Starcom's got your number

Publicis-owned Starcom USA is the first media agency to sign up for TiVo's new 20,000-household strong Power Watch Consumer Panel.

The panel allows TiVo to "associate household data with viewership data," reports ClickZ, which will help mend behavioral and demographic audience groups.

Starcom is also the first agency to sign up for TiVo's StopWatch ratings service, which will enables the sprawling media agency to get custom reports based on continuous monitoring of TV program and commercial viewing.