By Todd Spangler
Scripps Networks Interactive reached a deal with TiVo Research and Analytics, a subsidiary of the DVR company, under which Scripps will have access to TRA's TV auto ratings platform to analyze the correlation between exposure to ads across its media portfolio and actual car purchases.
Scripps said it expects to use the TRA analytics as part of selling automotive advertising across its networks, including HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country.
"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," Chris Ryan, Scripps vice president of sales research and strategy, said in a statement. "TRA has brought a unique and powerful TV targeting tool into the market."
TiVo last month announced the $20 million acquisition of marketing-research firm TRA and renamed it TiVo Research and Analytics. TRA's name previously stood for "true ROI (return on investment) accountability." The New York-based company had raised more than $36 million from investors including Arbitron, WPP and Intel.
TRA in January 2012 launched TRAnalytics TV Auto Ratings. The service matches households of television tuning and automotive registration data from Experian Automotive's North American Vehicle Database (NVDB), with a single-source database of nearly 1 million households.
"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," Mark Lieberman, TRA's CEO and co-founder, said in a statement.
On its second-quarter earnings call last week, TiVo said the TRA deal is expected to be accretive to adjusted EBITDA in the next fiscal year "once planned synergies are realized" but is expected to reduce adjusted earnings by up to $2 million in the second half of this year.
Other TRA clients include Procter & Gamble, CBS, A+E Networks, ION Media, Oscar Mayer and Starcom MediaVest Group.