Interactive television program guide system for determining user values for demographic categories

Background of the invention

This invention relates to an interactive television program guide, and more particularly to an interactive television program guide system for determining user values ​​for demographic categories, in the sense that the particular values ​​may be used for particular purposes, such as targeted advertisements.

Television systems via cable, satellite and antenna provide the viewer with a large number of television channels. (Substantial discussion of the various issues relating to the increase in program capacity of television program distribution systems is made in Hendricks et al., U.S. Patent 5,559,549.) Viewers have traditionally looked in a printed television program guide to determine the particular time at which the programs be sent. Recently, interactive electronic television program guides have been developed that allow television program information to be displayed on a viewer's television.

Interactive program guides are typically implemented in set-top boxes. Such program guides allow the user to view television program listings in a variety of presentation formats. For example, a user may set the program guide to display a list of program guides listed in a channel-ordered or a time-sorted list. Users can also search and sort the program listing for a topic (for example, movies, sports, etc.) or for a title (that is, alphabetically). A user may receive additional information about a program by highlighting a desired program listing and pressing the "Info" button. The user can purchase a program to pay from the program guide by highlighting a program listing and pressing an "ok" button. Some systems allow the user to select a program to record in which a program listing is marked and a "record" button is pressed.

The interaction of the user with the program guide indicates the interests of the user. For example, if the user acquires a movie for which he has to pay to watch him, the purchase purchase process indicates that the user is interested in movies of that type. Searching for program listings in the Sports category shows that the user is interested in sports. Although the interaction of the user with the program guide indicates the interests of the user, this information was not monitored or used by previously known program guide systems.

It would be desirable to be able to provide a systematic method of categorizing user information into demographic categories that could then be used for certain applications, for example to target advertisements or to perform certain actions in the program guide. "Demographic categories", as used throughout the present application, refer to categories of user information, such as income, age, hobbies, etc., which serve as a basis for identification and selection. The advantages offered by such a systematic approach include greater effectiveness and lower cost in achieving a particular purpose. For example, to target advertisements, the application of demographic categories means more effective targeting of advertisements and, consequently, lower costs. Advertisers may choose demographic categories to ensure that the ad is targeted only to the users who are most likely to be interested in the products or services they offer.

Therefore, it is an object of the present invention to provide a program guide system that categorizes information obtained from an interaction of the user with the program guide into demographic categories. Another object of the invention is to determine user values ​​for the demographic categories. Yet another object of the invention is to provide an interactive television program guide system which determines user values ​​for the demographic categories so that advertisers can select specific demographic categories that are of importance to ensure that the products or services they offer, targeting the users most likely to be interested in buying the products or services.

Summary of the invention

These and other objects of the invention are accomplished in accordance with the principles of the present invention by an interactive television program guide system to determine user input values ​​for demographic categories. The system includes user television equipment having a receiver to receive program guide information for the interactive television program guide, a user input receiver to receive user input from the user interface such as a remote controller, a microprocessor using the received user input, user values ​​for demographic categories and a memory to store the particular user values.

In an exemplary use of a system for targeting advertisements to a user of the interactive television program guide, the recipient also receives advertisements, the advertisements having preselected values ​​for particular demographic categories. The user television equipment, which preferably uses a microprocessor, compares the preselected values ​​for the specified demographic categories associated with the advertisements with values ​​of corresponding demographic categories stored in a memory to determine which advertisement is to be displayed. Such advertisements selected to be displayable based on the comparison are then displayed.

Other features of the invention, its nature and various advantages will become more apparent from the accompanying drawings and the following detailed description of the preferred embodiments.

Brief description of the drawings

Fig. 1 is a diagram of an exemplary system for directing advertisements to a user of an interactive television program guide in accordance with the present invention.

FIG. 2 is a list of ten exemplary demographic categories and their values, as well as preselected values ​​for two advertisements received by the user television service of FIG. 1 in accordance with the present invention.

