CA2289519C

CA2289519C - Audience measurement system for digital television

Info

Publication number: CA2289519C
Application number: CA002289519A
Authority: CA
Inventors: Daozheng Lu; Paul C. Kempter; William A. Feininger
Original assignee: Nielsen Media Research LLC
Current assignee: Nielsen Co US LLC
Priority date: 1998-05-12
Filing date: 1998-07-09
Publication date: 2001-04-10
Anticipated expiration: 2018-07-09
Also published as: EP1043854B1; EP1043854A3; EP0985287A1; US20020010919A1; CA2289519A1; US20110314486A1; WO1999059275A1; DE69830423D1; EP1043853B1; DE69838956T2; CN1262003A; EP1043853A3; CN1139208C; ES2296585T3; CN1505291A; BR9810699A; US20070055987A1; DE69830163D1; EP1043853A2; DK1043854T3

Abstract

A television audience measurement system measures viewing of a television program viewed on digital television located in a statistically selected site by (i) retrieving an audience measurement data packet from a television set in order to identify the television program, (ii) detecting an audio code embedded in the television program in order to identify the television program, (iii) extracting an audio signature from the television program in order to identify the television program, (iv) identifying the television program through use of a software agent, and (v) selecting at least one of the retrieving means, the detecting means, the extracting means, and the software agent in order to identify the television program.

Description

AUDIENCE MEASUREMENT SYSTEM FOR DIGITAL TELEVISION
The present invention relates to the measure-ment of audiences of digitally broadcast television pro-gramming and to the measurement of usage of other infor-mation service:a provided to the audiences.
Of the many approaches to measuring the usage of electronic entertainment equipment (commonly called "tuning" data), one approach involves the addition of an identifying code to a radio or television program, the distribution o:E the identifying code with the program throughout the relevant broadcasting system, and the detection and :interpretation of the identifying code when the broadcast signal is viewed or heard in a statis-tically selected monitoring site. An example of a system which implemen?~s this type of measurement approach may be found in the following patents: U.S. Patent No. 5,481,2-94 to Thomas et al., who describe, inter alia, identify-ing codes added to the vertical blanking interval of an SUBSTITUTE SHEET (RULE 26) 64267-1027(S) NTSC television broadcast; U.S. Patent No. 5,629,739 to Dougherty, who is particularly concerned with the addition of an identifying code to a low energy portion of the audio spectrum of an NTSC signal; and U.S. Patent No. 5,404,377 to Moses, who teaches an audio encoding arrangement using signal masking to decrease the perceptibility of the identifying code.
Another approach to measuring usage of electronic entertainment equipment involves the extraction of a characteristic feature signature (or characteristic feature signature set) from the programming selected for viewing, and the storing of a time-stamped signature (or signature set) in a memory for subsequent transmission to a central data collection office where the signature (or signature set) is compared with corresponding reference signatures collected by the central office from known broadcasting sources. This approach is taught by Lert and Lu in U.S. Patent No. 4,677,466.

64267-1027(S) Yet another approach to the measurement of the usage of electronic entertainment equipment has been that of comparing the viewed signal (or some component or artifact thereof) with all the signals available to a sampled household at the time the measurement is made. A review of apparatus and methods useful for this measurement approach is found in the teachings of Thomas et al. in U.S. Patent No. 5,629,739 and of Lu et al. in U.S. Patent No. 5,594,934.
U.S. Patent No. 5,889,548 to Chan teaches a sensor arrangement for non-intrusively obtaining a representation of video and synchronization signals from a television receiver.

64267-1027(S) Changes in the methods of measuring the reception of television or radio programming are required because of a planned change-over from analog to digital broadcasting. In the U.S., the change-over is scheduled to be phased in by the year 2006, as documented in the Federal Communication Commission's Mass Media Docket 87-268, with particular reference to the Fifth Report and Order, FCC 97-116, April 3, 1997 and to the Sixth Report and Order, FCC 97-115, April 3, 1997. Some of the changes, and their respective impacts on approaches used for measuring analog broadcasts, include the following:
(1) digital broadcast techniques do not use a vertical blanking inter'ral and, therefore, the program tracking and identifying codes that are written in the vertical blanking internal of analog broadcast signals will not be transmitted; (2) multiple signal formats and associated multiple display formats having, among other features, differing height-to-width ratios and different resolu-tions are allowed, so that existing video signal correla-tion methods used with analog broadcasts may essentially be disabled-be<:ause these methods depend on having the same pictorial feature appear at corresponding places on the measured and reference displays; (3) a broadcaster can transmit as many as six programs (arrayed as a se-quence of data packets, where each data packet is labeled as to which of the programs' data is carried therein) within an assi<3ned 6 MHZ frequency band by trading off pictorial reso:Lution for an increase in the number of programs so that (i) digital signal compression methods used to decrea:ae the spectrum space required by a program destroy program identifying codes embedded in an origi-nal, high-reso:Lution, program master, and (ii) determin-SUBSTITUTE SHEET (RULE 26) ing which channel has been tuned by a receiver does not uniquely identify a program being viewed if more than one program is being transmitted in that channel; and, (4) data other than television broadcasting may be co-trans-mitted in the same channel and, in some cases, it is expected that the other data will be related in some manner to the co-transmitted programming so that a viewer can interact with the TV programming (e.g., to obtain a program guide or detailed information on an advertised product, to automatically switch to a desired program, or to take part in an audience-participation program).
It may be noted that, although projected digi-tal signal compression and transmission methods destroy the types of video codes used in, and suggested for, the prior-generation analog broadcasting approaches, it is expected that less change will be encountered with re-spect to audio codes. That is, because the audio compo-vent of a television broadcast comprises much less infor-mation than does the video, there is much less to be gained by applying signal compression methods to audio.
Nonetheless, it is expected that various audio compres-sion methods m.ay be employed. These methods include SUBSTITUTE SHEET (RULE 26) those defined k>y the Dolby AC-3 or the European MUSICAN
standards, yr those defined by some yet-to-be-defined standard operable within the relatively open and flexible MPEG arrangement. Although the coding approaches taught in the aforementioned U.S. Patent No. 5,404,377 are known to survive the Dolby AC-3 and MUSICAN compression meth-ods, compression methods other than Dolby AC-3 and MUSIC-AN may destroy these codes. Moreover, although the chan-ge in technology may obviate the use of some of the code-s, such as those described above, other codes (e. g., digital data packet codes telling a receiving site which of several interleaved programs is associated with a given data packet) are expected to be broadcast both with television proc;ramming and with any co-transmitted data that are related to, and intended to be used in conjunc-tion with, one or more of the programs.
In addition to changes in transmission equip-ment and signals, considerable changes are'expected in reception equipment. Notable among these are both the use of set top signal converters (generally referred to as set top boxc=s) allowing a digital broadcast to be viewed on an analog receiver, and a projected convergence SUBSTITUTE SHEET (RULE 26) of television receivers and computers. In the short term, for example, it is expected that digital receivers, configured as ;plug-in boards for personal computers, will be used to enable the display of digital television sig-pals on the computers.
Another traditional measurement reflected in television audience reporting has been the determination of who actuall,~r viewed the program that was received by the equipment being monitored in a statistically selected monitoring site. A :related measurement of interest is the identification of users of on-line services, such as on-line services provided over the Internet. Also, it is clear that mea:~uring the members of an audience in a statistically selected monitoring site who are interac-tively using a television and/or accessing the Internet, and the information delivery apparatus used to deliver information to the members, will continue to be impor-taut.
By far the most commonly used approach in mak-ing these measurements is that of interrogation, wherein the viewer andfor Internet user is asked to identify himself or heraelf as a member of the television audience _g_ SUBSTITUTE SHEET (RULE 26) or as an Internet user. In connection with television viewing, this inquiry is usually done by means of an electronic prompting and data input device (commonly referred to a.; a Peaplemeter) associated with a monitored receiver in a statistically selected monitoring site.
The member identification may also include age, sex, and other demographic data. It is common to store both the demographic data and the tuning data associated with each monitored receiver in the statistically selected monitor-ing site in store-and-forward equipment located within the monitori.nc~ site and to subsequently forward these data to a central office computer via a direct call over the public switched telephone network , or via the Internet, on a~ daily basis.
Of particular interest in this area is the teaching of an audience interrogation arrangement dis-closed by McKe:nna et al., in U.S. Patent No. 4,816,904.
According to this arrangement, a prompting message is displayed on a. television screen overlaid on viewer se-lected programming by mixing the prompting message with the video sigr.~al being sent to the display. However, McKenna et al. do nat teach a "tiling" arrangement where SUBSTITUTE SHEET (RULE 26) 64267-1027(S) the prompting message is displayed on a portion of a display separated from th.e portion of the display devoted to television picture.
Many arrangements have been proposed in the computer arts for reliably identifying a user so that only selected individuals can secure access to some of the data on a computer or computer system. The most common of such arrangements is that of requiring the user to enter both his or her claimed identity along with a password. Other arrangements have included the use of various biometric techniques, such as image or voice recognition devices. Additionally, it is well known in the audience measurement arts to u:~e computer-based image recognition in order to identify members of a viewing audience.
Notable among teachings in this area is that by Lu in U.S.
l~ Patent No. 4,858,000.
Summary of the Invention According to one aspect of t:he present invention, a television audience measurement system identifies a viewer selected television program from among a plural-ity of television programs simultaneously broadcast in a broadcast channel. The television audience measurement system comprises a channel detector and a comparitor.
The channel detector detects the broadcast channel in which the plurality of television programs is broadcast.
The comparitor sequentially compares an audio component of the plurality of television programs broadcast in the detected broadcast channel with an audio signal of the viewer selected television program so as to identify the viewer selected television program.
According to another aspect of the present invention, a television audience measurement system is provided f or digital television equipment that is dis-posed in a stal_istically selected location. The televi-sion audience measurement system comprises a software agent and an interface and communication apparatus. The software agent is adapted to read, from a data packet contained in digital television programming, a datum identifying a 1=elevision program, and the software agent is stored in memory associated with the digital televi-sion equipment. The interface and communication appara--li-SUBSTITUTE SHEET (RULE 2b) tus is adapted to transmit the identification datum to a remotely located central office.
According to still another aspect of the pres-ent invention, a television audience measurement system S identifies a viewer selected television program from among a plurality of television programs broadcast as a time division multiplexed sequence of data packets in a broadcast channel. The viewer selected television pro-gram is displayed on a television display in a statisti-cally selected location. The television audience mea-surement system comprises receiving means, acquiring means, recovering means, and comparing means. The re-ceiving means :receives the time division multiplexed sequence of dai=a packets in the broadcast channel. The acquiring meana acquires an audio portion of the viewer selected television program. The recovering means recov-ers audio components respectively corresponding to the television programs contained in the sequence of data packets. The comparing means compares the audio compo-vents to the audio portion in order to determine the viewer selected television program.

