Consumer packaged goods companies are poised to gain a more robust offering of shopper insights from an expanded relationship between TiVo Research and Analytics and DunnhumbyUSA.
The two firms agreed to expand an existing relationship that combines TiVo’s set-top-box viewing data from 4.4 million households with dunnhumby’s grocery purchase information from 60 million households. The new exclusive arrangement is said to better serve CPG advertisers with co-operative ROI analytics delivery and the inclusion of over 90 additional CPG categories and dunnhumbyUSA's shopper segments, including Hispanic shoppers, into TiVo’s advertising optimization platform known as Media TRAnalytics.
"Our legacy partnership with dunnhumbyUSA created an unmatched solution for naturally occurring, single-source TV viewing and grocery purchase data,” said Bob Meyers, president and COO of TiVo Research and Analytics (TRA). Now, by virtue of our strengthened alliance, we are able to offer our customers additional product categories and insightful price sensitivity and shopper lifestyle segments, such as 'Splurge and Save,' 'Grab and Go' and 'Watching The Waistline'."
According to Stuart Aitken, CEO of dunnhumbyUSA, the expanded relationship with TRA is consistent with the company’s philosophy of putting the customer at the center of every decision.
“Together we enable our customers to make informed TV media buys that help drive sales and improve ROI,” Aiken said. “Today's announcement with TRA symbolizes a continued confidence in our solution and is the result of a growing demand from the marketplace.”