JP2000134167A - Commercial message viewing evaluating system - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a system where whether or not a CM itself was actually viewed can be detected and how people viewing the CM behave as to purchasing can be comprehended directly. SOLUTION: Each of sampled households is provided with a commercial message viewing information detector 3, that detects a fact of a broadcast specific commercial message from a voice signal of a radio receiver, with a purchase information detector 4 that collects purchase information, and a CM view effect evaluation device 2 that receives the information from the commercial message viewing information detector 3 and the purchase information detector 4 and analyzes and evaluates a relation between the CM viewing information and the purchase information through the sampled household identification information.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a commercial message broadcasted by a television receiver or a radio receiver (in this specification, "CM" is an abbreviation of a commercial message). The present invention relates to a system for evaluating a relationship between a fact of viewing and a purchase result of a product of the viewer.

[0002]

2. Description of the Related Art A CM (Commercial Message) broadcast by a television receiver or a radio receiver is usually broadcast between programs or during a pause during a program. Conventionally, the audience rating of a CM is indirectly determined by whether or not a program is being viewed. That is, a CM broadcasted in a program with a high audience rating is judged to be viewed by a viewer with a high probability, and it is customary for an advertiser to pay a high advertisement fee for a CM broadcasted in the program. Had become.

[0003] For this reason, the audience rating of a program is a very important factor for the advertising industry and the broadcasting industry, and there is a TV program audience rating survey system for determining the level of the advertising fee.

This conventional TV program audience rating survey system comprises a number of detecting devices for detecting TV stations or TV programs being broadcast in a sample household, a counting center, and communication means for connecting these detecting devices and the counting center. Consists of

That is, in the conventional TV program audience rating survey system, households randomly and averagely selected by a survey company are used as sample households, and the above-described detecting device is previously incorporated in a television receiver of those sample households. When the sample household turns on the TV receiver and watches a given TV program,
The viewing information of the television program is transmitted to a counting center usually installed in a research company via communication means, so that the counting center can grasp the rating of the television program in real time.

[0006] As described above, the audience rating of the television program thus tabulated is determined by the C broadcasted by each television program.
The viewer rating was considered to be M or the CM rating was estimated based on the rating.

[0007] On the other hand, a survey of purchase information by consumers of a product advertised in a CM has been independently investigated by a survey company and system separate from a TV program audience rating survey.

[0008] In the conventional system for investigating purchase information of consumer products, similarly, there are sample households randomly and averagely selected by a research company, and purchase item identification information input means installed in these sample households. And a communication means for connecting the purchase item identification information input means and the calculation center, which are usually installed in the research company.

In order to investigate the purchase information of a commodity by the purchase information investigation system for the commodity, the commodity identification information for specifying the commodity purchased in each sample household is inputted by the purchase commodity identification information input means, and the purchased commodity is input. The identification information is transmitted to the counting center by the communication means, and the counting center counts the purchase information for each product. In the meantime, the purchase item identification information input means was previously input manually, but a bar code reader has recently been used.

[0010] The relationship between the number of times a broadcasted CM is viewed and the number of purchases of a commercial product by a consumer who has viewed the CM is referred to as a CM viewing effect in the present specification. It was estimated as a whole from the relationship between GRP (gross rating point: audience rating x number of broadcasts) and the recognition rate by questionnaire, and further from the relationship between the recognition rate and sales.

In order to calculate the above-mentioned GRP, a CM master database in which each TV station broadcasts what CM and at what time has been used.

[0012] The reason why a CM master database is required is that a recent CM is generally broadcast on many television stations, and even one television station is broadcast many times in many programs and time zones. The target C
This is because it is necessary to grasp the broadcast time and the number of broadcasts of M and calculate the average audience rating.

That is, the CM master database calculates the number of CM broadcasts in each TV program of each TV station, multiplies the number of CM broadcasts by the audience rating of each TV program, and totals the total. The average audience rating of the target CM is calculated by dividing by the number of CM broadcasts.

In addition, the conventional evaluation of the CM viewing effect is as follows:
By comparing the average audience rating of the CM with the purchase information of the advertising product, using various statistical analysis methods and evaluation know-how,
The evaluation was going on.

[0015]

However, the conventional C
The method of evaluating the M viewing effect has the following problems to be solved.

In the conventional technique, it was not possible to directly evaluate the effect of purchasing a product by a person who actually viewed the CM.

As described above, the conventional CM viewing effect evaluation method estimates the CM viewing rate based on the program viewing rate,
The audience rating survey for the program and the purchasing information survey for the advertised product
It was done by a separate system.

In particular, since the program audience rating survey and the advertisement information purchasing information survey were conducted by separate sample households, it is unclear whether or not a person who actually viewed the CM actually made a purchasing action. there were. In other words, in the evaluation of the viewing effects of CM, the identity of the most basic sample households (referred to as “single source data”) is lacking, and the evaluation results obtained by the conventional method are inferior to estimation, and the reliability is extremely high It was low.

The conventional technology cannot cope with the multi-channel broadcasting era in the near future, and cannot evaluate the CM viewing effect.

As described above, in the conventional method of evaluating the CM viewing effect, the audience rating of the program is evaluated as the audience rating of the CM. Therefore, in calculating the audience rating of the CM, the number of times the same CM was broadcast in each program or time zone and the link between the TV and radio audience rating data of each program and the time zone were indispensable. . The need for a CM master database for this was as described above.

However, recently, with the spread of satellite broadcasting and cable television, one television station has often broadcast several hundred channels of programs at the same time.

As described above, when a large number of programs are broadcast at the same time and broadcast media such as satellite radio waves and cables are diversified, programs to be viewed by viewers are dispersed, and a reliable program audience rating is obtained. In order to conduct the survey, a huge number of sample households are required, and it is difficult to create a CM master database due to multi-broadcasting. Therefore, it is extremely difficult to grasp the number of CMs broadcasted in all programs. It will be difficult and practically impossible to evaluate the audience rating of a program, that is, a CM.

For this reason, in the age of multi-channel broadcasting, development of a new system for investigating the audience rating of CM has been awaited.

In the conventional technique, the viewing result of the CM itself cannot be directly evaluated.

As described above, in the conventional method of evaluating the CM viewing effect, the audience rating of the program is investigated, and the audience rating of the program is determined.
Or the audience rating of a commercial was estimated based on the audience rating of a program.

However, the fact is that, even in the case of a viewer who is watching a program, it is often the case that the program is switched in the case of commercial broadcasting, or that a video-recorded commercial is seen or not, and that the audience rating of the program is low. It is empirically known that this does not match the audience rating of the CM itself.

For this reason, in the conventional evaluation of the CM viewing effect, the audience rating itself of the CM cannot be accurately evaluated.
The overall evaluation of the CM viewing effect was inaccurate.

