Marketing research firm TRA Inc has licensed TV viewer data from 1.7 million subscribers to television program recording service TiVo Inc., which it plans to sell packaged with household product purchasing data.
The arrangement with TiVo will enable TRA to correlate household purchasing behavior with media exposure though an anonymous television audience sample, which includes purchase statistics and demographics.
Combined data from TiVo and TRA tracks all television signal sources, including digital cable, analog cable, satellite, broadcast television, live and time-shifted viewing.
TiVo has collected random clickstream behavior and viewer data from its customers since 2006.
TRA collects and analyzes television viewer data from digital cable set-top boxes. It has the capacity to match the advertising consumers see with products they actually purchase.
Network
