[11]
`
`145]
`
`4,331,974
`
`May 25, 1982
`
`,
`
`Ricketts et a1.
`3,997,718 12/1976
`.
`Bassani et a1.
`4,035,838 7/ 1977
`den Toonder .
`4,039,954
`8/1977
`Sherman ............................... 358/84
`4,081,832
`3/1978
`
`4,107,734
`8/1978 Peres.r et a].
`358/84
`
`4,107,735
`8/1978 Frohbach
`358/84
`
`FOREIGN PATENT DOCUMENTS
`87439 2/i977 Australia ............................. .. 358/84
`1913872 of 1970 Fed. Rep. of German},r .
`1918837 of 1970 Fed. Rep. of German},r ,
`2111590 01' 1972 Fed. Rep. of German).r ,
`238338 of 1925 United Kingdom .
`579872 of 1946 United Kingdom .
`74I541 of 1955 United Kingdom .
`811224 of 1959 United Kingdom .
`1066931 4/ 1967 United Kingdom ................ .. 358/84
`1184830 of 1970 United Kingdom .
`
`.
`
`OTHER PUBLICATIONS
`
`Benson et al., “A Telecontrolled Tunable Receiver
`Installation," A.W.A. Technical Review, vol. 8, No. 2,
`1949, pp. 125-144.
`Kazama et 31., “Remote TV Control," ElectrOnics, May
`13, 1960, pp. 79-81.
`Tsubaki eta1., “Automatic Broadcasting Program Conw
`troi Equipment," NEC RESearch 8L Development, No.
`26, Jul. 1972, pp.
`l4~25.
`
`Primary Examiner—Joseph A. Orsino, Jr.
`Assistant Examiner—Edward L. Coles
`Attorney, Agent, or Fi’rmuFitch, Even, Tabin, Flam:er
`8'. Welsh
`
`[57]
`
`ABSTRACT
`
`A signal substitution system for cable television applies
`substitute television program signals in at least one sub-
`stitute channel
`to the transmission cable along with
`singal substitutiou coutrol signals. The signal substitu-
`tion control signals include a plurality of different ter-
`minal command signals and a plurality of different event
`command signals, each of the terminal command signals
`including a reSpective panelist address signal for identi‘
`fying a respective panelist receiving station, and each of
`the event command signals including a normal channel
`identification signal for identifying a normal channel
`into which a substitute television program is to be
`switched. A controller at each panelist receiving station
`
`PMC Exhibit 2151
`
`-_.
`
`._..y
`
`Apple v. PMC
`|PR2Q16-01520
`Page 1
`
`
`
`-:i'3'JLi-"ti‘i
`
`SR
`
`5/25/32
`
`XR
`
`993315974
`
`United States Patent
`Cogswell et a1.
`
`[19]
`
`[54]
`
`[is]
`
`[731
`
`1211
`
`[22]
`
`151]
`[52]
`
`[581
`
`[561
`
`CABLE TELEVISION WITH CONTROLLED
`SIGNAL SUBSTITUTION
`
`Inventors: Ned W. Cogswell, Salisbury, Md.;
`Gerald J. Eskin, Iowa City, Iowa; W.
`Andrew Wright, Jr., Bethlehem, Pa.
`
`Assignoe:
`
`Iri, Inc, Chicago, Ill.
`
`App]. No; 199,256
`
`Oct. 21, 1980
`Filed:
`Int. C1.3 ............................................. .. HMN 7/10
`U.S. Cl. ...................................... .. 358/86; 358/84;
`358/194.l; 455/2; 455/4; 455/5
`Field of Search ..................... .. 358/86, 84, 9, 181,
`358/191.1, 85, 194.1: 455/2, 3, 4, 5, 133, 140,
`151
`
`References Cited
`
`U.S. PATENT DOCUMENTS
`
`
`
`............. .. 455/140
`2/1930 Washington et ai.
`1,746,690
`. 455/133
`2,055,164 9/1936 Wichman et a1.
`. 455/133
`2,117,638
`5/1938 Walter ........... ..
`361/182
`2,202,432
`5/1940 Santucci
`455/140 X
`2,330,241
`9/1943 Roberts
`455/152 X
`2,429,607 10/1947 Capen ........ ..
`..... .. 455/58
`2,469,539
`5/1949 Abbott et a].
`. 455/140
`2,495,916
`1/1950 Austin ............... ,,
`..... .. 358/86
`3,366,731
`1/ 1968 Walterstein et a].
`455/4 X
`3,521,168
`7/1970 Kaiser et a].
`3,521,198
`7/1970 Shahbcnder ...' ................... .. 333/1515
`3,639,686 2/ 1972 Walker et a1.
`.
`3,696,297 10/1972 Otero ................................ .. 455/ 151
`3,704,423 11/1972 Hadron et aI.
`. 455/151
`3,714,575
`1/1973 Regalslti .............................. .. 455/57
`3,716,654
`2/1973 Hendrickson .
`3,729,581
`4/1973 Anderson .......................... .. 358/114
`3,746,780
`7/1973 Stetten et a1.
`.
`3,757,225
`9/1973 Uliclti
`.
`.
`3,789,131
`1/ 1974 Harms},r
`3390,1100 2/1974 Callajs et a1.
`....................... .. 358/84
`3,886,302
`5/1975 Kosco .... ..
`. 358/114 X
`
`3,894,176 7/1975 Mellon .......................... .. 358/114 X
`3,899,633
`8/1975 Sorenson er a1.
`.
`3,916,091 10/1975 Kirk et 81.
`........................ .. 355/4 X
`3,934,079
`1/ 1976 Bamhart .
`3,935,534
`1/1976 Lewis et a1.
`3,975,585
`8/1976 Kirk et a1.
`.
`3,993,955 11/1976 Belcher et a].
`
`.
`
`.
`
`
`
`PMC Exhibit 2151
`Apple v. PMC
`IPR2016-01520
`Page 1
`
`

