Viewing information collection system and method using data braodcasting, and broadcast receiver, viewing information server, shop terminal, and advertiser terminal used therein

Provided is a viewing information collection system in which information about “who viewed which CM program when and where with how much interest”, or information indicating whether the CM program has successfully induced the viewer to purchase the advertising product is automatically collected and processed, and the resulting marketing information becomes worth knowing for advertisers and broadcast stations. A broadcast facility 1 provided in a broadcast station broadcasts program data of a CM program together with the associated information indicating a sponsor code, product name, and others. On receiving the CM program, a viewer's broadcast receiver 2 extracts the associated information, and automatically transmits it to a viewing information server 3 together with viewing time/day, area information, and a viewer profile which is previously stored. The viewing information server 3 then stores thus received viewing information into a database, generates marketing information through statistical analysis, and provides it to an advertiser terminal 4.

DESCRIPTION OF THE PREFERRED EMBODIMENTS In the below, taking as an example a case where viewing information relating to CM programs for digital broadcasting is collected and processed, embodiments of a viewing information collection system of the present invention are described with reference to the accompanying drawings. Here, the present invention is surely applicable even if the viewing information to be collected and processed is relating to substantial programs. (First Embodiment) Referring to FIGS. 1 and 2 , described briefly first is the entire structure of the viewing information collection system according to a first embodiment of the present invention. In FIG. 1 , the viewing information collection system of the first embodiment includes a broadcast facility 1 provided in a broadcast station, a plurality of a viewer's broadcast receiver 2 , a viewing information server 3 for collecting and processing viewing information, and an advertiser terminal 4 . Here, the advertiser terminal 4 denotes a terminal belonging to advertisers, advertising agencies, and broadcast stations wherever the viewing information isused. Although there appears in FIG. 1 that the viewing information server 3 is belonging to a ratings research company and others, this is not restrictive. The viewing information server 3 may be provided to either an advertiser or a broadcast station, or both of those if the server is provided plurally. In the below, the advertiser and the broadcast station are collectively referred to as a broadcast program provider. Referring to FIG. 2 , the program data of a CM program and its given program additional information are multiplexed together for broadcasting from the broadcast facility 1 . When receiving the broadcast waves of the CM program, the broadcast receiver 2 transmits, to the viewing information server 3 over a communications network, program reception information which is based on the program additional information, indicating that the broadcast receiver 2 has received the CM program, and viewers information indicating “who has received the CM program when and where”. In the below, the program reception information and the viewers information are collectively referred to as viewing information. The viewing information server 3 receives the viewing information from the broadcast receiver 2 , compiles the viewing information to generate collective viewing information, and stores it into a database. The viewing information server 3 also analyzes and processes thus stored collective viewing information to generate marketing information which is worth knowing. This marketing information (or collective viewing information) is distributed to the advertiser terminal 4 and the broadcast facility 1 at regular intervals, or responding to any request coming from the advertisers and broadcast stations. Here, the marketing information may be partially or entirely distributed at cost to general users over the Internet, for example. As to the constituents of the viewing information collection system of the first embodiment, their operations are respectively described referring to FIGS. 3 to 14 . Described first is about the broadcast facility 1 referring to FIGS. 3 to 5 . In digital broadcasting in FIG. 4 example, presumably, an audio-video stream 41 and a data broadcast stream 42 are multiplexed together, and resultantly derived is a broadcast stream 43 which will be transmitted as the broadcast waves. Herein, the audio-video stream 41 is used for video and sound broadcasting, while the data broadcast stream 42 is used for still-picture broadcasting, graphic broadcasting, and the like, to provide additional services. In FIG. 4 example, the audio-video stream 41 is composed of program data 44 and a header part (not shown) which are provided, respectively, as many as the CM programs included therein. Program additional information 45 associated with each of the CM programs is defined in the data broadcast stream 42 . Here, the program additional information 45 may be defined in the header part of the broadcast stream 43 . As briefly described above, the program additional information 45 is provided for use after transmitted to the viewing information server 3 by the broadcast receiver 2 whichever received the information. Thus, the program additional information 45 may vary in structure depending on how the information will be used, and the structure of FIG. 5 is a possibility. In FIG. 5 example, the program additional information 45 is structured by a broadcast station ID 51 for specifying which broadcast station broadcast the CM program, a program ID 52 for specifying the CM program, an advertiser code 53 for specifying an advertiser of the CM program, a product name/code 54 of the advertising product, and any other needed additional information 55 . Here, the structure of the program additional information 45 is not restrictive to the above, and any other information can be freely included. In FIG. 3 , the broadcast facility 1 includes a program data authoring section 101 , a program data storage 102 , a program additional information authoring section 103 , a program additional information storage 104 , a broadcast schedule manager 105 , a multiplexer 106 , a broadcast data transmitter 107 , an antenna 109 , and a data communications section 110 . The program data authoring section 101 