A method for providing an incentive for a viewer to watch and react to
audio/video programming. The method includes prompting the viewer during
a television programming stream to provide an indicated response to an
event within an indicated time period, detecting the indicated response
to the event, measuring a response time of the indicated response to the
event, evaluating viewer performance based upon the response time, and
providing the incentive to the viewer based upon the response time. The
method involves a viewer actuating a pushbutton key of a set-top box
remote control unit and transmitting and recording the response via the
set-top box. A media delivery device for providing incentives, rewards,
discounts, marketing data, and measurements to a viewer and a media
delivery network.