NEWS27 September 2010

Wrigley signs up for TRA’s ad effectiveness service

New business North America

US— Chewing gum maker Wrigley has signed up to use TRA’s ad effectiveness measurement service, which combines TV viewing data with purchase data.

The Media TRAnalytics system uses set-top box information from 1.5m households and data from shopper card programmes covering 54m households, to determine whether TV ads are reaching the right audiences and having the right impact. It recently announced a partnership with Experian to add automotive purchase data to the service.

Mark Lieberman (pictured), CEO of TRA, said: “We are proud that Wrigley will be using TRA’s innovative solution to help drive their business results.”

Hans Stamer of Wrigley said “We look forward to learning from the TRA system.”