, and business valuations. I hold an ABD and MA in economics from the University of California, San Diego. I perform damages analyses and serve as a damages expert witness. My resume is on Fulcrum's website.

Permanent link to this article: http://betweenthenumbers.net/2012/04/politicians-value-your-consumer-behaviors/

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