The most preferred embodiment of the present invention is a computer-based 
decision support system that includes three main components: a 
database mining engine (DME); an advertising optimization mechanism; and a customized 
user interface that provides access to the various features of the invention. The 
user interface, in conjunction with the DME, provides a unique and innovative way to store, retrieve and manipulate data from existing databases containing media-related audience access data, which describe the access habits and preferences of the media audience. By using a 
database with a simplified storage and retrieval protocol, the data contained therein can be effectively manipulated in real time. This means that previously complex and lengthy 
information retrieval and analysis activities can be accomplished in very short periods of time (typically seconds instead of minutes or even hours). Further, by utilizing the advertising optimization mechanism of the present invention, businesses, networks, and advertising agencies can interactively create, 
score, rank and compare various proposed or actual advertising strategies in a simple and efficient manner. This allows the decision-makers to more effectively tailor their marketing efforts and successfully reach the desired target market while conserving scarce advertising capital. Finally, the 
user interface for the 
system provides access to both the DME and the optimization mechanism in a simple and straightforward manner, significantly reducing 
training time.