TiVo Confirms $20m TRA Acquisition

As reported on DRNO yesterday, digital video recorder (DVR) solutions provider TiVo is to acquire media measurement and analytics firm TRA. The deal is valued at around $20m.

TRA matches TV exposures from 1.5 million homes with specific purchase transactions. TiVo says the acquisition will offer the TV ad industry Internet-level measurement and accountability, while ramping up its own position in the billion dollar TV analytics business.

TRA Chairman and CEO Mark Lieberman (pictured) comments: 'TiVo has been a valued investor and data partner of TRA for several years, making this combination a natural next step for TRA. We share TiVo's vision and prescription for the future of measurement and are eager to continue providing world class solutions to the industry.'

TiVo CEO and President Tom Rogers says the deal will enable his firm 'to provide insights nobody else has in an industry increasingly seeking alternative ways to measure audience behavior.'

Following closure of the deal next month, the unit will be known as TiVo Research and Analytics - thus keeping the TRA acronym.

Web sites: www.tivo.com and www.traglobal.com .