SUBSTITUTE SHEET (RULE 26) WO 99/59275 PCTNS98l14286 According to yet another aspect of the present invention, a television audience measurement system mea-sures viewing of a television program viewed on digital television located in a statistically selected site and comprises detecting means, extracting means, a software agent, and selecting means. The detecting means detects an audio code embedded in the television program in order to identify the television program. The extracting means extracts an audio signature from the television program in order to identify the television program. The soft-ware agent is ~~rranged to identify the television pro-gram. The selecting means selects at least one of the detecting meana, the extracting means, and the software agent in order to identify the television program.
Acco~°ding to a further aspect of the present invention, a meahod is provided to identify a television program selected by a viewer from a set of television programs broadcast as multiplexed data packets in a view-er selected broadcast channel. The viewer selected tele-vision program is displayed on a display portion of an apparatus tuned to the viewer selected broadcast channel.
The method comprises the following steps: a) determining -t3-SUBSTITUTE SHEET (RULE 26) the viewer se7.ected broadcast channel; b) acquiring an audio portion of the viewer selected television program;
c) selecting ~~n audio component associated with one of the set of tel.evisian programs broadcast in the viewer selected broaf,cast channel; d) comparing the audio por-tion with the audio component in order to determine whether the audio portion and the audio component match;
e) if the audio portion and the audio component match, storing a tuning record from at least one of the audio portion and the audio component; and, f) if the audio portion ai~d:th~e audio component do not match, selecting a different one ~~f the television programs from the set of television proc3rams and repeating steps (c) through (f) until either a match is found or the set of television programs is exhausted.
According to a still further aspect of the present invention, a method is provided to identify a viewer selected television program from among a plurality of time overlapped television programs broadcast in a viewer selected broadcast channel. The viewer selected television program is displayed in a first window of a multi-window te:levisi.on display. A data file, logically SUBSTITUTE SHEET (RULE 26) related to the: viewer selected television program, is also broadcast in the viewer selected channel so as to be time overlapped with the viewer selected television pro-gram. The viewer selected television program and the S data file contain respective labels indicative of the logical relation. Data from the data file is displayed in a second window of the multi-window display. The method comprises the following steps: a) reading, from the data file, the respective data file label and an identifying datum; b) finding, from the logical rela-tion, the'~tele,vision program label associated with the respective date file label; and, c) storing a time-stamped record comprising the identifying datum.
According to yet a further aspect of the pres-ent invention, a software agent is stored in memory asso-ciated with digital television equipment. The software agent is arranged to acquire television audience measure-ment data relative to the digital television equipment.
The software agent comprises first, second, and third logging means. The first logging means logs a television program identification datum identifying a television program selected for viewing on the digital television SUBSTITUTE SHEET (RULE 26) 64267-1027(S) equipment. The second logging means logs a co-transmitted identification dai=um associated with data co-transmitted with the television program selected for viewing on the digital television equipme=nt. 'The third logging means logs an Internet identification dat=um associated with an Internet task of the digital television equipment.
The invention may broadly be summarized as an audience rating s~rstem :For use in connection with digital programming, wherein a :First identification datum code is read 1C from a first channel tuned by a receiver, wherein the first identification dat=um is time stamped at the time that it is read, wherein a second .identification datum is subsequently read from a second channel tuned by the receiver, wherein the second identificat=ion d<~tum is time stamped at the time that it is read, the audience :rating system BEING CHARACTERIZED IN
THAT: the first identification datum is read from a multiplexed digital stream corresponding to the first channel; and the second identification datum is read from a multiplexed digital stream corresponds.ng to the second cha=nnel.
Brief Description of the Drawi These and other features and advantages of the present invention will become more apparent from a detailed consideration of the invention when taken in conjunction with the drawings in wr.ich:
Figure 1 is a schematic block diagram depicting typical digital television broadcasting and reception equipment;