authors the program data 44 . The program data storage 102 stores thus authored program data 44 therein. The program additional information authoring section 103 authors the program additional information 45 . The program additional information storage 104 stores thus authored program additional information 45 therein. The multiplexer 106 multiplexes the program data 44 and the program additional information 45 in storage under the control of the broadcast schedule manager 105 to generate the broadcast stream 43 (see FIG. 4 ). The broadcast data transmitter 107 then transmits the resulting broadcast stream 43 as the broadcast waves from the antenna 109 for broadcasting. The data communications section 110 communicates with outside for the exchange of data and program materials. Referring to FIGS. 6 to 9 , described next is about the broadcast receiver 2 . As to the broadcast receiver 2 of the present invention, there may be two types of structures: one is a stay-at-home type (see FIG. 6 ) exemplified by television receivers, and the other is a mobile type (see FIG. 7 ) exemplified by mobile phones. In the below, the broadcast receiver 2 is assumed as being a broadcast receiver 2 a of the stay-at-home type, and a supplemental description is provided if there is any difference from a broadcast receiver 2 b of the mobile type. Referring to FIG. 6 , the broadcast receiver 2 a of the stay-at-home type includes an antenna 201 , a tuner 202 , a separator 203 , a system control section 204 , an audio reproducer 205 , a speaker 206 , a video reproducer 207 , a data processor 208 , a signal synthesizer 209 , a display 210 , a modem 211 , a memory 212 , a storage 213 , a key input section 214 , and a clock 215 . The broadcast receiver 2 b of the mobile type shown in FIG. 7 includes a mobile phone section 216 , and an antenna 217 instead of the modem 211 , and further includes a GPS receiver 218 , and an antenna 219 . In digital broadcasting, the broadcast waves coming from the broadcast antenna 201 are received and demodulated by the tuner 202 , and forwarded to the separator 203 . Therein, the demodulated broadcast waves are then separated into a video stream and an audio stream which are parts of the audio-video stream 41 of FIG. 4 , and the data broadcast stream 42 . The audio stream is decoded by the audio reproducer 205 , and reproduced as an audio signal. The resulting audio signal is outputted from the speaker 206 . The video stream is decoded by the video reproducer 207 , and reproduced as a video signal. The data broadcast stream 42 is subjected to any needed processes in the data processor 208 , and reproduced as a video signal for supplementary screens of graphics and still-pictures, for example. Both reproduced video signals are synthesized by the signal synthesizer 209 for display on the display 210 . The program additional information 45 in the data broadcast stream 42 is processed by going through the system control section 204 composed by a micro processor and others, the memory 212 , and the storage 213 in accordance with the procedure of FIG. 9 . Here, before the processes of FIG. 9 are started, the storage 213 previously stores a viewer profile which indicates the viewer's age, sex, occupation code, and others provided through the key input section 214 . In FIG. 9 , responding to the start of CM program reception (step S 91 ) , the program additional information 45 associated with the CM program is extracted from the data broadcast stream 42 (step S 92 ) Then, out of the program additional information 45 , any information needed to be forwarded to the viewing information server 3 is stored in the memory 212 as program reception information 81 (step S 93 ). Referring to FIG. 8 , the program reception information 81 exemplarily includes, as a package, the broadcast station ID 51 , the program ID 52 , the advertiser code 53 , and the product name/code 54 . Next, data about viewing time and day coming from the clock 215 provided in the broadcast receiver 2 is stored in the memory 212 as viewing time/day 82 b (step S 94 ). Thereafter, data about the area where the broadcast receiver 2 is placed, i.e., the area where the CM program is received, is stored in the memory 212 as area information 82 c (step S 95 ). This area information 82 c is used to see if viewers taste for broadcast programs vary depending on areas. If the broadcast receiver 2 is of the stay-at-home type ( FIG. 6 ), data previously stored in the storage 213 based on addresses, zip codes, or the like, is used as the area information 82 c. If the broadcast receiver 2 is of the mobile type ( FIG. 7 ) on the other hand, data provided by the GPS receiver 218 is used as the area information 82 c. In the next step S 96 , determined is whether or not the CM program has been over, or the subsequent CM program has been started, i.e., whether CM program switching has occurred. This determination is made by monitoring, for any change, the header parts of the broadcast stream 43 or the program ID 52 of the program additional information 45 . If CM program switching is determined as occurred, the information so far stored in the memory 212 , i.e., the viewer profile 82 a, the viewing time/day 82 b, the area information 82 c, and a viewing pattern 82 d, are packaged into one viewers information 82 . Similarly, this viewers information 82 and the program reception information 81 are packaged into one viewing information 80 (see FIG. 8 ). Here, the viewing pattern 82 d is information used to determine which part of the CM program has been viewed. For example, if the CM program is completely viewed, indicated is “pattern 1 ”. If the first half of the CM program is viewed, “pattern 2 ” is indicated, and if the second half is viewed, indicated is “pattern 3 ”. Such a viewing pattern 82 d tells the advertisers which part of the CM program has been particularly viewed, and thus the information carried thereby is considered useful for their CM programming later on. The viewing pattern 82 d can be derived by detecting the actual starting and ending times of CM program reception for comparison with the scheduled starting and ending times of the CM program known by the program additional information 45 . The viewing pattern 82 d can indicate information in a manner not restricted to the above. In the case with the broadcast receiver 2 a of the stay-at-home type ( FIG. 6 ), the viewing information 80 is forwarded to the viewing information server 3 via the modem 211 , and via the mobile phone section 216 and the antenna 217 in the case with the broadcast receiver 2 b of the