/// TiVo to buy TRA in $20M TV-analytics deal
TiVo Inc. TIVO +0.25% agreed to acquire advertising analytics company TRA Inc. in a $20 million cash deal that is expected to boost TiVo’s position in the television analytics business.
TRA is a media marketing and analytics software company whose web-based platform matches the TV advertising households receive with the products those same households buy.
TRA has more than 45 brand clients and 27 network clients including CBS Corp. (CBS), A&E Television Networks and Procter & Gamble Co. (PG).
The new unit will be called TiVo Research and Analytics, and the deal is expected to close in July. The digital-video-recorder company expects the acquisition to add to adjusted earnings in the next fiscal year.
“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,” said TiVo Chief Executive Tom Rogers.
TiVo in May swung to a fiscal first-quarter loss as a patent-litigation settlement boosted the digital-video-recorder company’s year-ago results, though the company recorded subscriber growth.
Shares of TiVo closed Monday at $7.93 and were inactive in premarket trade. The stock is off 12% so far this year.