3 is a table showing four exemplary user inputs and their predetermined weight values ​​used by the user television equipment of FIG. 1 to determine values ​​for demographic categories in accordance with the present invention.

4 is a table showing exemplary demographic categories and preselected values ​​and weighting factors for each of the channels used by the user television equipment of FIG. 1 to determine values ​​for the demographic categories in accordance with the present invention.

Fig. 5 is a flow chart showing the steps involved in presenting the advertisements based on demographic information in accordance with the present invention.

Detailed Description of the Preferred Embodiments

An exemplary program guide system 30 for use with targeted advertisements on specified users is shown in FIG. 1 in accordance with the present invention. Although the specified purpose for which the user demographic information is used is illustratively presented for targeting advertisements, those skilled in the art will recognize that user demographic information may also be used for other specified purposes.

A main facility 32 comprises a program guide database 34 for storing program guide information, such as television program guide list data, pay-per-view order information, television program advertisement information, etc. The main facility 32 also includes an advertisement database 36 for storing advertising information. Information from the databases 34 and 36 may be transmitted via a communication link 40 to a television distribution facility 38. There are typically numerous television distribution facilities 38 to which information is transmitted in parallel from a main facility 32, although only one such television distribution facility 38 is shown in Figure 1, to avoid making the drawing too complicated. The connection 40 may be a satellite connection, a telephone network connection, a cable or fiber connection, a microwave connection, a combination of such connections, or any other suitable communication path. If it is desired to transmit video signals (for example, for promotional or promotional videos) over the link 40 in addition to data signals, then a relatively high bandwidth connection, such as a satellite link, will generally be a relatively low bandwidth link , such as a telephone line, preferable.

The television distribution facility 38 is a means for distributing television signals to users, such as a cable system headend, a broadcast distribution facility, or a satellite television distribution facility.

The program guide information transmitted to the television distribution device 38 by the main device 32 includes television program list data such as program times, channels, titles, descriptions, etc. Transmitted program information also includes payment program data, such as price information for individual programs and order channels, time slots, for ordering programs and channels, telephone numbers to place orders that can not be ordered by impulse, etc. The advertising information transmitted by the main device 32 to the television distribution device 38 comprises text, graphics, video and / or other (for example audio) advertisements for various products and services. As will be described in more detail later, the ad information may also include preselected values ​​for demographic categories associated with each ad.

If desired, then some of the program guide and ad information may be provided using data sources from devices other than the main device 32. For example, data related to the processing of orders of programs to be paid (for example, billing data and the like) may be generated by another processing and billing system separate from the main facility 32 and separate from the television distribution facility 38. Similarly, advertisement information may be generated by an advertisement device separate from the main device 32 and the television distribution device 38.

Regardless of its source, ad information may be provided on a host 42 within the television distribution facility 38, if desired. The host 42 may be able to handle text graphics and video data.

The television distribution facility 38 distributes the program guide and advertisement information to the user television equipment 44 via the communication paths 46. The user television equipment may comprise a set-top box or may be an advanced television receiver or a personal computer with television (PC / TV) function, if desired , Each communication path 46 may be a satellite connection, a telephone network connection, a cable or fiber connection, a microwave connection, a combination of such connections, or any other suitable communication path. Program guide data may be distributed over an outer band channel on path 46, an inner digital band channel, or any other suitable technique. The ad information may be distributed using any of a number of suitable techniques. For example, text and graphic advertisements may be distributed over an outer band channel using an outer band modulator. Video displays may also be distributed in this manner, although large amounts of video information may be distributed more effectively on path 46 using one or more digital channels. Such digital channels can also be used to distribute text and graphics.

Each user has a receiver unit, which is typically a set-top box 48, but which may be any other suitable television set-up incorporating the functionality of the set-top box, as will be described herein. The program guide data is periodically distributed to the set-top boxes 48. The television distribution facility 38 may also periodically poll the set-top boxes 48 for certain information (eg, billing information about programs or information to pay for programs that have been purchased and viewed using locally generated authorization techniques).