64267-1027(S) Figure 2 is a schematic block diagram depicting an audio-based tunin~~ measurement system which is usable with either digital or analog broadcasting and which is in accordance with a first embodiment of the present invention;
16a Figure 3 is a schematic block diagram depicting a tuning measurement. system which employs a software agent resident. in some of the monitored receiving equip-ment and which is in accordance with a second embodiment of the present: invention;
Figure 4 is a schematic block diagram depicting the use of digital source detection in accordance with a third embodiment of the present invention;
Figure 5 is a schematic block diagram depicting the use of digital source detection in accordance with a fourth embodiment of the present invention;
Figure 6 is a schematic block diagram depicting the use of data ports on various television viewing equipment in order to measure television related data in accordance with a fifth embodiment of the present inven-tion; and, Figure 7 is a flow chart depicting the opera-tion of a software agent of the present invention.
A typical digital television broadcasting envi-ronment, which is planned during a transition period in SUBSTITUTE SHEET (RULE 26) which both digital and analog programs are transmitted, may comprise :some combination of the elements depicted in Figure 1. Network programming, and other non-local programming, is provided to a local television station 10 from a broadcast station over a communication medium 12, such as a satellite, or terrestrial digital transmission lines, or the like. Local programming is also provided to the local television station 10 from some mixture of high definitic>n television (HDTV) cameras 14 (which may employ a varieay of formats), standard definition digital video cameras 16 (which may employ a variey of resolu-tions and aspect rat.ios), and analog sources comprising both analog video cameras 18 (e. g., those compatible with the prior generation NTSC broadcast standard), and cinema film sources 20 that have historically been converted to the NTSC standard by means of well known telecine 22.
The signals from the analog video cameras 18 and from the cinema film sources 20 are input to an A/D
converter 24 having an appropriate digital output. The outputs from the A/D converter 24, from the communication medium 12, from the high definition television (HDTV) cameras 14, and/or from the standard definition digital SUBSTITUTE SHEET (RULE 26) video cameras 16 are provided to a switching and ~outirc apparatus 26. The .switching and routing apparatus ~~
passes selected ones of the signals provided ~~, it ~rou-gh digital cornpress:ion equipment 28 prior to Leina broad-cast from the station's transmitter 30. The statior_'s transmitter 30 may also include an antenna, a satellite dish, a cable modem, or the like.
In addition, a cable headend 31 (which is shown as a single cable provider but which may represent a plurality of cable providers) receives signals over the air, from'satellite distribution, or the like, and dis-tributes the signals (with or without reformatting) by way of regular cables, optical fibers, microwaves, or the like.
The digital transmission from the local televi-sion station 10 and/or from the cable headend 31 may be directly received and displayed in a statistically se-lected monitoring site 32 by a digital television set 34.
The digital transmission also may be directly received and converted by a digital converter 36 (commonly config-ured as a set t=op box or STB) into an analog output (e.g-., in the NTSC format) for use by an analog television SUBSTITUTE SHEET (RULE 26) set 38 purchased by a viewer prior to the chance-ove= to digital programming. The digital transmissio~: fu.rthe_ may be directly received and displayed by a persona' computer 40 that has a digital receiver 42 providi:.a a baseband video output signal that the personal computer 40 can show in one of the windows 44 defined or. its dis-play unit 46. The digital receiver 42, for example, could be a plug in board of the personal computer 40 or integrated on the motherboard. The personal computer also may have .speakers 47, a keyboard 48, and a mouse 50 or other pointing device known in the art.
Morecwer, the digital transmission may be di-rectly received and ~~onverted by a digital converter 52 to a form useable by a digital television set 54. For 1~ example, the d_Lgital converter 52 may be used for pay-per-view television programming, video-on-demand televi-sion programming, satellite programs, and/or other ser-vices provided to the statistically selected monitoring site 32. The digital transmission also may be directly received and converted by a digital converter 56 to a form useable b~~ a simple monitor 58. In either of these two cases, the digital television viewing can be measured ?0 -SUBSTITUTE SHEET (RULE 26) by means of meaering technologies similar to the set top box and an analog television configuration described below.
In siddition to the direct reception of the digital transmission by apparatus dedicated solely to that purpose (e. g., the digital television set 34 and/or the personal computer 40), it is expected that a variety of yet-to-be-defined consumer electronic apparatuses will be configured that incorporate at least some of the fea-tures of both a digital or analog television receiver and a home computer.
A first embodiment 60 of the present invention, which measures tuning to digital television programming received in a statistically selected monitoring site 62, is depicted schematically in Figure 2. The first embodi-ment 60 measures such tuning by detecting program identi-fication codes and/or extracting signatures from the audio portion of the television signal to which a re-ceiver is tuned. This audio portion is detected by a detector 64 in the case of a digital television set 66, and by a detector 68 in the case of an analog television set 70. The detector 64 may detect the audio portion of SUBSTITUTE SHEET (RULE 26) 64267-1027(S) a program to which the digital television set 66 is tuned by non-intrusively detecting the sound provided by a speaker 72 of the digital television set 66 (in which case the detector 64 may be a microphone) or by intrusively detecting the audio signal from a direct connection to the speaker, the audio output terminals, or the audio processing circuitry of the digital television set 66. Similarly, the detector 68 may detect the audio portion of a program to which the analog television set 70 is tuned by non-intrusively detecting the sound provided by a speaker 74 of the analog television set 70 or by intrusively detecting the audio signal from a direct connection to the speaker, the audio output terminals, or the audio processing circuitry of the analog television set 70.
The analog television receiver 70 is provided with a digital converter 76, which may be similar to the digital converter 36 of Figure 1.
The audio portion of a television program may also be detected by a detector 78 when the television program is played by a personal computer 80 on a monitor 82 and speakers 84. The detector 78 may detect the audio portion of a program to which the personal computer 80 is tuned by non-:intrus:ively detecting the sound provided by the speakers f34 or by intrusively detecting the audio signal from a direct connection to the speaker, the audio output terminals, or the audio processing circuitry of the personal c:omputesr 80.
As rias been taught by Thomas et al., in U.S.
Patent No. 5,E~29,739, a representation of the audio por-tion picked u~~ by the detector 64 can be analyzed by a site unit (SU) 86 and/or a home unit (HU) 88 (which may be provided with data storage and forwarding unit capa-bility) within the statistically selected monitoring site 62 in order to determine if the audio portion from the digital television set 66 contains television program identification codes. Alternatively, the representation of the audio portion picked up by the detector 64 can be analyzed at a remotely located data collection central office 90 in order to determine if the audio portion from the digital television set 66 contains such television program identification codes. The remotely located data collection central office 90 is schematically depicted as a computer bas~:d data collection central office that interchanges data with the home unit 88 over a communica-SUBSTITUTE SHEET (RULE 26) tion network ~~2, such as a public switched telephone network, the l:nternet, or the like.
Similarly, a representation of the audio por-tion picked up by the detector 68 can be analyzed by a site unit 94 a.nd/or the home unit 88 in order to deter-mine if the audio portion from the analog television set 70 contains television program-identifying codes, and a representation of the audio portion picked up by the detector 78 can be analyzed by a site unit 96 and/or the home unit 88 in order to determine if the audio portion from the personal computer 80 contains television program-identifying ~~odes. Alternatively, the represen-tation of the ~~udio portions picked up by the detectors 68 and 78 can he analyzed at the remotely located data collection cent=ral office 90 in order to determine if the audio portions from the analog television set 70 and the personal computer 80 contain television program identifi-cation codes.
Moreover, a person identifier 98 may be pro-vided in order to identify the persons watching televi-sion programming on the digital television set 66. The person identifier 98 may be video camera, an IR camera, SUBSTITUTE SHEET (RULE 26) or the like. When such equipment is available in the statistically selected monitoring site 62, the site unit 86 may employ known head location and face recognition software (e.g., as taught by Lu in U.S. Patent No.
4,858,000) for the identification of the viewing persons and for the collection of other demographic data. Simi-larly, person identifiers may be provided in order to identify the F~ersons watching televisian programming on the analog television set 70 and on the personal computer 80 .
Instead of analyzing the representations of the audio portions picked up by the detectors 64, 68, and 78 in order to determine if the audio portions from the corresponding digital television set 66, analog televi-sion set 70, a:nd personal computer 80 contain television program-identifying codes, characteristic signatures can be extracted from these representations for subsequent comparison, either in the statistically selected monitor-ing site 62 or in the central office 90, with previously collected reference signatures in order to identify the television programs to which the digital television set SUBSTITUTE SHEET (RULE 26) 66, the analog television set 70, and the personal com-puter 80 are tuned.
Programs played by VCRs on the digital televi-sion set 66, on the analog television set 70, and on the personal computer 80 can be identified using either the code or the signature technique. Thus, if the programs being played carry program identification codes that are preserved through the process of recording and replay in the case of time shifted viewing, or that are recorded in the programs stored on tapes to be rented or sold, the program identification codes can be detected at the time that the programs are played so that the audiences of the programs may be measured. However, if the programs being played are non-encoded programs, or if the program iden-tification codes are: lost (e. g., during the recording process), then the embodiments of the present invention described~herein can. determine the programs being viewed, when the tapes are played, by extracting characteristic signatures from these programs and by matching the ex-tracted signatures to reference signatures stored in a reference signature database. In this case, searching SUBSTITUTE SHEET (RULE 26) can be optimi::ed by the use of well known hashing techniques.
Although the present invention may use either the code technique or the signature technique in order to measure audiences of programs played on digital televi-lion equipment:, the present invention may use both of these two tecriniques so that one of the techniques backs up the other i.n the event that the one technique is un-able to identify a viewer selected television program.
For example, signatures are extracted and matched in order to identify a viewer selected television program only if identifying codes cannot be detected. As a fur-ther alternative, the present invention may use both of these two techniques simultaneously. Demographic data may also be collected in connection with the present t5 invention.
It may be noted that, although the first em-bodiment 60 me;~sures the great majority of the overall audience, it ins not arranged to measure interactive fea-tures te.g., co-transmitted advertising detail) that are expected to be part of the digital broadcasting environ-ment. Therefore, an important feature of the following embodiment is that ir_ measures interactive features.

