View rate measurement method and apparatus

Abstract

Television transmissions are received at multiple locations across a large area. Advertisements may be identified, harvested and tagged from within in the television transmissions. The advertisements may be assigned identifiers; media plans may be determined. Advertisement representations (e.g. fingerprints) may be used to identify advertisements in television content received by the smart TVs. The smart TVs may report the fingerprints along with other identifiers or samples thereof. Television content and advertisements therein as rendered by the smart TVs may be categorized as live, timeshifted, on-demand, over-the-top, and the like. The advertisements may be categorized as occurring in national or local/regional ad slots. The data from the smart TVs may be used to determine ad impressions, gross rating points, and target rating points. View rates for advertisements may also be determined and variations of advertisement may also be prepared.

1 . An apparatus for determining a view rate of a television advertisement, comprising:
 a computer processor and a memory;   a view rate determining module coupled to the computer processor, the view rate determining module to determine the view rate of the television advertisement, wherein to determine the view rate of the television advertisement, the view rate determining module is to:
 receive from a remote television a stream of fingerprints of television content rendered by the remote television, 
 determine a reference television advertisement in the stream of fingerprints, 
 determine a rendered span of the reference television advertisement in the stream of fingerprints, and 
 determine the view rate of the television advertisement according to the rendered span of the reference television advertisement in the stream of fingerprints. 
   
     
     
         2 . The apparatus according to  claim 1 , wherein to determine the rendered span of the reference television advertisement in the stream of fingerprints, the view rate determining module is to determine a percentage of the reference television advertisement corresponding to the stream of fingerprints. 
     
     
         3 . The apparatus according to  claim 2 , wherein the percentage of the reference television advertisement are bucketized into viewing quartiles, wherein the quartiles comprise a first quartile for 0 to 25 percent of the reference television advertisement rendered, a second quartile for 26 to 50 percent of the reference television advertisement rendered, a third quartile for 51 to 75 percent of the reference television advertisement rendered, and a forth quartile for 76 to 100 percent of the reference television advertisement rendered. 
     
     
         4 . The apparatus according to  claim 1 , wherein to determine the rendered span of the reference television advertisement in the stream of fingerprints, the view rate determining module is to determine where the rendered span of the reference television advertisement in the stream of fingerprints begins relative to a start of the reference television advertisement. 
     
     
         5 . The apparatus according to  claim 1 , wherein to determine the view rate of the television advertisement, the view rate determining module is further to correct for a portion of the rendered span of the reference television advertisement that does not match a portion of the reference television advertisement. 
     
     
         6 . The apparatus according to  claim 5 , wherein to correct for the portion of the rendered span of the reference television advertisement that does not match the portion of the reference television advertisement comprises at least one of i) to determine that the portion of the rendered span is an insert inserted into a specific portion of the reference television advertisement or ii) to subtract the portion of the rendered span of the reference television advertisement from the reference television advertisement. 
     
     
         7 . The apparatus according to  claim 5 , wherein to correct for the portion of the rendered span of the reference television advertisement that does not match the reference television advertisement comprises to determine that the portion of the rendered span of the television advertisement is followed in the stream of fingerprints by a television content, wherein the television content is one of chronologically continuous or discontinuous relative to an original broadcast. 
     
     
         8 . The apparatus according to  claim 7 , wherein the view rate determining module is to determine the television content to be chronologically continuous and is to determine the television content to either i) have been broadcast by a same broadcast network, relative to a broadcast network which broadcast the stream of fingerprints comprising the rendered span of the reference television advertisement or ii) have been broadcast by a different broadcast network, relative to a broadcast network which broadcast the stream of fingerprints comprising the rendered span of the reference television advertisement, indicating a change of channel. 
     
     
         9 . The apparatus according to  claim 7 , wherein the view rate determining module is to determine the television content to be chronologically discontinuous relative to the stream of fingerprints comprising the rendered span of the reference television advertisement, indicating a fast forward. 
     
     
         10 . The apparatus according to  claim 1 , wherein the view rate determining module is further to characterize the television advertisement as at least one of live, time shifted, or on-demand. 
     
     
         11 . The apparatus according to  claim 1 , wherein the view rate determining module is further to determine an average of the view rate of the television advertisement by more than one television. 
     
     
         12 . The apparatus according to  claim 11 , wherein the view rate determining module is further to determine the average of the view rate of the television advertisement by more than one television relative to at least one of a broadcast network, a locale, or a daypart. 
     
     
         13 . The apparatus according to  claim 11 , wherein the view rate determining module is further to determine an average completion rate of the television advertisement, wherein the average completion rate of the television advertisement comprises a percentage of renderings in which the rendered television advertisement was rendered without interruption. 
     