`

`
`
`Page 2
`————__—._.—_.—_—___—_H______
`
`4,331,974
`
`responds to the signal substitution control signals by
`selectively switching a substitute television program
`into a normal channel. The controller includes a genera-
`tor of a local panelist address signal and a substitute
`channel selector for producing a substitute channel
`select signal corresponding to a substitute channel. A
`first comparator compares the received panelist address
`signal of each terminal command signal with the local
`panelist address signal and produces a first match signal
`when the signals match. A second comparator com-
`pares the received normal channel identification signal
`
`with a channel select signal selected by the viewer and
`produces a second match signal when the signals match.
`In response to the first and second match signals a sub-
`stitute channel is substituted for the channel selected by
`the viewer for a period determined by the signal substi-
`tution control signals.
`
`16 Claims, 7 Drawing Figures
`
`PMC Exhibit 2151
`
`l!
`
`c
`
`Apple v. PMC
`|PR2016-01520
`
`Page 2
`
`
`
`PMC Exhibit 2151
`Apple v. PMC
`IPR2016-01520
`Page 2
`
`

`

`
`
`tnuwaP9MU
`
`May 25, 1982
`
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`PMC Exhibit 2151
`Apple v. PMC
`IPR2016-01520
`Page 3
`
`
`
`
`

`

`
`
` MC Exhibit 2151
`
`US. Patent May 25, 1982
`
`Sheet 2 of 6
`
`4,331,974
`
`SIGNAL FROM TV STATION 1
`
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`
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`
`Apple v. PMC
`|PR2016-01520
`
`Page 4
`
`PMC Exhibit 2151
`Apple v. PMC
`IPR2016-01520
`Page 4
`
`

`

`US. Patent May 25, 1932
`
`Sheet 3 of 6
`
`4,331,974
`
`RETURN
`
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`
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`Apple v. PMC
`|PR2016-01520
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`Page 5
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`PMC Exhibit 2151
`Apple v. PMC
`IPR2016-01520
`Page 5
`
`

