GroupM has become the second major agency to sign a deal with TRA, a research service that links TV ratings to product-purchase behavior.
A hybrid TV ratings service, TRA’s second-by-second estimates are based on data from 1.5 million set-top-box households and product-purchase data from 54 million households participating in shopper loyalty programs to create a panel of 370,000 households.
The research service is one of the few alternatives to traditional TV ratings to break into the buy-sell process when MediaVest began experimenting with buys based on TRA during last year’s upfront.
“TRA’s Media TRAnalytics allows us to gain further insights into the utility of the set-top box and its capabilities as well as providing us the ability to monitor overall impact on our clients’ sales,” said Lyle Schwartz, director of implementation research and marketplace analysis for GroupM.
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