For this reason, development of a method for directly evaluating the audience rating of the CM itself or the viewing result has been awaited.

In the conventional technology, it was not possible to evaluate or analyze the CM volume and distribution, the CM content, the merchandise, etc.

As described above, in the conventional method of evaluating the CM viewing effect, important points such as grasping the audience rating of the CM itself and whether or not a person who has viewed the CM actually made a purchase behavior are unknown. Therefore, the effect of the CM can only be vaguely grasped, and the amount and distribution of the CM broadcast (commercial "media planning"), the content of the CM (CM "creative"), It was not possible to accurately determine the merits and demerits of the product.

The above-mentioned various evaluations in the CM viewing effect evaluation method of the present invention will be described later. The prior art has not utilized existing consumer information sufficiently.

At present, personal information is accumulated in various fields and industries, and an enormous amount of information on individuals is already stored in a database.

In the conventional method of evaluating the CM viewing effect, the link with the existing personal information database was not sufficient.

In the conventional method of evaluating the CM viewing effect, the CM
Because it was not a direct grasp of the purchasing behavior of the viewers, the existing personal information was utilized, and the viewer attributes and CM
New information, for example, information such as the consumption behavior and consumption preference of a group of consumers having a specific attribute could not be obtained from the relationship with the viewing effect.

As described above, the problem to be solved by the present invention is to provide a system which can detect whether a CM itself has been actually viewed and can directly grasp what kind of purchasing behavior a person who has viewed the CM takes. Is to provide a CM viewing effect evaluation system capable of performing accurate CM viewing effect evaluation.

Another problem to be solved by the present invention is to cope with the era of multi-channel broadcasting.
It is an object of the present invention to provide a system that can accurately evaluate the viewing effect of a user.

[0037] Further, other problems to be solved by the present invention are: the amount of broadcast and the distribution of CMs;
An object of the present invention is to provide a CM viewing / listening effect evaluation system capable of evaluating and analyzing merchandise superiority and the like.

Another problem to be solved by the present invention is a CM viewing effect that utilizes existing personal information and provides new information such as consumption preference or consumption behavior of a group of consumers having a predetermined attribute. To provide an evaluation system.

[0039]

According to a first aspect of the present invention, there is provided a commercial message viewing / evaluating system which receives a sound broadcast from a television receiver or a radio receiver, or a sound output signal of a television receiver or a radio receiver. Voice input means, a detection target data storage means for inputting at least a part of a voice of a predetermined commercial message and storing it as detection target data, a voice data input by the voice input means, and the detection target data Commercial message detection means for detecting that a specific commercial message is being broadcast by comparing the detection target data stored in the storage means, and a commercial message detected by the commercial message detection means. The broadcast performance information includes the commercial
A commercial message viewing information output device having a sample message identification information specifying a sample household in which a message is broadcast and transmitting the message as commercial message viewing information, and a commercial message viewing information detecting device, Purchase information input means for inputting purchase item identification information for specifying purchase items, and purchase item identification information input by the purchase information input means, with sample household identification information for specifying the sample household appended as purchase information. Purchasing information output means for transmitting; transmitting means for receiving the commercial message viewing information and the purchasing information; and commercial message viewing information storing means for storing the commercial message viewing information. And purchase information storage means for storing the purchase information; Evaluation means for associating the commercial message viewing information with the purchase information via the sample household identification information, and evaluating a relationship between the commercial message viewing result and the purchase result; and an evaluation result by the evaluation means. And an output unit for outputting a commercial message viewing effect evaluation device.

A commercial message viewing effect evaluation system according to a second aspect of the present invention is the commercial message viewing effect evaluation system according to the first aspect, wherein the voice input means of the commercial message viewing information detection device includes a broadcast station identification by voice. A television receiver incorporating a signal, a sound from a radio receiver is input, and the detection target data storage means of the commercial / message viewing information detecting device stores at least a part of a broadcast station identification signal by sound, and the commercial The commercial message detection means of the message viewing information detection device compares the audio data input by the audio input means with the detection target data stored in the detection target data storage means to broadcast a specific broadcast station. Detects being watched,
The commercial message viewing information output means of the commercial message viewing information detecting device adds sample household identification information of a sample household in which the broadcast station was viewed to the information of the broadcast station detected by the commercial message detecting means. And send it as broadcast station viewing information,
It is characterized by having such a configuration.

According to the third aspect of the present invention, there is provided a commercial message viewing / evaluating system, comprising: a television receiver and a radio receiver for a commercial message with commercial message identification information composed of sounds in a frequency range other than a human audible sound range. Voice input means for inputting a broadcasted voice, detection target data storage means for inputting commercial message identification information of a predetermined commercial message and storing it as detection target data, and a commercial input by the voice input means A specific commercial by comparing the voice data of the message identification information with the detection target data stored in the detection target data storage means;
A commercial message detecting means for detecting that the message is being broadcast, and a sample for specifying a sample household in which the commercial message has been broadcast, based on the broadcast result information of the commercial message detected by the commercial message detecting means. Commercial message viewing information output means for adding household identification information and transmitting the same as commercial message viewing information; anda commercial message viewing information detecting device, and inputting purchase item identification information for specifying the purchased items of the sample household. Purchase information input means, and purchase information output means for appending sample household identification information for specifying the sample household to the purchase item identification information input by the purchase information input means and transmitting the same as purchase information. An information detection device, and the commercial Communication means for receiving messages view information and said purchase information, and commercial messages viewing information storage means for storing said commercial message viewing information, and purchase information storing means for storing the purchase information,
An evaluation unit for associating the commercial message viewing information with the purchase information via the sample household identification information, and evaluating a relationship between the commercial message viewing result and the purchase result; and an evaluation by the evaluation unit. An output unit for outputting a result, and a commercial message viewing effect evaluation device having the output unit are provided.

The commercial message viewing effect evaluation system according to claim 4 of the present application is the commercial message viewing effect evaluation system according to claim 3, wherein the voice input means of the commercial message viewing information detection device is outside the human audible range. A television receiver with a broadcast station identification signal composed of sounds in the frequency range of, a sound of a radio receiver is input, and the detection target data storage means of the commercial message viewing information detection device, At least a part is stored, and the commercial message detection means of the commercial message viewing information detection device compares the voice data input by the voice input means with the detection target data stored in the detection target data storage means. To detect that a particular broadcast station is being watched. The commercial message viewing information output means of the commercial message viewing information detecting device adds sample household identification information of a sample household in which the broadcast station was viewed to the information of the broadcast station detected by the commercial message detecting means. And transmitted as broadcast station viewing information.

