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TRA Takes Stage at ARF's Audience Measurement 6.0 Conference

June 16, 2011

Advertising Research Foundation Reviews Innovative Media Measurement Company's Solution

Jun. 14, 2011 (Business Wire) -- TRA, Inc., which provides a leading solution for increased ROI of television advertising, was acknowledged by the Advertising Research Foundation (ARF) today at the 2011 Audience Measurement 6.0 Conference for the company’s innovative methodological approach to media measurement. The ARF’s Bill Cook, EVP of Research and Standards, detailed TRA’s offering and its ability to reshape the media measurement landscape.

At its session entitled, “Why Single Source, Why Now, and Why an ARF Review”, Bill Cook recounted the ARF’s examination of TRA’s methodology – its validity, and its contribution to the company’s wide spectrum of clients. The ARF’s research review noted that TRA is the largest single-source database ever developed in comparison to previous single-source models. The ARF revealed that TRA has found a model that is both sustainable and scalable. TRA’s clients have seen increases in ROI as a result of its unique methodology, which provides an alternative superior to aggregate-level analyses. TRA is able to increase ROI for its clients by using information that allows them to make more informed media buying decisions by reaching consumers based on purchaser data paired with set-top box data.

“The ARF is an important institution in the industry and having been analyzed and validated by its esteemed research experts has been a great process for us. This sort of presence at an ARF conference further establishes the importance of our solution in the space,” said Bill Harvey, TRA’s co-founder and Chief Research Officer. “The ARF and TRA share a mutual goal to lead the industry forward, and with the success that our clients are seeing with our product it’s clear that we’re at an inflection point.”

“As media measurement becomes an increasingly vital aspect of our industry, it’s imperative that we continue to refine our methods and look beyond traditional approaches; TRA is doing exactly this with its methodology,” added Bill Cook, EVP of Research and Standards for ARF. “The Audience Measurement 6.0 Conference gives the ARF the opportunity to distinguish companies that are sharing new knowledge that is meaningful, actionable, and indispensable.”

TRA’s Media TRAnalytics® is a web-based business intelligence software solution that matches second-by-second TV tuning data from set-top boxes in 1.7 million households with 57 million households of CPG purchasing data to create the industry’s largest such single-source database of 370,000 households. The company continues to work with important players to bring TRA’s insights to the industry in an actionable way, recently partnering with MediaBank to integrate TRA’s Purchaser Rating Points™ (PRPs) directly into MediaBank’s workflow platform. As a result, agency buyers using MediaBank will be able to improve the return on television advertising for their clients by seamlessly acting on PRPs that identify the right audience based on actual purchase behavior.

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