Note : Les descriptions sont présentées dans la langue officielle dans laquelle elles ont été soumises.
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IMPROVED SYSTEM FOR COLLECTING DATA CONCERNING
TRANSMITTED MATERIAL
~ The present invention relates to an improved system for
collecting data concerning transmitted material received by
a participant, for example, for collecting data concerning
viewing of television advertisements and programmes.
The Applicant's published application W095/35606
describes one embodiment of a data collection system in which
potential participants of the system are sent a questionnaire
containing questions relating to socio-geodemographic factors,
in a similar form to known market research questionnaires. A
participant interested in joining the system returns the
questionnaire. The new participant is allocated a unique
identity code and the participant data is retrieved from the
completed questionnaire and stored in an association with that
identity code. The participant, at a remote location, is then
sent a data collection unit which is allocated the unique
identity code. The data collection unit comprises a processing
unit and a hand held unit. Transmitted television material is
received via an aerial and coding data in lines 7 to 12 of the
incoming signal (the so-called blanking interval) is
retrieved.
When an advertisement appears on the television, the
participant keeps a button of the hand held unit depressed.
A signal representative of the depression of the button is
sent to the processing unit and, as a result, the coding data
currently being retrieved from the television signal by the
processing unit together with the unique identity of the data
collection unit, and the current time as a start time, are
stored to a smartcard.
When the processing unit no longer receives a signal
representative that the button is being depressed, the current
time, as an end time, is sent to the smartcard. The on board
microprocessor in the smartcard sorts the received data and
calculates the attention time of the participant to each
advert. Then, the data is stored in on the smartcard.
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Thus, after the adverts have finished, a number of advert
slots may have been stored according to whether the viewer
watched the advert and pressed the button. Each advert slot
stores the advert coding, the transmission time coding, the
5attention time, the unique identity and the stored current
time compared with the transmission coding time.
When full, the smartcard is posted to a central facility
where stored data is retrieved for cross referencing with the
data obtained when the participant initially obtained the data
collection unit. Thus, a database of viewing data can be built
up.
However, it has been found that the present smartcards
become full very quickly so that they must be changed
frequently thereby reducing the application of the system.
It is therefore an object of the present invention to
provide an improved system for collecting data concerning
transmitted material received by a participant.
According to one aspect of the present invention there
is provided a method of collecting data concerning participant
20response to broadcast material which comprises a combined
audience portion and data portion, each participant being
located at separate remote locations and having a data
collection unit with a respective unique identity and
comprising a store means, a validity checking means and a
25manually operable device; the method comprising:-
(a) transmitting broadcast material to the participant
locations according to a known schedule, the broadcast
material comprising an audience portion and a data portion
containing a validity defining portion capable of defining a
30valid or invalid transmission;
(b) storing a data record associated with said broadcast
material to the store means of a data collection unit
according to a predetermined participant operation of the
manually operable device in response to said audience portion
35 of said broadcast material provided that the validity checking
means confirms the validity of said data validity defining
portion; and
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(c) cross matching said stored data records with said
known schedule to ascertain a participant response to
particular broadcast material.
Accordingly, it is possible to ensure that data records
are stored only when it is confirmed that the data validity
defining portion is valid thereby avoiding fraudulent storage
of data records. Furthermore, by cross matching the stored
data with the known schedule, it is not necessary to store
data from the validity defining portion itself. A11 that is
required is cross matched in time and date stamping of the
data record and the transmission schedule. This enables a
significant reduction in storage capacity for the data records
thereby prolonging the lifetime of each store means before it
is full.
In one embodiment, the method has step (a) ~urtner
comprising encrypting said data portion according to an
encryption different from an encoding of said broadcast
material.
As a result, data records will only be stored when the
data validity defining portion is correctly decrypted. This
enhances the security of the method of collecting.
It is preferred that step (b) further comprises the step
of checking for an identity code in the data portion of the
broadcast material; wherein a data record can be stored when
a new identity code is received.