SUBSTITUTE SHEET (RULE 26) Acc~~rdingly, a second embodiment 100 of the present invention is provided as shown in Figure 3. The second embodiment 100 measures tuning to digital televi-sion programming in connection with a statistically se-lected monitoring site 102. As will be apparent from the discussion be:Low, this second embodiment 100 may include some or all oi: the features of the first embodiment 60, as well as the: new features described below in connection with the second embadiment 100.
According to this second embodiment 100, tuning data, and'poss;ibly demographic data, are collected from digital television reception equipment that includes processing equipment preferably having adequate non-vola-tile or battery-backed memory available so that an algo-rithm, hereinafter referred to as a software agent, can be stored thereon. The digital television reception equipment of the second embodiment 100 may include (i) a personal computer 104 which may be similar to the per-sonal computer 40 of Figure 1, (ii) a digital converter 106 which may be similar to the digital converter 36 of Figure 1, (iii) an analog television set 108 operating in SUBSTITUTE SHEET (RULE 26) WO 99/59275 PCTNS9t3/14286 response to th.e digital converter 106, and (v) a digital television set 110.
One or more software agents of the second em-bodiment 100, as disclosed in greater detail hereinafter, monitor operating tasks in order to create time-stamped records containing tuning and/or other data regarding operation of the particular pieces of equipment in which the software agents are resident. Such monitored operat-ing tasks may :be, for example, messages passed from a remote or other control operated by a user to a tuner or other program aelector in order to select a television program being broadcast in a channel, messages passed from a controller of processing equipment to a tuner in order to select. a television program being broadcast in a channel, or the. like. Although software agents are ex-pected to be axle to effectively eavesdrop on data traf-fic passing though their hosts' data ports, the use of software agent; would not fully measure tuning at viewing sites unless each item of television equipment at those sites has a re:>pective software agent within it so that a complete set of: operating tasks can be captured.

SUBSTITUTE SHEET (RULE 26) Acc«rdingly, a software agent 112 is included in the digital converter 106. The software agent 112 monitors oper<~ting tasks in order to create time-stamped records containing tuning and/or other data regarding operation of t:he digital converter 106 in which the soft-ware agent 11:? is resident. Thus, the software agent 112 detects, for e~xample~, a message relating to selection of a television program being broadcast in a selected chan-nel. From this detected message, the identity of the selected television program may be determined. The soft-ware agent 112 is also arranged to eavesdrop on data traffic passing though its host's input/output data port 114, and to communicate over the input/output data port 114. Accordingly, programs to which the analog televi-sion set 108 is tuned may be detected through use of the software agent 112. The software agent 112 may be down-loaded over a communication medium 116 to the digital converter 106 by use of the input/output data port 114.
Alternatively, the software agent 112 may be a plug in, may be resident on a floppy disk, or the like.
Similarly, a software agent 118 is included in the digital television set 110. The software agent 118 SUBSTITUTE SHEET (RULE 26) monitors operating tasks associated with the digital television set 110 i.n order to create time-stamped re-cords containing tuning and/or other data regarding oper-ation of the digital television set 110 in which the software agent 118 is resident. The software,agent 118 is also arranged to cooperate with its host's in-put/output data port 120. A software agent 122 is in-eluded in the :personal computer 104. The software agent 122 monitors operating tasks associated with the personal computer 104 in order to create time-stamped records containing tuning and/or other data regarding operation of the personal computer 104 in which the software agent 122 is resident,. The software agent 122 is also arranged to cooperate with its host's input/output data port 124.
Moreover, a person identifier 126 may be pro-vided in order to identify the persons watching televi-sion programming on the personal computer 104. As in the case of the person identifier 98, the person identifier 126 may be video camera, an IR camera, or the like, and may be provided with any or all of the viewing equipment shown in Figure: 4.

SUBSTITUTE SHEET (RULE 26) The software agents 112, 118, and 122 may be telecommunication enabled so that television audience data from all the viewing sites in the statistically selected monitoring site 102 can be communicated, via the Internet, a pmblic telephone system, or the like, to a locally located or remotely located intermediate data collector 128 and then to a remotely located central office 130 through a communication channel 170. The intermediate data collector 128 can be flexibly located either at the same statistically selected monitoring site 102, or at ~a remotely located site 166, or at the central office 130. For this purpose, the input/output data ports 114, 120, and 124 may be serial ports, parallel ports, univers;~l serial buses (USB), firewires (according to IEEE 1394), or the like. The data transfer may, for example, be structured as a background task and take the form of a sequE~nce of data packets, each of which is e-mailed or otherwise communicated to the remotely located intermediate data collector 128 during pauses in a user's on line sessions or at any other time. The intermediate data collector 128, for example, may be a computerized data collector or an Internet service provider. Alterna-SUBSTITUTE SHEET (RULE 26) tively, the intermediate data collector 128 may be a home unit, in which case, the intermediate data collector 128 may be located within the statistically selected monitor-ing site 102 ~~nd may itself be arranged to communicate tuning and demographic data via e-mail or other communi-cation to the central office 130.
The software agent 122 additionally may monitor the personal computer 104 for interactive uses such as Internet usage: (e.g.., through logging of Universal Re-source Locators, URLs), application software usage, and television viewing supported by the personal computer 104. Similarly, to the extent that the digital converter 106 and the digital television set 110 are web-enabled, the software agents 114 and 118 may monitor interactive uses such as Internet usage (e.g., through logging of URLs) and application software usage, as well as televi-sion viewing.
Because not all equipment that is encountered by a research firm doing television audience research, at least during the early part of the digital television broadcasting era, will be compatible with the software agent approach discussed above, the second embodiment 100 SUBSTITUTE SHEET (RULE 26) of the measurement system of the present invention may be arranged to include many or all of the features found in the first embodiment 60.
As described above, the first embodiment 60 measures the ~3reat majority of the overall audience by detecting the programs to which receivers are tuned by detecting program identification codes embedded in the programs, and,/or by extracting signatures of the programs being viewed and by comparing the extracted signatures to reference signatures. Moreover, the second embodiment 100 measure-s riot only the overall audience, but also interactive features provided with the programming. The embodiments described below are specifically arranged to measure, in an efficient manner, the digital television viewing data where multiple television programs are pres-ent in a common digital transmission channel (e.g., of 6 MHZ), particularly where a digital television set does not have an accessible operating system with which a software agent can reside. The first embodiment 60 is also useful where there is no I/0 interface on the tele-vision set so that there is no easy way to read data from the television set.

SUBSTITUTE SHEET (RULE 26) Fig,ire 4 depicts a third embodiment 200 of the invention in which a statistically selected monitoring site 202, during the transition period when both analog and digital broadcasting occur, includes, for example, a first viewing site 204, a second viewing site 206, and a third viewing site :?08. The first viewing site 204 in-eludes a digital converter 210 connected to an analog television set: 212. The audio portion of a program to which the analog television set 212 is tuned is detected by a detector 214. The detector 214 may detect this audio port=ion by nora-intrusively detecting the sound provided by a speaker 216 of the analog television set 212 or by intrusively detecting the audio signal from a direct connection to~ the analog television set 212.
A probe 218 is provided to detect the interme-diate frequency signal of the digital converter 210. A
signal processor 220 demodulates the detected intermedi-ate frequency signal to the baseband bit stream contained in the detected intermediate frequency signal, and then demultiplexes the baseband bit stream to recover the audio portion ~~f the baseband bit stream.

