NEWS4 October 2013

Simulmedia to use TiVo data to predict viewing behaviour

Data analytics North America

US — Targeted television advertising company Simulmedia is to use TiVo Research and Analytics’ purchase data to predict viewing behaviour for likely auto and grocery consumers.

Simulmedia’s technology platform uses TRA’s Purchaser Ratings Points to project future viewing behavior of likely purchasers in order to help CPG, automotive, retail, and pharmaceutical companies reach their customers on TV by targeting them more granularly in order to achieve better results with their TV advertising campaigns.

“TRA is a leader in the use of the consumer purchase behavior for media and our partnership with them is an industry first,” said Dave Morgan, Simulmedia’s CEO. “The industry needs to move beyond age/sex demos. Adults 18-49 is not a demo, it’s a family reunion. A heavy cereal purchaser PRP guarantee, for example, is far more targeted and less ‘spray and pray’.”