In this way, each data record can be stored when a new
identity code is present, the identity code comprising a part
of the known schedule of broadcast material.
In a particular embodiment, the method has step (b)
30further comprising measuring the time of said predetermined
participant operation and storing a representation of said
time in said data record, said participant response comprising
said representation.
As a result, the data record can easily and simply show
the amount of time the participant continues with the
response.
Conveniently, the method further comprises the steps of
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storing said unique identity to said store means at said
remote location; and cross matching said stored data with said
unique identity.
In this way, the unique identity can be written at the
remote location enabling empty store means without identities
to be used by the participant.
Preferably, the method further comprises the step of
storing data relating to system participants according to said
unique identity.
Consequently, cross matching of information about the
participants with data records is simplified.
According to another aspect of the present invention
there is provided a data collection system for collecting data
concerning participant response to broadcast material
comprising a combined audience portion and a data portion
containing a validity defining portion capable of defining a
valid or invalid transmission, the broadcast material being
transmitted according to a known schedule, the system
comprising:-
a plurality of data collection units provided, in use,
at separate remote participant locations, wherein each said
data collection unit has a respective unique identity and
comprises:-
a validation means connected to receive and check the
validity of said validity defining portion;
a store means;
a manually operable device; and
a control means operating such that a predetermined
participant operation of said manually operable device in
response to an audience portion of said broadcast material
causes a data record associated with said broadcast material
to be stored in the store means provided that said validation
means confirms the validity of said validity defining portion;
and wherein the system further comprises:-
a central controller comprising:-
means for storing data relating to system participants
according to said unique identity;
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means for reading the unique identity and said data
records stored on a respective data collection unit store
means; and
means for cross matching said data records with said
known schedule for ascertaining a participant response to
particular broadcast material.
Accordingly, it is possible to ensure that data records
are stored only when it is confirmed that the data validity
defining portion is valid thereby avoiding fraudulent storage
of data records. Furthermore, by cross matching the stored
data with the known schedule, it is not necessary to store
data from the validity defining portion itself. A11 that is
required is coordination in time and date stamping of the data
record and the transmission schedule. This enables a
significant reduction in storage capacity for the data records
thereby prolonging the lifetime of each store means before it
is full.
Preferably, said data portion is encrypted according to
an encryption different from an encoding of said broadcast
material and wherein said validation means includes decrypting
means for decrypting said data portion containing said
validity defining portion.
As a result, data records will only be stored when the
data validity defining portion is correctly decrypted. This
enhances the security of the method of collecting.
Conveniently, said data portion includes an identify code
and wherein said control means operates such that each data
record is associated with a respective identity code.
In this way, each data record can be stored when a new
identity code is present, the identity code comprising a part
of the known schedule of broadcast material.
In one case, said control means periodically checks the
identity code.
As a result, the system starts a new data record when a
new identity code is present.
Conveniently. said control means includes means for
measuring the time of said predetermined participant operation
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and a data record includes a representation of said time as
a participant response.
As a result, the data record can easily and simply show
the amount of time the participant continues with the
response.
Preferably, the means for measuring time operates only
during continual predetermined participant operation of said
manually operable device.
Consequently, the participant must take an active rather
l0 than passive role in providing a response.
In one embodiment, said control means includes means for
storing said unique identity and wherein said unique identity
is stored to said store means by the control means.
In this way, the unique identity can be written at the
remote location enabling empty store means without identities
to be used by the participant.
It is preferred that said validation means periodically
checks the validity of said data validity defining portion.
Thus, when an invalid validity defining portion is found,
storage of data records no longer takes place.
Conveniently, said validation means includes means to
extract a real time and date from said data portion and
wherein a data record comprises at least said real time and
date.
By using the real time and date from the data portion,
coordination in time and date stamping of the data record and
the transmission schedule is simplified.