According to a fifth aspect of the present invention, there is provided a commercial message viewing / evaluating system, comprising: a commercial message, a television receiver and a radio receiver for a commercial message in which commercial message identification information is multiplexed with a voice of the commercial message by a modulation method. Voice input means for inputting a broadcasted voice, detection target data storage means for inputting commercial message identification information of a predetermined commercial message and storing it as detection target data, and a commercial input by the voice input means A commercial message detecting unit that detects that a specific commercial message is being broadcast by comparing voice data of message identification information with detection target data stored in the detection target data storage unit; and the commercial・ Message A commercial message viewing information output in which the broadcast result information of the commercial message detected by the detection means is appended with sample household identification information for specifying the sample household in which the commercial message was broadcast, and transmitted as commercial message viewing information. Means, a commercial message viewing information detecting device having: a purchase information input means for inputting purchase item identification information for specifying a purchase item of the sample household; and a purchase item identification information input by the purchase information input unit. A purchase information output device that appends sample household identification information specifying the sample household and transmits the purchase information as purchase information, and a communication unit that receives the commercial message viewing information and the purchase information. And a command for storing the commercial message viewing information. Commercial message viewing information storage means, purchase information storage means for storing the purchase information, and correlating the commercial message viewing information with the purchase information via the sample household identification information to view the commercial message. An evaluation unit for evaluating a relationship between an actual result and a purchase result, an output unit for outputting an evaluation result by the evaluation unit, and a commercial message viewing effect evaluation device having the evaluation unit. .

The commercial message viewing effect evaluation system according to claim 6 of the present application is the commercial message viewing effect evaluation system according to claim 5, wherein the voice input means of the commercial message viewing information detection device broadcasts by a modulation method. A television receiver to which a station identification signal is multiplexed, a sound of a radio receiver is input, and the detection target data storage means of the commercial message viewing information detection device stores at least a part of the broadcast station identification signal. The commercial message detecting means of the commercial message viewing information detecting device compares the audio data input by the audio input means with the detection target data stored in the detection target data storage means to determine the specific broadcast station. Detects that the broadcast is being watched,
The commercial message viewing information output means of the commercial message viewing information detecting device adds sample household identification information of a sample household in which the broadcast station was viewed to the information of the broadcast station detected by the commercial message detecting means. And send it as broadcast station viewing information,
It is characterized by having such a configuration.

A commercial message viewing evaluation system according to claim 7 of the present application is an image input means for inputting an image output signal of a television receiver, and at least a part of a video signal of a predetermined commercial message is input as detection target data. A specific commercial message is broadcast by comparing the detection target data storage means to be stored with the image data input by the image input means and the detection target data stored in the detection target data storage means. Commercial message detection means for detecting that, the broadcast message information of the commercial message detected by the commercial message detection means,
A commercial message viewing information output unit that appends sample household identification information specifying the sample household in which the commercial message was broadcast and transmits the commercial message as commercial message viewing information, and Purchase information input means for inputting purchase item identification information for specifying purchase items of the sample household;
A purchase information detection device having: purchase information output means for appending sample household identification information for specifying the sample household to the purchase item identification information input by the purchase information input means and transmitting the information as purchase information; and Communication means for receiving message viewing information and the purchase information; commercial message viewing information storage means for storing the commercial message viewing information; purchase information storage means for storing the purchase information; and the commercial message Evaluating means for associating viewing information with the purchasing information via the sample household identification information and evaluating a relationship between the viewing result and the purchasing result of the commercial message, and outputting an evaluation result by the evaluating means. Output means, and a commercial message viewing effect evaluation device having It is an butterfly.

The commercial message viewing effect evaluation system according to claim 8 of the present application is the commercial message viewing effect evaluation system according to claim 7, wherein the image input means of the commercial message viewing information detection device includes: An image output signal of a television receiver in which signals are mixed is input, and the detection target data storage means of the commercial message viewing information detecting device stores at least a part of a broadcast station identification signal based on an image, and the commercial message The commercial message detection means of the viewing information detection device compares the image data input by the image input means with the detection target data stored in the detection target data storage means to view a broadcast of a specific broadcast station. The commercial message Commercial of viewing information detection device,
The message viewing information output means adds the sample household identification information of the sample household where the broadcast station was viewed to the information of the broadcast station detected by the commercial message detection means, and transmits the information as broadcast station viewing information. It is characterized by being constituted.

According to a ninth aspect of the present invention, in the commercial message viewing / evaluating system according to any one of the first to eighth aspects, the commercial message viewing / listening information detecting device has a clock means, and The time data is added to the broadcast result information of the commercial message detected by the means, and the commercial message viewing effect evaluation device uses the time data attached to the commercial message viewing information to output the commercial message for each time zone. It is characterized by performing a viewing performance evaluation.

A commercial message viewing evaluation system according to a tenth aspect of the present invention is the system according to the ninth aspect, wherein the commercial message viewing information detecting device detects a broadcast station selected by a tuner. And the broadcast message data is added to the broadcast result information of the commercial message detected by the commercial message detecting means, and the commercial message viewing effect evaluation device is configured to include a time added to the commercial message viewing information. It is characterized in that a broadcast program is specified based on data and broadcast station data, and the viewing result of commercial messages is evaluated for each program.

The commercial message viewing evaluation system according to claim 11 of the present invention is the system according to any one of claims 1 to 10, wherein the commercial message viewing effect evaluation device comprises: Has an attribute database that stores and manages attribute information of each sample household including purchase performance data and preference information, and classifies sample households into sample household groups having specific attributes according to predetermined items of the attribute database; The relationship between the viewing result of commercial messages and the purchasing result is evaluated.

A commercial message viewing evaluation system according to claim 12 of the present application is the system according to any one of claims 1 to 10, wherein the commercial message viewing effect evaluation device includes: a family structure, income, age band, It has communication means for communicating with an external attribute database for storing and managing the attribute information of each sample household including purchase result data and preference information, and the attribute information of the sample household is input by the communication means, and the attribute information is specified. The method is characterized by classifying sample households into sample household groups having specific attributes according to items, and evaluating the relationship between the commercial message viewing results and purchase results for each sample household group.

According to a thirteenth aspect of the present invention, in the commercial message viewing and evaluation system according to any one of the first to twelfth aspects, the purchase information detecting device has a clock means, and a purchase date or an input is provided in the purchase item identification information. Time data including a date is added, and the commercial message viewing effect evaluation device evaluates the number of simultaneous purchases of a purchased product and a purchase cycle based on the time data of purchase information.

A commercial message viewing evaluation system according to claim 14 of the present application is the system according to any one of claims 1 to 13, wherein the commercial message viewing information detecting device includes a commercial message detected by the commercial message detecting means. A storage unit for temporarily storing the broadcast result information of the message, and after accumulating a predetermined amount of the broadcast result information of the commercial message, collectively collect the broadcast information and output the sample household identification information by the commercial message viewing information output unit; It is characterized by being attached and transmitted. A commercial message viewing evaluation system according to claim 15 of the present application is the system according to any one of claims 1 to 13, wherein the purchase information detecting device temporarily stores purchase item identification information input by the purchase information input means. After storing a predetermined amount of purchase item identification information, the storage unit collectively transmits the purchase item identification information with sample household identification information by the purchase information output unit.

