TiVo is to acquire TRA, a media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment. TRA matches television exposures from 1.5 million TV homes with specific purchase transactions. The new unit will be known as TiVo Research and Analytics.
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.
TiVo will pay approximately $20 million for TRA. TiVo expects the transaction to close this month. TRA’s revenue is on track to increase significantly in 2012.
USA, Alviso, CA