SUBSTITUTE SHEET (RULE 26) *rB

A comparitor 222 may be arranged to first de-termine whether there is a program identification code in the audio detected by the detector 214. If there is a program identification code in the audio detected by the detector 214, this program identification code identifies the program tc> which the analog television set 212 is tuned and is, therefore, logged. If there is no program identification code in the audio detected by the detector 214, the compa.ritor 222 then scans the audio portion of the baseband bit stream provided by the signal processor 220 in order to detect the audio in a first program con-tained in the intermediate frequency signal detected by the probe 218. The comparitor 222 compares this audio to the audio data from the detector 214. If there is a match, the program to which the digital converter 210 is tuned is known from the information provided by the sig-nal processor 220. If there is no match, the comparitor 222 then scans the audio portion of the baseband bit stream provided by the signal processor 220 in order to detect the audio in a second program contained in the intermediate frequency signal detected by the probe 218, and so on until the comparitor 222 detects a match. Once -3b-SUBSTITUTE SHEET (RULE 26) a match is found, the major and minor channel numbers of the matched channel are known, and the corresponding program identifying ancillary code can be read from the corresponding data packet.
The second. viewing site 206 includes a digital television set 224. The audio portion of a program to which the digital television set 224 is tuned is detected by a detector 226. The detector 226 detects this audio portion by non-intrusively detecting the sound provided by a speaker 228 of the digital television set 224 or by intrusively.-deoecting the audio signal from a direct connection to ~=he digital television set 224.
A probe 230 is provided to detect the interme-diate frequency signal of the digital television set 224.
A signal processor 2:32 operates similarly to the signal processor 220 ~.n order to provide the audio portion of the baseband bit stream in the intermediate frequency signal detected by the probe 230. A comparitor 234 oper-ates similarly to the comparitor 222 in order to first determine whether there is a program identification code in the audio deaected by the detector 226 and, if there is not, to scan. the audio portion of the baseband bit -3?-SUBSTxTUTE SHEET (RULE 26) stream provided by the signal processor 232 until a match is found.
The third viewing site 208 includes a personal computer 236. The audio portion of a program to which the personal computer 236 is tuned is detected by a de-tector 238. The detector 238 detects this audio portion by non-intrusively detecting the sound provided by speak-ers 240 of the personal computer 236 or by intrusively detecting the .audio signal from a direct connection to the personal computer 236.
A.prc~be 242 is provided to detect the interme-diate frequenc~~ signal of the personal computer 236. A
signal processor 244 operates similarly to the signal processor 220 in order to provide the audio portion of the baseband bit stream in the intermediate frequency signal detected by the probe 242. A comparitor 246 oper-ates similarly to the comparitor 222 in order to first determine whether there is a program identification code in the audio dea ected by the detector 238 and, if there is not, to scam the audio portion of the baseband bit stream provided by the signal processor 244 until a match is found.

SUBSTITUTE SHEET (RULE 26) The comparitors 222, 234, and 246 provide their program identification codes from the audio or from the data packet, and/or match information to a home unit 248, which may be ;provided with data storage and forwarding unit capability, within the statistically selected moni-toring site 202. A remotely located data collection central office 250 :is schematically depicted as a com-puter based data collection central office that inter-changes data with the home unit 248 over a communication network 252, :such as a public switched telephone network, the Internet, or the like. Moreover, a person identifier 254 may be provided in order to identify the persons watching television programming on the digital television set 224. As in the case of the person identifier 98, the person identifier 254 may be video camera, an IR camera, or the like, and may be provided for any or all of the viewing equipment shown in Figure 4.
Alternatively, instead of using intermediate frequency probes for the probes 218, 230, and 242, local oscillator probes may be used. A local oscillator probe may be employed to initially identify the channel tuned by its associated television receiver, which offers a SUBSTITUTE SHEET (RULE 26) significant speed advantage in the measurement. That is, because channel detection apparatus normally operates much faster than does audio signal comparison apparatus, the program determination process can be carried out in a hierarchical fashion in which the broadcast channel is first determined from the local oscillator signal by the signal processors 220, 232, and 244 (assuming that a program ident:ificat:ion code is not first detected).
Then, the comparitors 222, 234, and 246 sequentially tune to the prograrns co-t:ransmitted in the detected broadcast channel aid.-compare the audio portion of the tuned pro-gram to the audio data from detectors 214, 226, and 238 in order to identify the program in the broadcast chan-nel. In this way, the comparitors 222, 234, and 246 are not required to sequentially tune through all of the programs in all of the available channels in order to determine the tuned program.
A still further alternative is provided by a fourth embodiment 300 of the invention shown in Figure 5.
The fourth embodiment 300 is used in a statistically selected monitoring .site 302 having a first viewing site 304, a second ,viewing site 306, and a third viewing site SUBSTITUTE SHEET (RULE 26) 308. The first viewing site 304 includes a digital ;:o::-verter 310 connected to an analog television se~ 312.
The audio por~ion of a program to whici,. the analog tele-vision set 312 is tuned is detected by a detector 314.
The detector :314 may detect this audio portion by non-intrusively detecting the sound provided by a speaker 316 of the analog television set 312 or by intrusively de-tecting the audio s~_gnal from a direct connection to the audio processing circuitry of the analog television set 312 .
A scanning receiver 318 is arranged to sequen-tially tune to each of the programs carried in each broadcast channel to which the digital converter 310 may be tuned, and to provide an audio portion of each such program to a comparitor 320. The comparitor 320 may be arranged to first determine whether there is a program identification code in the audio detected by the detector 314. If there is a program identification code in the audio detected by the detector 314, this program identi-?0 fication code is logged because it identifies the program to which the analog television set 312 is tuned. If there is no program identification code in the audio SUBSTITUTE SHEET (RULE 26) detected by the detector 314, the comparitor 320 t~2n compares the audio portion of a first program prov~d~c by the scanning receiver 318 to the audio data _rom detector 314. If there is a match, the program to w;.ic~
the digital c~~nverter 310 is tuned is known from the information provided by the scanning receiver 318. Once a match is found, t:he major and minor channel numbers of the matched channel are known, and the corresponding program identifying ancillary code can be read from the corresponding data packet.
If there is no match, the comparitor 320 com-pares the audio por;:ion of a second program provided by the scanning receiver 318 to the audio data from the detector 314, and so on until the comparitor 320 detects a match. A demographic input 322 may be used to provide demographic data to the comparitor 320 which couples this demographic data, and time, with the program to which the digital converter 310 is tuned as a tuning record. The demographic input 322, for example, may be the well know Peoplemeter with which people currently identify them-selves manually when they are viewing a program displayed on a television set.
-4~-SUBSTITUTE SHEET (RULE 26) The second viewing site 306 includes a digital television set: 324. The audio portion of a program to which the digital television set 324 is tuned is detected by a detector 326. The detector 326 detects this audio portion by non:-intrusively detecting the sound provided by a speaker 328 of the digital television set 324 or by intrusively detecting the audio signal from a direct connection to the digital television set 324.
A scanning receiver 330 is arranged to sequen-tially tune to each of the programs carried in each broadcast~cl3an:nel to which the digital television set 324 may be tuned, and to provide an audio portion of each such program to a comparitor 332. The comparitor 332 may be arranged to first determine whether there is a program identification code in the audio detected by the detector 326. If there is a program identification code in the audio detected by the detector 326, this program identi-fication code is logged because it identifies the program to which the digital television set 324 is tuned. If there is no program identification code in the audio detected by the' detector 326, the comparitor 332 then compares the audio portion of a first program provided by SUBSTITUTE SHEET (RULE 26) the scanning receiver 330 to the audio data from the detector 326. If there is a match, the program to which the digital television set 324 is tuned is known from the information provided by the scanning receiver 330. If there is no match, the comparitor 332 compares the audio portion of a second program provided by the scanning receiver 330 to the audio data from the detector 326, and so on until t:he comparitor 332 detects a match.
Moreover, a person identifier 334 may be pro-vided in order to identify the persons watching televi-sion programm:~ng on the digital television set 224. As in the case of the person identifier 98, the person iden-tifier 254 may be video camera, an IR camera, or the like, and may be provided for any or alI of the viewing equipment shov~m in b'igure 4. The comparitor 332 couples the identities. of tile persons watching the digital tele-vision set 324, and time, with the program to which the digital television set 324 is tuned as a tuning record.
The third viewing site 308 includes a personal computer 336. The audio portion of a program to which the personal computer 336 is tuned is detected by a de-tector 338. The detector 338 detects this audio portion SUBSTITUTE SHEET (RULE 26) by non-intrusively detecting the sound provided by speak-ers 340 of the personal computer 336 or by intrusively detecting the audio signal from a direct connection to the personal ~~omputer 336.
A scanning receiver 342 is arranged to sequen-tially tune to each of the programs carried in each broadcast channel to which the personal computer 336 may be tuned, and to provide an audio portion of each such program to a c:omparitor 344. The comparitor 344 may be arranged to first determine whether there is a program identification. code in the audio detected by the detector 338. If there is a program identification code in the audio detected by the detector 338, this program identi-fication code is logged because it identifies the program to which the personal computer 336 is tuned. If there is no program identification code in the audio detected by the detector 3:38, the comparitor 344 then compares the audio portion c~f a first program provided by the scanning receiver 342 to the audio data from the detector 338. If there is a match, the program to which the personal com-puter 336 is dined is known from the major and minor channel number:a indicated by the match. If there is no SUBSTITUTE SHEET (RULE 26) match, the comparitor 344 compares the audio portion of a second progra~;n provided by the scanning receiver 342 to the audio date from the detector 338, and so on until the comparitor 34~~ detects a match. The comparitor 344 cou-ples time with the program to which the personal computer 336 is tuned as a tuning record.
The comparitors 222, 234, and 246 provide their tuning records to a home unit 346, which may be provided with data storage and forwarding unit capability, within the statistically selected monitoring site 302. A re-motely located data collection central office 348 is schematically depicted as a computer based data collec-tion central office that interchanges data with the home unit 346 over a communication network 350, such as a public switched telephone network, the Internet, or the like.
It is likely that many, if not all, digital television sets, digital converters, and like digital equipment will have data ports that will provide output viewer-selected program information for use in consumer devices connected to the data ports. In connection with digital televisions, a data port is likely to provide, SUBSTITUTE SHEET (RULE 26) for example, the full major channel ATSC bitstream and information on virtual channels that may include analog or digital major channel selection, program (minor chan-nel) selectio:a, physical source (TV, VCR, DVD, etc.) identification, and the like. In connection with digital converters (i.e., set top boxes), a data port is likely to provide, for example, the full ATSC bitstream and information on virtual channels that may include analog or digital ma~ior channel selection, program (minor chan-nel) selection, vertical blanking interval data rein-serted on'the corrects line and field of analog signals, and the like.
Accordingly, a fifth embodiment 400 of the present invention is provided as shown in Figure 6. The fifth embodiment 400 measures tuning to digital televi-sion programming in connection with a statistically se-lected monitoring site 402. The fifth embodiment 400 may include some or all of the features of the previously described embodiments.
The fifth embodiment 400 permits tuning data, and possibly demographic data, to be collected from digi-tal television reception equipment that includes (i) a SUBSTITUTE SHEET (RULE 26) personal computer 404, (ii) a digital converter 406, (iii) an analog television set 408 operating in response to the digital converter 406, and (v) a digital televi-sion set 410.
The digital converter 406 has a data port 412.
A site unit 4:L4 reads and stores the full ATSC bitstream, the analog or digital major channel selection, the pro-gram selection, vertical blanking interval data, and/or the like data available at the data port 412 in order to determine the program selected for viewing on the analog television set 408 as well as any other desired and available information. Moreover, the site unit 414 may be arranged to collect demographic data related to the viewers in the audience of the program selected for view-ing on the analog television set 408. For example, the site unit 414 may collect demographic data from a person identifier, a Peoplemeter, or the like, as discussed above. All such data may be uploaded over a communica-tion medium 415, which may be a wire, a power line, and IR link, an RF modem, or the like.
Simi:Larly, the digital television set 410 has a data port 418. A site unit 420 reads and stores the full SUBSTTTUTE SHEET (RULE 26) major channel ATSC bitstream, the major channel selec-tion, the program selection, physical source identifica-tion, and the like data available at the data port 418 in order to determine the program selected for viewing on the digital television set 410 as well as any other de-sired and available information. Moreover, the site unit 420 may be arranged to collect demographic data related to the viewer: in the audience of the program selected for viewing on the digital television set 408. For exam-ple, the site unit 420 may collect demographic data from a person ident:ifier,, a Peoplemeter, or the like, as dis-cussed above. All such data may be uploaded over a com-munication medium 421.
Also, the personal computer 404 has a data port 422. A site unit 424 reads and stores the full major channel ATSC f~itstream, the major channel selection, the program selection, and the like data available at the data port 422 in order to determine the program selected for viewing on the personal computer 404 as well as any other desired and available information. Moreover, a person identifier 426 may be provided in order to iden-tify the persons watching television programming on the SUBSTITUTE SHEET (RULE 26) personal computer 9:04. As in the case of the person identifier 98, the person identifier 426 may be video camera, an IR. camera, or the like, and may be provided with any or all of the viewing equipment shown in Figure 6. All program and demographic data may be uploaded over a communication medium 427.
The site units 414, 420, and 424 may be tele-communication enabled so that television audience data from all the viewing sites in the statistically selected monitoring sit=a 402 can be communicated, via the Interne-t, a public.~tE:lephone system, or the like, to a locally located or remotely located intermediate data collector 428 and then t_o a remotely located central office 430 through a communication channel 470. The intermediate data collector 428 c:an be flexibly located either at the same statistically selected monitoring site 402, or at a remotely located site 466, or at the central office 430.
For this purpose, the site units 414, 420, and 424 may be provided with serial, ports, parallel ports, universal serial buses (USB), firewires (according to IEEE 1394), or the like. The intermediate data collector 428, for example, may be a computerized data collector or an SUBSTITUTE SHEET (RULE 26) Internet service provider. Alternatively, the intermedi-ate data collector 428 may be a home unit, in which case, the intermediate data collector 428 may be located within the statistically selected monitoring site 402 and may S itself be arranged to' communicate tuning and demographic data via e-mail or other communication to the central office 430.
A software agent 500 is shown in Figure 7. The software agent 500 can be used for any of the software agents 112, 1:18, and 122. As shown at a block 502 of the software agen~_ 500, the software agent 500 copies the current operating task. If the current operating task uses a packet of television programming as determined at a block 504, t:he software agent 500 at a block 506 deter-1S mines whether the data packet has a decodable packet label including a decodable program identification code, name, or other indicia. This program identification data packet is expected to be a feature of digital television programming, particularly if multiple programs are packed simultaneously as minor channels in a broadcast channel in a digital x~roadcasting environment, and is expected to identify the ~~rogram tuned by the monitored television.

