TiVo sets to capture tv viewing time

The New York Post recently looked at how TiVo is setting out to fully capture how the US public spends their time consuming television programs and other mediums. Using their settop boxes, they will monitor the amount of time tv viewers spend watching television, recorded programs, and other options available through the service such as YouTube and NetFlix. This puts them in high, direct competition with Neilson, who has traditionally tracked television viewership.

How do you think this will affect the industry. Do you believe that marketers will benefit from knowing the exact viewing habits of their set top box owners?