[0053]

Embodiments of the present invention will be described below with reference to the drawings attached to the application. 1. Configuration and Concept of Commercial Message Viewing Evaluation System First, FIG. 1 is a diagram illustrating the overall configuration and concept of a commercial message viewing evaluation system according to the present invention.

As shown in FIG. 1, a commercial message viewing evaluation system 1 according to an embodiment of the present invention includes a research company A and a random There are a large number of sample households a,..., N selected on average. As the configuration of the device,
The commercial message viewing evaluation system 1 includes a CM viewing effect evaluation device 2 (commercial message viewing effect evaluation device 2) installed in the research company A and a CM viewing information detection device installed in the sample households a,. 3 (a commercial message viewing information detection device 3) and a purchase information detection device 4.

[0055] The CM viewing information detecting device 3 includes sample households a,
.., N are devices that are installed in a place where audio and video of the television receiver or audio of the radio receiver can be detected,
This is a device that can detect and transmit the fact that a specific CM has been broadcast by a mechanism described below.

The purchase information detecting device 4 is a device which is also installed in the sample households a,..., N and which inputs and transmits a product code of a product purchased by a family of the sample household. The CM viewing effect evaluation device 2 is a device that receives the information transmitted by the CM viewing information detection device 3 and the purchase information detection device 4 and performs various analysis and evaluation.

Communication means exists between the CM viewing effect evaluation device 2 and the CM viewing information detection device 3, and between the CM viewing effect evaluation device 2 and the purchase information detection device 4.
This communication means includes a telephone line network, a computer communication network, etc.
It is sufficient to use existing communication means, and it is also possible to use wireless communication means. Therefore, in the commercial message viewing evaluation system 1 of the present invention, as will be described later, the CM viewing effect evaluation device 2, the CM viewing information detection device 3, and the purchase information detection device 4 include output means, and the output means communicates with the output means. By including means, C
A communication network and the like between the M viewing effect evaluation device 2, the CM viewing information detection device 3, and the purchase information detection device 4 are excluded from the constituent elements of the invention.

In the commercial message viewing evaluation system 1 having the above configuration, the evaluation of the CM viewing effect is performed as follows.

First, when the television receiver and the radio receiver are switched on in the sample household, the CM viewing information detecting device 3 operates, and the television receiver and the radio receiver receive the presence or absence of the broadcast of the designated CM. As long as you are doing, always detect.

When the CM viewing information detecting device 3 detects that a predetermined CM (single or plural) has been broadcast, the information is attached to the CM viewing effect evaluation device 2 of the research company A with sample household identification information. And send. This transmitted information is referred to as CM viewing information in this specification.

In response to the CM viewing information, the CM viewing effect evaluation device 2 of the survey company A tallies which sample households watched which time, which CM, and how many times from which broadcasting station.

On the other hand, a sample household purchases a product at a store or the like in order to maintain his / her life. By watching the CM, there is a difference in size, but the purchasing behavior, that is, the influence of the CM on the purchased product is large. It is expected to appear. The sample households a,..., N have contracted with the research company A in advance to exchange information on purchased items, and the sample household uses the purchase information detecting device 4 to provide purchased item identification information such as the product code of the purchased item. input. Preferably, the input of the product code by the purchase information detecting device 4 is performed by a bar code reader. The purchase information detection device 4 attaches the sample household identification information to the input purchase item identification information and transmits the same to the CM viewing effect evaluation device 2. This transmitted information is referred to as purchase information in this specification.

Based on this purchase information, the CM viewing effect evaluation device 2 of the research company A tallies and grasps which sample household has purchased what kind of product.

The CM viewing effect evaluation device 2 of the research company A
Through the sample household identification information, the CM viewing information and the purchase information of each sample household are made to correspond to each other, whereby the relationship between the CM viewing fact and the purchasing behavior is variously analyzed and evaluated.

As is clear from the flow of the CM viewing effect evaluation of the commercial message viewing evaluation system 1 described above, the commercial message viewing evaluation system of the present invention detects the viewing of the CM itself and views the CM. Is a single-source data system for investigating the purchase behavior of consumers.

In the above description, the CM viewing information detecting device 3 and the purchasing information detecting device 4 detect the CM viewing information and the purchasing information separately and transmit them to the CM viewing effect evaluating device 2. However, for efficiency of communication, the CM viewing information detecting device 3 outputs the CM viewing information to the purchasing information detecting device 4, and the purchasing information detecting device 4 combines the purchasing information and the CM viewing information with the CM viewing effect evaluating device. 2 may be transmitted. Of course, conversely, the purchase information detecting device 4 outputs the purchase information to the CM viewing information detecting device 3, and
The viewing information detection device 3 may transmit the CM viewing information and the purchase information to the CM viewing effect evaluation device 2 together.
In the claims of the present application, the reason that the CM viewing information detecting device 3 and the purchasing information detecting device 4 “transmit” the CM viewing information and the purchasing information, respectively, is intended to include these cases.

In this case, in the above description, "CM
The viewing effect evaluation device 2 associates the CM viewing information and purchase information of each sample household with each other via the sample household identification information. "
However, the same sample household identification information is added in advance and C
M viewing information and purchase information may be transmitted. According to this, the process of associating the CM viewing information with the purchase information in the CM viewing effect evaluation device 2 is omitted, and efficient processing can be performed. 2. Configuration and Processing of CM Viewing Effect Evaluation Apparatus, CM Viewing Information Detecting Apparatus, and Purchasing Information Detecting Apparatus Hereinafter, the CM viewing effect evaluating apparatus 2 and CM viewing for realizing the commercial message viewing evaluation system 1 of the above embodiment are described. Detailed configurations and processes of the information detection device 3 and the purchase information detection device 4 will be described with reference to FIGS.

2.1. CM Viewing Information Detecting Apparatus FIG. 2 shows the configuration and processing flow of the CM viewing information detecting apparatus 3.

As shown in FIG. 2, the CM viewing information detection device 3 includes a voice input unit 3a and a detection target data storage unit 3b.
CM detecting means 3c (commercial message detecting means 3c), storing means 3d, and CM viewing information output means 3e.
(Commercial message viewing information output means 3e);
It has a broadcasting station detecting means 3f and a clock means 3g.

The sound input means 3a is provided for receiving a sound broadcast from a television receiver or a radio receiver or a television receiver.
This is a means for inputting an audio output signal of the radio receiver. When inputting sound broadcast from a television receiver or a radio receiver, a microphone or the like is preferably installed at a place where the broadcast sound reaches the television receiver or the like. On the other hand, when audio is input from an audio output signal of a television receiver or a radio receiver, it is connected to an audio output terminal of the television receiver or the like.

