TiVo Inc. Acquires Advertising Analysis Co. TRA
TiVo Inc. (NASDAQ: TIVO), a leader in the advanced television entertainment market, today announced that it has agreed to acquire TRA, Inc., maker of the first and leading platform with the world's largest database that directly links information from the same households as to what viewers watch with what they buy. TRA matches television exposures from 1.5 million TV homes with specific purchase transactions. The acquisition is expected to create a powerful combination of insights that will offer the TV advertising industry Internet-level measurement and accountability accelerating TiVo's position in the billion dollar television analytics business. The unit will be known as TiVo Research and Analytics (TRA). The consummation of the acquisition of TRA is subject to customary closing conditions.
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."
Mark Lieberman, Chairman and CEO of TRA, stated, "TiVo has been a valued investor and data partner of TRA for several years, making this combination a natural next step for TRA. TiVo understands that the existing measurement tools, which haven't kept up with advances in technology, just don't get the job done. We share TiVo's vision and prescription for the future of measurement and are eager to continue providing world class solutions to the industry."