TiVo, the company whose name has become synonymous with digital video recorders as well as commercial skipping, is launching a new research division to analyze how those commercials are being zapped. Second-by-second data will be collected as to how viewers are interacting with the programming they're recording and watching. That data will, it's hoped, provide better leverage for advertisers to use when negotiating ad prices and placement. Some agencies don't see the sample size as large enough. TiVo is one of many companies offering DVRs and only eight to ten percent of households has a DVR. That pushback, though, is likely some selective blindness or general unwillingness to accept that which they're not comfortable with. Right now TiVo is prohibited by privacy agreements to disclose demographic information on its users, but the company is looking for ways around that by the end of the year.