TRA Adds 'Psychographic' Data to Ad Targeting Tool

US media measurement firm TRA, now a subsidiary of DVR pioneer TiVo, has expanded its ad targeting solution by adding access to Tivo's 48,000-strong Power||Watch household panel. The firm says advertisers will now be able to target ads based on consumers' views about what they buy.

The opt-in Power||Watch panel, launched in 2007, provides second-by-second program and commercial ratings data from TiVo households, and this enables advertisers to analyze viewing behavior by demographics such as age, income and ethnicity.

TRA says advertisers can now look at the TV tuning behaviors of households based on attitudes and other behavioral characteristics such as intent to purchase a new vehicle, favorite movie genres, political affiliation, and travel ambitions.

Mark Lieberman (pictured), CEO of TRA, comments: 'Power||Watch is a powerful addition to our Media TRAnalytics platform. We now can help advertisers reach their target audiences on TV based on consumers' attitudes about what they buy. Having the largest set-top-box panel of TV households available to answer monthly surveys further expands our ability to help our customers reach the right audience.'

Web sites: www.tivo.com and www.traglobal.com .