News & Insights

Jul 27, 2015

The television election

Author: deeproot_adminThis was supposed to be the presidential campaign that ends the dominance of TV ads — the Snapchat election, the live streaming election. “If 2004 was about Meetup [and] 2008 was about Facebook, 2016 is going to be about Meerkat (or something just like it),” vowed President Barack Obama’s ex-communications guru Dan Pfeiffer.

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Jul 16, 2015

Moving Targets: TV viewership isn’t static, so why is your data?

Author: deeproot_adminIf you’re one of the 87% of American adults that watches television each week, [1] you know the following statement to be true: TV viewership is not static. Instead, viewership changes frequently, meaning what you watch one week is not necessarily what you watch the next week. This is especially true on local news programming

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Jul 10, 2015

Shark Week: The Hype is Real

Author: deeproot_adminIf you’ve consumed some form of media this week, you’ve at least heard about Discovery Channel’s Shark Week. We were talking about it in the office and wondered two things: Is the hype real? Do more people actually tune in to see Shark Weekprogramming than other Discovery Channel content? If the hype is real,

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Jul 8, 2015

Inside the GOP’s Effort to Close the Campaign-Science Gap With Democrats

Author: deeproot_adminThis spring, the Cato Institute identified 600 Americans who read more than 20 books per year and made arrangements to send them each one more. The libertarian think tank split these readers into three groups. One group received a free copy of Ayn Rand’s Atlas Shrugged, one got longtime Cato executive David Boaz’s The

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Jul 2, 2015

Dear Diary: It’s Time for Political Advertisers to Move Beyond Nielsen Ratings

Author: deeproot_adminActual Viewership and the Political “Map Gap” — a 2016 Problem that Can Be Solved Of the 145 “early primary” DMAs where the election will be held before April 1, 2016, 103 (71%) are diary-only Nielsen markets. All of Iowa and most of New Hampshire and South Carolina are diary-only Nielsen markets. Multi-sourced Deep Root Analytics

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Jun 17, 2015

What Tech Strategy Reveals About the Republican Top Tier

Author: deeproot_adminThere may be no easier way to flummox operatives or journalists who insist on the importance of “data” and “analytics” in politics than asking them to explain exactly what the words mean to them. Today there is data generated by every arm of a campaign, and opportunities to analyze nearly all of it. Which

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