Scripps Networks has licensed the TV Auto Ratings platform from TiVo Research and Analytics (TRA) to gain a more granular view into viewers’ car-buying interests.
As part of the licensing deal, Scripps Networks Interactive will have access to TRA’s patented Media TRAnalytics TV Auto Ratings platform enabling a better understanding of the correlation between exposure to ads and actual purchases across its entire media portfolio including HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country. Ultimately these unique audience insights and analytics will enable Scripps Networks Interactive to build a strong case for the level of auto advertising they should be receiving based on the proven purchases of their actual audience.
“We have learned from TRA’s TV Auto Ratings that Scripps Networks Interactive content is watched more among consumers who are new car buyers and ranks highly with new car buyers across all dayparts — primetime, daytime, weekends and fringe,” said Chris Ryan, VP, Sales Research and Strategy, Scripps Networks Interactive. “TRA has brought a unique and powerful TV targeting tool into the market. Their sample of nearly one million households of car buyer TV viewing is unlocking new value for car brands to reach the right audience.”
Media TRAnalytics TV Auto Ratings launched in 2012 and enables networks and advertisers to identify the right TV programming based on the make and model of automobile purchases by households watching specific networks and programs. By matching households of television tuning and automotive registration data from Experian Automotive’s North American Vehicle Database, TRA provides advertisers, advertising agencies and television networks household-level single-source solution to plan, buy, sell and evaluate the automotive industry’s current investment in television advertising. The auto single-source database is almost 1 million households.
“We are excited that media companies and advertisers are increasingly embracing our single-source data and software and are confident that it will help Scripps move beyond demographics and work together with advertisers to find the right audience across multiple dayparts,” said Mark Lieberman, TRA’s CEO and co-founder.
