That metric makes it possible for advertisers to tell which networks are most effective at selling beer or cookies, and even which specific television shows are best at selling specific cars. TRA acquires this data by collecting information from 1.5 million set-top cable boxes and matching the viewers (anonymously) with information gleaned from “loyalty cards” presented at supermarkets, as well as with other measurements, like car-registration information.
TRA has signed numerous clients in its five years of existence, including 27 cable and broadcast networks and 45 different advertising brands. Some, including Mars candy bars and Kraft’s Oscar Mayer brand, have offered testimonials to the effectiveness of the information gathered by TRA.