mobile-type ( FIG. 7 ) (step S 97 ). The processes in steps S 92 to S 97 are repeated until the broadcast receiver 2 is through with the operation, or until the end of the broadcast (step S 98 ). Referring to FIGS. 10 to 12 , described next is about the viewing information server 3 . In FIG. 10 , the viewing information server 3 includes a data communications section 301 , a viewing information processor 302 , a collective viewing information database 303 , a collective viewing information analyzer 304 , and a marketing information distributor 305 . The viewing information 80 coming from the broadcast receiver 2 is received by the data communication section 301 . The viewing information processor 302 then uses the viewing information 80 to generate, on an advertiser basis, the collective viewing information for storage into the collective viewing information database 303 . Here, the resulting collective viewing information is hierarchically structured as shown in FIG. 11 , including a product name/code hierarchy, a broadcast station ID hierarchy, a broadcast program ID hierarchy, and others. The collective viewing information analyzer 304 analyzes and processes thus stored collective viewing information using some statistical techniques, and generates marketing information which is worth knowing. This marketing information is exemplified in FIG. 12 , indicating viewership by age and broadcast time. The marketing information distributor 305 forwards, to the advertiser terminal 4 or the broadcast station 1 , the marketing information generated in the collective viewing information analyzer 304 at regular intervals, or responding to any request coming from the advertisers and broadcast stations. If necessary, the collective viewing information may be forwarded from the marketing information distributor 305 to the advertiser terminal 4 or the broadcast facility 1 . Referring to FIGS. 13 and 14 , described lastly is about the advertiser terminal 4 . In FIG. 13 , the advertiser terminal 4 includes a data communications section 401 , a marketing information processor 402 , a marketing information storage 403 , and a marketing information analyzer 404 . In the advertiser terminal 4 , the marketing information coming from the viewing information server 3 is received by the data communications section 401 , and stored in the marketing information storage 403 via the marketing information processor 402 . Thus stored marketing information is processed as required, e.g., to create a bar graph of FIG. 14 , in the marketing information analyzer 404 at regular intervals, or by the user's operation. The resulting marketing information is used to see the efficacy of running the CM program, management efficacy, and the like. As such, in the viewing information collection system of the first embodiment, the broadcast station multiplexes the program data 44 and the program additional information 45 of a certain program for broadcasting, and then the viewing information server 3 automatically collects and processes the viewing information 80 composed of the program reception information 81 relating to the broadcast program received by the broadcast receiver 2 , and the viewing information 82 . With such a structure, the marketing information provided to advertisers and broadcast stations can be useful and helpful as indicating “who viewed what broadcast program when and where”. Accordingly, the advertisers become able to determine whether their CM programs have been on the air on the appropriate day of the week, broadcast time, broadcast area, and the like, for their target users. On the other hand, the broadcast stations can be provided with data showing correlation between the target users and the CM program broadcast times, and such data is useful and effective for selling broadcast times to advertisers. (Second Embodiment) Described in a second embodiment is a viewing information collection system, the marketing information provided by which is useful and effective for advertisers and broadcast stations to a greater degree compared with the viewing information collection system of the first embodiment. This can be achieved by including additionally characteristic information in the viewers information as a part of the viewing information. The viewing information collection system of the second embodiment is the same as that of the first embodiment in terms of entire structure and basic operation (FIGS. 1 to 4 , 6 , 7 , 10 , and 13 ). Therefore, in the below, there is no further description about the entire structure and the basic operation of the viewing information collection system of the second embodiment, and only any difference from the viewing information collection system of the first embodiment is provided with reference to FIGS. 15 to 19 . In the second embodiment, the viewers information 82 additionally includes an interest level, specifically indicating how much the viewer got interested in the CM program. This interest level is determined by the broadcast receiver 2 if it has downloaded any data, e.g., image (standard or thumbnail) data of the CM program, coupon data for purchasing the advertising product, link data about a Web server address (URL or password) from which detailed information about the product is available. Accordingly, compared with the program additional information 45 defining the broadcast station ID 51 , the program ID 52 , the advertiser code 53 , the product name/code 54 , and any other additional information 55 , program additional information 45 ′ which is broadcast with the program data 44 further defines image data 56 , coupon data 57 , and/or link data 58 . The program additional information 45 ′ in the data broadcast stream 42 is processed by going through the system control section 204 , the memory 212 , and the storage 213 in the broadcast receiver 2 in accordance with the procedure of FIG. 16 . Referring to FIG. 16 , responding to the start of CM program reception (step S 161 ), an interest level in the memory 212 is set (cleared) to “0” in value (step S 162 ) , and the program additional information 45 ′ associated with the CM program is then extracted from the data broadcast stream 42 (step S 163 ). Then, out of the program additional information 45 ′, any information needed to be forwarded to the viewing information server 3 is stored in the memory 212 as the program reception information 81 (step S 164 ). Then, into the memory 212 , data about viewing time and day coming from the clock 215 provided in the broadcast receiver 2 is stored as the viewing time/day 82 b (step S 165 ), and data about