• Advertising Age, Wednesday, July 1, 2009 10:10 PM

MediaVest is seeking to add a secondary guarantee to its TV deals with select networks, based on new data from TiVo and TRA, a media and marketing research company. The secondary guarantee will be based on the percentage of desirable consumers delivered by a certain schedule of TV shows. The desirable consumers are heavy purchasers or "swing purchasers" who are likely to switch brands. CBS and Discovery Channel, are among the subscribers to TRA and TiVo's Media TRAnalytics system.

The ability to track how commercial viewing affects actual product sales appeals to MediaVest's packaged-goods client base, including Procter & Gamble, Coca-Cola, Mars and Kraft. More than ever, these marketers want to reach swing purchasers, say execs. "What we're saying now is, 'How many of these people are we reaching in a typical schedule? Now let's look at those dayparts and programs that they are more prevalent to be viewing,'" says to Jim Kite, MediaVest executive.

MediaVest is currently testing TRA's data with its network partners, but does not plan to transact any deals in this year's upfront. However, efficiency plays such as TRA's will likely factor heavily into the current marketplace, with its focus on value.

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