The detection target data storage means 3b is a means for inputting at least a part of the voice of a predetermined commercial message and storing it as detection target data. Here, "input and store as detection target data"
This means that the detection target data may be literally inputted to the detection target data storage means 3b, or the detection target data is "input" in a broad sense at the time of manufacture even in the case of a ROM. May be a ROM.

The CM detecting means 3c inputs the voice data input by the voice input means 3a and the detection target data stored in the detection target data storage means 3b, and compares them to obtain a specific commercial message. This is a means for detecting that a broadcast is being made.

FIG. 5 shows a method for detecting a commercial message by the CM detecting means 3c.

The graph of FIG. 5 shows the amplitude of the voice on the vertical axis and the time on the horizontal axis, and the curve shows the waveform of the broadcast voice at a specific frequency of the television receiver in which the voice waveform of the commercial message is intermingled. I have. The two waveforms shown in the upper part of FIG. 5 are the waveforms of the detection target data, and the waveforms of the two detection target data are the same.

The detection target data has a short detection head portion as shown in FIG.

The CM detecting means 3c monitors the waveform of the broadcast sound of the television receiver using the detection head portion of the data to be detected, and checks whether or not there is a portion corresponding to the detection head. If there is a portion that coincides with the detection head, there is a possibility that the same CM as the data to be detected is being broadcast, so the waveform of the portion following the detection head is collated.

As a result of the collation, if the waveform is the same as that of the data to be detected including the detection head, it is certain that the sound is the voice of the CM to be detected. Is recorded as one viewing result of the CM.

The detection using the detection head for the data to be detected is performed by detecting the short waveform, thereby eliminating the difference in the waveform of the continuously flowing voice due to the difference in the segment, and using a small memory to increase the size. This is for surely detecting the detection target data. Therefore, when the detection target data is relatively small, the entire detection target data can be directly detected.

The method described with reference to FIG.
Although the method of detecting a commercial message using one frequency has been described, a commercial message to be detected can be detected by sampling a plurality of frequencies and matching all the frequencies. In this case, it is a condition that they match at a plurality of frequencies, so that the detection target data can be set shorter as the detection accuracy is higher.

In the description of FIG. 5, an analog waveform is used for easy understanding. Needless to say, the waveform is digitized, and the commercial
Preferably, the message is detected.

The above is the detection of the CM by the CM detecting means 3c. However, returning to FIG. 3 again, the description of the CM viewing information detecting device 3 will be continued.

In order to detect the viewing facts of a plurality of CMs, a plurality of detections of the audio waveform are provided, and the sound input by the sound input means 3a is divided into a plurality of streams and input to the CM detection means 3c. For each of the data to be detected,
What is necessary is just to detect a message.

The storage unit 3d is a unit for temporarily storing the broadcast result information of the commercial message detected by the CM detection unit 3c. The storage means 3d
Not a required device. That is, the storage means 3d
If there is no commercial message viewing information output means 3e, the commercial message viewing information detected by the CM detecting means 3c may be transmitted sequentially.

The CM viewing information output means 3e includes, in the broadcast result information of the commercial message detected by the CM detection means 3c, sample household identification information (sample household I) for specifying the sample household in which the commercial message was broadcast.
(D, code, etc.) and transmitting the commercial message viewing information to the CM viewing effect evaluation device 2 as commercial message viewing information. The CM viewing information output means 3e is preferably a communication means.

The broadcast station detecting means 3f is a means for detecting the broadcast station selected by the tuner. The broadcast station selected by the broadcast frequency is specified.

The clock means 3g adds time data to the broadcast result information of the commercial message detected by the CM detection means 3c.

The broadcast station detecting means 3f and the clock means 3g are:
By specifying the time and the broadcasting station, the program can be specified. If the program identification information for directly specifying the broadcast program can be obtained from the broadcast signal, the means for specifying the program may be integrated. However, when evaluating the commercial message viewing results for each time zone or the commercial message viewing results for each broadcast station, it is preferable that the broadcast station detecting means 3f and the clock means 3g can be operated separately and independently.

The broadcast station detecting means 3f and the clock means 3g are means necessary for evaluating a program or a time zone in which a commercial message is broadcast, and for evaluating only a program or a time zone which does not require a program or a time zone. Can be omitted.

With the above configuration, the CM viewing information detecting device 3 detects the commercial message broadcasted by the sample household and transmits the CM viewing information to the CM viewing effect evaluating device 2.

That is, when the television receiver or the radio receiver of the sample household is turned on, the CM viewing information detecting device 3 is turned on by the audio input means 3a.
The audio or audio output signal broadcast from the radio receiver is input. The detection target data of the commercial message to be detected is input to the detection target data storage unit 3b in advance, and the CM detection unit 3c stores the voice data input by the voice input unit 3a and the detection target data. The fact that the commercial message to be detected has been broadcast is detected by comparison using the method described with reference to FIG. The broadcast station detecting means 3f and the clock means 3g respectively add the broadcast station and time at which the commercial message was broadcast to the broadcast information of the commercial message.

The information that this commercial message has been broadcast is temporarily stored in the storage means 3d, and when a certain amount or a certain time has been reached, sample household identification information is added. The commercial message output means 3e outputs the commercial message. It is transmitted to the CM viewing effect evaluation device 2 as viewing information.

In the above embodiment, the broadcast station being detected is detected and specified by the broadcast station detecting means 3f. However, the broadcast station detecting means 3f is omitted, and a television receiver or a radio receiver is used as an alternative. A broadcast station identification signal for specifying a broadcast station may be added to the audio and the sound may be picked up by the audio input means 3a. In this case, at least a part of the broadcast station identification signal is stored in the detection target data storage unit 3b, and the audio data input by the audio input unit 3a and the broadcast station stored in the detection target data storage unit 3b are stored by the CM detection unit 3c. The broadcast station being viewed can be specified by collating the identification signals and detecting a matching broadcast station identification signal.

2.2. Purchasing Information Detecting Device Next, the purchasing information detecting device 4 will be described with reference to FIG.

[0094] The purchase information detecting device 4 has purchase information input means 4a, storage means 4b, CM viewing information output means 4c (commercial message viewing information output means 4c), and clock means 4d. .

The purchase information input unit 4a is a unit for inputting purchase item identification information for specifying a purchase item of the sample household. As described above, the purchase information input means 4a is preferably a barcode reader, but is not limited to a barcode reader as long as identification information of a purchased product can be input. A keyboard or the like for inputting a product code or the like is also provided as purchase information input means 4
included in a.

The storage unit 4b is a unit for temporarily storing the purchase item identification information input by the purchase information input unit 4a. Note that the storage unit 4b is not necessarily a necessary device, and when purchasing information is sequentially transmitted, the storage unit 4b
Can be omitted.

