TRA Auto Ratings Enhance TV Targets
TRA Inc, the marketing analytics company that merges media and consumer purchasing data, has announced a deal with Experian Automotive, to create
something called TV Auto Ratings.
The new software will enable advertisers to target networks and programs that best reach desired
consumers -- matching automotive registration data with television tuning data at the household level. The single-source database will have a
panel size of 700,000 homes.
The service will match TV tuning to automotive registration data from Experian Automotive’s vehicle
database.
TRA says this Web-based service will dramatically improved the precision and accountability of the media-buying process. The
new software is a product extension of TRA's main Media TRAnalytics software brand.
Mark Lieberman, chief executive officer of TRA,
stated: “Television networks can go to market and sell against the most accurate value propositions available today. By placing
advertisements on the right networks within the right programs, we are establishing a new standard for targeting, measurement and accountability in
the automotive category.”
Back in September 2010, TRA announced a feature to measure the impact of TV ads on auto sales, combining
aggregated automotive ownership data from Experian’s Auto Market Statistics product with TRA’s own TV set-top-box database.
TRA’s Media TRAnalytics matches second-by-second TV tuning data from set-top boxes in 2.2 million households with consumer purchase data for
consumer products, over 500,000 single-source homes, and pharmaceutical products, more than 900,000 households.
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