Database Predicts Response for TV Commercials

TRA Inc. has launched a database comprised of 370,000 households that enables advertisers to match television viewing data and actual consumer packaged goods purchases to predict future response to television commercials.

The media and marketing research firm overlaid television viewership data from 1.5 million cable TV and TiVo subscribers with packaged goods purchase data from 55 million households and demographics from more than 100,000 households to build this new database.

The database consists of anonymous viewing data which can be used to identify the kinds of audiences that are likely to respond to specific types of offers, based on analysis of previous purchasing data and TV viewing choices, both live and time shifted.

Recent consumer purchase data can be matched with specific television programs and the actual ads viewers received that are most likely to generate response.

It’s a more reliable way for targeting TV advertising than using audience age and gender, as has been the practice for 40 years, according to Mark Lieberman, chairman and CEO of TRA.

TRA anticipates the database will grow as additional TV viewing and purchase data is added to it.