The CM viewing information output means 4c includes sample household identification information (sample household ID, sample household ID) for specifying the sample household in the purchase item identification information input by the purchase information input means 4a and temporarily stored in the storage means 4b. (A code, etc.) and transmitting the purchase information to the CM viewing effect evaluation apparatus 2 as purchase information. The CM viewing information output unit 4c is a concept including a communication unit.

The clock means 4d is provided with a purchase information input means 4a.
Means for adding time data including the purchase date or the input date to the purchase item identification information input by the user. When it is not necessary to evaluate the number of simultaneous purchases, the purchase cycle, and the like, the clock unit 4d can be omitted.

With the above configuration, the purchase information detecting device 4
Inputs the product code of the product purchased by the sample household through the purchase information input means 4a, specifies the purchase date of the product by the clock means 4d, and temporarily stores it in the storage means 4b as the purchase product identification information. , When it reaches a certain amount,
It can be transmitted to the CM viewing effect evaluation device 2 by the CM viewing information output means 4c as purchase information with the sample household identification information attached.

2.3. CM Viewing Effect Evaluation Apparatus Next, the CM viewing effect evaluation apparatus 2 will be described below with reference to FIG.

The CM viewing effect evaluation device 2 includes a communication unit 2a.
CM viewing information storage means 2b (commercial message viewing information storage means 2b), purchase information storage means 2c,
It has an evaluation unit 2d and an output unit 2e.

In addition, although not included in the CM viewing effect evaluation apparatus 2 in the present embodiment, there is an attribute database 5. The attribute database 5 may be a part of the CM viewing effect evaluation device 2.

The communication means 2a includes the CM viewing effect evaluation device 2
And commercial information viewing apparatus 3 for receiving commercial message viewing information and purchase information.

In the present embodiment, the communication means 2a comprises:
It also serves as a communication means for communicating with the attribute database 5. According to the embodiment, the communication means for the attribute database 5 may be independent of the communication means 2a.

[0105] The CM viewing information storage means 2b is means for storing the commercial message viewing information from the CM viewing information detecting device 3.

The purchase information storage means 2c is means for storing the purchase information from the purchase information detecting device 4.

The evaluation means 2d includes a CM viewing information storage means 2b.
And the commercial message viewing information and the purchase information stored in the purchase information storage means 2c, respectively.
This is a means for associating the information with the sample household identification information and evaluating the relationship between the viewing result of the commercial message and the purchasing result.

The output means 2e is a means for outputting the evaluation result by the evaluation means 2d. The output unit 2e may be a unit that outputs the evaluation result to paper, a unit that outputs the evaluation result to a screen, or a unit that outputs the evaluation result as data to a predetermined file or device. Examples of the output unit 2e include a printer, a monitor, and a communication unit.

The attribute database 5 stores and manages attribute information of each sample household, including the family structure, income, age range, purchase performance data, and preference information of the sample household. The family structure, income, and the like mentioned here are “items” of the attribute information of the sample household. However, the attribute information items of the sample households stored and managed by the attribute database 5 include the family structure exemplified above,
The attribute information items are not limited to income and the like, and vary depending on various existing customer information databases.

With the above configuration, the CM viewing effect evaluation device 2 inputs the CM viewing information and the purchase information collected by the CM viewing information detection device 3 and the purchase information detection device 4, and converts the information into CM information. Viewing information storage means 2b
When the commercial message viewing evaluation is performed, the CM viewing information and purchasing information of a specific sample household group are stored in the CM viewing information storage means 2b and the purchase information when the commercial message viewing evaluation is performed. The CM information is taken out from the storage means 2c and the relationship between the CM viewing information and the purchase information is analyzed and evaluated.

The information of the attribute database 5 is used when determining the “specific sample household group”. That is,
“Specific sample households” have common attributes, such as sample households with the same family structure,
The relationship between the CM viewing information and the purchase information is analyzed and evaluated for the sample households belonging to the same income band.

Output from the CM viewing effect evaluation device 2 of this embodiment includes time zone / CM viewing results, program / CM viewing results, CM viewing effects by sample household type, degree of information sensitivity for each sample household, purchase There are evaluations such as the number of simultaneous purchases and the purchase cycle. 3. Grasp of CM Viewing Performance and Evaluation of CM Viewing Effect by Commercial Message Viewing Evaluation System 1 According to the commercial message viewing evaluation system 1, as shown in the output from the output means 2e in FIG. Grasping of actual viewing results, evaluation of the amount and distribution of commercial message broadcasts (referred to as "media planning" of CM) and evaluation of CM contents (referred to as "creative" of CM), evaluation of merchandise superiority, sample household For example, to obtain information about the system.

3.1. Grasp of Actual Viewing Results of Commercial Messages The commercial message viewing evaluation system 1 is shown in FIG.
As is clear from the description of the CM viewing information detection device 3, the viewing fact of the CM itself is detected. That is, the commercial message viewing evaluation system 1 detects that the commercial message was actually broadcast.

As described above, by detecting that a specific commercial message has actually been broadcast, it is possible to eliminate the ambiguity of estimating the CM rating using the program rating. For example, it is known that many viewers switch the channel they have been watching until the beginning of the CM broadcast to another channel. According to the system of the present invention, the effect can be eliminated.

Another notable point of the commercial message viewing / evaluation system 1 of the present invention is that the commercial message viewing / evaluation system 1 detects the viewing fact of the CM itself as described above. Even in a multi-channel era where programs are simultaneously broadcast via terrestrial, satellite, and wire, regardless of the program being viewed by the viewer, only the currently broadcasted commercial messages can be detected and counted. it can.

Thus, in the multi-channel era, since the programs viewed by the viewer are dispersed into various programs, the system according to the present invention is expected to be used in the near future where it is foreseeable that the program audience rating survey is difficult. , It is possible to grasp the actual viewing results of commercial messages.

This has a social meaning that it is possible to provide an appropriate standard for CM broadcasting charges to the advertising industry and the broadcasting industry.

3.2. Evaluation of CM "Media Planning" and Evaluation of CM "Creative" Evaluation of CM "Media Planning" and evaluation of CM "Creative" are evaluations of the CM viewing effect aimed at by the present invention. Nothing else.

Here, it is important that the evaluation of the CM viewing effect by the system of the present invention is an evaluation system based on “single source data”.

That is, as is apparent from the description of FIG. 1, according to the commercial message viewing / evaluation system of the present invention, information that a member of a certain sample household views a specific commercial message and information of the sample household Since the relationship is analyzed by comparing with the purchasing information of the members,
The relationship between the consumer's purchasing behavior and the viewing of commercial messages can be determined directly. The evaluation of the CM viewing effect can be performed much more significantly than the evaluation of the CM viewing effect, in which the CM viewing and purchasing surveys are conventionally performed separately.