An example of the present invention will now be
described, with reference to the accompanying drawings, in
30Wh1Ch:
Figure 1 illustrates a central controller embodying the
present invention;
Figure 2 is a schematic overview of the system of the
present invention;
Figure 3 illustrates a data collection unit embodying the
present invention at a participant location; and
Figure 4 illustrates a flow diagram for the operation of
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a receiver unit of the data collection unit shown in figure
3.
One embodiment of the present invention will now be
v described with reference to the drawings for a viewing based
system although it will be apparent that an audio based
broadcast system could be employed.
To summarise the system of this embodiment, it is the
intention to provide a system whereby participants (viewers)
at a remote location are encouraged to view broadcast adverts
by enabling them to collect points for viewing those adverts,
the points being exchangeable for coupons, vouchers, prizes,
goods etc.
Moreover, the participants are to be encouraged to
respond to direct response propositions (DRP's). The viewing
of the adverts and the response to DRP's are stored as viewing
records on smartcards which are then sent to a central
controller. The viewing records are cross referenced with
advert and program schedules provided by the broadcaster and
with participant supplied demographic data in order to provide
details on viewing habits and on viewers responses to DRP's.
Referring to figure 1, a central controller 31 comprises
a main central processing unit (CPU) 32 connected to a read
only memory 33 storing control programs for the controller.
The CPU 32 is also connected to conventional peripherals in
the form of a printer 34, a keyboard 35 and a screen 36. The
CPU 32 is also connected to a participant supplied data store
37, a viewing record store 38, a schedule store 39, and a
smartcard reader 40. A dedicated printer 41 may also be
connected for printing vouchers or coupons. The functions of
this printer 41 could be amalgamated with the printer 34.
The various memory or store components are illustrated
separately for the purpose of clarity, but may of course be
partitioned sections of a single memory unit. Moreover, as a
person skilled in the art will appreciate, the aforementioned
components, with the exception of the smartcard reader 40, are
standard components associated with computers and the detailed
inter-connection, function and running of these components are
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readily apparent. All components are connected by appropriate
buses.
Referring to figure 2, material for broadcast, such as
television adverts and programs, are processed by a processing
unit 51. In this unit, a commercial identity number (CIN
number) is inserted into the material.
In the present example, the CIN number comprises 23
character code. For adverts, the CIN number of the present
embodiment represents a) the agency responsible for the
20 advert, b) the client , c) the advert identity number, d) the
region where the advert is to be transmitted, e) the duration
of the advert, and f) a status flag as the 21st character
representing one of L (left), R (right), B (both), F
(flashing). As long as the 21st flag character is one of L,
R, B or F the CIN number is considered "valid/genuine"
otherwise it is considered "invalid/non-genuine". The
following characters identify the particular DRP.
Telephone Numbers: TN
Addresses: CA (client address)
Vote Casting: VC
Programme Scoring: PS
Advert Scoring: AS
Purchases Made: PM
Sample/Voucher Request: SV
Game Points/Pri2es: GP
Text Request: OT (other text)
The purpose of this will become apparent hereinafter.
The adverts are broadcast so that they are accompanied
by the transmission of a genuine CIN number together with
additional information, for example, telephone numbers,
addresses etc. and other DRP~s tacked on. This transmission
is every 5 seconds in the present embodiment and the CIN
number and additional information is encrypted before
transmission. For security purposes, ordinary programs also
have a CIN number transmitted therewith, but of a non-genuine
nature.
It will be apparent to a person skilled in the art that
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other methods of labelling or ascertaining that a CIN number
is genuine or non-genuine can be employed. Furthermore, the
size of the CIN number can be changed and its format further
altered. The significance of the CIN number is that it
provides an encrypted key which enables points and responses
to DRP's to be stored by the participant provided the key,
after decryption, is the correct one, i.e., it is genuine.
