TiVo Partners With TRA To Combine Viewing, Purchasing Data
Technology Helps Correlate Purchasing Behavior With Media Exposure
By Linda Moss -- Multichannel News, 6/25/2008 10:46:00 AM
New York—TiVo and TRA Monday unveiled a partnership that will permit TRA to license and market TiVo’s audience research to offer a service that fuses viewing, demographic and purchasing data.
Through their agreement, TRA will draw anonymous viewing data from TiVo's base of 1.7 million stand-alone subscribers. This will give TRA’s Media TRAnalytics service, the only research service with the ability to correlate household-purchasing behavior with media exposure, access to an unprecedented national sample size in order to effectively evaluate the return-on-investment of media spending.
This agreement will help TRA, media-marketing research company, reach its goal of having 1 million households nationwide of anonymous single-source data (TV viewership associated with household purchase data). The combined data from TRA and TiVo will provide a comprehensive universe of anonymous purchasing data and anonymous viewership data, covering all television signal sources including digital cable, analog cable, satellite, and over-the-air television, in live and time-shifted viewing.
TRA has agreements with three cable operators, and has been producing anonymous, aggregate reports associating TV viewership with household-purchasing data based on cable data since October 2007.
TRA intends to expand its use of cable television data and harmonize cable and TiVo data to produce the largest and most representative anonymous sampling of the U.S. TV audience
TiVo’s Stop||Watch ratings service, introduced in February 2007, is offered via a database of ratings for nationally run programs and advertisements from cable and broadcast networks. That information is derived from a daily, aggregate, anonymous, stratified random sample of 20,000 TiVo units—from which the second-by-second “clickstream” of behavior and viewership is collected and assessed. TRA subscribers who are also Stop||Watch subscribers will have access to the total breadth and depth of both services.
The TiVo-TRA partnership was announced during the Advertising Research Foundation’s Audience Measurement 3.0 conference in New York City.
TRA is a media-marketing research company whose proprietary, patent pending technology cost effectively matches the ads that people actually receive with the products people actually buy. TRA’s Media TRAnalytics 2.0 provides Advertising/Media Exposure(AME), Return on Investment (ROI), Audience Retention (AR), Reach and Frequency (RF), and True Target Index (TTI) reports.
TRA's engine has the ability to analyze viewership data from digital set-tops as well as cross-tabulate second-by-second advertising audience data from a significant number of boxes with other media touch points, household demographics and actual household product purchasing data in the same homes.
