Patent ID: 8166081

Claim:
A method for associating a secondary media content with a primary broadcast segment: obtaining information about a broadcast communications medium received by a plurality of user devices; obtaining the information about the broadcast communications medium to determine at least data enabling the identification of a specific instance of a primary broadcast segment conveyed on the broadcast communications medium; selecting at least a secondary media content based on at least one criterion; determining uniquely identifying data specific to the secondary media content, wherein at least the uniquely identifying data is stored in a database; transmitting at least the secondary media content and the uniquely identifying data to a user device of the plurality of user devices on a secondary communications medium discrete from the broadcast communications medium, wherein the secondary media content is configured to be presented substantially concurrently with the primary broadcast segment received by the user device on the broadcast communications medium; monitoring response messages received from the user device in response to a presentation of the secondary media content, wherein at least one response message includes at least the uniquely identifying data specific to the secondary media content; and obtaining a report on user activity, the report correlating user activity with the secondary media content using the uniquely identifying data specific to the secondary media content.