the location of the broadcast receiver 2 is stored as the area information 82 c (step S 166 ). After such basic information is stored, steps S 167 to S 175 are repeated until CM program switching occurs. Specifically, detected first is whether or not there has been an instruction for data download by monitoring key operation on the key input section 214 (step S 167 ). If there is no such an instruction, it is determined that the viewer showed not that much interest toward the CM program currently on the air, and the interest level is set to “1” (step S 168 ). If there is such an instruction, on the other hand, determined next is what data has been instructed for downloading (step S 169 ). If the instructed data is the image data 56 , the image data 56 is accordingly stored in the storage 213 (step S 170 ), and the interest level is then set to “2” because the viewer is determined as being mildly interested in the CM program (step S 171 ). If the instructed data is the link data 58 , the link data 58 is accordingly stored in the storage 213 (step S 172 ) , and the interest level is then set to “3” because the viewer is determined as being strongly interested in the CM program (step S 173 ). If the instructed data is the coupon data 57 , the coupon data 57 is accordingly stored in the storage 213 (step S 174 ), and the interest level is then set to “4” because the viewer is determined as being very strongly interested in the CM program (step S 175 ). Here, in order to notify the viewer that the program additional information 45 ′ includes the coupon data 57 and/or the link data 58 , as shown in FIG. 19 , displaying a data reception indicator(s) 192 on a general broadcast screen 191 may be a possibility. If CM program switching is determined as occurred (step S 176 , Yes), as shown in FIG. 17 , the information so far stored in the memory 212 , i.e., the viewer profile 82 a, the viewing time/day 82 b, the area information 82 c, the viewing pattern 82 d, and an interest level 82 e are packaged into one viewers information 82 ′ (step S 177 ) . Herein, the interest level 82 e may indicate only the highest value (interest level (a) in FIG. 17 ), or all of the data items so far downloaded (interest level (b) in FIG. 17 ). Then, the viewers information 82 ′ and the program reception information 81 are packaged into one viewing information 80 ′ (step S 177 ). The viewing information 80 ′ is forwarded to the viewing information server 3 via the modem 211 if the broadcast receiver 2 is of the stay-at-home type ( FIG. 6 ), and via the mobile phone section 216 and the antenna 217 if of the mobile-type ( FIG. 7 ) (step S 178 ). The processes in steps S 162 to S 178 are repeated until the broadcast receiver 2 is through with the operation, or until the end of the broadcast (step S 179 ). In the viewing information server 3 , the viewing information 80 ′ coming from the broadcast receiver 2 is received by the data communications section 301 . The viewing information processor 302 then uses the viewing information 80 ′ to generate collective viewing information (see FIG. 18 ) which is hierarchically structured in a given manner, and stores it into the collective viewing information database 303 . The collective viewing information analyzer 304 analyzes and processes thus stored collective viewing information to generate marketing information which is worth knowing. This marketing information is forwarded by the marketing information distributor 305 to the advertiser terminal 4 or the broadcast facility 1 at regular intervals, or responding to any request coming from the advertisers and broadcast stations. As such, the viewing information collection system of the second embodiment automatically collects and processes the viewing information 80 which additionally includes the interest level 82 e indicating the viewer's interest toward the CM program. Accordingly, the marketing information provided by such a system is considered useful and effective as is telling “who viewed which CM program when and where with how much interest”. That is, this marketing information surely conveys ratings information, but more than that, is quite usable for advertisers' CM programming and product development, and broadcast stations' broadcast scheduling and broadcast time sales. Note that, in the case where the downloaded data is the link data 58 , the corresponding Web server may be checked whether it has been actually accessed, and if accessed, the interest level 82 e may be increased in value. In this case, a limitation may be imposed to restrict the broadcast receivers 2 accessible to the Web server by including in the link data 58 a given password for access permission. This will help to differentiate between viewers who actually viewed the CM program and those who not. Moreover, if the Web server is accessed for product purchase, such information may be managed in connection with the viewing information. As to the interest level 82 e, the viewer himself/herself may make an input as appropriate via operation buttons which are previously provided to the broadcast receiver 2 . (Third Embodiment) Described in a third embodiment is a viewing information collection system which allows advertisers and broadcast stations to freely select information items out of the viewing information to be collected from the broadcast receivers in the viewing information collection system of the first embodiment. Such a viewing information collection system of the third embodiment is the same as that of the first embodiment in terms of entire structure and basic operation. Therefore, in the below, there is no further description about the entire structure and the basic operation of the viewing information collection system of the third embodiment, and only any difference from the viewing information collection system of the first embodiment is provided with reference to FIGS. 20 to 23 . In the third embodiment, compared with the program additional information 45 defining the broadcast station ID 51 , the program ID 52 , the advertiser code 53 , the product name/code 54 , and any other additional information 55 , program additional information 45 ″ which is broadcast with the program data 44 further defines item selection information 59 indicating what information item is instructed to be collected out of the viewing information 82 . Such an instruction is made by setting “1” to any corresponding flag each provided to the information items in the viewing information 82 . Here, the flags can be freely set by the advertisers and broadcast stations depending on their purposes