TVSquad

TiVo's been collecting second-by-second ratings data from a random sample of TiVo boxes since February. While the goal is to offer up a commercial ratings service, TiVo for the first time made some of that data available today.

And what do we find out about the way TiVo owners watch television? First of all, it turns out that the most viewed commercials don't always air during the most viewed TV shows. For example, the most viewed commercial in April (a trailer for the movie Disturbia) aired during the 8th most viewed show (House).

And there appears to be a rather surprising pattern when it comes to the commercials that viewers are least likely to fast forward through. Direct-response ads for items like exercise equipment and highly polished movie commercials topped the list. In other words, ads with very high and very low production values.