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TiVo hooks first Research and Analytics customer

Scripps Networks Interactive, a US developer of lifestyle-oriented content for television, the Internet and emerging platforms, has become entered into a software licensing agreement with TiVo Research and Analytics (TRA), giving Scripps access to TRA’s database of viewer purchasing insights.

As part of the licensing deal, Scripps Networks Interactive will have access to TRA’s patented Media TRAnalytics TV Auto Ratings platform, enabling a better understanding of the correlation between exposure to ads and actual purchases across its entire media portfolio including HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country.

This marks the first client win for New York-based TRA since it was acquired by DVR pioneer TiVo last July. TRA launched its Media TRAnalytics TV AutoRatings platform in January 2012, designed to enable TV networks and advertisers to identify the right TV programming based on the make and model of automobile purchases by households watching specific networks and programmes.

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