CNET: TiVo watchers uneasy after post-Super Bowl reports

The powerful media tracking capabilities of Tivo earned it much publicity following the Super Bowl's rated R half-time show. The company was able to point out that the interactive digital video recorder owners had replayed the Janet Jackson peep incident three times more than any other moment of a fairly exciting football game. But many subscribers, not previously realizing that some of their watching was tracked, reacted to the publicity by feeling "creeped out."

The terms of the Tivo service allow for media tracking where it does not reveal information on an individual, but that comforting subtlety seldom made it into the press accounts.