UPDATE - TiVo acquires TRA for $20m
US — On-demand video specialists TiVo have confirmed plans to acquire television audience research firm TRA for $20m in an attempt to compete more effectively with its more established television measurement rivals.
TiVo expects the deal to close this month and add to its adjusted earnings before interest, taxes, depreciation, and amortization in its next fiscal year.
The new unit, which will be known as TiVo Research and Analytics, will add Internet-level measurement and insights to the TV advertising industry, the company said.
“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,” TiVo president and CEO Tom Rogers (pictured) said in a statement.
“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.”
Investors set to benefit from TRA’s acquisition include WPP’s Kantar unit, Arbitron, Intel Capital and Kodiak Ventures Partners.
Earlier this year TiVo launched an updated version of of its syndicated Stop Watch TV audience measurement service to deliver next-day viewing data to advertisers and networks.