Each set-top box 48 is typically connected to an optional videocassette recorder 50 so that selected television programs may be recorded. The video cassette recorder 50 is connected to a television 52. To record a program, the set-top box 48 sets a particular channel and sends control signals to the video cassette recorder 50 (using, for example, an infrared transmitter) instructing the video cassette recorder 50 to begin and stop recording at certain times.

An interactive television program guide is implemented in the user television set 44 (e.g., in the set-top box 48). During use of the interactive television program guide implemented in the set-top box 48, television program listings may be displayed on the television 52. Each set-top box 48, video cassette recorder 50 and television 52 may be controlled by one or more remote controls 54 or other suitable user input interface such as a wireless keyboard, mouse, trackball, a particular designated set of keys, etc.

The set-top box 48 includes a microprocessor 60, a user input receiver 62, and a memory 64. Other components of the set-top box needed to implement a program guide are not particularly described herein because they do not form part of the present invention are. The user input receiver 62 receives user input from the remote control 54 or other user input interfaces. For example, if the user input is transmitted by an infra-red remote control signal, then the user input receiver would be an infra-red signal receiver. As will be described in more detail later, the microprocessor 60 uses the user input signals received from the user input receiver 62 to receive values ​​for different demographic categories.

The microprocessor 60 also compares the values ​​of the user's relevant demographic categories stored in the memory 64 with the preselected values ​​associated with each advertisement received by the set-top box 48 to determine if the advertisement should be displayed on the TV 52. The memory 64, which is preferably a nonvolatile memory, stores values ​​of the demographic categories for the user. The memory 64 may also store information necessary to calculate the values ​​of the demographic categories for the user. For example, the memory 64 may store information such as the likelihood that a viewer watching the ESPN channel is a sports fan. Such information may also be stored in another memory which is electrically coupled to the microprocessor 60.

FIG. 2 is a sample list of demographic categories and demographic category values ​​for the user stored in memory 64. FIG. 2 also shows the preselected values ​​for two advertisements received by the set-top box 48. Under the heading of demographic categories, ten exemplary predefined demographic categories are presented. These categories are: (1) sports fan, (2) science fiction fan, (3) parents, (4) dog lovers, (5) cat lovers, (6) annual income over $ 20,000, (7) annual income over $ 30,000 , (8) annual income over $ 50,000, (9) female age in the range of 20 to 35 and (10) male age in the range of 18 to 40.

The value for each of the demographic categories is between 0 to 1. 0 indicates that the user does not fit the demographic category or the probability that the user corresponds to the class is 0. 1 indicates that the user is completely in the demographic category corresponds (or that the probability that the user corresponds to the category is 1). Any value between 0 and 1 indicates that the user partially corresponds to the demographic category, with a higher number indicating a correspondingly better match. The selection of this range is not significant, and any other range (for example, 1 to 10) or representation of demographic information (eg, codes, marks or characters, or the like) may be used to accomplish the objects of the present invention. The determination of the values ​​for the demographic categories will be described later.

The demographic category values ​​in Figure 2 show for the exemplary user that the user is male and is in the age group of 18-40, his annual income is over $ 20,000 but not over $ 30,000, he is a sports fan through and through and he is a bigger cat lover (value 0.7) than a dog lover (value 0.5).

Advertisement # 1, which for purposes of explanation will assume only one sport utility vehicle, has preselected values ​​of at least 0.5 for the sports fan's demographic category and 1 for the demographic category of annual income over $ 30,000. It should be noted that FIG. 2 does not necessarily indicate what a real advertising medium of sports cars would select in terms of values ​​or even demographic categories, but is suitable for illustrative purposes. The preselected value of 0.5 for the sports fan category means that the advertiser wishes to target the advertisement # 1 to anyone who is at least moderately interested in sports. In addition, the advertiser wishes to be targeted to anyone earning at least $ 30,000 per year. Since the user in the example of Figure 1 does not fit the income category, the advertisement # 1 would not be displayed on the user's television 52.

