Systems and methods to determine media effectiveness

• US 9,021,515 B2
• Filed: 10/24/2012
• Issued: 04/28/2015
• Est. Priority Date: 10/02/2007
• Status: Active Grant

• Current Assignee: Nielsen Consumer LLC (Nielsen Holdings plc)
• Original Assignee: The Nielsen Company LLC (MOOD Media Corporation)
• Inventors: Lee, Hans C., Hong, Timmie T., Lee, Michael J.
• Primary Examiner(s): HUYNH, AN SON PHI
• Application Number:
  US13/659,592
• Publication Number:
  US 20130117771A1
• Time in Patent Office: 916 Days
• Field of Search: 725/9, 725/10, 725/12, 725/14, 725/46
• US Class Current: 725/9
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: H04H 60/33 Arrangements for monitoring the users' behaviour or opinions
• CPC Class Codes: H04H 60/64 for providing detail information
• CPC Class Codes: H04N 21/252 Processing of multiple end-users' preferences to derive collaborative data
• CPC Class Codes: H04N 21/25866 Management of end-user data customer care in data networks H04L41/5077
• CPC Class Codes: H04N 21/42201 biosensors, e.g. heat sensor for presence detection, EEG sensors or any limb activity sensors worn by the user input arrangements for interaction with the human body based on nervous system activity detection G06F3/015
• CPC Class Codes: H04N 21/44213 Monitoring of end-user related data arrangements for monitoring the users' behaviour or opinions in broadcast systems H04H60/33
• CPC Class Codes: H04N 21/475 End-user interface for inputting end-user data, e.g. personal identification number [PIN], preference data
• CPC Class Codes: H04N 21/6582 Data stored in the client, e.g. viewing habits, hardware capabilities, credit card number arrangements where receivers interact with the broadcast H04H20/38
• CPC Class Codes: H04N 21/812 involving advertisement data advertising per se G06Q30/02
• CPC Class Codes: H04N 7/173 with two-way working, e.g. subscriber sending a programme selection signal

Abstract

Example systems, methods and machine readable media are disclosed. An example system includes a synchronizer to time shift first response data gathered from a subject exposed to media a first amount to align the first response data with second response data simultaneously gathered from the subject to form aligned data. The first response data is associated with a first component of the media, and the second response data is associated with a second component of media. The example system also includes an analyzer to determine an effectiveness of the media based on the aligned data.

Claims

1. A system comprising:

a synchronizer to;

time shift first neuro-response data gathered from a viewer exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the viewer to form aligned data, the first neuro-response data representing a first response to a first component of the media and the second neuro-response data representing a second response to a second component of media, wherein the first component of the media comprises a visual component and the second component comprises an auditory component, and

time shift the second neuro-response data a second amount, the first amount different from the second amount, wherein the first amount is based on a first cognitive delay of a brain of the viewer and the second amount is based on a second cognitive delay of the brain of the viewer;

an analyzer to determine an effectiveness of the media based on the aligned data; and

an electronic output device to present the effectiveness determined by the analyzer.

2. The system of claim 1, wherein the synchronizer is to time shift third neuro-response data gathered from the viewer to align the third neuro-response data with fourth neuro-response data to form second aligned data, the third neuro-response data and the fourth neuro-response data simultaneously gathered from the viewer at a point in time subsequent to the gathering of the first neuro-response data and second neuro-response data, the third neuro-response data representing a third response to the first component of the media and the fourth neuro-response data representing a fourth response to the second component of the media.

3. The system of claim 2, wherein the analyzer is to determine the effectiveness of the media based on a comparison of the first aligned data and the second aligned data.

4. The system of claim 2, wherein the analyzer is to determine the effectiveness of the media based on at least one of a first comparison of the third neuro-response data and the first neuro-response data or a second comparison of the fourth neuro-response data and the second neuro-response data.

5. A method comprising:

time shifting, using a processor, first neuro-response data gathered from a viewer exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the viewer to form aligned data, the first neuro-response data representing a first response to a first component of the media and the second neuro-response data representing a second response to a second component of the media, wherein the first component of the media comprises a visual component and the second component comprises an auditory component;

time shifting, using the processor, the second neuro-response data a second amount, the first amount different from the second amount, wherein the first amount is based on a first cognitive delay of a brain of the viewer and the second amount is based on a second cognitive delay of the brain of the viewer;

determining, using the processor, an effectiveness of the media based on the aligned data, and

presenting via an electronic output device the effectiveness determined by the processor.

6. The method of claim 5 further comprising time shifting third neuro-response data gathered from the viewer to align the third response data with fourth neuro-response data to form second aligned data, the fourth neuro-response data simultaneously gathered from the viewer at a point in time subsequent to the gathering of the first neuro-response data and the second neuro-response data, the third neuro-response data representing a third response to the first component of the media and the fourth neuro-response data representing a fourth response to the second component of the media.

7. The method of claim 6 further comprising determining the effectiveness of the media based on a comparison of the first aligned data and the second aligned data.

8. The method of claim 6 further comprising determining the effectiveness of the media based on at least one of a first comparison of the third neuro-response data and the first neuro-response data or a second comparison of the fourth neuro-response data and the second neuro-response data.

9. A machine readable storage device or storage disc comprising instructions thereon that, when executed, cause a machine to at least:

time shift first neuro-response data gathered from a viewer exposed to media a first amount to align the first neuro-response data with second neuro-response data simultaneously gathered from the viewer subject to form aligned data, the first neuro-response data representing a first response to a first component of the media and the second neuro-response data representing a second response to a second component of media, wherein the first component of the media comprises a visual component and the second component comprises an auditory component;

time shift the second neuro-response data a second amount, the first amount different from the second amount, wherein the first amount is based on a first cognitive delay of a brain of the viewer and the second amount is based on a second cognitive delay of the brain of the viewer;

determine an effectiveness of the media based on the aligned data; and

output the effectiveness to an electronic display for displaying to a user.

10. The machine readable storage device or storage disc of claim 9, wherein the instructions further cause the machine to:

time shift third neuro-response data gathered from the viewer to align the third neuro-response data with fourth neuro-response data to form second aligned data, the fourth neuro-response data simultaneously gathered from the viewer at a point in time subsequent to the gathering of the first neuro-response data and second neuro-response data, the third neuro-response data representing a third response to the first component of the media and the fourth neuro-response data representing a fourth response to the second component of the media; and

wherein the instructions cause the machine to determine the effectiveness of the media based on at least one of;

(1) a first comparison of the first aligned data and the second aligned data;

(2) a second comparison of the third neuro-response data and the first neuro-response data;

or (3) a third comparison of the fourth neuro-response data and the second neuro-response data.