The Walt Disney Company
Techniques for estimating person-level viewing behavior

Abstract:

In one embodiment, a viewing behavior subsystem computes estimated viewership among target audiences at a person-level based on a household viewing logs and person-level data. A viewing behavior subsystem distributes the household viewing logs across buckets based on the sizes of the households and sets of person-level characteristics that are associated with the persons within the households. The viewing behavior subsystem generates a model for viewing behaviors associated with different sets of person-level characteristics based on the buckets. Subsequently, the viewing behavior subsystem estimates viewership among a target audience that is associated with one or more of the sets of person-level characteristics based on the model and census data. Advantageously, by combining household viewing logs for a relatively large number of households with person-level data, the viewing behavior subsystem enables accurate estimations of viewership among target audiences that are distinguished by person-level characteristics.