Advertisement No. 2, assumed to be beer only, has preselected values ​​of at least 0.7 for the demographic category of the sports fan and 1 for the demographic category of a man in the age group of 18 to 40. The preselected score of 0.7 for the sports fan category means that the advertiser wishes to target the advertisement # 2 to anyone who has at least a significant significant interest in sport. In addition, the advertiser wishes to target the ad to anyone who is a man in the age group of 18-40. Since the user in Fig. 2 fits both categories as represented by the values, the advertisement No. 2 would be displayed on the television 52 of the user.

The value of each demographic category is characteristic of the characteristics of the user. There are many different ways to calculate or determine the values ​​for such demographic categories. Any suitable technique for generating information representing the demographic characteristics of the user may be used if desired. For example, surveys (online, telephone, door-to-door, mail, program guide-based, etc.) or other types of market research tools may be used to collect user demographic information. The following describes a suitable technique for calculating or determining the values ​​of the demographic categories based on the inputs of the user in the program guide.

The user inputs received by the user input receiver 62 have predetermined weight values ​​(WV) associated therewith. In Fig. 3 four such exemplary user inputs are shown with the corresponding weight values ​​(the selection of the range of values ​​from 0 to 1 for the weight values ​​is not per se significant): picking up a program with the weight value of 1.0; Setting a reminder with a weight value of 0.5; Setting a program and monitoring for at least 5 minutes with a weight value of 0.5 and retrieving information about a program with a weight value of 0.25. The weight values ​​indicate the effect that the corresponding user inputs have on the values ​​of the demographic categories. The greater the weight value of a user input, the greater the value of the demographic categories associated with such user input. Therefore, according to the example of Fig. 3, a user who receives a program will have larger values ​​for the associated demographic categories; as she will regain for the information about the same program. This is because the process of picking up a program generally indicates a higher degree of interest in the program than just obtaining information about the program.

Each channel and program that is relevant to at least one of the demographic categories may have a preselected value (PV) for each demographic category associated therewith. This preselected channel or program insertion value indicates how well a user corresponds to the demographic category. For example, the one shown in FIG. 4 For example, the ESPN channel represented in FIG. 12 has a preselected value of 0.95 (ranging from 0 to 1) associated with the demographic category of the sports fan because there is a high probability that a spectator of ESPN is a sports fan. However, the ESPN channel may have a preselected value of 0.5, which is associated with the demographic category of cat lovers, because there is likely to be no great likelihood of connection between the two. The preselected values ​​can be determined through research, surveys, queries, or other reliable means. Once again, it should be noted that the selection of the value range from 0 to 1 for the preselected values ​​is not significant for the range of values.

Preferably, there is a preset value associated with each demographic category. For example, the demographic category of the sports fan may have a preset value of 0.5. The default value may represent the value for a "typical" user and is used to calculate the value of the demographic category for the user, as discussed below.

Each demographic category may have a period (P) which is the minimum number of user inputs that is necessary before considering the value of the demographic category as significant and distinctive to the user. For example, the demographic category of the sports fan may have a period of 5.

Each channel or program having a preselected value for an associated demographic category may have a predetermined weighting factor (WV). For example, the ESPN channel may have a weight factor of 2 for the sports fan's demographic category as shown in FIG. The weighting factor represents the significance of the channel or program relative to the period of the demographic category.

For each user input concerning a relevant channel or program, the value for a demographic category is as follows:

Vd (i-1) is the earlier value of the demographic category and i represents the number of user inputs. Where i = 1 (that is, the user's first input concerning a relevant channel or program associated with the demographic category is), the above-used Vd (i-1) is the preset value of the demographic category. It should be noted that any other equation or function that properly reflects the interests of the user based on the user inputs to the system will then be used to determine the values ​​for the demographic categories in accordance with the present invention.