The evaluation of the CM viewing effect according to the present invention is based on the above “single source data”, so that the evaluation of the “media planning” of the CM and the evaluation of the “creative” of the CM can be separately and accurately performed. Can be evaluated.

The evaluation of CM “media planning” is an evaluation as to whether a proper amount of CM has been broadcast in a proper program or time zone. That is, the evaluation of the CM “media planning” is an evaluation of whether or not the CM was broadcast during a program or a time zone viewed by a target consumer group.

In this evaluation, a sample household group of the target consumer group is extracted based on the attribute information of the sample household (family composition, income, age zone, purchase performance data, preference information, and a combination of the attribute information items). This can be done based on whether the sample household actually watched the CM.

Next, the evaluation of the CM “creative” is an evaluation of the superiority or inferiority of the content of the CM, that is, whether or not the content causes the viewer to make a purchase.

This evaluation is based on the influence of the CM on the purchase behavior of the CM viewer. The analysis of the CM influence degree on the purchase may use any of a number of methods proposed as an analysis method for marketing. Since the method of analyzing the CM influence degree on the purchase is not the gist of the present invention, a detailed description thereof will be omitted.
The relationship between the degree of viewing M and the purchase behavior is analyzed, and as a result of viewing the CM, if the user purchases more advertising products than when the user does not watch the CM, a higher CM "creative" evaluation value is given. is there.

It is no longer necessary to explain that the evaluation of the CM "creative" is possible only with the single-source data evaluation system as in the present invention.

3.3. Evaluation of Merchandise Quality According to the commercial message viewing evaluation system 1, it is possible to trace (track) a long term by attaching time data to purchase information of a CM viewer.

According to the purchase information with the time data,
As shown in FIG. 4, it is possible to grasp the number of simultaneous purchases of a purchased product, the purchase cycle, the number of repeated purchases, and the like. From these data, it is possible to obtain a sales index of the product under the influence of the CM, or conversely, an evaluation index of the excellence of the product itself regardless of the effect of the CM.

3.4. Acquisition of Information on Sample Households Acquisition of information on sample households is, precisely, acquisition of information on consumption preferences of consumers having the same attributes as the sample households. That is, by analyzing and evaluating the influence of the CM, it is possible to infer the consumer preference of the consumer having the same attribute.

For example, a consumer group who tends to intensively purchase advertising products at an early stage due to the influence of CM, a consumer group which is affected by CM but tends to purchase advertisement products relatively late, and CM It is also possible to analyze the respective attributes of a group of consumers that are less likely to be affected.

It is also possible to analyze the characteristics of a product category having a high effect of CM broadcasting and a product category having no effect. Alternatively, it is also possible to analyze what kind of commercial CM broadcasting is effective for what kind of consumer class.

As described above, according to the commercial message viewing evaluation system of the present invention, by analyzing the relationship between the actual viewing results of CM and the purchase information of viewers whose attributes are clear, it is extremely useful commercially. Information can be obtained.

3.5. Utilization of Existing Consumer Information According to the commercial message viewing evaluation system of the present invention, when analyzing the relationship between the CM viewing result and the purchase information of the viewer, the existing message information is used. The attribute database of the consumer can be fully utilized, and the content of the attribute database can be further enhanced.

The description of the commercial message viewing evaluation system 1 according to the embodiment with reference to FIGS. 4. Other Embodiment of CM Viewing Information Detecting Apparatus In the commercial message viewing evaluation system 1 according to the above-described embodiment, the fact that a CM has been broadcasted from the currently broadcasted sound or audio output signal of a television receiver or a radio receiver. A broadcast station identification signal detected or incorporated into the sound of a television receiver or the like is detected.

However, the detection of a commercial message or a broadcast station is not limited to the above-described sound detection.

According to the present invention, in addition to the detection of a commercial message or the like by the normal voice, a method of detecting commercial message identification information and a broadcast station identification signal composed of sounds in a frequency range other than the human audible sound range, Either a method of detecting commercial message identification information or a broadcast station identification signal added by a modulation method, or a method of detecting commercial message identification information or a broadcast station identification signal from an image can be adopted.

The following describes a CM viewing information detection apparatus that employs the above-described method for detecting a commercial message or the like.

4.1. CM Viewing Information Detecting Device for Detecting Commercial Message Identification Information and Broadcasting Station Identification Signals Constructed of Sounds in the Frequency Range Other than the Human Audible Sound Range FIG. The configuration and processing of the CM viewing information detection device 3 'that detects the configured commercial message identification information and the like will be described.

In the CM viewing information detecting device 3 ', the sound broadcast from the television receiver / radio receiver and the sound input means 3a' are used for the CM viewing information detecting device 3 'shown in FIG.
And the same as the CM viewing information detecting device 3.

The voice for detecting a commercial message by the CM viewing information detecting device 3 'includes commercial message identification information for specifying a commercial message in a sound range which cannot be perceived by humans, in addition to a normal audible sound range. , A broadcast station identification signal and the like.

The audio input means 3a 'fetches the broadcast audio and audio output signal from the television receiver / radio receiver, and the commercial audio message identification information and the broadcast station identification signal are added to the fetched audio. It is configured to extract audio data in a frequency range.

The detection target data input to and stored in the detection target data storage means 3b is the commercial message identification information or the broadcast station identification signal in the sound range that cannot be perceived by humans.

The CM detecting means 3c includes the commercial message identification information and the broadcast station identification signal obtained by the audio input means 3a ', the commercial message identification information and the broadcast A comparison is made with the station identification signal, and if they are the same, the commercial message or broadcast station is recorded.

[0144] Various processes such as transmission of the commercial message viewing information to the CM viewing effect evaluation device 2 and evaluation of the CM viewing effect in the CM viewing effect evaluation device 2 are described in FIG.
5 to FIG. Further, the commercial message viewing evaluation system having the CM viewing information detecting device 3 ′ uses the commercial message viewing evaluation system 1 to grasp the CM viewing results and evaluate the CM viewing effect.
Is exactly the same as

4.2. CM viewing information detecting device for detecting commercial message identification information and broadcasting station identification signal added by modulation method FIG. 7 detects commercial message identification information and broadcasting station identification signal added by modulation method The configuration and processing of the CM viewing information detecting device 3 ″ to be executed are shown.

The CM viewing information detecting device 3 ″ differs from the CM viewing information detecting device 3 shown in FIG. 2 in the sound broadcast from the television receiver / radio receiver and the sound input means 3a ″. The other components are the same as the CM viewing information detection device 3.

The sound for detecting the commercial message identification information and the broadcast station identification signal by the CM viewing information detection device 3 ″ is converted into a normal CM broadcast sound by amplitude modulation,
The commercial message identification information for specifying the commercial message and the broadcast station identification signal are multiplexed by any one of frequency modulation and phase modulation.

[0148] The audio input means 3a "is
The broadcast audio and the audio output signal are taken in from the radio receiver, and the commercial message identification information added by the modulation is taken out.

