Coming: TV Ads That Target the Grocery Cart
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Consumer goods data powerhouse IRI is enhancing the information it gathers on the food and household items people buy with TV and digital data. The idea is to layer on the IRI scores which represent propensity to buy certain types of product to television programming data from Rentrak and digital audience data from Comscore.
IRI harvests data directly through a panel of 80,000 active consumers, tagging them with scores by product. Now that information is matched by household to Rentrak and Comscore data. Rentrak tracks video-on-demand viewing on 120 million televisions in 210 markets. Digital audience measurement company Comscore gathers information on 1.5 trillion global digital interactions each month.
Rentrak has worked with IRI for a couple years, but the TV data firm’s CEO and Vice Chairman Bill Livek calls this “a massive expansion of a really good working relationship.”
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