`

`U.S. Patent May 25, 1932
`
`Sheet 4 of6
`
`4,331,974
`
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`PMC Exhibit 2151
`
`Apple v. PMC
`|PR2016-01520
`
`Page 6
`
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`PMC Exhibit 2151
`Apple v. PMC
`IPR2016-01520
`Page 6
`
`

`

`U.S. Patent May 25, 1982
`
`Sheet 5 of 6
`
`4,331,974
`
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`PMC Exhibit 2151
`
`Apple v. PMC
`IP'R2016-01520
`
`Page 7
`
`SUBSTITUTE
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`PMC Exhibit 2151
`Apple v. PMC
`IPR2016-01520
`Page 7
`
`

`

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`PMC Exhibit 2151
`Apple v. PMC
`IPR2016-01520
`Page 8
`
`
`

`

`1
`
`4,331,974
`
`10
`
`15
`
`20
`
`25
`
`30
`
`35
`
`
`
`CABLE TELEVISION WITH CONTROLLED
`SIGNAL SUBSTITUTION
`
`This invention relates to cable television with con-
`trolled signal substitution and more particularly to cable
`television with means for providing selected individual
`panelists’ households with substitute messages, espe-
`cially in connection with market research.
`Conventional market research has involved subject-
`ing selected groups of consumers to particular promo-
`tional material and observing their responses. There
`have, however, been difficulties peculiar to the expos~
`ing of the selected group to particular promotional
`material as well as problems peculiar to measuring their
`responses. A particular problem is that the method of
`exposure of the selected group to the promotional mate-
`rial may skew the results; that is, the testing itself may
`influence the results independently of the material being
`tested.
`The present invention is directed to a cable television
`system whereby selected substitute programs are selec-
`tively directed to selected panelist‘ households in lieu of
`normal material in such a manner that the panelists
`cannot know that they are not receiving the normal
`material. The invention finds particular applicability in
`connection with the scanning of panelist response to
`determine the reactions of respective panelists to the
`messages they receive.
`In respect to television advertising, one approach to
`market research has been to use cable television with a
`split cable as illustrated by US. Pat. No. 3,366,731,
`issued Jan. 30, 1968 to Edward Wallerstein for Televi-
`sion Distribution System Permitting Program Substitu-
`tion for Selected Viewers. In such a split cable system
`two cables originating from a single transmitting source
`go out
`in different directions. One advertisement
`is
`inserted on one cable and another advertisement on
`another cable. A problem that has developed with this
`is that the split of the cable produces control and test
`groups that are not properly matched for market test-
`ing. That is, the two cables are directed to different
`neighborhoods at the whim of the cable television com-
`pany, whereas the needs of market research are particu—
`lar. it has been known to provide two cables side by
`side, so that both cables serve the same neighborhoods
`and are,
`therefore,
`likely provide a better match of
`control groups to test groups. However, even here
`there is a problem that once the cables are laid,
`the
`cables themselves select the groups; that is the televi-
`sion viewers are either on cable A or on cable B and do
`not admit of special selection to meet the needs of a
`particular market test. Further, it is not possible to make
`a test requiring subgroups of individuals on one or the
`other of the two cables.
`Another television market research system is shown
`in US. Pat. No. 3,639,686, issued Feb. 1, 1972 to Harold
`R. Walker and Ira Kamen for Television Receiver Cut-
`In Device. In one embodiment of this system an auxil-
`iary television signal is broadcast throughout a broad-
`cast area with a particular control signal identifying the
`class of viewers that is to be reached by the auxiliary
`television signal. The television receivers have special
`decoders for switching to the special signal under cer-
`tain conditions when the receiver receives a particular