SUBSTITUTE SHEET (RULE 26) If the data packet does not have a decodable packet label, the software agent 500 at a block 508 caus-es the ON state of the monitored viewing equipment to be logged, provided that this ON state is a new status for the monitored viewing equipment and the monitored viewing equipment is ON. The balance of the measurement system (e.g., the audio signal methods employed by any of the other embodiments 60, 200, and 300 described above) is relied on in order to identify the tuning. Program flow then returns to the block 502 to await the next operating task.
On t:he other hand, if the data packet does have a decodable packet :Label, the software agent 500 deter-mines at a block 510 whether the packet label from the data packet of: the current operating task is the same as the packet lak>el previously determined by the software agent 500. If: so, there is no need to store the packet label unless i.t is merely indicative of continued viewing to an already identified television program. Accord-ingly, program;flow returns to the block 502 to await the next operating task. However, if the packet label from the data packet of the current operating system task is SUBSTITUTE SHEET (RULE 26) *rB

not the same as the packet label previously determined at the block 506, the software agent 500 at a block 512 logs the identification of the television program as contained in the program label and also logs the time. Program flow then returns to the block 502 to await the next operating task.
If the current operating task does not use a packet of tel~~visio:n programming as determined at a block 504, the software agent 500 at a block 514 determines whether the c~irrent operating task is a command to other monitored'equ:ipment (e. g., a command to the digital tele-vision receiver 110 to tune a different channel and to select a particular one of the N programs being broadcast in that channel). '.Cf the current operating task is a command to other monitored equipment, the software agent 500 at a block: 516 logs as much detail as is available (e.g., the command itself, the identity of the issuer of the command, and the identity of the recipient of the command) in memory, and program flow returns to the block 502.
If the current operating task is not a command to other monitored equipment, the software agent 500 at a SUBSTITUTE SHEET (RULE 26) *rB