The 22nd ar 23rd characters will be allocated according
to the nature of the DRP's transmitted. It will be apparent
that the manner of encryption and decryption can be changed,
either in a dynamic or static manner.
The CIN number is located within the television signal
as follows, although this is only by way of example based on
the transmission system in the United Kingdom.
As is known in the art, a television transmission frame
comprises a number of lines a11 coordinated by synchronization
pulses. In the United Kingdom, the lines used for picture data
are interlaced to give a total of 625 scanning lines. An
additional period equivalent to 25 lines is also provided,
known as the vertical blanking period, which allows the
receiver to flyback to the top of the screen for the next
frame. The CIN number and any additional information are
encoded according to a particular algorithm and are
transmitted within these 25 lines, preferably within lines 7
to 12. The location of these six lines within a received
television frame is precise and hence the CIN number and other
information encoded therein can be precisely extracted. It
should be noted that the real time date and time, and the
transmission region can be extracted from packet 8/30 within
these lines.
Thus, referring to figure 2 again, the CIN number and any
additional information is broadcast from a broadcast location
52 along route 53 to a plurality of participant locations 541
to 54a. The route 53 can, for example only, take the form of
broadcasts from a transmitter, a satellite or via cable.
Figure 3 illustrates the arrangement at the participant
location. Each system participant has a data collection unit
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comprising a receiver unit 1 and a handset 17.
The receiver unit 1 has an input 2 connected to the so-
called scart socket of a television 3. The incoming television
signals at input 2 are relayed to a decoding and extracting
circuit 4. This circuit extracts the data within the above
mentioned lines and decodes data in the broadcast which has
been encrypted according to a predetermined algorithm,
preferably of the rolling key decryption type. As a result,
the CIN number is decoded therefrom along with any additional
information.
A central processing unit (CPU) 5 inputs the currently
received CIN number along a line 6 connected to the decoding
and extracting circuit 4 and relays this number to a
validation unit 7 on a line 8. The validation unit 7 checks
whether the currently received CIN number is genuine or not,
that is to say whether it is an authentic/valid number or not.
If the validation unit 7 detects a genuine CIN number, then
a signal on a line 9 connected to the CPU 5 is set high.
The CPU 5 is also connected to a CIN number memory 10,
a temporary memory 11, a counter 12, a 2X20 backlit display
13, and a smart card connector 14 for connection to a smart
card (not shown) loaded into a bay 15. The CPU 5 is also
connected by a line 60 to the output of a light receiving unit
16 in communication with the handset 17, yellow (left) and red
(right) LED's 18 and 19, and a segmented memory 28.
The handset 17 comprises a light emitting unit 21 and six
buttons. The light emitting unit 21 communicates with the
light receiving unit 26 of the receiver unit 1 using a known
type of infrared communication link. One of the buttons is an
information retrieval button 22 which is coloured mauve. When
this button is depressed, the light emitting unit 21 sends a
code to the light receiving unit 16 and the output of the
latter on line 60 is detected by the CPU 5 so that the
segmented memory 28 is accessed and a portion of the contents
thereof are displayed on the display 13. As a result, a
particular heading of the segmented memory is accessed. In the
present case, there are 7 areas of segmented memory as
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follows:-
Telephone number 350 characters
Addresses 550 characters
Scoring 125 characters
Voting 125 characters
Purchases 250 characters
Samples/Voucher 100 characters
Game points/Prizes 100 characters
Text 500 characters
Each segmented part of the memory 18 is limited as above so
that new information overwrites old information. In order to
scroll through the selected heading, blue coloured UP/DOWN
buttons 23 can be depressed to find the required entry. When
the buttons are depressed, the light emitting unit 21 sends
a code to the light receiving unit 16 and the output of the
latter on line 60 is detected by the CPU 5 so that the
contents of the particular heading of the segmented memory 28
is scrolled and the appropriate portion displayed on display
13.
