MTVN Signs With TRA

In another sign that the TV industry is looking beyond traditional age and sex ratings to buy and sell TV time, MTV Networks has signed with TRA for Media TRAnalytics, a research service that links TV ratings to product purchase behavior. The research agreement announced Wednesday (March 24) covers TRA data for all of MTV Networks’ channels such as MTV, Comedy Central, VH1, TV Land, Spike and Nickelodeon.

A hybrid TV ratings service launched in 2007, TRA’s second-by-second estimates are based on data from 1.5

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