TiVo Adds Nielsen Data to TRA's Media Analytics Service

TiVo Research and Analytics - a subsidiary of digital video recorder (DVR) firm TiVo - has added data from Nielsen to the media measurement and analytics services offered by its recently acquired TRA business.

TRA, which matches TV exposures from 1.5 million homes with specific purchase transactions, was acquired last summer, with TiVo saying it would bring Internet-level measurement and accountability to the TV ad industry, while ramping up TiVo's own position in the billion dollar TV analytics business.

Through the deal with Nielsen, certain data will be made available as a parallel resource within TRA's single-source business intelligence solution, for those clients subscribing to both TRA and Nielsen.

Mark Lieberman (pictured), CEO of TRA, said: 'Many customers believe that they will make even more use of our data with the ability to reference the Nielsen data, where appropriate, in Media TRAnalytics. By providing access to certain ratings data along with our far more granular purchaser insights, we have made our customers' jobs significantly easier and we are excited that this addition to our system will further improve media buying, selling and execution.'

Web sites: www.tivo.com and www.traglobal.com .