TiVo's transformation from a ad-skipper's best friend to an ad agency's biggest asset is nearly complete, as the firm's StopWatch system is aimed to provide "second-by-second" viewing data which Nielsen has refused to offer thus far. While the company went public about its intentions to become an ad-friendly platform awhile back, it looks like the time has come for its voyeuristic service to go live, as it begins marketing a system to carefully watch its 4.5 million or so customers whiz through commercials and schedule season recordings. This indeed marks the "first time a syndicated ratings service has detailed live and time-shifted viewing data on a second-by-second basis," which advertisers should absolutely drool over. Notably, Starcom has already signed on as TiVo's first taker, and with the amount of critical data now available to media agencies, we hardly believe it'll be the last. So the next time you crank up your TiVo and cruise on by every single costly commercial on your favorite recorded drama, take comfort in the fact that Big Brother is taking notes on a moment-by-moment basis.