Starcom subscribes to TiVo's Stop||Watch


Media planning and buying agency Starcom USA has become the first such group to buy a subscription to TiVo Inc.'s new Stop||Watch ratings service. The DVR pioneer recently launched the offer as the first comprehensive second-by-second program and commercial ratings research service for timeshifted TV viewing. Starcom said it wants to analyze how fast-forwarding through content affects ratings and audience engagement.