A&E Signs With TRA For Buyer Metric

The History Channel's TRA, the firm that tries to measure how advertising affects purchase decisions, said it has signed A&E Television Networks as a client.

TRA uses second-by-second set-top-box data to track ad viewing for particular products -- then matches it with actual purchases made, culled from shopper-card data. A&E would use the data to show advertisers how advertising on its networks brings appealing ROI.

Data released last week, for example, showed that viewers of "Pawn Stars" on the History channel, which is part of A&E, were "heavy purchasers" of food and trash bags.

In addition to History, the A&E group includes the eponymous channel and Lifetime. A&E has also signed on to receive TRA's product that gauges effectiveness of pharmaceutical advertising.

The TRA model is aimed at offering advertisers the elusive single-source metric that matches exposure of their ads with the ringing of the cash register after viewing.



Commenting on the A&E deal, Mark Lieberman, CEO of TRA, stated that the system "can help advertisers reach the right audience, with the right message, at the right time."

A&E networks ad sales head Mel Berning added that the TRA product provides a "powerful platform that will enable us to help marketers successfully reach their consumers across our channels."

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