Abstract: The most preferred embodiment of the present invention is a computer-based decision support system that includes three main components: a database mining engine (DME); an advertising optimization mechanism; and a customized user interface that provides access to the various features of the invention. The user interface, in conjunction with the DME, provides a unique and innovative way to store, retrieve and manipulate data from existing databases containing media-related audience access data, which describe the access habits and preferences of the media audience. By using a database with a simplified storage and retrieval protocol, the data contained therein can be effectively manipulated in real time. This means that previously complex and lengthy information retrieval and analysis activities can be accomplished in very short periods of time (typically seconds instead of minutes or even hours).

Abstract: According to a preferred embodiment of the present invention, a method and apparatus for quickly and easily retrieving, manipulating and analyzing large quantities of computer-based data relevant to television-viewing consumers is disclosed. The most preferred embodiment of the present invention is a computer-based decision support system that includes three main components: a data conversion mechanism; a database mining engine (DME) in conjunction with a customized database; and a customized user interface that provides access to the various features associated with the system. In addition, the various preferred embodiments of the present invention are available for use with any standard personal computer, making the system available to a much larger group of decision-making executives than ever before possible. The user interface, in conjunction with the DME, provides a unique and innovative way to store, retrieve and manipulate data.