The agreement will see 18 segments of US voter data integrated with Rentrak’s local television viewing ratings. The intention is to gain insight into which programs, genres, stations and ‘dayparts’ (blocks of time during the broadcast schedule) are associated with the voter segments political parties are looking to influence.

“By incorporating individual level data on who voters are and the issues that move them with Rentrak’s television viewing information, we are able to take broadcast and cable television targeting to a new level,” said Michael Palmer, president of i360.

“This powerful combination is a straightforward way for free-market candidates and causes to make smarter, more accurate TV buying decisions in 2014 and beyond.”