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TiVo and upstart research service TRA, Inc. are partnering to create a research service that will correlate household purchasing behavior with media exposure. Through the agreement, announced Tuesday (June 24) at the Advertising Research Foundation’s audience measurement conference in New York, TRA will license and market TiVo audience data from 1.7 million subscribers as part of its TRA Media TRAnalytics service.
In development for several years, TRA’s Media TRAnalyics service gathers TV viewing data from digital set top boxes from three cable MSOs and combines it with shopping behavior data from consumers’ frequent shopper cards for seven grocery store chains.
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