Interactive system for determining user values for demographic categories

Abstract

An interactive television program guide system for determining user input values for demographic categories is provided. The system includes user television equipment having a receiver for receiving program guide information for the interactive television program guide, a user input receiver for receiving user input from user interface, such as a remote control, a microprocessor which utilizes the user input received to determine user values for demographic categories, and memory for storing the user values determined. In one illustrative use of the system for targeting advertisements to a user of the interactive television program guide, the receiver also receives advertisements, where the advertisements have preselected values for specified demographic categories. The user television equipment, preferably using microprocessor, compares the preselected values for the specified demographic categories associated with the advertisements with values of corresponding demographic categories stored in memory to determine which advertisements should be displayed. Those advertisements determined to be displayable based upon the comparison are then displayed.

1 .- 17 . (canceled) 
     
     
         18 . A method for targeting advertisements to a user of an interactive system, the method comprising:
 receiving a user input associated with a program;   determining a type of function of the interactive system that the user input requested for the program;   determining at least one demographic value associated with the program;   calculating a current user demographic value associated with the user based on the determined type of function and the at least one demographic value associated with the program;   comparing the current user demographic value to a demographic criteria associated with an advertisement; and   selecting the advertisement if the current user demographic value meets the demographic criteria associated with the advertisement.   
     
     
         19 . The method of  claim 18 , wherein the type of function is associated with a weight value, and the current user demographic value is modified by the weight value. 
     
     
         20 . The method of  claim 18 , wherein the current user demographic value is further based on a previous user demographic value. 
     
     
         21 . The method of  claim 20 , wherein the previous demographic value is a default value. 
     
     
         22 . The method of  claim 18 , wherein the user input requests activation of the determined type of function of the interactive system for the program. 
     
     
         23 . The method of  claim 18 , wherein the current user demographic value is calculated if a required number of user inputs requesting the type of function of the interactive system is received. 
     
     
         24 . The method of  claim 18 , wherein the current user demographic value is set to a default user demographic value if a required number of user inputs requesting the type of function of the interactive system is not received. 
     
     
         25 . The method of  claim 18 , wherein the current user demographic value is adjusted toward a predetermined user demographic value after a predetermined amount of time wherein the current user demographic value is not updated. 
     
     
         26 . The method of  claim 25 , wherein the adjustment is based on a decay function. 
     
     
         27 . The method of  claim 18 , wherein the current user demographic value is associated with at least one demographic category. 
     
     
         28 . The method of  claim 18 , further comprising storing the current user demographic value. 
     
     
         29 . An interactive system for targeting advertisements to a user of the interactive system, the interactive system comprising:
 a user input receiver configured to receive a user input associated with a program; and   a processor, wherein the processor is configured to:
 determine a type of function of the interactive system that the user input requested for the program; 
 determine at least one demographic value associated with the program; 
 calculate a current user demographic value associated with the user based on the determined type of function and the at least one demographic value associated with the program; 
 compare the current user demographic value to a demographic criteria associated with an advertisement; and 
 select the advertisement if the current user demographic value meets the demographic criteria associated with the advertisement. 
   
     
     
         30 . The system of  claim 29 , wherein the type of function is associated with a weight value, and the current user demographic value is modified by the weight value. 
     
     
         31 . The system of  claim 29 , wherein the current user demographic value is further based on a previous user demographic value. 
     
     
         32 . The system of  claim 31 , wherein the previous demographic value is a default value. 
     
     
         33 . The system of  claim 29 , wherein the user input requests activation of the determined type of function of the interactive system for the program. 
     
     
         34 . The system of  claim 29 , wherein the current user demographic value is calculated if a required number of user inputs requesting the type of function of the interactive system is received. 
     
     
         35 . The system of  claim 29 , wherein the current user demographic value is set to a default user demographic value if a required number of user inputs requesting the type of function of the interactive system is not received. 
     
     
         36 . The system of  claim 29 , wherein the current user demographic value is adjusted toward a predetermined user demographic value after a predetermined amount of time wherein the current user demographic value is not updated. 
     
     
         37 . The system of  claim 36 , wherein the adjustment is based on a decay function. 
     
     
         38 . The system of  claim 29 , wherein the current user demographic value is associated with at least one demographic category. 
     
     
         39 . The system of  claim 29 , wherein the interactive system further comprises a memory, wherein the memory is configured to store the current user demographic value.