TiVo has confirmed the purchase of TRA, the company that quantifies the impact of television advertising with household purchases.
TRA has created the world’s largest database in the field, linking 1.5 million TV homes in the United States with specific purchases.
Within TiVo, the unit will be known as TiVo Research and Analytics (TRA). The consummation of the acquisition of TRA is subject to customary closing conditions. TiVo will pay $20 million for the company in which it has previously invested.
Tom Rogers, CEO and President of TiVo said, “TV has long been the best medium for advertisers to influence what consumers buy. TRA has proven its platform can determine the effectiveness of TV advertising by connecting the exposure of ads to actual purchases, helping advertisers identify the right audience and get the most out of their ad dollars. TRA has driven a substantial client list of advertisers, agencies and networks with this proposition. With this new level of unique audience insights and analytics, TiVo will be able to provide insights nobody else has in an industry increasingly seeking alternative ways to measure audience behavior accurately while increasing efficiencies in media spending.”
TRA has more than 45 brand clients and 27 network clients including CBS, A&E Television Networks, ION Media, Procter & Gamble, Oscar Mayer and Starcom MediaVest Group, among others.