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In another sign that agencies are coveting more granular TV viewing data, MediaVest Wednesday (April 23) became the first agency to sign for TRA’s set-top-box-based media and marketing research service. Launched earlier this year, the service matches viewing data from digital set-top boxes with shopping behavior provided by frequent shopper cards.
Several other research firms, including TNS and Nielsen, offer research services based on set-top-box data, but TRA (which stands for True ROI Accountability) claims to be the only research system that provides true advertising accountability by connecting commercials viewed with actual product purchases.
“TRA’s
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