• by Wayne Friedman , January 26, 2012

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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