TRA: Brand-Specific Commercial Ratings Solution ProviderMay 9, 2013
By Bill Duggan, Group EVP, ANA
The new ANA white paper,“Brand-Specific Commercial Ratings–Benefits and Solution Providers,”highlights solutions from eight companies for brand-specific commercial ratings. This blog provides a recap of TRA’s offerings.
TRA is a media measurement software, research, and analytics company whose products help advertisers, agencies, and television networks improve advertising targeting, accountability, and return on media investment. The company was founded in 2007 and acquired by TiVo in 2012.
TRA has been delivering brand-specific commercial audience metrics for six years. TRA collects immense banks of data, including second-by-second tuning data from set-top boxes in 4.2 million households, and matches that with household purchase and demographic data. Benefits include:
- Media agencies learn how variables such as networks, dayparts, program types, specific programs, time slots, and pod positions affect their ROI, and also how much time to spend on branded entertainment and what form that should take.
- Creative agencies can learn which creative works best. That knowledge can markedly improve the success rate of an agency’s creative product. When a commercial is “wearing out,” the agency can identify its decline in effectiveness by observing a drop in retention. Based on which target groups are responding to the brand and the messaging with their wallets, insights can be used to drive future creative. The graphic below tracks “switchaway” from a brand’s commercials over time as a measure of wearout, so it’s clear when to replace a commercial.
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