Hoping to help media buyers and political marketers find their way through volatile local TV political ad inventory, Viamedia and Rentrak have developed a tool to handle that.
Viamedia sells local TV ad inventory for U.S. cable and telecom TV providers; it also owns a programmatic platform.
Rentrak is a movie and TV everywhere measurement service.
Their tool was developed to plan, purchase and manage TV inventory for the 2016 political season. It can show where ad inventory will be in highest demand, allowing political and other marketers to shift media dollars to other areas, reports MediaPost.
The companies cite Borrell Associates, which estimates there will be 19% growth in broadcast TV political ad spending and a 39% gain for cable for the 2016 election season, up from four years ago.