| |
TiVo and TRA to Integrate Media and Purchase Info
Digital video recorder (DVR) pioneer TiVo has partnered with media marketing research firm TRA to develop an ad research system that gauges how consumers make household purchasing decisions based on ad exposure.
TRA will be drawing anonymous viewing data from TiVo's base of 1.7 million subscribers and linking it with its Media TRAnalytics, which correlates household purchasing behavior with media exposure. The firms say that their combined data will provide the 'most comprehensive universe' of anonymous purchasing data and anonymous viewership data available, covering all TV signal sources.
The market research firm has been producing anonymous, aggregate reports associating TV viewership with household purchasing data since last October.
'We are at a pivotal time for the advertising community, as new technologies open new research avenues for the industry to get more in-depth insight into who is viewing which programs and then purchasing products based on advertising,' commented TRA CEO and Chairman Mark Lieberman.
Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement says the partnership represents a shared vision to help the media industry better understand the effectiveness of ad campaigns. 'TiVo's expansive audience behavioral data coupled with TRA's access to the richest amount of purchase statistics with corresponding demographics creates the most powerful, comprehensive research tool for measuring advertising efficacy and ROI of media spend - bar none.'
The partners are on the web at www.tivo.com and www.traglobal.com .
|
