US media measurement and analytics firm TRA and auto market intelligence provider Experian Automotive are the latest partners to link TV audience data and automotive buying. ‘Media TRAnalytics TV Auto Ratings’ will automatically match auto registration with TV data at the household level.

TRA’s patented Media TRAnalytics solution currently matches second-by-second TV tuning data from set-top boxes in 2.2 million households with consumer purchase data for Consumer Packaged Goods (over 500,000 single-source households) and Pharmaceuticals (over 900,000 households).

The new web-based TV Auto Ratings solution links the make and model of automobile purchases from Experian Automotive’s North American Vehicle Database (NVDB) with viewing data for specific networks and programs from nearly 700,000 households.