Scripps licences TRA's auto-buying tracker service for targeted TV advertising
Michelle Clancy | 05-09-2012
Scripps Networks has licenced the TV Auto Ratings platform from TiVo Research and Analytics (TRA) to gain a more granular view into its viewership's actual car-buying interests when it comes to advertising.
Scripps will use the functionality across its entire media portfolio, including HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country. The idea is to better understand the correlation between exposure to ads and actual purchases.
Using a TRA sample of nearly one million households, TRA is able to correlate with actual car buyers for better TV targeting. By matching households of television tuning and automotive registration data from Experian Automotive's North American Vehicle Database (NVDB), TRA provides advertisers, advertising agencies and television networks with a household-level, single-source solution to plan, buy, sell and evaluate the automotive industry's current investment in television advertising.
"We have learned from TRA's TV Auto Ratings that Scripps Networks Interactive content is watched more among consumers who are new car buyers, and ranks highly with new car buyers across all dayparts -- primetime, daytime, weekends and fringe," said Chris Ryan, vice president of sales research and strategy at Scripps. "TV viewing is unlocking new value for car brands to reach the right audience."