Simmons Research Awarded U.S. Patent Related to Industry-Leading Television BehaviorGraphics™
Patent Solidifies Simmons as an Innovator Behind Behavioral Targeting.
FORT LAUDERDALE, Fla. – May 15, 2006 – Simmons Research, an Experian® company and leading authority on the behavior of the American consumer, today announced it has been awarded a patent by the United States Patent and Trademark Office for a key process underpinning Television BehaviorGraphics™. The patent was awarded to Bill Engel, co-CEO and Dr. Max Kilger, chief behavioral scientist at Simmons. It was specifically awarded for the novel system of integrating information from disparate databases for purposes of predicting consumer behavior. The patent recognizes the innovative technology behind Television (or TV) BehaviorGraphics and related data integration projects on multiple media.
“This patent helps demonstrate that other behavioral targeting products use different approaches from the strategy we use and that the process we have developed is unique,” said Kilger.
TV BehaviorGraphics is a behavioral targeting system that merges the Nielsen National Television Index (NTI) with the Simmons National Consumer Survey (NCS) to identify the best prospects for products and services based on consumers’ viewing of broadcast and cable television programs.
The patent protects Simmons’ intellectual property rights to the database integration processes developed for Television BehaviorGraphics, Movie BehaviorGraphics™, Shopper BehaviorGraphics™ and the integration of other proprietary databases with Simmons National Consumer Study.
“The award of this patent validates a long-term and worthwhile vision for predicting consumer behavior,” said co-inventor Engel. “It is an exclamation point on the fact that behavioral targeting works and is the wave of the future.”
For more information, please contact Dave Aneckstein at (954) 427-4104, ext. 148 or
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Simmons Research, an Experian Company, and part of Experian Research Services, has been a leading chronicler of the American consumer for over 50 years. From the products that all Americans buy and the brands we prefer, to our Internet shopping behaviors, attitudes, lifestyles and media that we use. Simmons measures over 30,000 American consumers each year using statistically projectable samples. Simmons' samples include the largest representation of all Americans, including, Hispanic, African American, Asian and other consumers and are used by over 500 clients worldwide to provide the most complete picture available on America's consumers.