NEW YORK: TiVo's recently launched second-by-second ratings service, StopWatch, conducted via the firm's eponymous PVRs, has signed Interpublic Group to its client roster.

The new service first went live in January with Publicis Groupe's Starcom as a founder client. It offers insight both into live and time-shifted viewing by TiVo's 4.5 million subscribers.

IPG's involvement is financed via the company's Emerging Media Lab, enabling full access to the TiVo ratings data by sibling media shops Magna Global, Initiative and Universal McCann.

Says Magna's evp and director of negotiations Larry Blasius: "Subscribing to the TiVo StopWatch ratings service enables us to better understand second-by-second commercial viewership during time-shifted and live viewing."

And echoing Oscar Wilde ('I can resist anything except temptation'), Blasius dutifully delivered a plug for IPG: "We are committed to delivering maximum results for our clients, with return on investment for their media choices," he hyped.

Data sourced from AdWeek (USA); additional content by WARC staff