The rankings of which Super Bowl commercials will be paused and watched again on TiVo will be much improved in 2009. Every year TiVo publishes a ranking of the best Super Bowl ads based on TiVo user behavior.
TiVo announced today to increase the scope of its Stop||Watch ratings service by substantially increasing the sample size from which it derives its anonymous, second-by-second audience research data from 20,000 to 100,000 TiVo subscribers. As a result of the increased sample size, the Stop||Watch ratings service now provides users with ratings data derived from a sample that is 25 times larger than what the industry is currently provided through other panel-based measurement sources. This increased sample size allows TiVo to produce stable ratings measurements across lower viewership cable networks currently unmeasured by the industry currency, including Sprout, Noggin, Planet Green, and Sleuth, to name a few.

TiVo is selling the audience measurement data on to media companies like Omnicom Media Group, CBS Corporation, The Interpublic Group and Starcom.
Via the TiVo STop||Watch page.