4A's SET TOP BOX SURVEY RESULTS - American Association of ...

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We license 2.2 million households (over 3 million set top boxes) from multiple MSOs and from TiVo. We currently receive set top box data from Charter, Fourthwall (a provider that aggregates multiple smaller MSOs), TiVo. All sources are combined and harmonized then weighted and projected by market and demographics to be a representative national sample in terms of age, income, race, Hispanic/Non-Hispanic, family size, county size, and market. ARF has verified TRA representativeness and validity. See response to prior question which contains answer to this question. This is a common question but we believe the wrong question. It is like asking Nielsen what percentage of total U.S. TV households do they have in their national peoplemeter sample. The STB is just another form of meter that fortunately was installed at the consumer’s cost not the researcher’s cost, making possible huge sample sizes to be used for important purposes, such as increasing TV ROI by knowing which programs to buy to reach the people who are actually switching to buying more of your brand because of your actual current TV commercials. The data are made projectable by weighting to correct for imbalances by market/county size and demography, and the projectability of TRA has been confirmed by ARF. Universe estimates are licensed from Knowledge Networks/SMART and Cablefax/Mediabiz, and when the full 2010 Census comes online it will become the main Universe Estimate source. The sample is national with data in all U.S. markets. Users can break out reports nationally, by market, by cable zone, and by zip code. 36
Household, age, gender, ethnicity, race, country of origin, acculturation, language, income, home ownership, census region, etc.? If so, what external data sources do you use to determine your demographic characteristics? Experian provides 350 demographics at the household level and TRA excludes about 100 of these which are deemed to be too easily used to re-identify the household identity e.g. exact value of mortgage. TRA is rigorous in protection of consumer privacy and is the only media research company in the U.S. that is audited and certified as ISO 27001 compliant. TRA has over 60 million households of loyalty card data from supermarkets and 1.6 billion Rx claims. The main use of TRA is to target specific classes of purchasers, with the intent of focusing media pressure on the ROI Driving Segment. In packaged goods one can target based on heaviness of category purchase during any time period one wants, homes that buy or do not buy one’s own brand by degree of Share Of Requirements (SOR) that your brand has in the category in the household (from 0%– 100%), Boolean logic to say buys brand X but not Y etc., and other variations of customized purchaser targeting. Auto is similarly granular in targeting capability as is pharma. We also have modeled data based on extensive Experian demographics for multiple alternative targets within moviegoing, cellular telephony, financial services, and restaurants. The primary data sources with which we direct match at the household level are Experian demographics/lifestyles, frequent shopper card data (going back 2 years) from over 60 million homes, Rx data from 1.6 billion Rx claims, Motor Vehicle Bureau data from 116 million homes. The source of packaged goods purchase data are 25 supermarket chains/imprints of which by contract none can be named except for Kroger, the largest in U.S. SDI is the Rx data source and Experian the auto source. All matching is done by use of TRA’s patented privacy The data and the personally identifiable information are never in the same place hence TRA represents the gold standard of privacy protection. 37
Page 1 and 2: 4A’s Set-Top Box Survey Results A
Page 3 and 4: 4A’s Set-Top Box Vendor Survey 1
Page 5 and 6: KantarMedia Jeff Boehme Chief Resea
Page 7 and 8: 8. Data Matching/Overlays Experian
Page 9 and 10: Performance As our RPD reports seco
Page 11 and 12: Kantar Media Audiences, in conjunct
Page 13 and 14: In terms of standard uses, both our
Page 15 and 16: Our RPD service can be delivered th
Page 17 and 18: Jeff Boehme Chief Research Officer
Page 19 and 20: Again, we do not share details abou
Page 21 and 22: Not at this point. National network
Page 23 and 24: We do not release the names of our
Page 25 and 26: NCS supports the integration of som
Page 27 and 28: Unique measures such as Engagement
Page 29 and 30: Household Composition o Male presen
Page 31 and 32: We are currently working with indiv
Page 33 and 34: aired in, evaluates spots for both
Page 35 and 36: Both the Acxiom and Quantcast produ
Page 37: TRA Bill Harvey Co-Founder, Vice Ch
Page 41: National network television Spot br

4A's SET TOP BOX SURVEY RESULTS - American Association of ...

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