As an example, the determination of the value for the demographic category of the sports fan in three inputs of the user will be described. Assuming that the user's three inputs are as follows: (1) obtaining information about a sports event on ESPN; (2) setting and watching ESPN for at least 5 minutes; and (3) recording a sporting event from ESPN. The use of the values ​​in the examples given above and in Fig. 3 leads to

According to the user's three entries regarding ESPN, the value of the sports fan's demographic category is 0.7556, indicating that the user is a big sports fan. However, the calculated value may be significant enough for purposes of targeting advertisements (note that the calculated value may still be used if so desired) because there were only three user inputs that were received and the predefined ones Period for the sports fanatic demographic category is 5.

If the calculated value is not used for this reason, then the preset value can be used instead.

It is preferable to target advertisements to users based on up-to-date user information. Therefore, the present invention provides an expiration function to renew the values ​​of the demographic categories to the user on a periodic basis, such as every 7 days, or based on a specified number of user inputs.

By way of example, it is assumed that the value of the demographic category of the sports fan stored in the memory 64 is 0.8 and the expiration function renews the value for the demographic category of the sports fan every 7 days during which no input has been received , If 7 days have elapsed since the last user input that has been received concerning the demographic category of the sports fan, then the expiration function will renew the value of the sports fan's category to a predetermined value, such as the preset value of the demographic category , The decay function can also use the formula given above for Vd (i) with different values ​​/ parameters. It should be noted that it is preferable that the microprocessor 60 execute the expiration function.

Figure 2 illustrates what may be referred to as the threshold access of user targeted advertisements. That is, if the preselected value (s) of a demographic category for an advertisement is determined by the value of the demographic category for the user, then the advertisement is presented to the user by the program guide.

Another attempt to target ads to users may be referred to as the best fit or next try. In this experiment, the "proximity" of the preselected values ​​of the demographic categories for an advertisement is determined by the values ​​of the demographic categories for the user. This proximity can be determined, for example, by calculating the absolute difference between the preselected value and the user value for each demographic category and then adding all the absolute differences. The root mean square can also be used. The best match attempt is particularly useful where it is desired to select the advertisement (s) to be displayed from among many advertisements being transmitted to the user set top box. It should be noted that the demographic category values ​​may be based on user information from external sources. For example, if the user's annual income is determined from publicly available information or from another form filled out by the user, then that information may be transmitted to the set-top box and stored in memory.

In the exemplary program guide system 30 of FIG. 1, the set-top box 48 calculates the values ​​for the demographic categories, stores the calculated values ​​and other information necessary to calculate the values, and compares the values ​​of the relevant ones demographic categories of the user with the preset values ​​associated with each advertisement to determine if the advertisement is to be displayed. The program guide system of the present invention may be modified in a manner which will be apparent to those skilled in the art upon reading this specification such that each of these operations performed by the set-top box rather than the television distribution facility 38 or the main facility 32 or at another location (not shown in Fig. 1) can be executed.

The steps associated with displaying the advertisements based on demographic information are shown in FIG. At step 66, the user's demographic category information is stored using a suitable technique, such as a survey, or by monitoring the user's actions with the program guide and calculating category demographic information based on the user's actions and preselected information stored in memory is, certainly. At step 68, the demographic category information representative of the demographic profile of the user is stored in the user television set 44. At step 70, the advertisements with the associated demographic category information (which is representative of the audience to whom the advertiser wishes to direct the advertisement) are distributed to the user television equipment (e.g., by transmission from the main facility 32 and distribution via the television distribution facility 38). At step 32, the program guide determines which advertisement is displayed to the user by comparing the demographic category information associated with the advertisement with the user's demographic category information.

The foregoing is merely exemplary of the principles of the invention and various modifications may be made by those skilled in the art without departing from the scope of the invention.