On March 18, 2026, Comcast Corp’s FreeWheel announced a significant integration with Tunnl, a leading provider of audience data for political and public affairs advertising. This collaboration aims to streamline access for political advertisers to Tunnl's extensive audience segments within FreeWheel's buying workflows across premium Connected TV (CTV). With the 2026 midterm elections fast approaching, this integration is poised to enhance the effectiveness and efficiency of political ad campaigns.

2. The Importance of Speed and Flexibility

Michelle Eule, Executive Director of Data and Measurement Partnerships at FreeWheel, emphasized the critical need for speed and flexibility in political advertising as organizations gear up for the upcoming elections. "Audience strategy can shift day to day and activation needs to keep pace," Eule stated. By incorporating Tunnl's audiences directly into the FreeWheel platform, advertisers can quickly identify and engage specific voter segments, particularly those focused on key issues, advocacy, and policy.

3. A Booming Political Advertising Market

The political advertising landscape is set for substantial growth, with projections indicating that overall spending for the 2026 election cycle could reach $10.8 billion. CTV alone is expected to account for $2.5 billion of that total, marking it as an essential channel for campaigns and advocacy organizations. This shift is driven by a notable trend among voters, with 65% indicating that their voting decisions are primarily influenced by issues rather than party affiliation. Moreover, 75% of voters express a preference for political ads that center on these issues, underscoring the need for precise targeting and credible messaging.

4. Key Features of the FreeWheel and Tunnl Integration

The integration offers several advantages for political advertisers:

Issue-driven Scale: Tunnl provides over 3,500 syndicated audience segments tailored to reach specific voter groups, including swim voters, primary voters, and policy influencers.

Precision at Platform Scale: FreeWheel boasts a match rate of approximately 90% against its eligible CTV inventory, significantly reducing wasted impressions and enhancing addressability for advertisers.

Jeff Teng, Senior Vice President of Partnerships at Tunnl, highlighted the efficiency this integration brings to political and public affairs teams. "This partnership allows teams to focus on message relevance and campaign strategy, not the mechanics for delivery," he noted, emphasizing the importance of rapid execution during the competitive campaign season.

5. The Need for Accurate Targeting

As campaigns prepare for a fiercely contested election environment, the demand for accurate targeting and efficient workflows has never been greater. FreeWheel's capabilities provide political advertisers with the necessary tools to maximize their reach and impact. With nearly half (49%) of potential voters indicating they take action after seeing a political ad, the importance of reaching the right audience in trusted premium video environments is crucial for achieving measurable outcomes.

6. About FreeWheel

FreeWheel, a Comcast Company, is a pioneering technology platform that supports the global streaming advertising ecosystem. The company is committed to providing comprehensive solutions that facilitate the transaction of advertising across all screens and data types, ensuring effective results for marketers. With offices worldwide, FreeWheel continues to advocate for the advertising industry through initiatives like the FreeWheel Council for Premium Video.

7. About Tunnl

Tunnl is at the forefront of transforming the landscape of audience insights and engagement. Their AI-powered platform connects research, audience activation, and campaign measurement, enabling organizations to navigate the complexities of modern advertising with ease. By breaking down data silos, Tunnl empowers brands, agencies, and advocacy groups to reach the right audiences effectively.

This strategic integration between FreeWheel and Tunnl is a testament to the evolving landscape of political advertising, where precision, speed, and issue-focused messaging are paramount. As the 2026 midterm elections draw nearer, this collaboration positions FreeWheel at the forefront of the rapidly changing media environment, ready to support political advertisers in achieving their goals.

Original press release