Most of us probably don't have TiVo, but I learned at work today that they are one of the many companies that sell data. TiVo knows what people watch, what they rewind, how many times they watch something, and they sell data about when people skip commercials.

According to TiVo, 75 percent of users who watched the Grammys also watched the commercials, while only 39 percent watched commercials during Friends.