NEWS24 March 2010

MTV Networks to ‘laser-target’ consumers through Media TRAnalytics

New business North America

US— MTV Networks has signed up to use advertising ROI agency TRA’s analytics service to help marketers target audiences that purchase their products.

The broadcaster will use the firm’s Media TRAnalytics tool, which merges second-by-second set-top box viewing data with shopper loyalty card data to provide insight into how the TV advertising a household is exposed to matches up with the products that they buy.

Colleen Fahey Rush, MTV Networks’ executive vice president of strategic insights and research said: ‘With its unique combination of media measurement and purchase behaviour data, TRA’s Media TRAnalytics will be a powerful tool for MTV Networks to help marketers laser-target their consumers across our channels.”

TRA chairman and CEO Mark Lieberman added: “The MTV Networks team has been highly engaged during the evaluation of Media TRAnalytics and we look forward to a long and fruitful relationship.”

The MTV deal is the second big win this month for TRAnalytics following the signing of GroupM as a client.