`address signal identifying the respective receivers as in
`the class to which the signals are to be transmitted. This
`system also suffers from the limitation that the classes
`
`2
`are determined by the programming of the various re-
`ceiver decoders and cannot thereafter be selected or
`subdivided at the will of the market research people.
`In accordance with the present invention, the mem-
`bers of the control and test groups are individually
`determined; that is, a targetable television system is
`provided wherein panelists can be selected individually
`to receive particular television messages. The term
`“panelis " is used herein to identify members of the class
`of television viewers having the specially adapted con-
`trol units at their receiving stations to permit selectiOn
`of particular respective receivers for receiving substi-
`tute messages in lieu of normal television messages.
`However, not every television set coupled to the system
`need be able to receive the special messages. That is, not
`all of the television system need be targetable. It is only
`necessary to have representative participants for panel-
`ist response scanning sufficient to provide resulting data
`that yield statistically significant results. In general the
`panelists will be selected in accordance with appropri-
`ate market research practice. Further, the term “panel-
`lst" is used to represent the collection of individuals
`residing in a participating household.
`The term “normal” is used herein to signify the mes-
`sages, signals or programs provided by the operation of
`the television system in the absence of the substitution
`provided by the present invention. It thus may encom-
`pass all messages, signals or programs as may be pro-
`vided in the normal course of televisioa programming.
`including special messages, signals or programs trans-
`mitted and received over the usual channels to which
`
`the receivers are ordinarily tunable. The term “pro-
`gram” encompasses commercials and other special mes-
`sages.
`The targetabie television system utilized in the pres-
`ent invention comprises a cable television system hav-
`ing a head end station and a plurality of panelist receiv-
`ing stations. At the head end station is a transmitter for
`transmitting normal television program signals in nor-
`mal television transmission channels over a transmission
`cable to the panelist receiving stations. At each of the
`panelist receiving stations there is a television set and a
`panelist channel selector by which a viewer may select
`a regular channel for the viewing of a normal television
`program. There is also a cable television frequency
`converter for receiving television program signals from
`the transmission cable and, in response to a channel
`control signal as supplied by the channel selector, selec-
`tively coaverting the received signals in the selected
`channel to converted television signals suitable for op
`erating the television set.
`The present invention comprises a signal substitution
`I system for inserting substitute programs in the pro-
`grams being received by selected panelists. The substi-
`55
`tute programs may be special advertising messages sent
`as part of a market research study. In accordance with
`the present invention, the head end station also includes
`means For applying substitute television program signals
`in at least one substitute channel to the transmission
`cable and for applying substitution control signals to the
`transmission cable. Such substitution control signals
`include a plurality of panelist address signals for identi-
`fying respective receiving stations and a normal channel
`into which a substitute program is to be switched.
`At each panelist receiving station there are control
`means responsive to the signal substitution signals for
`selectively switching a substitute television program
`into a normal channel being viewed. The control means
`
`45
`
`50
`
`65
`
`PMC Exhibit 2151
`
`Apple v. PMC
`|PR2016-01520
`
`Page 9
`
`
`
`PMC Exhibit 2151
`Apple v. PMC
`IPR2016-01520
`Page 9
`
`

