Just noticed that whenever I sync my iPod to iTunes, the play count/last played columns aren't updating even though i've played tons of songs since the last time I synced. Also, whenever I listen to songs on iTunes, both columns update for that song but whenever I close down iTunes, it resets both columns back to what it was originally. For example I just listened to a full album there and every track should have 1 play for this evening, but none of them are marked as having any plays (even though it said they did before I closed down iTunes). 
Any way I can fix this?

Any way I can fix this?