TRA single-source panel reaches 370,000 homes
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US-- Ad ROI measurement firm TRA has expanded its national single-source TV viewing and purchase database to 370,000 households.
The expansion of the Media TRAnalytics service comes after the firm boosted its TV viewing panel to more than 1.5m households through a deal with digital video recorder firm TiVo. It also has purchase data from more than 55m homes, and anonymous demographic data from more than 100m.
TRA's database is now around 70 times the size of that used for Project Apollo – Arbitron and Nielsen's single-source experiment which was abandoned earlier this year because of its high cost. TRA managed to sidestep much of the cost and difficulty of running a combined panel by getting its purchase information from existing sources such as shopper loyalty card databases.
The firm says it is also able to bring in extra purchase data for particular categories including automotive, pharma, electronics and financial services, and expects to increase the size of the database further as it acquires more data.
Chief executive Mark Lieberman said: “Over the past 40 years, advertisers have used the sex/age metric to choose TV shows and day parts as a surrogate for the more relevant purchase behaviour of that household. For the first time in history, hard data of recent purchase behaviour – which is the best predictor of future purchase behaviour – can now be matched to actual TV measures of programme and commercial exposure.”
TRA also announced that Discovery Communications has signed up for the Media TRAnalytics service. CBS and media agency MediaVest are also clients.
Author: Robert Bain
Related links:
The spirit of Project Apollo lives on
TRA signs TiVo for timeshifting data tie-up
MediaVest signs up for TRA's ad ROI service
TRA lifts the veil to reveal new advertising ROI system
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