`

`
`
`3
`includes a generator of a local panelist address signal
`corresponding to the respective panelist receiving sta—
`tion and a substitute channel selector for producing
`substitute channel selector control signals correSpond-
`ing to at least one substitute transmission channel over
`which the substitute television program signals are sent.
`A first comparator compares each of the received pan-
`elist address signals with the respective local panelist
`address signal and produces a first match signal when
`the compared signals match. A second comparator
`compares the received normal channel
`identification
`signal with the channel select signal selected by the
`viewer and produces a second match signal when the
`compared signals match. A switching circuit responds
`to the first and second match signals to effect
`the
`switching of a substitute channel selector control signal
`to the cable television frequency converter in lieu of the
`channel control signal selected by the viewer for a
`period determined by the signal substitutiou control
`signals. The selected panelist television receiver there-
`upon receives the program in the corresponding substi-
`tute channel in lieu of the program of the channel se-
`lected by the viewer. Thus, the operators of the system
`can control the television messages being received by
`the panelists and further can target specific panelists for
`receipt of particular messages. Those panelists having
`local panelist address signals that do not match any of
`the panelist address signals sent by the transmitter do
`not see the substitute programs. The system operates in
`such way that the viewer cannot tell whether he is
`receiving the normal program or a substitute program.
`By obtaining data regarding each of the panelists, the
`panelists can be selected more effectively. In general,
`detailed demographic data will be accumulated from
`each of the panelists, who will have volunteered. For
`each marketing test the panelists may be selected in
`such manner as to provide the best statistical informa-
`tion for the market research being conducted and pro—
`vide an adequate control group comparable to the test
`group being exposed to the substitute messages. The
`control and test groups may be selected in whatever
`manner is believed by the market research people to
`match the relevant criteria. For example, if tests are to
`be run on dog food, there should be groups balanced on
`number of dogs. If tests are to be run on cake mixes.
`there should be groups balanced on cake usage and
`share trends. The test groups can be selected by first
`looking at the behavior history of the respective house-
`holds. The data can include brand purchase data; they
`can include heaviness of product use; or they can in-
`clude propensity to buy on special promotions or deals.
`Custom groups can be picked household by household
`out of a set of cooperating households (panelists). Any
`subgroups can be sent one set of advertising messages
`while the rest get a normal message. All of this substitu-
`tion is in a manner invisible to the viewers on the same
`channel at exactly the same point in time. The groups
`can then be changed almost instantly to do tests for
`some other products.
`In summary. the head end station transmits a signal
`which contains the household by household addresses
`for the test group for each test under way. The transmit—
`ter sends a test commercial down an unused cable fre-
`quency (such as a mid-band frequency, unviewable
`except upon command from the head end station) in
`parallel with the normal television commercials. Each
`panelist receiving station is then interrogated to deter-
`mine whether or not the respective individual television
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`receiver is to be turned to the test commerciai. If so, for
`the duration of the commercial period the test adver-
`tisement is electronically switched to the channel being
`viewed on that receiver.
`An additional feature of the preferred form of the
`invention is to provide a responder-modem at each
`panelist receiving station which sends back an elec-
`tronic record of when the respective television set is on
`and to what channel it is tuned. This enables the infor-
`mation to be returned to the head end station as to when
`particular substitute messages are actually being re-
`ceived rather than merely transmitted, and.
`indeed,
`when regular messages are being received.
`As stated ab0ve, this invention finds particular appli~
`cability in connection with panelist response scanning
`for determining the responses of respective panelists to
`the messages they receive. The invention is particularly
`useful in systems where responses are obtained without
`any conscious active responses by the panelists. One
`such system involves the use of product scanners where
`all the panelists need do is to identify themselves by
`producing identification cards at the time of purchase of
`products. Otherwise they act entirely in accordance
`with their usual practices. More particularly, for gro-
`cery products at least, universal product coding (UPC)
`has become common. In accordance with one use of the
`present invention, each panelist is provided with a pan-
`elist identification card having a scannable address iden-
`tification thereon corresponding to the address of his
`receiving station. The identification card is presented to
`the cooperating retail stores where he shops. where the
`card is scanned by a UPC product scanner along with
`the scanning of purchased products. The work load of
`the panelist is reduced merely to presenting his identiliw
