Match.com Plays Up Profiling

Match.com last week broke a national campaign touting Total Attraction Matching, a new system that uses personality profiling and other tools to determine compatibility. Two TV spots set to Real McCoy’s “Come and Get Your Love” are joined by a pair of radio spots. The effort is from Launch Agency in Dallas, which Match.com selected as its lead creative shop in March following a review. Print ads are due later this year. The client spent about $11 million on measured media last year, according to TNS Media Intelligence/CMR.