• by David Goetzl  @dgoetzl, June 6, 2011

TRA, which offers research that attempts to match ad viewership with purchase behavior, has signed a deal to integrate its data into MediaBank's processing and analytics system.

The TRA data covers categories such as consumer packaged-goods, pharmaceuticals and automotive, while the company builds specific databases for clients.

The company produces its data by melding viewing patterns culled from set-top-box data with information from frequent shopper cards. The results will now be available for planning and evaluation purposes via the MediaBank system.

The system, TRA says, will help with the backbone for the Adbuyer platform MedaBank recently acquired.

MediaBank CEO Bill Wise stated that the company is hoping the TRA integration will help target "swing purchaser" households, which "spend heavily in a category, but spend less than 25% of their category dollars on a specific brand -- and are likely to be swayed by the 'gentle reminder' of a targeted ad."

TRA said its research shows that ads targeting "swing purchasers" can result in a sales lift for a brand of up to 50%.