`cation card. Data capture is electronic and automatic.
`both for the product and for the panelist identification.
`The panelist never needs to record anything. All data
`are recorded by the UPC scanner. The information
`obtained by the scanner is transmitted to a central pro.
`cessing unit for association and correlation of the data
`with the advertisements sent out to the respective panel-
`ists. That is, the signals transmitted to the respective
`panelists are identified as the signals sent out by the
`cable television head end, and the responses of the re-
`spective panelists are noted by the scanning units and
`transmitted back to a central processing unit for associa-
`tion and correlation.
`Another aSpect of the invention is in targeted adver-
`tising. The signal substitution system permits advertis-
`ing messages to be sent selectively to those for which it
`is most likely to be effective. From the panelist profiles,
`it can be determined what sort of products respective
`panelists might be susceptible to. Then the advertising
`spots. which are limited in number, can be used conser-
`vatively by sending out different advertising messages
`in a particular time slot, with the respective messages
`going to where they will be most effective. For exam—
`ple. if a realtor wishes to advertise a number of proper-
`ties. he could cause the messages to correlate with the
`apparent wealth of the panelists. transmitting messages
`relating to expensive properties to the wealthier panel-
`ists and messages relating to the less expensive proper-
`ties to the less wealthy. Product advertisement could
`well be differentiated on the basis of age or occupation.
`By making all of the panelists reachable on an individual
`basis, the present invention will accommodate any or all
`of such product differentiation.
`
`PMC Exhibit 2151
`
`Apple v. PMC
`|PR2016-01520
`
`Page 10
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`Apple v. PMC
`IPR2016-01520
`Page 10
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`5
`Another aspect of the invention is in sending special
`warning messages.
`It is, therefore, a primary object of the present inven-
`tion to provide a targetable cable television system with
`centrolled signal substitution whereby selected panel-
`ists may be individually targeted to receive substitute
`messages.
`
`Other objects and advantages of the present invention
`will become apparent from the following detailed de-
`scription, particularly when taken in conjunction with
`the accompanying drawings, in which:
`FIG. I is a diagrammatic illustration of a panelist
`response scanning system utilizing the present inven-
`tion;
`FIG. 2 is a diagrammatic illustration of a cable televi-
`sion head end station according to the present invention
`as used in the panelist response scanning system shown
`in FIG. 1;
`FIG. 3 is a diagrammatic illustration of One of the
`panelist receiving stations according to the present in-
`vention as used in the panelist response scanning system
`shown in FIG. 1;
`FIG. 4 is a diagrammatic illustration of the receiver
`controller of the panelist receiving station showu in
`FIG. 3;
`-
`FIG. 5 is a diagrammatic illustration of the terminal
`module of the receiver controller shown in FIG. 4;
`FIG. 6 is a diagrammatic illustration of one of the
`event modules of the receiver controller shown in FIG.
`4; and
`FIG. 7 is a diagrammatic illustration of the scanners
`and central processor of the panelist response scanning
`system shown in FIG. I.
`As shown in FIG. 1, the panelist response scanning
`system utilizing the present invention involves the com-
`bination of a targetable cable television system accord-
`ing to the present invention with a plurality of scanning
`units located at respective retail stores. The targetable
`cable television used in the preferred embodiment of the
`invention as shown in FIG. I is a cable television system
`made up of a cable television head end station 10 and a
`plurality of panelist receiving stations 12 joined by a
`transmission cable 14. There are but three panelist sta-
`tions 12 illustrated in FIG. 1; however, it is to be under-
`stood that there may be any convenient number for the
`market research to he conducted. For example, 3,500
`has been found to be an acceptable number, and this will
`be the number of panelist stations taken for the sake of
`example in the following description. Scanners 16 are
`disposed in respective stores. Scanners for three stores
`are shown in FIG. 1. However,-this, too, is merely for
`the sake of illustration. In general, there will be as many
`stores with such scanners as there are retail outlets of a
`particular kind in a particular area. It is desirable that
`the area near the panelist receiving stations 12 be blan-
`keted with participating stores in order to assure statisti-
`cal accuracy for the market testing. On one side the
`scanners 16 and the cable television system are coupled
`by a central processor 18, and on the other side they are
`coupled by respective panelist identification cards 20,
`the panelist identification cards 20 corresponding to
`respective panelist receiving stations 12.
`In general, the panelist response scanning system is
`controlled from the central processor 18. A market
`researcher provides the central processor with suitable
`demographic information concerning the panelists.
`When market research tests are to be performed on a
`particular product, suitable advertising messages are
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`prepared and furnished to the cable television head end
`station 10. The market researcher determines when
`these particular messages are to be sent and the channels