block 518 determines if co-transmitted data (i.e., data that is related to one of the television programs being broadcast in a channel and that is transmitted during the same time interval as the program) has been selected by a viewer. Co-transmitted data may comprise a guide to other available television programming, catalog-like details on products being advertised on the co-transmit-ted program, .and the like. Some of these proposed uses of co-transmitted data will be configured so that one can infer what program is being viewed from a URL or other label that loc3ically links the co-transmitted data to the television program. Accordingly, the software agent 500 at a block 520 searches the header portion of a task for such URL or other label, and logs such URL or other label that is found.. Thereafter, program flow returns to the block 502.
If c:o-transmitted data has not been selected by a viewer, the software agent 500 at a block 522 deter-mines if the User of: the equipment has directed his or her browser, or other cammunication software, to access an Internet page (assuming that the monitored viewing equipment being monitored is configured so that it has SUBSTITUTE SHEET (RULE 26) access to the Internet or other on-line service). If the user of the e<luipment has directed his or her browser, or other communication software, to access an Internet page, the software agent 500 at a block 524 searches for a URL
or other labe7_, and logs such URL or other label that is found. Thereafter, program flow returns to the block 502. If the user of the equipment has not directed his or her browses, or other communication software, to ac-cess an Internet page, program flow returns to the block 502.
As an example of the use of a software agent as describe above, consider the case of a person in a sta-tistically selected monitoring site who is viewing a digital television program and who sees an interesting IS product being advertised. It is expected that the person will have the capability to request more data on that product by means of a simple mouse-click operation. This data, for example, will either be a subset of the data providing the displayed advertisement, or will be co-transmitted subsequently in the signal of the television program that the person has selected for viewing. This data would then be displayed in a separate window on the SUBSTITUTE SHEET (RULE 26) mufti-windowed display being used for television viewing.
An additional set o:E data could then be obtained by clicking on a hypertext link element of the initially displayed date. This action would result in downloading the desired additional data over the Internet. A soft-ware agent installed in this viewing equipment could thus log not only what program was being viewed, but could also supply additional marketing research data on the consumer's use: of in-program advertising.
In addition to providing a device for monitor-ing tuning activity, the software agent of the present invention can be used to collect demographic data rela-tive to the monitored viewing. In a manual approach to the collection of demographic data, the software agent could generate: a status and prompting display in one window of the viewing equipment requiring a viewer or user to input the appropriate demographic data. This status and prompting display window could have an appear-ance similar t:o that: provided by the peoplemeter hardware widely used in contemporary audience measurements and that displays a status reminder light for each occupant of a statistically selected monitoring site. However, in SUBSTITUTE SHEET (RULE 26) the comparable windowed display arrangement, the name of each occupant could be shown along with a status indica-tor.
If the software agent is used with a personal computer that can receive digital television programming, a variety of more nearly automatic and less intrusive approaches (from the television viewer's perspective) could be used to collect persons data and update a tiled status display. For example, it is well known to iden-tify an individual user of a manual input device (such as a keyboard or ~~ mouse) of a computer by the characteris-tic rates of d;~ta entry and pauses between data entries.
In a television audience measurement, in which the occu-pant population to be monitored is very small, measure-ments of this ;port should be expected to be highly accu-rate. Moreover, an :increasing number of personal comput-ers have video cameras associated with them, so that the user of the computer can engage in video conferences by telephone. Wh<:n such equipment is available in a statis-tically selectE=d monitoring site, a software agent com-prising known head location and face recognition software (e.g., as taught by Lu in U.S. Patent No. 4,858,000) can SUBSTITUTE SHEET (RULE 26) be employed far the identification persons and the col-lection of dem,ograph~ic data.
Certain modifications of the present invention have been discussed above. Other modifications will occur to those practicing in the art of the present invention. For example, the software agents 112, 118, and 122, as described above, monitor operating tasks.
The operating tasks may be operating system events of the operating systems used by the equipment in which the software agent is resident. Indeed, the software agents 112, 118, and 122 may monitor any function of the moni-tored equipment as long as the desired data is collected.
Also, a statistically selected monitoring site according to e;~ch of the embodiments of the invention, as described above=_, includes certain viewing equipment as well as certain monitoring equipment. However, it should be understood that a statistically selected monitoring site according to the present invention may include any combination of the equipment incorporated in the embodi-ments described abova_, as well as other and/or different equipment.

SUBSTITUTE SHEET (RULE 26) Moreover, tine software agent 500 described above can be ~~eneric so that it can be used w'_ t;: av piece of equi~~ment with which it is compatib=e, or ~~ may be specialized for each particular apparatus _n which it is used. Also, the software agent 500 may be arranged to detect the al:L window activities conducted by an audi-ence.
Furthermore, although not shown in Figures 2-5, the digital television reception equipment o; the embodi-ments shown therein may further include auxiliary digital television equipment. such as a VCR, a digital video disk player, a video gamee,~or other entertainment systems.
Additiona:Lly, as described above, program iden-tification codes are' detected in order to identify tele-1~ vision programs. However, television programs may be identified by any indicia such as program names. More-over, an Internet page may be identified by its address or by an ident.ificat:ion code or name or label or, in the case of an adv'ertise'ment on the Internet, by its banner.
Therefore, any indic:ia from which a television program or content associated with a television program may be iden--~9-SUBSTITUTE SHEET (RULE 26) tified is referred to herein generically as an identifi-cation datum.
Moreover, the home units 248 and/or 346 may be referred to herein an intermediate data collectors.
Accordingly, the description of the present invention is to be construed as illustrative only and is for the purpose' of teaching those skilled in the art the best mode of carrying out the invention. The details may be varied substantially without departing from the spirit of the invention, and the exclusive use of all modifica-tions which-are: within the scope of the appended claims is reserved.

SUBSTITUTE SHEET (RULE 26)

Claims

CLAIMS:

1. An audience rating system for use in connection with digital programming, wherein a first identification datum code is read from a first channel tuned by a receiver, wherein the first identification datum is time stamped at the time that it is read, wherein a second identification datum is subsequently read from a second channel tuned by the receiver, wherein the second identification datum is time stamped at the time that it is read, the audience rating system BEING CHARACTERIZED IN
THAT:

the first identification datum is read from a multiplexed digital stream corresponding to the first channel;
and the second identification datum is read from a multiplexed digital stream corresponding to the second channel.

2. The audience rating system of claim 1 wherein the first and second identification data are ancillary codes.

3. The audience rating system of claim 1 wherein the first and second identification data are packet codes.

4. The audience rating system of claim 1 wherein the time at which the receiver is turned off is recorded.

5. The audience rating system of claim 1 wherein:
the multiplexed digital stream is separately received by the receiver and a meter; and, at the time of a channel change, the meter compares digital streams of the channel to which the receiver is tuned to digital streams of each of the channels in the multiplexed digital stream until the meter finds a match at which time the meter reads an identification datum from one of the matching digital streams.

6. The audience rating system of claim 5 wherein:
a plurality of multiplexed digital transmissions can be received at different frequencies:
the meter records a first received frequency and its time of reception; and, when the frequency is changed, the meter records a second received frequency and its time of reception.

7. The audience rating system of claim 5 wherein the first and second identification data are stored in a memory of the meter.

8. The audience rating system of claim 5 wherein the first and second identification data are transmitted to a computer.

9. The audience rating system of claim 1 wherein the first and second identification data are read from a data packet contained in digital television programming.

10. The audience rating system of claim 1 wherein the first and second identification data are read by a software agent, wherein the first and second identification data identify corresponding television programs, and wherein the software agent is stored in a computer readable memory.

11. The audience rating system of claim 10 wherein the first and second identification data are read by the software agent from data packets contained in digital television programming.

12. The audience rating system of claim 10 wherein the software agent is stored in a computer readable memory of a set top box providing an analog television signal to an analog receiver.

13. The audience rating system of claim 10 wherein the receiver is a digital television equipment.

14. The audience rating system of claim 13 wherein the receiver is a digital television, and wherein the software agent is stored in a computer readable memory of a set top box providing a digital television signal to the digital television.

15. The audience rating system of claim 10 wherein the receiver is a personal computer provided with a television receiver.

16. The audience rating system of claim 10 wherein the receiver is a VCR.

17. The audience rating system of claim 10 wherein the receiver is a digital video disk player.

18. The audience rating system of claim 10 further comprising a person identification apparatus.

19. The audience rating system of claim 10 wherein the first and second identification data are corresponding first and second program identification codes of corresponding first and second television programs.

20. The audience rating system of claim 10 wherein the first and second identification data are corresponding first and second program names of corresponding first and second television programs.

21. The audience rating system of claim 10 wherein the first and second identification data are corresponding first and second addresses of corresponding first and second Internet pages.

22. The audience rating system of claim 10 wherein the first and second identification data are corresponding first and second identification codes of corresponding first and second Internet pages.

23. The audience rating system of claim 10 wherein the first and second identification data are corresponding first and second banners of material viewed by an audience.

24. The audience rating system of claim 10 wherein the first and second identification data are corresponding first and second signatures extracted from corresponding first and second television programs.

25. The audience rating system of claim 10 wherein the software agent is arranged to detect window activities conducted by an audience.

26. The audience rating system of claim 10 further comprising an interface and communication apparatus adapted to transmit the first and second identification data to a remotely located central office.

27. The audience rating system of claim 26 wherein the interface and communication apparatus includes a serial port.

28. The audience rating system of claim 26 wherein the interface and communication apparatus includes a parallel port.

29. The audience rating system of claim 26 wherein the interface and communication apparatus includes a universal serial bus.

30. The audience rating system of claim 26 wherein the interface and communication apparatus includes a firewire.

31. The audience rating system of claim 26 wherein the interface and communication apparatus is arranged to send the first and second identification data to an Internet service provider via the Internet.

32. The audience rating system of claim 26 wherein the interface and communication apparatus includes an intermediate data collector.

