TiVo acquires TV-shopping tracker company

MIchelle Clancy | 18-07-2012

In a quest to bring online-style tracking and analytics to the television world, TiVo will acquire television analytics company TRA, which correlates actual household shopping and purchasing information with set-top box data on advertising exposures. TiVo is spending about $20 million for the company.


Right now, TRA has visibility into about 1.5 million TV homes with specific purchase transactions. The new combined unit will leverage the TiVo install base to expand that, and will be known as TiVo Research and Analytics (TRA).
"TV has long been the best medium for advertisers to influence what consumers buy," said Tom Rogers, CEO and President of TiVo. "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. 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 has been an investor in the company for several years.
"TV has long been the best medium for advertisers to influence what consumers buy," said Tom Rogers, CEO and president of TiVo. "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 said its revenue is on track to increase significantly in 2012. TiVo expects the transaction to close this month and that it will be accretive to Adjusted EBITDA in its next fiscal year "if planned synergies are realized."