TiVo Acquires Ad Analytics Company TRA Inc. For $20 Million

TiVo has announced that they have agreed to acquire TRA Inc.  TRA has the world’s largest database that links directly to information from the same households as to what viewers watch and what they buy.

The acquisition will create a powerful combination of insights that will give the TV advertising industry Internet-levels of measurement and accountability.  This will accelerate TiVo’s position in the television analytics business.  TRA will be rolled into TiVo’s Research and Analytics division.

“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,” stated TiVo CEO and President Tom Rogers.

TRA has over 45 brand clients and 27 network clients including CBS, A&E, P&G, Oscar Mayer, and Starcom MediaVest Group.  TiVo will be spending around $20 million and expects the transaction to close this month.

This article was written by Amit Chowdhry. You can follow me at @amitchowdhry or on Google+ at
Leave a Comment