TiVo announced Crispin Porter + Bogusky has purchased a subscription to the TiVo Stop||Watch ratings service. CP+B clients include Burger King and Volkswagen. Using the service, a second-by-second program and commercial ratings product, CP+B now has the means to access a database on audience viewing behavior, and a unique ability to track specific commercial viewership, in both Live and Timeshifted viewing context. "In this highly competitive industry, it is imperative that we are able to identify new trends and recognize which commercials pique viewer interest, in which programming, and at what point in the programming," said Jim Poh, Crispin Porter + Bogusky exec. Existing subscribers to the Stop||Watch include Starcom USA, the Interpublic Group of Companies, Media IQ, and MPMA.