US firm TiVo, a specialist in DVR technology, has acquired New York-based company TRA, owner of the world’s largest database that directly links information from the same households as to what viewers watch with what they buy.
The US$ 20mn purchase is expected to provide TiVo with unique insights into what TV viewers watch and buy, matching television exposures from 1.5mn television homes with specific purchase transactions.
The acquisition expected to close by the end of this month, subject to customary closing conditions, whereupon the new unit will be known as TiVo Research and Analytics (TRA).
TRA currently 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.
Swedish cable provider Com Hem recently became the latest European operator to licence TiVo’s patented DVR technology for use in its TV service – more details here.