M+E Daily
TiVo-TRA Deal Shows Industry Focus on Analytics
Story Highlights
by Terence Keegan
It’s revealing that identifies TiVo as “the television analytics company” in its coverage of TiVo’s $20 million planned acquisition of audience tracking firm TRA, Inc. The Times only mentions in passing — three paragraphs from the end of its piece — the pioneering digital video recorder with which many still associate TiVo.
The report shows just how suddenly the delivery of advanced “analytics” has become a focus — not just for media and entertainment companies like TiVo, but for the business world in general. (Colleen Quinn of Teradata made much the same point last month, in her MESA blog post on the Hollywood IT Society’s recent Big Data Breakfast event.)
Under terms of its deal with TiVo, TRA will draw anonymous viewing data from 1.7 million consumers who subscribe to TiVo’s DVR-plus-web-entertainment service. TiVo says the integration will give TRA’s Media TRAnalytics service — which correlates household purchasing behavior with media exposure — access to a wider national audience sample, making its return-on-investment evaluation of TV advertising campaigns more effective.
TRA’s clients include CBS, A&E Television Networks, ION Media, Procter & Gamble, Oscar Mayer, and Starcom MediaVest Group. More on the deal from publicly-traded TiVo’s perspective at .
