The company behind that very popular digital video recorder, TiVo, announced that they have agreed to acquire media marketing an analytics software company, TRA. The deal will see TiVo pay approximately $20 million for TRA.

TRA offers a platform that matches 2 million households of TV-tuning data with consumer purchase data, which enables its clients to find the program audience that actually buys the advertised products. In a nut shell, they improve TV advertising effectiveness, which is why TiVo is very interested in them, and plonking down $20 million for them.

Once the acquisition is complete, TiVo have said they will create a new unit called 'TiVo Research and Analytics' (TRA). Works out well, don't you think? This new unit should be opened later this month, when the deal is closed.