SOURCE: TiVo

TiVo

TiVo

September 04, 2012 08:00 ET

TiVo Research and Analytics (TRA) Signs Scripps Networks Interactive to a Research and Analytics Deal

Scripps to Benefit From Access to 'Media TRAnalytics® TV Auto Ratings' Delivering Unique Audience Insights That Match Household Television Exposures With Specific Automobile Purchases

ALVISO, CA--(Marketwire - Sep 4, 2012) - TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), today announced it entered into a software licensing agreement with Scripps Networks Interactive (NYSE: SNI). As part of the licensing deal, Scripps Networks Interactive will have access to TRA's patented Media TRAnalytics® TV Auto Ratings platform enabling a better understanding of the correlation between exposure to ads and actual purchases across its entire media portfolio including HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country. Ultimately these unique audience insights and analytics will enable Scripps Networks Interactive to build a strong case for the level of auto advertising they should be receiving based on the proven purchases of their actual audience. 

"We have learned from TRA's TV Auto Ratings that Scripps Networks Interactive content is watched more among consumers who are new car buyers and ranks highly with new car buyers across all dayparts -- primetime, daytime, weekends and fringe," said Chris Ryan, VP, Sales Research and Strategy, Scripps Networks Interactive. "TRA has brought a unique and powerful TV targeting tool into the market. Their sample of nearly one million households of car buyer TV viewing is unlocking new value for car brands to reach the right audience."

Media TRAnalytics® TV Auto Ratings launched in January 2012 and enables networks and advertisers to identify the right TV programming based on the make and model of automobile purchases by households watching specific networks and programs. By matching households of television tuning and automotive registration data from Experian Automotive's North American Vehicle Database (NVDB), TRA provides advertisers, advertising agencies and television networks the industry's largest household-level single-source solution to plan, buy, sell and evaluate the automotive industry's current investment in television advertising. The auto single-source database is almost 1 million households, an unprecedented match.

"We are excited that media companies and advertisers are increasingly embracing our single-source data and software and are confident that it will help Scripps move beyond demographics and work together with advertisers to find the right audience across multiple dayparts," said Mark Lieberman, TRA's CEO and co-founder.

About TiVo Research and Analytics, Inc. (TRA)
TiVo Research and Analytics, Inc. (TRA), a subsidiary of TiVo Inc., is a leading media marketing and analytics software company whose products help advertisers, agencies and television networks improve advertising targeting, accountability and return on media investment within the Automotive, Consumer Packaged Goods, and Pharmaceutical industries, as well as a growing number of client CRM engagements. TRA's web-based Media TRAnalytics® platform matches the TV advertising households actually receive with the products the same households actually buy, enabling TRA clients to find "The Right Audience®" while providing an unmatched level of transparency, measurement, media planning/selling and improved ROI. TRA clients include Procter and Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer and Starcom MediaVest Group. More information at: www.traglobal.com.

About Scripps Networks Interactive
Scripps Networks Interactive (NYSE: SNI) is a leading developer of lifestyle-oriented content for television, the Internet and emerging platforms, where on-air programming complements online video, social media areas and e-commerce components on companion Web sites and broadband vertical channels. The company's lifestyle media portfolio comprises popular lifestyle television and Internet brands HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and country music network Great American Country. Scripps Networks Interactive is based in Knoxville, Tenn., with offices in New York, Los Angeles, Chicago, Detroit, Dallas, Atlanta, San Francisco, Cincinnati, Nashville, Tenn. and Chevy Chase, Md.