TRA, a research company with a system that matches up television viewing with buying habits, will be bought by TiVo, reports Bill Carter in The New York Times.
TiVo will spend about $20 million to buy out TRA’s other investors, a modest deal, although TiVo President Tom Rogers said the prospects are favorable.
"We believe television is at an inflection point,” Rogers tells the publication. “In the digital realm you measure click by click and get increasingly granular information. This kind of metric has not developed well in the television space before now.”
TRA collects information from 1.5 million set-top cable boxes and anonymously matches viewers with information from the kinds of loyalty cards that are used at supermarkets, as well as other measures such as car-registration data, the story notes.
The five-year-old company has 27 cable and broadcast network clients, with 45 advertising brands such as Mars candy bars also counted as clients.