for information collection. The program additional information 45 ″ in the data broadcast stream 42 is processed by going through the system control section 204 , the memory 212 , and the storage 213 in the broadcast receiver 2 in accordance with the procedure of FIG. 21 . Referring to FIG. 21 , responding to the start of CM program reception (step S 211 ), the program additional information 45 ″ associated with the CM program is extracted from the data broadcast stream 42 (step S 212 ). Then, out of the program additional information 45 ″, any information needed to be forwarded to the viewing information server 3 is stored in the memory 212 as the program reception information 81 (step S 213 ) Then, the item selection information 59 is extracted from the program additional information 45 ″ (step S 214 ), and then only any information corresponding to flag indicating “1” is stored in the memory 212 (step S 215 ). In the item selection information 59 in FIG. 20 example, the flags of age and viewing time/day are indicating “1”. In this example, stored in the memory 212 is data about the viewer's age included in the viewer profile previously stored in the storage 213 , and the viewing time/day coming from the clock 215 provided in the broadcast receiver 2 . Determined next is whether or not CM program switching has occurred (step S 216 ). If CM program switching is determined as occurred, the information so far stored in the memory 212 , i.e., the viewer profile 82 a carrying data about the viewer's age only, and the viewing time/day 82 b, are packaged into one viewers information 82 ″ (see FIG. 22 ). Moreover, the viewers information 82 ″ and the program reception information 81 are packaged into one viewing information 80 ″. The viewing information 80 ″ is then forwarded to the viewing information server 3 via the modem 211 if the broadcast receiver 2 is of the stay-at-home type ( FIG. 6 ) , and via the mobile phone section 216 and the antenna 217 if of the mobile-type ( FIG. 7 ) (step S 217 ). The processes in steps S 212 to S 217 are repeated until the broadcast receiver 2 is through with the operation, or until the end of the broadcast (step S 218 ). In the viewing information server 3 , the viewing information 80 ″ coming from the broadcast receiver 2 is received by the data communications section 301 . The viewing information processor 302 then uses the viewing information 80 ″ to generate collective viewing information (see FIG. 23 ) which is hierarchically structured in a given manner, and stores it into the collective viewing information database 303 . The collective viewing information analyzer 304 analyzes and processes thus stored collective viewing information using some statistical techniques, and generates marketing information which is worth knowing. This marketing information is forwarded by the marketing information distributor 305 to the advertiser terminal 4 or the broadcast facility 1 at regular intervals, or responding to any request coming from the advertisers and broadcast stations. As such, in the viewing information collection system of the third embodiment, the program additional information 45 ″ broadcast by the broadcast station includes the item selection information 59 indicating what information item(s) are instructed to be collected, and based thereon, the viewing information 82 ″ is forwarded from the broadcast receiver 2 to the viewing information server 3 . In such a manner, only needed information item(s) are forwarded from the broadcast receiver 2 to the viewing information server 3 . Accordingly, the information amount can be reduced therebetween, successfully leading to effective use of the communications resource of the system, and effective information collection for advertisers. Here, the viewing information collection system of the second embodiment can surely go through an item selection process based on the item selection information 59 . The item selection information 59 is settable by the program additional information authoring section 103 of the broadcast facility 1 . If this is the case, the item selection information 59 may be set by using data coming from any external terminal, e.g., advertiser terminal 4 , over the communications network to the program additional information authoring section 103 via the data communications section 110 . Alternatively, through operation of the key input section 214 of the broadcast receiver 2 , the viewer may make a selection of the information items for transmission to the viewing information server 3 . Especially for privacy protection, the viewing information which is personal as indicating the viewer's age, sex, occupation, and address, is desirably managed with a function provided for refusing data transmission. In the viewing information collection systems of the first to third embodiments, distributing the marketing information to advertisers and broadcast stations often needs a billing process. In the present embodiment, the viewing information server 3 may be the one going through such a billing process. If so, the viewing information server 3 may manage information about what type of marketing information is provided how many times, and based thereon, go through a process of changing the charge amount. (Fourth Embodiment) Described in a fourth embodiment is, by way of example, how the viewing information collected by the viewing information collection systems of the first to third embodiments becomes available for advertisers and broadcast stations. A viewing information collection system of the fourth embodiment is basically the same as those in the first to third embodiments in terms of entire structure and basic operation, but characterized in an advertiser terminal 4 ′ for its control. In the below, there is no further description about the entire structure and the basic operation of the viewing information collection system of the fourth embodiment, and only the advertiser terminal 4 ′ is described about its control with reference to FIGS. 24 and 25 . Referring to FIG. 24 , the advertiser terminal 4 ′ includes a data communications section 401 , a marketing information processor 402 , a marketing information storage 403 , a marketing information analyzer 404 , and a CM control section 405 . In the advertiser terminal 4 ′, the data communications section 401 receives marketing information coming from the viewing information server 3 , and the marketing information is then stored in the marketing information storage 403 via the marketing information processor 402 . Thus stored marketing information is analyzed as required