CTAM Live: Media Research Firm Signs Discovery


Media and marketing researcher TRA has established a 370,000-home nationwide database to match second-by-second TV viewing against actual product purchases at the household level, and signed up Discovery Communications as a client, company officials said.

The single-source database is for use by TRA's Media TRAnalytics, a service that was introduced in February and lets advertisers, networks and agencies track TV viewing, via set-tops, versus actual product buying by audiences.

TRA has overlaid television viewership data from 1.5 million cable and TiVo households nationally; packaged-goods purchase data from more than 55 million households (licensed data via deals with six supermarket chains); and demographic data from more than 100 million households to create its new database.

Back in June, TRA and TiVo unveiled a partnership in which TRA will draw anonymous viewing data from TiVo subscribers. TRA is also collecting anonymous data from about 300,000 cable subscriber homes.

“By the end of the year, we'll be close to having 2 million households between TiVo and the various MSO deals that we have,” TRA chairman and CEO Mark Lieberman said.

Lieberman (a former executive at Multichannel News parent Reed Business Information) said that for four decades, advertisers have used sex and age as the metrics to pick TV shows, rather than matching recent purchase behavior against TV program and commercial exposure, which is what Media TRAnalytics does.

TRA's sample includes both live and time-shifted, or DVR-tuning data, which it claims is necessary to establish an accurate representation of TV-viewing behavior.

TRA also has access to other forms of anonymous household purchase data, including auto, pharmaceutical, consumer electronics and financial services.

In addition to Discovery Communications signing up as a client for Media TRAnalytics, TRA also said it recently became one of only 65 U.S. companies to obtain ISO 27001 certification, the information security management system standard published by the International Organization for Standardization, designed to ensure security controls to protect information assets. TRA is the only media-measurement company in the United States to achieve this standard.

Nielsen Co. also offers services aimed at “fusing” data on media consumption and consumer behavior, with Sony Pictures Television a recent client. Nielsen offers a syndicated metric from NielsenConnect that links Nielsen's consumer Homescan panel, its National People Meter panel and its Online NetView panel to report how buyers of specific products consume TV and Internet content.

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