MTV Networks using TRAnalytics to measure impact of ads on brand sales


TRA, Inc. announced MTV Networks has signed up to use its Media TRAnalytics, a solution to measure advertising effectiveness by establishing the impact of television advertising on sales. 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.

With Media TRAnalytics, TRA’s clients can help marketers target the audiences that actually purchase their products. TRA’s single-source measurement helps clients understand how the television advertising a household receives matches up with the products that household buys.

“With its unique combination of media measurement and purchase behavior data, TRA’s Media TRAnalytics will be a powerful tool for MTV Networks to help marketers laser-target their consumers across our channels,” said Colleen Fahey Rush, EVP of Strategic Insights and Research, MTV Networks.

The TRA solution combines 1.5 million households of TV data with 54 million households of purchase data for a 370,000 household sample that includes the deepest level of behavioral purchase information as well as demographics data, available. TRA’s licensed clients now include major broadcast and cable networks as well as advertisers and agencies.