by the marketing information analyzer 404 at regular intervals, or by the user's operation. The resulting marketing information is used to see the efficacy of running the CM program, management efficacy, and the like, and also forwarded to the CM control section 405 . After receiving the marketing information, the CM control section 405 goes through analysis to determine whether or not the CM program currently on the air is appropriate in broadcast time for the target viewers, and meeting their tastes and preferences. If determined not appropriate, the CM control section 405 forwards, to the broadcast facility 1 of the broadcast station, CM control information instructing to change the broadcast schedule for the CM program (see FIG. 25 ). Here, although the CM control section 405 preferably makes such a determination and control automatically in accordance with a given rule, the advertisers may do so manually based on the analysis result. The CM control information coming from the CM control section 405 is forwarded over the communications network from the data communications section 401 to the broadcast facility 1 of the broadcast station. On the broadcast facility 1 side, the broadcast schedule manager 105 is the one receiving the CM control information coming from the advertiser terminal 4 ′ via the data communications section 110 . Then, based on the CM control information, the broadcast schedule manager 105 changes the broadcast schedule for the CM program. Under such control, the broadcast schedule can be changed as follows. Referring to FIG. 14 example, the analysis result shows that, among three broadcast time periods classified as 7:30, 12;00, and 21:00, the ratings in the 12:00 time period of the age group under 40 are significantly low. Therefore, the CM programs currently on the air during the 12:00 time period targeting the age group may be replaced with those targeting the age group over 50, whose ratings in the 12:00 time period is high. Instead of focusing on the broadcast time periods to change the broadcast schedule, interrelating the viewing information of a certain CM program to that of other broadcast programs, i.e., substantial or CM programs, preceding and subsequent thereto is a possibility. In such a case, the broadcast schedule can be changed with pinpoint accuracy. For example, a certain CM program and its proceeding and subsequent broadcast programs are broadcast over the same channel, it means that the viewer stayed tuned to the channel, leading to a conclusion that there is no need to change the broadcast schedule because the target viewership has been correct. On the other hand, if those broadcast programs are not broadcast over the same channel, it means that the viewer changed the channels, leading to a conclusion that there needs to change the broadcast schedule because the target viewership has been wrong. Here, interrelating the viewing information as such may be done by the broadcast receiver 2 (when the viewing information is forwarded) or by the viewing information server 3 (when the viewing information is processed). As such, the viewing information collection system of the fourth embodiment, the viewing information 80 , i.e., marketing information, is used as a basis to change the broadcast schedule. Therefore, the viewers' response to the CM program can be directly and swiftly reflected to CM programming. (Fifth Embodiment) In a fifth embodiment, described is a viewing information collection system which enables viewers' product purchase using the program additional information, and concurrently, collection of the viewing information relating to CM programs. Referring to FIGS. 26 and 27 , the entire structure of such a viewing information collection system of the fifth embodiment is briefly described. In FIG. 26 , the viewing information collection system of the fifth embodiment includes the broadcast facility 1 provided in a broadcast station, a viewer's broadcast receiver 2 , a shop terminal 6 provided in a shop at which the advertising product is available, and the advertiser terminal 4 belonging to the advertiser who puts the CM program. As shown in FIG. 26 , the viewing information collection system of the fifth embodiment includes a shop terminal 6 as an alternative to the viewing information server 3 in the viewing information collection systems of the first to third embodiments. That is, in the viewing information collection system of the fifth embodiment, the viewing information is not always collected via the viewing information server 3 , but only when the advertising product is sold at the shop, i.e., through the shop terminal 6 (see FIG. 27 ). In the below, referring to FIGS. 28 to 31 , the viewing information collection system of the fifth embodiment is described focusing on any difference from those of the first to third embodiments. Compared with the program additional information 45 defining the broadcast station ID 51 , the program ID 52 , the advertiser code 53 , the product name/code 54 , and any other additional information 55 , as shown in FIG. 15 , program additional information 45 ′ which is broadcast with the program data 44 further defines, at least, either the image data 56 or the coupon data 57 . Here, the image data 56 and the coupon data 57 each include product information, e.g., product type, for specifying what product is advertised in the CM program. In order to receive the broadcast waves including such program additional information 45 ′, a broadcast receiver 2 c of a mobile type shown in FIG. 28 is applicable. Here, compared with the broadcast receiver 2 b of FIG. 7 , the broadcast receiver 2 c of FIG. 28 further includes a shop terminal communications section 220 , and an antenna 221 . The program additional information 45 ′ in the data broadcast stream 42 is processed by going through the system control section 204 , the memory 212 , and the storage 213 in the broadcast receiver 2 c in accordance with the procedure of FIG. 29 . In FIG. 29 , responding to the start of CM program reception (step S 291 ) , an interest level in the memory 212 is set (cleared) to “0” in value (step S 292 ), and the program additional information 45 ′ associated with the CM program is then extracted from the data broadcast stream 42 (step S 293 ). Then, out of the program additional information 45 ′, any needed information is stored in the memory 212 as the program reception information 81 (step S 294 ). Then, into the memory 212 , data about viewing time and day coming from the clock 215 provided in the broadcast receiver 2 c is stored as the viewing time/day 82 