TiVo, TRA To Measure Purchases Based On Ad Exposure

TiVo screengrabTiVo said Tuesday that it has reached an agreement with a marketing research firm that aims to gauge how its user base makes household purchasing decisions based on ad exposure.

The deal is with TRA, and will meld TiVo audience research data with TRA's Media TRAnalytics service.

TRA will use anonymous viewing data from the 1.7 million "stand-alone" TiVo subscribers--and then attempt to determine how that leads to purchasing decisions.

The deal will merge aspects of TRAnalytics service with TiVo's Stop||Watch ratings service, a research product in which data is gleaned daily from a random sample of 20,000 TiVo household units on a second-by-second basis.

TiVo and TRA said the deal "will accelerate TRA's stated goal of having 1 million households nationwide of anonymous single-source data (TV viewership associated with household purchase data.)"

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TRA says the combined data from TRA and TiVo will provide the most comprehensive universe of anonymous purchasing data and anonymous viewership data, which covers many television platforms--digital cable, analog cable, satellite and over-the-air television.

The agreement--announced during the Advertising Research Foundation's measurement conference in New York--offers the prospect of determining whether the TiVo-enabled option of fast-forwarding through ads affects purchasing behavior.

The companies say the deal is the first of its kind--in which anonymous viewership, demographics and, most importantly, purchasing data will give marketers the ability to evaluate ROI of their media spend.

In addition to TiVo, TRA has agreements with three major cable system operators. The company's goal is to produce the largest anonymous TV household sampling in the U.S.

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