TRA, TiVo Forge Data Deal

NEW YORK TV audience researcher TRA has struck a licensing deal with TiVo to access viewing data from the DVR maker’s 1.7 million set-top boxes nationwide.

The deal gives TRA access to a national footprint of STB data for the first time. The research company matches viewing data from set-top boxes to purchase data from 70 million-plus frequent shopper cards issued by grocers, drugstores and clothing retailers, among others. That combination of data, often referred to as “single-source” research, is highly sought by marketers looking to improve ROI on their advertising purchases.

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