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TRA Panel Taking Shape
Ground-breaking US-based media ROI measurement firm TRA has announced a database of 370,000 US homes, and the signing up of Discovery Communications as a client.
The single-source database is for use by TRA's Media TRAnalytics, which was introduced in February and helps clients to compare second-by-second TV viewing with actual product buying by audiences.
TRA says it has overlaid television viewership data from 1.5m cable and TiVo households nationally, CPG purchase data from more than 55m households (licensed via deals with six supermarket chains), and demographic data from more than 100m households to create the new database.
In June, TRA announced a deal to get anonymous viewing data from TiVo's subscriber base; it also has deals several cable operators by which it collects anonymous data from a further 300,000 homes. TRA Chairman and CEO Mark Lieberman says that by the end of the year the company should have close to two million households.
TRA's sample includes both live and time-shifted, or DVR-tuning data, and can also integrate other anonymous household purchase data including auto, pharmaceutical, consumer electronics and financial services.
The firm has also announced that it has achieved information security management system standard ISO 27001 - it is the only media-measurement company in the US to do so.
TRA unveiled its new system for measuring 'True ROI Accountability' on Feb 11th this year, an event thought to have influenced Arbitron and Nielsen' decision to ditch development of their 'Project Apollo' JV two weeks later.
Web site: www.traglobal.com .
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