The handset also has a green direct response
participation button 24 together with a yellow left LED lit
collect points button 25 and a red right LED lit collect
points button 26. The latter two buttons in combination decide
how and when points are to be collected.
There now follows an explanation of the running of the
system in conjunction with figure 4 which illustrates a flow
diagram of the operation of the receiver unit 1.
When a participant wishes to join the system, a detailed
household information and lifestyle survey is completed by the
participant (a household and individual members) in a similar
manner to published application W095/35606. The results
thereof are entered via keyboard 35 into the participant
supplied data store 37, cross referenced to a unique identify
code. Then, a data collection unit comprising the receiver
unit 1 and handset 17 is sent to the participant along with
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a blank smartcard. The receiver unit 1 has the unique identity
code preloaded in the CPU memory.
When the participant receives the data collection unit,
they connect the input 2 to the scart socket of the television
53, plug in power, install the blank smartcard in the bay 15,
and switch on the television 3.
Referring to figure 4, initially, in step S1, when power
is applied to the receiver unit, an initiate values program
is called. This involves various flags being initialised
before the routine proceeds to step S2. In addition, the CPU
5 checks whether the unique identity code has been written to
the blank smartcard and if not, the identity code is written
to a predetermined location of the smartcard. In this way,
each smartcard that is sent back to the central controller
contains the identity code at a known location of the
smartcard enabling simpler processing of the viewing records
thereon. In addition, it enables blank smartcards to be sent
out to participants rather than having to sort pre-labelled
smartcards.
In step S2, the CPU checks whether the currently received
CIN number appearing on line 6 corresponds with the CIN number
presently stored in the CIN number memory 10. Initially, the
stored CIN number is likely to be different to the currently
received CIN number, so control proceeds to step S3. In this
25step, a flag F MEM is checked to see if it has a value 1. If
the flag is equal to 1, then there is data in the form of a
viewing record residing in the temporary memory 11 that must
be written to the smartcard and this occurs in step S4 before
the memory 11 is cleared. If flag F MEM is zero indicating
30either that there is no data in temporary memory 11 or that
the data is to be retained, then step S4 is skipped.
Thereafter, control proceeds to step S5 where a flag
F CIN and F STA are both set to a value 1. The flag F CIN
represents that a new CIN number has been received and flag
35F STA indicates that this is the first detection of that CIN
number. Then, control proceeds to step S6. If in step S2 the
CPU 5 finds that the currently received CIN number appearing
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on line 6 corresponds with the CIN number presently stored in
the CIN number memory 10, then control proceeds straight to
step S6.
In step S6, the CPU 5 checks whether a flag F-GEN has a
value of 1, that is to say, is the status of line 9 high. As
mentioned above, line 9 becomes high when the validation unit
7 ascertains that the currently received CIN number is a
genuine CIN number. If flag F-GEN is zero, then control
returns to step S2. Otherwise, control proceeds to step S7
where the currently received CIN number overwrites the CIN
number presently stored in CIN number memory 10.
Thereafter, in step S8, the CPU 5 checks whether a flag
F PCB has a value of one, that is to say, whether the light
receiving unit 16 is outputting an appropriate signal on line
60 indicating that points should be collected. If the flag
F PCB has a value of zero, control returns to step S2.
Otherwise, control proceeds to step S9 where it is checked
whether the flag F-CIN has a value of 1 representing a new CIN
number which has now been determined to be a genuine CIN
20number.
Initially, it is likely that a new CIN number will be
received and accordingly control proceeds to step S10. At this
point, the CPU 5 writes to temporary memory 11 the region code
together with the real time date and time extracted from
packet 8/30 as mentioned above. It should be appreciated that
this information or data is not obtained from the CIN number
itself .
Thereafter, control proceeds to steps S11 where flag
F MEM is set to 1 to indicate that there is data in the
30temporary memory 11 to be written to the smartcard (at step
S4) and flag F-CIN is set to zero since the CIN number is now
no longer considered a new number. Control then proceeds to
step S12. If in step S9 the CPU 5 finds that the flag F CIN
is zero, then control proceeds straight to step S12.
