TiVo Buys TRA For TV Analytics

Alviso-based digital video recording service Tivo is buying TRA, Inc., a provider of database which tracks how TV advertising is influencing consumers. TiVo said it is paying approximately $20M for New York-based TRA, which it says has the largest database in the world which can link information from households about how their purchases are related to what they are viewing on TV. TiVO said that TRA will be renamed TiVO Research and Analytics (TRA).