• by Wayne Friedman , June 17, 2011

A new version of TRA's Media TRAnalytics -- the research tool that marries second-by-second data with consumer purchasing data -- will provide TV networks with "stories" to help identify opportunities for marketers.

The new version includes a feature called "StoryFinder," which identifies products and categories that have the highest consumer purchaser ratings on TV shows.

For example, CBS, which has the TRAnalytics software, says the new feature helps find a story in "The Good Wife," where its viewers are highly rated among owners of high-end auto models.

David Poltrack, chief research officer of CBS and president of CBS Vision, stated: "This type of actionable data is helping the TV industry shift from Demographic Rating Points to Purchaser Rating Points, and marketers can now make TV advertising investments that directly target viewers' buying behaviors."

Mark Lieberman, chairman/CEO of TRA, says: "In the two years since its launch, we've released 10 updates to Media TRAnalytics and now, with version 3.0, we continue to pioneer groundbreaking and innovative technologies to further our value to clients."

Media TRAnalytics is a Web-based business intelligence software solution that matches second-by-second TV tuning data from set-top boxes in 1.7 million households with 57 million homes of consumer products purchasing data.