Key Points
- Gray Media has launched an enhanced political advertising platform called Political 360.
- Political 360 is designed to help campaigns, advocacy groups and issue organizations target voters more precisely across digital platforms.
- The offering integrates voter and consumer data from political analytics firm Aristotle.
Gray Media has expanded its political advertising capabilities through a new partnership with political data and analytics provider Aristotle, launching an enhanced voter-targeting platform designed for candidates, advocacy groups and issue-based organizations.
On Wednesday, the company announced it is integrating Aristotle’s voter and consumer databases into its Political 360 advertising platform, allowing campaigns to target audiences with greater precision across digital media channels.
The initiative is intended to move political advertisers beyond broad demographic targeting and toward more detailed voter segmentation based on campaign objectives, voter behavior and consumer attributes.
“We’re excited to bring this advanced capability to our stations and to the candidates and media buyers we serve,” said Mike Braun, Chief Digital Officer at Gray Media. “By combining Gray’s local market strength and expertise with Aristotle’s trusted, continuously updated voter intelligence, we can help campaigns engage their right voters at the right time with the right message.”
Under the partnership, Gray will utilize Aristotle’s National Voter File, which contains data on more than 235 million registered voters gathered from more than 4,000 election jurisdictions across the country. The platform will also incorporate Aristotle’s National Consumer File, which includes more than 267 million consumer records supplemented with demographic and lifestyle information.
Gray said the enhanced platform will allow campaigns to target specific voter groups, including party-affiliated voters within individual districts during primary elections, while improving advertising efficiency across devices and digital platforms.
The company said the approach is designed to reduce wasted advertising impressions and improve message delivery to voters most likely to be relevant to a campaign’s objectives.
Political advertising has become an increasingly important revenue source for local broadcasters, particularly during federal and statewide election cycles. Media companies have invested heavily in audience data and digital advertising tools as campaigns shift more spending toward targeted digital outreach.
Aristotle Executive Vice President of Data Andrew Tavani said the partnership combines detailed voter information with Gray’s local market presence.
“Successful campaigns depend on reaching the right voters with the right message at the right time,” Tavani said. “By combining Gray’s unmatched local market presence with Aristotle’s trusted voter and consumer data, Political 360 gives campaigns a smarter, more efficient way to connect with the audiences that matter most.”
Gray said Political 360 is part of its broader political advertising strategy and will be available to campaigns seeking to build voter awareness, increase engagement and drive advocacy efforts ahead of elections.
