The changing media landscape has made it more challenging than ever for campaigns to get the right message to the right audience on the right platform. During the 2016 cycle, candidates will need to use state-of-the-art tools in order to conduct the most effective and effective media campaigns. And those campaigns will need to be customized to the voter segments who promise to be key to the elections.

Our Political Pairings report examines several voter segments—single white females, African-Americans, Millenial Hispanics and noncollegiate white males—in an effort to assist campaigns, consultants and agencies in understanding more about which media strategies will encourage these segments to vote at the polls.