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Systems and methods for identifying which video segment is being displayed on a screen of a television system. The video segment is identified by deriving data from the television signals, the derived data being indicative of the video segment being displayed on the screen. This feature can be used to extract a viewer's reaction (such as changing the channel) to a specific video segment (Such as an advertisement) and reporting the extracted information as metrics. The systems and methods may further provide contextually targeted con tent to the television system. The contextual targeting is based on not only identification of the video segment being dis played, but also a determination concerning the playing time or offset time of the particular portion of the video segment being currently displayed.