33. The audience rating system of claim 32 wherein the intermediate data collector includes a store and forward device, and wherein the store and forward device is arranged to send the first and second identification data to the central office via a telephone line.

34. The audience rating system of claim 32 wherein the intermediate data collector is an Internet service provider.

35. The audience rating system of claim 32 wherein the intermediate data collector is a data collection facility located in the central office.

36. The audience rating system of claim 10 wherein the computer readable memory is associated with the receiver, and wherein the software agent is a software agent downloaded to the computer readable memory.

37. The audience rating system of claim 10 wherein the software agent is a plug-in software agent of the receiver.

38. The audience rating system of claim 10 wherein the software agent is a floppy disk software agent of the receiver.

39. The audience rating system of claim 10 further comprising:
a detector arranged to detect an audio code embedded in the television programs in order to identify the one television programs;
an extractor arranged to extract an audio signature from the television programs in order to identify the television programs; and, a selector arranged to select at least one of the detector, the extractor, and the software agent in order to identify the television programs.

40. The audience rating system of claim 39 further comprising a packet retriever arranged to retrieve audience measurement data packets from the receiver in order to identify the television programs, wherein the selector selects at least one of the packet retriever, the detector, the extractor, and the software agent in order to identify the television programs.

41. The audience rating system of claim 10 wherein the software agent is arranged to log the first and second identification data and an Internet identification datum associated with an Internet task of a digital television receiving the television programs.

42. The audience rating system of claim 1 wherein a viewer selected television program is identified from among a plurality of television programs broadcast as a time division multiplexed sequence of data packets in a broadcast channel, wherein the receiver is a television, wherein the viewer selected television program is displayed on the television in a statistically selected location, and wherein the audience rating system comprises:
a signal acquisition module arranged to acquire an audio portion of the viewer selected television program;

a signal recovering module arranged to recover audio components respectively corresponding to the television programs contained in the sequence of data packets; and, a comparitor arranged to compare the audio components to the audio portion in order to determine the viewer selected television program.

43. The audience rating system of claim 42 wherein the signal acquisition module comprises a sensor arranged to acquire a representation of a speaker signal from a speaker associated with the television.

44. The audience rating system of claim 42 wherein the signal acquisition module comprises a connection to audio processing circuitry associated with the television.

45. The audience rating system of claim 42 further comprising;

an intermediate frequency probe arranged to acquire an intermediate frequency signal from a viewer controlled tuner associated with the television; and, a demodulator arranged to demodulate the intermediate frequency signal in order to receive the data packets.

46. The audience rating system of claim 42 further comprising:
a local oscillator frequency probe arranged to pick up a local oscillator frequency signal from the television;
a channel identifying module arranged to identify the broadcast channel from the local oscillator signal;
wherein the signal recovering module recovers the audio components from television programs contained in the identified broadcast channel; and, wherein the comparitor compares the audio components to the representation of the speaker signal in order to determine the viewer selected television program.

47. The audience rating system of claim 42 wherein the receiver comprises a scanning receiver arranged to scan each of a plurality of broadcast channels and to receive a corresponding plurality of time division multiplexed television programs from each of the plurality of broadcast channels.

48. The audience rating system of claim 42 further comprising identifying means for identifying persons in an audience of the viewer selected television program.

49. The audience rating system of claim 1 wherein a viewer selected television program is identified from a set of television programs broadcast as multiplexed data packets in a viewer selected broadcast channel, wherein the viewer selected television program is displayed on a display portion of an apparatus tuned to the viewer selected broadcast channel, and wherein the audience rating system comprises:

a signal acquisition module arranged to acquire an audio portion of the viewer selected television program;
a signal recovery module arranged to recover an audio component associated with one of the set of television programs broadcast in the viewer selected broadcast channel;
a comparitor arranged to compare the audio portion with the audio component in order to determine whether the audio portion and the audio component match;
a memory arranged to store a tuning record from at least one of the audio portion and the audio component if the audio portion and the audio component match; and, wherein, if the audio portion and the audio component do not match, the comparitor is arranged to compare the audio portion with an audio component of another of the set of television programs broadcast in the viewer selected broadcast channel.

50. The audience rating system of claim 49 wherein the viewer selected broadcast channel is determined by use of a channel detector.

51. The audience rating system of claim 50 wherein the signal acquisition module comprises an audio probe located to acquire the audio portion of the viewer selected television program.

52. The audience rating system of claim 51 wherein the signal recovery module comprises a digital tuner arranged to scan through the set of television programs broadcast in the viewer selected broadcast channel.

53. The audience rating system of claim 49 wherein the signal acquisition module comprises an audio probe located to acquire the audio portion of the viewer selected television program.

54. The audience rating system of claim 53 wherein the signal recovery module comprises a digital tuner arranged to scan through the set of television programs broadcast in the viewer selected broadcast channel.

55. The audience rating system of claim 49 wherein the signal recovery module comprises a digital tuner arranged to scan through the set of television programs broadcast in the viewer selected broadcast channel.

56. The audience rating system of claim 1 wherein a viewer selected television program is identified from among a plurality of time overlapped television programs broadcast in a viewer selected broadcast channel, wherein the viewer selected television program is displayed in a first window of a multi-window television display, wherein a file is also broadcast in the viewer selected channel so as to be time overlapped with the viewer selected television program, wherein the viewer selected television program and the file contain respective labels, wherein material from the file is displayed in a second window of the multi-window display, wherein the file label is read from the file and the television program label is read from the viewer selected television program, and wherein a time-stamped record comprising the television program label is stored.

57. The audience rating system of claim 56 wherein the file is a data file.

58. The audience rating system of claim 56 wherein the file is an image file.

59. The audience rating system of claim 1 wherein a viewer selected television program is identified from among a plurality of time overlapped television programs broadcast in a viewer selected broadcast channel and received by digital television program reception equipment, wherein the digital television program reception equipment has a data port, wherein the audience rating system comprises a data reader connected to the data port and arranged to read the first and second identification data from among data provided on the data port.

60. The audience rating system of claim 59 wherein the digital television program reception equipment is a digital converter.

61. The audience rating system of claim 59 wherein the digital television program reception equipment is a personal computer.

62. The audience rating system of claim 59 wherein the digital television program reception equipment is a digital television set.

63. The audience rating system of claim 1 wherein the first and second channels are major channels.

64. The audience rating system of claim 1 wherein the first and second channels are minor channels.

65. The audience rating system of claim 1 wherein one of the first and second channels is a major channel and wherein the other of the first and second channels is a minor channel.

66. The audience rating system of claim 1 for use with digital television wherein a plurality of television programs are simultaneously broadcast in a broadcast channel, and wherein the audience rating system further comprising:
a channel detector that detects the broadcast channel in which the plurality of television programs is broadcast; and a comparator that sequentially compares an audio component of the plurality of television programs broadcast in the detected broadcast channel with an audio signal of a viewer selected television program so as to identify the viewer selected television program.

67. The audience rating system of claim 66 wherein the audio signal is detected by a microphone disposed adjacent a television display.

68. The audience rating system of claim 66 wherein the audio signal is detected by an intrusive connection into equipment related to television viewing.

69. The audience rating system of claim 66 wherein one of the first and second identification data is detected from the viewer selected television program.

70. The audience rating system of claim 69 wherein a software agent resident in equipment related to television viewing detects the one of the first and second identification data.

71. The audience rating system of claim 70 wherein the software agent is arranged to search for identification data.

72. The audience rating system of claim 69 wherein the audio signal is detected by a microphone disposed adjacent a television display.

73. The audience rating system of claim 69 wherein the audio signal is detected by an intrusive connection into equipment related to television viewing.

74. The audience rating system of claim 66 wherein the comparator is arranged to sequentially compare the audio component of the plurality of television programs broadcast in the detected broadcast channel with the audio signal of the viewer selected television program so as to identify the viewer selected television program if the one of the first and second identification data cannot be detected from the viewer selected television program.

75. The audience rating system of claim 66 further comprising a software agent arranged to detect, from the viewer selected television program, a data element indicative of an identity of the viewer selected television program.

76. The audience rating system of claim 75 wherein the software agent is arranged to search for the one of the first and second identification data.

77. The audience rating system of claim 75 wherein the comparator is arranged to sequentially compare the audio component of the plurality of television programs broadcast in the detected broadcast channel with the audio signal of the viewer selected television program so as to identify the viewer selected television program if the program identification datum detector cannot be detected from the viewer selected television program.