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TheStreet Open House

CBS And TRA Report Purchaser Targeting Receiving Significant Usage By TV Advertisers

NEW YORK, June 15, 2012 /PRNewswire/ -- TRA, Inc., the leading media and market research company, together with CBS, this week presented a comprehensive analysis of research from TRA's Media TRAnalytics® system that suggests multiple ways of increasing television advertising ROI by using purchaser data directly matched with set top box data.  The findings were presented at the Advertising Research Foundation's (ARF) "Audience Measurement 7.0" event in New York.

"While age/sex demographic delivery is the functional currency in the television advertising market today, purchaser targeting data is a growing part of the television planning and vehicle selection process," said David Poltrack, EVP and Chief Research Officer, CBS Corporation. "TRA single source is a tool available to optimize advertisers' ROI of their own television campaigns to a degree that has never before been possible."

"We are beginning to see the real effects of making purchaser target data an integral part of media planning, and it marks an exciting time for the television industry," said Bill Harvey, Vice Chairman and Chief Research Officer, TRA, Inc. "Giving advertisers a comprehensive single source solution and the tools to understand big, naturally occurring data, are truly revolutionary developments. Our findings are helping to re-shape the present and future of media buying and selling."

CBS showed evidence based on TRA and ARF data that it is important to ROI to maintain a sufficient amount of broadcast advertising. TRA's analysis of several brands also found that Primetime delivers the highest sales impact of all other television alternatives. These results indicate that advertisers can positively affect their TV ROI by leveraging the franchise programming in this important daypart. 

TRA also examined the effectiveness of branded integration. In instances where the brand was woven into a program's plot, the integration always produced a higher sales lift relative to traditional commercials. TRA's integration analysis demonstrated a particularly strong delivery in the beauty category. A beauty product organically integrated into a program's plot boosted sales by more than 15%, whereas food, beverage and household products tested in the same analysis saw a five percent maximum sales increase.

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