b (step S 295 ) and data about the location of the broadcast receiver 2 c is stored as the area information 82 c (step S 296 ). After such basic information is stored, steps S 297 to S 303 are repeated until CM program switching occurs. Specifically, detected first is whether or not there has been an instruction for data download by monitoring key operation on the key input section 214 (step S 297 ). If there is no such an instruction, it is determined that the viewer showed not that much interest toward the CM program currently on the air, and the interest level is set to “1” (step S 298 ). If there is such an instruction, on the other hand, determined next is what data has been instructed for downloading (step S 299 ). If the instructed data is the image data 56 , the image data 56 is accordingly stored in the storage 213 (step S 300 ), and the interest level is then set to “2” because the viewer is determined as being mildly interested in the CM program (step S 301 ) . If the instructed data is the coupon data 57 , the coupon data 57 is accordingly stored in the storage 213 (step S 302 ) , and the interest level is then set to “3” because the viewer is determined as being strongly interested in the CM program (step S 303 ). If CM program switching is determined as occurred (step S 304 , Yes) , as shown in FIG. 17 , the information so far stored in the memory 212 , i.e., the viewer profile 82 a, the viewing time/day 82 b, the area information 82 c, the viewing pattern 82 d, and the interest level 82 e are packaged into one viewers information 82 ′. Also, the viewers information 82 ′ and the program reception information 81 are packaged into one viewing information 80 ′ (step S 305 ). The processes in steps S 292 to S 305 are repeated until the broadcast receiver 2 c is through with the operation, or until the end of the broadcast (step S 306 ). Next, referring to FIGS. 30 and 31 , described is about the shop terminal 6 . In FIG. 30 , the shop terminal 6 includes a data processing/system control section 601 , a key input section 602 , a display control section 603 , a display 604 , a barcode reader 605 , a printer 606 , a memory 607 , a clock 608 , a data communications section 609 , a wireless communications section 610 , and an antenna 611 . The data processing/system control section 601 comprehensively controls the shop terminal 6 , and is also in charge of data processing. The key input section 602 is used to input product codes, prices, and others. The display 604 displays thus inputted product names, prices, and others. The display control section 603 controls the display 604 . The barcode reader 605 is used to read barcodes on the products. The printer 606 is used to print out, on papers, the product names, prices, and others. The memory 607 stores data for data processing and system control. The data communications section 609 is used for communications with outside. The wireless communications section 610 wirelessly communicates with the broadcast receiver 2 c using Bluetooth, infrared ray, and the like. In the case where the viewer wants to purchase the advertising product in the CM program, he/she downloads the image data 56 or the coupon data 57 to the broadcast receiver 2 c. Then, the viewer brings the broadcast receiver 2 c now carrying the downloaded data to the corresponding shop where the shop terminal 6 is provided. For product purchase, the following processes are to be executed. First, the broadcast receiver 2 c is wirelessly connected to the shop terminal 6 by means of the shop terminal communications section 220 and the wireless communications section 610 . After establishing such a connection, the viewer operates the key input section 214 on the broadcast receiver 2 c so as to read from the storage 213 the image data 56 or the coupon data 57 whichever downloaded, and forwards it to the shop terminal 6 . Thereby, the viewer is authenticated based on viewer authentication data which is previously stored in the broadcast receiver 2 c, and the product is specified by product information included in the forwarded data. Together with the image data 56 or the coupon data 57 , forwarded to the shop terminal 6 is the viewing information 80 ′ which is stored and processed at the time of CM program reception. In accordance with those data and information, the data processing/system control section 601 of the shop terminal 6 goes through processes similarly to the general types of shop terminals (so-called POS) to input prices, payment selection, and others. At the same time, as shown in FIG. 31 , the resulting sales information 331 is packaged together with the viewing information 80 ′ to store it as shop information 330 into the memory 607 of the shop terminal 6 . On the other hand, the shop terminal 6 forwards, to the broadcast receiver 2 c, the number of points corresponding to the product purchase induced by the CM program. The shop information 330 stored in the shop terminal 6 is forwarded to the advertiser terminal 4 or the broadcast facility 1 through the data communications section 609 at regular intervals, or responding to any request coming from advertisers and broadcast stations. Note here that the shop terminal 6 and the broadcast receiver 2 c can surely communicate with each other through a cable if the wireless communications section 610 and the antenna 611 of the shop terminal 6 , and the shop terminal communications section 220 and the antenna 221 of the broadcast receiver 2 c are changed in structure applicable to interface for the purpose. As such, in the viewing information collection system of the fifth embodiment, linking the shop terminal 6 to the broadcast receiver 2 c allows the users to view CM programs, support the users′ product purchase behavior through the medium of product information downloaded to the broadcast receiver 2 c, and perform user authentication for payment. Further, the single terminal can successively collect various kinds of information about the viewers. Accordingly, the viewing information indicating “who viewed which CM program when and where with how much interest”, and the shop information indicating “which product is sold how many and how much at which shop” can be associated together, making the resulting marketing information more worth knowing. Further, to purchase advertising products, all the viewers have to do is to show either the image data 56 or the coupon data 57 downloaded from the CM program at the shop. Accordingly, they do not bother to shop around to buy the product. (Sixth Embodiment) Described in a sixth embodiment is a viewing information