In step S12, the CPU 5 checks whether the flag F_STA has
a value of one, that is to say, is this the first detection
of the current CIN number. If it is the first time, then the
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flag F_STA has a value of Z from step S5 and control proceeds
to step S13 where counter 12 is started. The content of this
counter is normally incremented by 1 for every one second that
passes. Thereafter, the flag F_STA is cleared (set to zero)
Sin step S14 and control proceeds to step S15. If in step S12
the CPU finds that the flag F_STA is already zero, then
control proceeds straight to step S15.
In step S15, the CPU 5 checks whether the count in
counter 12 is greater than or equal to a value of 5. If the
count is greater than or equal to a value of 5, then control
proceeds to step S16 where 5 points are added to the points
slot of temporary memory 11. Then, the count in counter 12 is
decremented by 5 in step S17 and control returns to step S2.
If the count has not yet reached 5 in step S15, then
control proceeds to step S18 where it is checked that the flag
F PCB still has a value of 1. If the flag F PCB is still 1,
then control returns to step S15 to check the contents of the
counter 12 again. However, if the flag F_PCB is now zero, a
pause of 3 seconds is provided by step S19 before it is again
20checked whether the flag F-PCB has a value of 1 in step S20.
If the flag F PCB is 1 again, then control returns to step S15
to repeat the check of the contents of the counter 12.
Otherwise, the counter 12 is stopped and cleared in step S21
before control returns to step S2.
As a result, when a participant depresses one or both of
buttons, 25 and 26, the flag F PCB is set to 1 via the light
receiving unit 16. Accordingly, as soon as the CPU 5
determines that a new genuine CIN number has been received,
via line 6, the region together with the real time date and
30time are written into the temporary memory 11. In addition,
for every 5 seconds that one or both buttons 25 and 26 remain
depressed, 5 points are added to the points slot of the memory
11. If the participant releases one or both of buttons 25 and
26 for longer than 3 seconds (step S19), then the counter 12
stops counting and points are no longer added to the memory
12. The gap of 3 seconds is chosen to give the participant
time to depress button 24 to respond to a DRP. When the
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currently received CIN number changes and becomes a new
genuine CIN number, the contents of the memory 11 are written
to the smartcard as a viewing record and the memory is then
cleared. Thus, each time the CIN number changes and remains
a genuine CIN number, the contents of memory 11 are written
to the smartcard as a viewing record.
The smartcard does not store the CIN number or the unique
identity code when the flag F PCB has a value of 1
representing depression of one or both of buttons 25 and 26.
lOInstead, a11 that is written to the smartcard as a viewing
record is the region in which the advert was received, the
start time and date of viewing of the received advert together
with the total number of points allocated to the viewing of
that advert. This represents just 3 bytes of information. It
will be appreciated that the points represent 1 second
intervals of viewing. Thus, provided one or both buttons 25
and 26 are depressed at least once during an advert containing
a genuine CIN number, then points will begin to be counted.
The present operation arranges for the CPU 5 to active
the LED's 18 and/or 19 according to the value of the status
flag. If one or both LED,s 18 and 19 are lit, the CPU will
only consider that F PCB has a value of 1 if the appropriate
buttons 25 and 26 are pressed. For example, if the yellow LED
18 is lit, then the yellow button 25 must be depressed. The
occurrence of flashing LED's 18 and 19 can be employed to
alert the participant to say a double points collection
opportunity. In this case, the count rate for counter 12 is
doubled. It will be appreciated that a less sophisticated
arrangement can be used using just a single button to collect
points.
At any time, the participant can store the aforementioned
additional information accompanying the CIN number by
depressing the green button 24. With the depression of the
button 24, the additional information such as telephone
numbers, addresses etc, are stored under the correct heading
in the segmented memory. The correct heading is selected
according to the 22nd and 23rd characters of the CIN number.
