TiVo, the company mostly known for its digital video recorder, this morning announced that it has agreed to acquire TRA, a media marketing and analytics software company.

The company will pay approximately $20 million for TRA, which offers a platform that matches 2 million households of TV-tuning data with consumer purchase data, enabling its clients to find the program audience that actually buys the advertised products.

Basically, they improve TV advertising effectiveness, and that’s what TiVo is buying them for. TRA has more than 45 brand clients and 27 network clients including CBS, ION Media, Procter & Gamble, Oscar Mayer and Starcom MediaVest Group.

TiVo says it will create a new unit called TiVo Research and Analytics (TRA) as soon as the acquisition is closed, which is expected to occur this month.

As of January 2012, TiVo has approximately 2.3 million subscribers in the United States.

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