collection system for collecting, without using the viewing information server, the viewing information based on the viewers′ accesses to a Web server from which information relating to the CM program is available. Referring to FIGS. 32 and 33 , the entire structure of such a viewing information collection system of the sixth embodiment is briefly described. In FIG. 32 , the viewing information collection system of the sixth embodiment includes the broadcast facility 1 provided in a broadcast station, a viewer's broadcast receiver 2 , the advertiser terminal 4 belonging to an advertiser who puts the CM program, and a Web server 5 . As shown in FIG. 32 , unlike the viewing information collection systems of the first to third embodiments, the viewing information collection system of the sixth embodiment includes no viewing information server 3 , but includes the Web server 5 on the advertiser side. That is, in the viewing information collection system of the sixth embodiment, the viewing information is not always collected through the viewing information server 3 , but only when the viewer accesses the Web server 5 (see FIG. 33 ). In the below, referring to FIGS. 34 to 36 , the viewing information collection system of the sixth embodiment is described focusing on any difference from those of the first to third embodiments. Compared with the program additional information 45 defining the broadcast station ID 51 , the program ID 52 , the advertiser code 53 , the product name/code 54 , and any other additional information 55 , as shown in FIG. 15 , the program additional information 45 ′ which is broadcast with the program data 44 further defines, at least, the link data 58 . The program additional information 45 ′ in the data broadcast stream 42 is processed by going through the system control section 204 , the memory 212 , and the storage 213 in the broadcast receiver 2 in accordance with the procedure of FIG. 34 . Referring to FIG. 34 , responding to the start of CM program reception (step S 341 ), the program additional information 45 ′ associated with the CM program is extracted from the data broadcast stream 42 (step S 342 ). Then, out of the program additional information 45 ′, any needed information is stored in the memory 212 as the program reception information 81 (step S 343 ). At this time, the link data 58 in the program additional information 45 ′ is stored in the storage 213 (step S 344 ) . Then, into the memory 212 , data about viewing time and day coming from the clock 215 provided in the broadcast receiver 2 is stored as the viewing time/day 82 b (step S 345 ), and data about the location of the broadcast receiver 2 is stored as the area information 82 c (step S 346 ). Determined next is whether or not CM program switching has occurred (step S 347 ). If determined Yes, the processes in steps S 342 to S 347 are repeated until the broadcast receiver 2 is through with the operation, or until the end of the broadcast (step S 348 ). Referring to FIG. 35 , described next is the operation of the broadcast receiver 2 in a case where the viewer shows his/her interest toward the CM program, and decides to access the Web server 5 for detailed information. In FIG. 35 , if receiving an instruction to access the Web server 5 through the key input section 214 , the broadcast terminal 2 reads the link data 58 from the storage 213 (step S 351 ). Then, the broadcast receiver 2 uses the modem 211 (the case of FIG. 6 ), or the mobile phone section 216 and the antenna 217 (the case of FIG. 7 ) for connection with the Web server 5 over the Internet (step S 352 ). In response, the viewing information 80 ′ which is stored and processed at the time of CM program reception is forwarded to the Web server 5 (step S 353 ) Then, until disconnection, the viewer goes on Web browsing while operating as appropriate (steps S 354 , S 355 ). Referring to FIG. 36 , described next is about the Web server 5 . In FIG. 36 , the Web server 5 includes a data communications section 501 , a Web service processor 502 , a Web data storage 503 , a service use information processor 504 , a service use information storage 505 , and an advertiser terminal communications section 506 . The data communications section 501 is provided for connection between, over the Internet, the Web server 5 and the broadcast receiver 2 . The viewing information 80 ′ coming from the broadcast receiver 2 right after such a connection is established is temporarily stored in the service use information storage 505 via the service use information processor 504 . Then, responding to browsing performed by the broadcast receiver 2 , the data communications section 501 forwards thereto Web data stored in the Web data storage 503 over the Internet so that the Web service processor 502 offers various services to the viewer. After a series of services for the broadcast receiver 1 2 are through, the service use history is packaged by the service use information processor 504 with the viewing information 80 ′, and the resulting information is stored in the service use information storage 505 as service use information. This service use information is forwarded to the marketing information processor 402 of the advertiser terminal 4 via the advertiser terminal communications section 506 at regular intervals, or responding to any instruction coming from the advertiser terminal 4 . As such, the viewing information collection system of the sixth embodiment becomes able to collect, without using the viewing information server, information about the viewers who showed strong interest toward the CM program through the linkage of the broadcast receiver 2 and the Web server 5 . Accordingly, information about “who viewed which CM program when and where” can be directly associated with information telling that the specific viewers have accessed the Web server with strong interest, making the resulting marketing information more worth knowing. Further, with no viewing information server provided, the advertisers can independently collect the viewing information. Note here that, if the advertiser is engaged in Electronic Commerce (EC) on the Web server 5 , similarly in the fifth embodiment, a series of processes relating to the users' viewing CM programs and product purchase behaviors, and user authentication for payment can be executed on the Web. While the invention has been described in detail, the foregoing description is in all aspects illustrative and not restrictive. It is understood that numerous other modifications and variations can be devised without departing from the scope of the invention.