It's the perfect Nielsen box, and people are willing to pay a subscription to have one. What could be better than that?

Wouldn't that produce somewhat skewed data? I would think TiVo owners are, almost by defination, not the average TV viewers, but rather a bit more enthusiastic.

But perhaps the more enthusiastic viewer is the very demographic the advertisers actually want to know about. Oh, but TiVo viewers skip all the ads!

-jk