MTV Signs for TRA as it Passes Milestone

Media measurement and analytics firm TRA, Inc. has signed up MTV Networks for its Media TRAnalytics ad effectiveness solution; and has announced that it now has one year's worth of national singlesource data available for clients.

TRA (True ROI Accountability for Media) hit the headlines in February 2008 with the unveiling of a system for measuring and reporting 'True ROI Accountability' for advertising spend, matching ads ads actually received with products actually bought for a massive 1,000,000 plus US households.

At present the TRA solution combines 1.5 million households of TV data with 54 million households of purchase data for a 370,000 household sample, and gives a combination of in-depth behavioral purchase information and demographics data. Earlier this month it was announced that WPP's GroupM had struck a deal to use Media TRAnalytics® to plan, buy and evaluate advertising effectiveness. WPP is an investor in TRA alongside Kodiak Venture Partners and Arbitron.

Mark Lieberman, Chairman and CEO of TRA says the MTV Networks team 'has been highly engaged during the evaluation of Media TRAnalytics' and looks forward to 'a long and fruitful relationship.' Colleen Fahey Rush, EVP of Strategic Insights and Research at MTV Networks says TRA's software 'will be a powerful tool for MTV Networks to help marketers laser-target their consumers across our channels.'

TRA chose this week's ARF Convention to announce that it now has available for clients one year's worth of national singlesource data, electronically matching audiences with the products and brands they actually buy.TRA's Vice Chairman and Chief Research Officer Bill Harvey, commenting on the milestone, said: 'TRA's leveraging of our Media TRAnalytics® with massive passive databases such as set top box data and frequent shopper cards has made singlesource a sustainable reality and has enabled marketers to finally learn which parts of a media schedule are highly productive of ROI. Shifting more of the budget to these ROI productive components raises ROI and this will have a significant effect on making media advertising more accountable and successful as an industry.'

Web site: www.traglobal.com .