     
         14 . The apparatus according to  claim 11 , wherein the average view rate is output relative to, in conjunction with, or as part of a benchmark, wherein the benchmark comprises at least one of:
 an average view rate for all television advertisements;   an average view rate for all television advertisements of an industry;   an average view rate for all television advertisements of a product advertised in the television advertisement;   a view rate of a broadcast advertisement associated with a competitor of the product advertised in the television advertisement;   an average view rate of all broadcast advertisements associated with a competitor of the product advertised in the television advertisement;   a view rate of all television advertisements for all broadcast networks; or   any combination of the above.   
     
     
         15 . The apparatus according to  claim 11 , wherein the view rate determining module is further to determine a peak drop-off point for the television advertisement. 
     
     
         16 . The apparatus according to  claim 15 , wherein a drop-off point comprises a time, relative to the start of the television advertisement, when rendering of the television advertisement is discontinued before an end of the reference television advertisement and wherein the peak drop-off point comprises the peak of a set of drop-off points by the more than one television. 
     
     
         17 . One or more computer-readable media comprising instructions that cause a computer device, in response to execution of the instructions by one or more processors of the sensory output computer device, to:
 receive from a remote television a stream of fingerprints of television content rendered by the remote television,   determine a reference television advertisement in the stream of fingerprints,   determine a rendered span of the reference television advertisement in the stream of fingerprints,   correct for a portion of the rendered span of the reference television advertisement that does not match a portion of the reference television advertisement, and   determine a view rate of the television advertisement according to the rendered span of the reference television advertisement in the stream of fingerprints.   
     
     
         18 . The computer-readable media according to  claim 17 , wherein determine the rendered span of the reference television advertisement in the stream of fingerprints comprises determine a percentage of the reference television advertisement corresponding to the stream of fingerprints, wherein the percentage of the reference television advertisement are bucketized into viewing quartiles. 
     
     
         19 . The computer-readable media according to  claim 17 , wherein correct for the portion of the rendered span of the reference television advertisement that does not match the portion of the reference television advertisement comprises at least one of i) determine that the portion of the rendered span is an insert inserted into a specific portion of the reference television advertisement or ii) subtract the portion of the rendered span of the reference television advertisement from the reference television advertisement. 
     
     
         20 . The computer-readable media according to  claim 17 , wherein correct for the portion of the rendered span of the reference television advertisement that does not match the reference television advertisement comprises determine that the portion of the rendered span of the television advertisement is followed in the stream of fingerprints by a television content, wherein the television content is one of chronologically continuous or discontinuous relative to an original broadcast. 
     
     
         21 . The computer-readable media according to  claim 20 , further comprising determine that the television content is chronologically continuous and determine at least one of i) that the television content was broadcast by a same broadcast network, relative to a broadcast network which broadcast the stream of fingerprints comprising the rendered span of the reference television advertisement or ii) that the television content was broadcast by a different broadcast network, relative to the broadcast network which broadcast the stream of fingerprints comprising the rendered span of the reference television advertisement, indicating a change of channel. 
     
     
         22 . The computer-readable media according to  claim 20 , further comprising determine that the television content is chronologically discontinuous relative to the stream of fingerprints comprising the rendered span of the reference television advertisement, indicating a fast forward. 
     
     
         23 . The computer-readable media according to  claim 17 , further comprising determine an average of the view rate of the television advertisement by more than one television relative to at least one of a broadcast network, a locale, or a daypart and determine a peak drop-off point for the television advertisement, wherein a drop-off point comprises a time, relative to the start of the television advertisement, when rendering of the television advertisement is discontinued before an end of the reference television advertisement and wherein the peak drop-off point comprises the peak of a set of drop-off points by the more than one television. 
     
     
         24 . The computer-readable media according to  claim 17 , further comprising determine an average completion rate of the television advertisement, wherein the average completion rate of the television advertisement comprises a percentage of renderings in which the rendered television advertisement was rendered without interruption. 
     
     
         25 . The computer-readable media according to  claim 17 , further comprising output the average view rate relative to, in conjunction with, or as part of a benchmark, wherein the benchmark comprises at least one of:
 an average view rate for all television advertisements;   an average view rate for all television advertisements of an industry;   an average view rate for all television advertisements of a product advertised in the television advertisement;   a view rate of a broadcast advertisement associated with a competitor of the product advertised in the television advertisement;   an average view rate of all broadcast advertisements associated with a competitor of the product advertised in the television advertisement;   a view rate of all television advertisements for all broadcast networks; or   any combination of the above.