NEW YORK — XR Extreme Reach and AdImpact have partnered to help deliver deeper data and insights across local TV and digital channels for political campaigns. The partnership brings together AdImpact’s measurement data with XR’s ad serving insights, and is designed to deliver local market visibility and faster reporting so political teams can optimize campaigns mid-flight.
The partnership provides a complete view of campaign performance across channels by combining AdImpact’s ad intelligence, spanning all 210 U.S. DMAs and more than 41,000 zip codes, and XR’s MRC-accredited digital ad delivery data.
AdImpact’s intelligence integrated directly in the XR ad delivery platform allows advertisers to eliminate siloed reporting, better understand cross-channel reach and frequency, and optimize campaigns during the most critical moments of any election cycle, the company claims.
“In political campaigns, every dollar and every day matters, yet advertising performance is still being measured in pieces across broadcast, Connected TV, and digital,” said Theresa Contario, Head of Political for XR. “This must change. By bringing AdImpact’s TV intelligence together with XR’s digital ad serving data, we’re giving campaigns a true read on performance across every channel, the ability to move fast in local markets, and a way to make video ads work harder while campaigns are still active.”
Through this integration, political campaigns, brands, and agency advertisers are enabled to spot delivery gaps and opportunities sooner, respond to competitive pressures by market, and adjusted their budget accordingly.
Political spending during the 2026 midterms is expected to hit $11.6 billion.
“With record levels of spending in competitive Senate and gubernatorial races already taking place this midterm cycle, campaigns can’t afford to wait until post-Election Day to understand if their creative and media plan is working,” said John Link, SVP of Data at AdImpact. “Our data helps campaigns adjust their broadcast, Connected TV and digital channels in real-time, capitalizing on shifts in polling or emerging market opportunities. In partnering with XR, we’re empowering advertisers directly where ad delivery is happening, giving them a faster path from insight to action to keep up with ever-shifting races.”