`suitable for substitution of the messages. This, of course,
`will be arranged with the sponsors who will have ac-
`quired the advertising spots in which the messages are
`to be substituted. The market researcher will indicate to
`the central processor 18 the bases for the selections of
`the test groups for the respective tests. As stated above,
`there may, for example, be 3,500 panelists for which
`demographic information is available. The panelists will
`be volunteers who have agreed to supply information
`concerning themselves,
`to have the special panelist
`receiving stations installed in their homes, and to pres-
`cut their identification cards when shopping. From the
`information stored therein, including information pro-
`vided from panelist interviews and sales information
`acquired from prior operation of the panelist scanning
`system, the central processor 13 will then determine a
`test group from the panelists. balancing the test group
`with a matched control group that will receive the
`normal messages. The central processor 18 will then
`forward panelist address targeting instructions for each
`test to the cable television head end station 10. These
`instructions will include the tests to be run and the test
`groups of panelists to be sent substitute programs for the
`respective tests.
`The cable television head end station 10 will receive
`signals from distant television stations. It will modify
`the received television signals for application to the
`cable 14 and will apply normal television signals to the
`cable 14. There may, for example, he 12 channels for
`normal television. For the sake of the tuning of the
`panelist receiving stations.
`these may correspond to
`VHF channels 2 to 13. These do not necessarily corre-
`spond numerically to the channels of the distant sta»
`tions. Further, some of the cable channels may contain
`the same television program signals, as, for example,
`when two of the distant stations are on the same televi-
`sion network.
`At an appropriate time prior to the time that the test
`commercial is to be transmitted, the head end station 10
`will transmit signal substitution control signals to all of
`the receiving stations on the cable, including all of the
`panelist receiving stations 12. At an appropriate time,
`the head end station 10 sends out one or more substitute
`program signals, and signals indicating the channel into
`which a signal is to be substituted and the initiation and
`termination of the substitution.
`Each of the respective panelist receiving stations 12
`will respond to its own address signal and the other
`control signals by switching substitute program signals
`into a particular channel as and when directed. When
`directed, the respective panelist receiving stations 12
`will transmit back to the cable television head end sta~
`tion 10 return data signals indicating the status of the
`respective sets.
`Each of the panelists has his own panelist identifica-
`tion card 20 corresponding to his panelist receiving
`station 12. In making purchases at the stores in the area,
`he presents his card 20 at the checkout counters. Each
`checkout counter has a scanning unit for scanning uni-
`versal product codes on various products. The respec-
`tive identification cards 20 are preferably similarly
`marked with such a code in order that they may be read
`by the scanning units along with the purchased prod»
`ucts. The information from the scanning units is then
`transmitted to the central processor 18 for association
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`PMC Exhibit 2151
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`Apple v. PMC
`|PR2016-01520
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`Apple v. PMC
`IPR2016-01520
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`and correlation with the advertising messages being
`tested. The readout on set status is retransmitted by the
`cable television head end station 10 to the central pro-
`cessor 18 in order that the information at the central
`processor may include not merely what has been trans—
`mitted by the head end station 10 but what has actually
`been appearing on the respective television receivers at
`the panelist receiving stations 12. The central processor
`18 may also provide control information to the respec-
`tive scanners 16 as, for example, in the matter of pricing.
`Turning now to the system of the present invention in
`greater detail, a preferred embodiment of the cable
`television head end station 10 is illustrated in FIG. 2.
`Three normal channels are illustrated in FIG. 2; how-
`ever, it is to be undeIStood that there may be as many
`channels as desirable for the cable television system, for
`example, 12. The signals from respective television
`stations are demodulated to a balsa band frequency by
`respective demodulators 24. The respective signals are
`then remodulated by modulators 26 to frequencies ap-
`propriate for the respective cable television channels.
`At the same time, substitute program signals are devel-
`oped by video tape recorders 28, two being shown as an
`example. Other devices may be used for producing such
`programs. Switches 30 couple the video tape recorders
`to respective modulators 32 for modulating the respec-
`tive substitute program signals to appropriate frequen-
`cies for transmission on the cable 14. Preferably these
`substitute channels are at frequencies in the television
`mid-band, that is, between the frequencies of broadcast
`channels 6 and 7. Narmally the switches 30 will be
`turned to connect the respective tape recorders 28 to
`the modulators 32. However, these switches may also
`be turned to connect
`the demodula