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Alternatively, the use of button 24 may be considered a
response to a DRP. In this case, the use of the button 24 is
stored as a further byte of information in the current viewing
record stored in the temporary memory 11. The stored
information identifies the DRP according to the 22nd and 23rd
characters of the CIN number. For example, with a particular
CIN number, the participant can be asked to respond YES. This
is stored in the viewing record. Then, the CIN number is
changed. As a result, the current viewing record in memory 11
is stored to the smartcard. Then, the participant can be asked
to respond NO. Since this viewing record is different, by
suitable correlation of the time and date in the viewing
record, it is possible to extract responses to DRP's. The use
of the button 24 is considered to render the flag F-PCB to
have a value of 1. In a similar manner it is possible to tell
when the participant stores a telephone number etc. in
response to DRP's.
The CPU 5 is programmed so that after 2 weeks it will
display on display 13 a message requesting the participant to
return the smartcard and insert a spare blank smartcard. Thus,
data processing can be achieved on a regular basis.
With the present invention, it is possible to obtain
large amounts of useful data concerning participants viewing
habits and their responses without using large amounts of
memory on the smartcard by having the CIN number act as a key
to unlock the receiver unit to enable the participant to use
the data collection unit to collect points. This enables
smartcards to be used which have a useful lifetime before they
become full, at least 2 weeks thereby overcoming the above
mentioned problems of the prior art. In essence, a key is
transmitted with programs or adverts which the receiver unit
can check is genuine before allowing any points collection.
The key is transmitted in an encrypted form thereby making it
difficult to forge. The display 13 is normally arranged to
display the total number of points stored on the smartcard.
When the smartcards are returned by post to the central
controller 31, they are inserted into the reader 40 where the
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data of the stored viewing records are read under the control
of the CPU 32. The processed data is stored in the viewing
record store 38 according to identity code. According to the
total points count on a smartcard, the central controller 32
allocates a value amount to the unique identity code on the
smartcard and can automatically print an appropriate letter
and, for example, a voucher from the printer 41 or a regular
statement of points.
At the same time, the broadcasters provide time schedules
of a11 adverts and programs transmitted each day. This
information is processed and stored in the schedule store 39.
The viewing records stored in the viewing record store can now
be cross referenced with the schedule data in the schedule
store 39. In this way, it is possible to ascertain which
programs or adverts were viewed for each viewing record and
to ascertain any responses to DRP's.
In addition, by entering suitable search parameters, the
central controller 32 can access the store 37 as well as
stores 38 and 39 to extract information such as the number of
participants who watched particular adverts on a specific
date; the number of participants who provided a particular
response to a DRP; analysis according to selected socio-
geodemographic factors of the participant data, etc.
With such information, it is possible to provide
advertisers, broadcasters and their agencies with valuable
information allowing them to assess the impact of adverts in
raw terms of say overall numbers or to assess the impact of
adverts in more refined terms of, say, socio-geodemographic
grouping or to assess the responses to DRP's.
It will be appreciated that because the viewing record
uses the real time from packet 8/30, video copies~of adverts
will not work with the present system thereby avoiding abuse
of the system.
It will be appreciated that the above embodiment of the
present invention is capable of considerable modification. For
example, whilst the reader 40 reads received smartcards, the
reader 40 could read the data collection units at the
CA 02267405 1999-03-30
WO 98I06193 PCT/GB97/02063
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participant location by using, say, modem connection or the
like. Furthermore, the data collection unit need not be a
stand alone unit, but can comprise part of the television unit
or some other unit. Similarly, the handset can be
incorporated with existing handsets.
It will also be appreciated that the term "transmitted
material" can take the form of at least television
transmission and radio transmission, and the material can be
transmitted via broadcast networks such as satellite
transmissions, local antennas or via cable, telephone lines
etc.
