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TRA's Media TRAnalytics Implemented by MTV Networks

By Calvin Azuri
TMCnet Contributor

MTV Networks (News - Alert) has signed up TRA’s Media TRAnalytics to measure advertising effectiveness. Media TRAnalytics merges second-by-second measurement of TV viewing from set-top box data with verified offline purchasing behavior from shopper card data across multiple categories. TRA, Inc. True ROI Accountability for Media is a media measurement and analytics software company.

TRA’s Media TRAnalytics enables clients to help marketers target the audiences that actually purchase their products. This patent pending single-source measurement essentially helps clients to understand how the television advertising a household receives matches up with the products that the household buys. According to Mark Lieberman, Chairman and CEO of TRA, the company is excited to be working with MTV Networks’ cable channels as it helps advertisers improve their ROI. Lieberman added that the team at MTV Networks has been highly engaged during the evaluation of Media TRAnalytics.

The TRA solution combines 1.5 million households of TV data with 54 million households of purchase data for a 370,000 household sample. A web-based solution, Media TRAnalytics provides single-source measurement. At the same time, the solution maintains the privacy and anonymity of consumers. TRA’s licensed clients consist of major broadcast and cable networks as well as advertisers and agencies.

Media TRAnalytics cost effectively matches the ads that people actually receive with the products people actually buy. This gives advertisers, agencies and media transparency, accountable measurement, media planning and improved return-on-investment for their advertising spend. According to Colleen  Executive Vice President of Strategic Insights and Research at MTV Networks, Fahey Rush, with its combination of media measurement and purchase behavior data, Media TRAnalytics will be a powerful tool for MTV Networks to help marketer’s laser-target their consumers across its channels.

TRA collects anonymous second-by-second national live and time shifted tuning data from set-top boxes, or “STBs,” household purchase data and household demographic data. TRA’s algorithms filter the data and match the data at the household level for analysis. The Dashboard of Media TRAnalytics provides customized reports using point and click wizards, working directly with individual anonymized household level brand advertising exposure data. This system is scalable to millions of households, terabytes of data, with fast report generation response time.