Testing Effectiveness Of TV Commercials To Account for Second Screen Distractions

• US 20150128159A1
• Filed: 11/05/2014
• Published: 05/07/2015
• Est. Priority Date: 11/05/2013
• Status: Active Grant

• Current Assignee: Weinblatt, Lee S.
• Original Assignee: Weinblatt, Lee S.
• Inventors: Weinblatt, Lee S.
• Granted Patent: US 9,584,859 B2
• Time in Patent Office: Days
• US Class Current: 725/12
• CPC Class Codes: H04N 21/4122 additional display device, e.g. video projector digital output for controlling a plurality of local displays G06F3/1423
• CPC Class Codes: H04N 21/4126 The peripheral being portable, e.g. PDAs or mobile phones
• CPC Class Codes: H04N 21/44218 Detecting physical presence or behaviour of the user, e.g. using sensors to detect if the user is leaving the room or changes his face expression during a TV program methods or arrangements for recognising human body or animal bodies or body parts G06V40/10; methods or arrangements for acquiring or recognising human faces, facial parts, facial sketches, facial expressions G06V40/16; methods or arrangements for recognising movements or behaviour G06V40/20; arrangements for identifying users in broadcast systems H04H60/45
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02

Abstract

A method for measuring viewer attentiveness to an audio-visual presentation on one display in the presence of a visual distraction on another display simulating a “second screen”, comprising: reproducing the audio-visual presentation for viewing by a viewer on a first display; while the audio-visual presentation is being reproduced for viewing by the viewer, providing the visual distraction to the viewer on a second display; and determining whether the viewer switches from viewing the audio-visual presentation to the visual distraction and, if so, continuing to reproduce at least the audio of the audio-visual presentation.

Claims

1. A method for measuring viewer attentiveness to an audio-visual presentation on one display in the presence of a visual distraction on another display simulating a “

second screen”

, comprising;

reproducing the audio-visual presentation for viewing by a viewer on a first display;

while the audio-visual presentation is being reproduced for viewing by the viewer, providing the visual distraction to the viewer on a second display; and

determining whether the viewer switches from viewing the audio-visual presentation to the visual distraction and, if so, continuing to reproduce at least the audio of the audio-visual presentation.

2. The method of claim 1, wherein the first display and second display are on different portions of the same display screen.

3. The method of claim 1, wherein the viewer switches from viewing the audio-visual presentation to the visual distraction by making a manual selection.

4. The method of claim 3, wherein the step of providing the visual distraction to the viewer is initiated by a visual prompt which, if selected by said manual selection, will show the visual distraction on said second display.

5. The method of claim 3, wherein the step of providing the visual distraction to the viewer is initiated by a portion of the visual distraction which, if selected by said manual selection, will show the entire visual distraction.

6. The method of claim 3, wherein the step of providing the visual distraction to the viewer is initiated by providing the visual distraction on said second display while the audio-visual presentation is reproduced on said first display and, if said visual distraction is selected by said manual selection, showing the visual distraction on both said first and second displays while continuing to reproduce the audio of the audio-visual presentation.

7. The method of claim 1, wherein the audio-visual presentation includes a television (“

TV”

) program and/or a TV commercial.

8. The method of claim 4, wherein the visual distraction is provided during the TV commercial.

9. The method of claim 1, wherein the determining step comprises monitoring the viewer'"'"'s eye movements.

10. The method of claim 3, wherein the determining step comprises monitoring whether the manual selection of the visual distraction is made.

14. The apparatus of claim 3, wherein the means for providing the visual distraction to the viewer initially provides a visual prompt which, if selected by said manual selection, will show the visual distraction on said second display.

15. The apparatus of claim 3, wherein the means for providing the visual distraction to the viewer initially provides a portion of the visual distraction which, if selected by said manual selection, will show the entire visual distraction.

16. The apparatus of claim 3, wherein the means for providing the visual distraction to the viewer initially provides providing the visual distraction on said second display while the audio-visual presentation is reproduced on said first display and, if said visual distraction is selected by said manual selection, showing the visual distraction on both said first and second displays while continuing to reproduce the audio of the audio-visual presentation.

17. The apparatus of claim 1, wherein the audio-visual presentation includes a television (“

TV”

) program and/or a TV commercial.

18. The apparatus of claim 4, wherein the visual distraction is provided during the TV commercial.

19. The apparatus of claim 1, wherein the determining means comprises monitoring the viewer'"'"'s eye movements.

20. The apparatus of claim 3, wherein the determining means comprises monitoring whether the manual selection of the visual distraction is made.

11. Apparatus for measuring viewer attentiveness to an audio-visual presentation on one display in the presence of a visual distraction on another display simulating a “

second screen”

, comprising;

means for reproducing the audio-visual presentation for viewing by a viewer on a first display;

means for, while the audio-visual presentation is being reproduced for viewing by the viewer, providing the visual distraction to the viewer on a second display; and

means for determining whether the viewer switches from viewing the audio-visual presentation to the visual distraction and, if so, continuing to reproduce at least the audio of the audio-visual presentation.

12. The apparatus of claim 11, wherein the first display and second display are on different portions of the same display screen.

13. The apparatus of claim 11, comprising manual selection means for switching from viewing the audio-visual presentation to the visual distraction by making a manual selection.