TiVo to Buy Ad Analysis Outfit

TiVo (NASDAQ:TIVO) has agreed to acquire media marketing and analytics software company TRA. TRA matches television exposures from 1.5 million TV homes with specific purchase transactions. The acquisition is expected to offer the TV advertising industry Internet-level measurement and accountability. The unit will be known as TiVo Research and Analytics (TRA). TiVo will pay approximately $20 million for TRA and expects the transaction to close this month.