How are they going to pull this off? (Score 1)

"Data will include the number of people who saw the spot and when it was viewed. " If I Tivo something and never watch it, will that count as being viewed? If I am watching something live, will that count? How about when the TV is off, but the Tivo is recording? How will they know if I am actually sitting in front of it? What about the second Tivo that I have that isn't even hooked up to a TV, just used to catch the oddball programs that conflict (pre DT Tivo)? Seems like this is another case of the data being able to support any story you want to tell...