Patent ID: 8495682

Claim:
A method performed by data processing apparatus, the method comprising: accessing television history data for viewing devices, each of the viewing devices being associated with a corresponding panelist, the television history data describing, for each viewing device, television advertisements that were presented by use of the viewing device; determining, for each panelist, television advertisements that were presented by use of the viewing device associated with the panelist; determining, for each panelist, television advertisements that were not presented by use of the viewing device associated with the panelist; selecting a proper subset of the panelists, each selected panelist in the proper subset of panelists being selected based on the determinations of television advertisements that were presented and television advertisements that were not presented by use of the viewing device associated with the panelist; for each of the selected panelists, generating a survey for the panelist, the survey including one or more questions, each of the questions having been selected based on the television advertisements that were presented and television advertisements that were not presented by use of the viewing device associated with the panelist, wherein generating a survey comprises generating a survey directed to an advertising campaign comprising determining, for a panelist, a category, based on a count of a number of different advertisements of the advertisement campaign to which the panelist was potentially exposed, wherein the selected questions are based on the determined category; and receiving responses to the selected surveys from the selected panelists.