A&E Television Networks Signs with TRA to Provide Advertisers with Increased Accountability

Networks Use TRA's Software and Data to Demonstrate Its Programming Has The Right Audience


New York, NY, December 20, 2010 - TRA, Inc. and A&E Television Networks (AETN) announced today that AETN‟s portfolio of networks, including A&E, History, Lifetime, and Biography have licensed TRA‟s patented Media TRAnalytics® software, the industry‟s premier solution for improving the effectiveness of television advertising, as well as TRA‟s companion pharmaceutical advertising product, TV-Health Ratings - Powered by TRA.

AETN‟s networks will have the ability to clearly demonstrate to advertisers that buying programs in the right media environment enhances the persuasive power of an advertiser‟s message and drives up the brand‟s ROI. In doing so, programs on AETN‟s networks will become more valuable to advertisers looking to find "The Right AudienceTM." This will result in increased sales of the advertisers‟ products and increased revenue for AETN.

TRA‟s software matches second-by-second measurement of TV viewing from set-top box data with purchasing behavior. TRA‟s innovative, patented single-source measurement allows networks to leverage purchase behavior to partner with advertisers interested in advertising on the best creative and programming environments for their advertisements while improving ROI on ad spending.
"TRA is pleased to partner with A&E Television Networks," said Mark Lieberman, Chairman and CEO of TRA. "By moving beyond just ratings to valuing their media based on purchase behavior of their viewing audiences, AETN recognizes that its networks can help advertisers reach the right audience, with the right message, at the right time."

"With its innovative combination of media measurement and purchase behavior data, TRA offers AETN a powerful platform that will enable us to help marketers successfully reach their consumers across our channels," added Mel Berning, Executive VP Ad Sales, A&E Television Networks. "This will enable AETN to acquire a larger share of its clients‟ advertising buy while attracting potential new advertisers."
As the advertising industry‟s most comprehensive resource for media planning and ROI analytics for television advertising investments, TRA‟s clients include major broadcast and cable networks as well as advertisers and agencies. Now, through its DailyTRA blog (www.traglobal.com/blog), the Company is offering select insights from MediaTRAnalytics® to empower the industry to realize that advertisers can save money and networks can increase their revenues simply by finding The Right AudienceTM to improve ROI.

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About TRA, Inc.
TRA, Inc. (www.traglobal.com) is a media measurement and analytics software company whose products help advertisers, agencies and television networks improve advertising accountability and return on media investment. TRA‟s Media TRAnalytics® is a web-based platform that matches the advertising households actually receive with the products the same households actually buy, enabling TRA's clients to find "The Right Audience" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA's investors include Intel Capital, Kodiak Venture Partners, WPP and Arbitron. TRA is the recipient of the BeyeNETWORK‟s 2009 „Vision Award‟ for Business Impact in Analytics. TRA is certified under ISO 27001, the information security management system standard published by the International Organization for Standardization (ISO) designed to ensure security controls for protecting information assets. TRA was recently issued U.S Patent No. 7,729,940, entitled "Analyzing Return on Investment of Advertising Campaigns by Matching Multiple Data Sources."

About A&E Television Networks
A&E Television Networks, LLC (AETN) is an award-winning, global media content company offering consumers a diverse communications environment ranging from television networks to websites, to home videos/DVDs to gaming and educational software. AETN is comprised of A&E Network®, Lifetime®, HISTORYTM, Lifetime Movie Network, BIOTM, History InternationalTM, History en EspañolTM, Crime & Investigation NetworkTM, Military HistoryTM, Lifetime Real Women, A&E IndieFilms®, AETN International, AETN Digital and AETN Consumer Products. AETN channels and branded programming reach more than 300 million households in over 145 countries. AETN is a joint venture of Disney-ABC Television Group, Hearst Corporation and NBC Universal.

Contact for TRA, Inc:
Kyle Giunta MediaLink LLC
646-259-3006 (o)
845-453-4877 (m)

Contact for A&E Television Networks:
Michael Feeney