[0149] The CM detecting means 3c is provided with a voice input means 3a ".
Is compared with the commercial message identification information and the broadcast station identification signal, which are the detection target data input from the detection target data storage means 3b. Record the broadcast station where the message or is viewed.

[0150] Various processes such as transmission of commercial message viewing information to the CM viewing effect evaluation device 2 and evaluation of the CM viewing effect in the CM viewing effect evaluation device 2 are described in FIG.
5 to FIG. In addition, the commercial message viewing evaluation system having the CM viewing information detecting device 3 ″ grasps the CM viewing results and evaluates the CM viewing effect in the same manner as the commercial message viewing evaluation system 1.

4.3. CM Viewing Information Detecting Device for Detecting Commercial Message and Broadcast Station Viewed from Image FIG. 8 shows CM viewing information for detecting commercial message identifying information and broadcast station identifying signal from an image of a television receiver. The configuration and processing of the detection device 3 '''will be described.

The CM viewing information detecting device 3 '''differs from the CM viewing information detecting device 3 shown in FIG. 2 in having an image input means 3a'''.

[0153] The image input means 3a "" inputs the image output signal of the television receiver and detects the fact that a specific commercial message has been broadcast or that the broadcast of a specific broadcast station is being viewed. I do.

Since the image output signal is a waveform signal, FIG.
A specific commercial message or broadcast station can be detected by the method of finding a waveform match as described in (1). It should be noted that there is no change in that a commercial message or a broadcast station being watched can be detected by either an analog waveform or a digitized waveform signal.

The detection target data stored in the detection target data storage means 3b is a waveform of a specific commercial message or a broadcast station identification signal in the image output signal.

The CM detecting means 3 c
a '''monitors an image output signal input thereto, detects a commercial message or a broadcast station identification signal that matches the detection target data input from the detection target data storage means 3b, and broadcasts the commercial message. ,
Alternatively, it records that a specific broadcast station is being viewed.

[0157] The subsequent processing such as transmission of commercial message viewing information to the CM viewing effect evaluation device 2 and evaluation of the CM viewing effect in the CM viewing effect evaluation device 2 are described in FIG.
5 to FIG. In addition, the commercial message viewing / evaluation system having the CM viewing information detecting device 3 ″ ′ ascertains the CM viewing result and evaluates the CM viewing effect is exactly the same as the commercial message viewing evaluation system 1.

[0158]

As is clear from the above description, a CM viewing information detecting device and a purchasing information detecting device are installed in a sample household, and a commercial message actually broadcasted in the sample household is used by the CM viewing information detecting device. Automatically detected,
On the other hand, information on the purchased goods of the sample household is collected by a purchasing information detecting device, and the relationship between the viewing fact of the commercial message and the purchasing behavior of the viewer is analyzed.

As a result, C
As for M, the fact that the CM is directly broadcasted is grasped by the program viewing rate, and for the CM inserted between the programs, by time zone viewing, compared to the method of determining the CM viewing rate. be able to. In addition, the fact that "the fact that a CM was broadcasted can be directly grasped" means that it is possible to avoid the adverse effects of the CM audience rating survey, which is expected to be difficult in the coming multi-channel era, and to easily and accurately evaluate the CM audience rating. It also means that you can understand.

Further, according to the system of the present invention, it is possible to obtain a direct relationship between the fact of watching a CM and the purchase behavior of the viewer, which cannot be analyzed by the conventional method.

Further, according to the system of the present invention, it is possible to trace the purchase behavior of the person who actually viewed the CM, so that the media planning of the CM and the evaluation of the creative can be performed. It should be noted that CM media planning and creative evaluation cannot be meaningfully performed by the conventional method in which the CM audience rating survey and the purchase product survey are separately performed.

[Brief description of the drawings]

FIG. 1 is a view for explaining the overall configuration and concept of a commercial message viewing evaluation system according to the present invention.

FIG. 2 is a block diagram showing a configuration and a processing flow of a CM viewing information detection device 3;

FIG. 3 is a block diagram showing the configuration and processing flow of a purchase information detection device 4.

FIG. 4 is a block diagram showing the configuration and processing flow of the CM viewing effect evaluation device 2.

FIG. 5 is a view for explaining a method for detecting a commercial message by the CM detecting means 3c.

FIG. 6 is a block diagram showing the configuration and processing of a CM viewing information detection device that detects commercial message identification information composed of sounds in a frequency range other than the human audible sound range.

FIG. 7 is a block diagram showing the configuration and processing of a CM viewing information detection device that detects commercial message identification information added by a modulation method.

FIG. 8 is a block diagram showing a configuration and processing of a CM viewing information detection device for detecting commercial / message identification information from images of a television receiver and a radio receiver.

[Explanation of symbols]

 1 Commercial Message Viewing Evaluation System 2 CM Viewing Effect Evaluation Device 2a Communication Means 2b CM Viewing Information Storage Means 2c Purchasing Information Storage Means 2d Evaluation Means 2e Output Means 3 CM Viewing Information Detection Device 3 ′ CM Viewing Information Detection Device 3 ″ CM Viewing information detecting device 3 '' 'CM viewing information detecting device 3a Voice input means 3a' Voice input means 3a '' Voice input means 3a '' 'Image input means 3b Detection target data storage means 3c CM detection means 3d Storage means 3e CM Viewing information output means 3f Broadcast station detecting means 3g Clock means 4 Purchasing information detecting device 4a Purchasing information input means 4b Storage means 4c CM viewing information output means 4d Clock means 5 Attribute database

[Procedure amendment]

[Submission date] January 17, 2000 (2000.1.1)
7)

[Procedure amendment 1]

[Document name to be amended] Statement

[Correction target item name] Claims

[Correction method] Change

[Correction contents]

[Claims]

[Procedure amendment 2]

[Document name to be amended] Statement

[Correction target item name] 0041

[Correction method] Change

[Correction contents]

The commercial message viewing evaluation system according to the claims 3, frequencies other than human audible range
Commercial message identification information composed of
Voice to input the voice of the commercial message attached
Input means , detection target data storage means for inputting commercial message identification information of a predetermined commercial message and storing it as detection target data, and voice data of the commercial message identification information input by the voice input means; A commercial message detection unit that detects that a specific commercial message is being broadcast by comparing the detection target data stored in the detection target data storage unit, and the commercial message detection unit detects the commercial message. Commercial message viewing information output means for transmitting, as commercial message viewing information, appending sample household identification information identifying the sample household in which the commercial message was broadcast to the broadcast result information of the commercial message. A marshalling message viewing information detection device, purchase information input means for inputting purchase item identification information for specifying a purchase item of the sample household, and the sample household to the purchase item identification information input by the purchase information input unit. A purchase information output device having a sample household identification information to be added and transmitted as purchase information, and a purchase information detecting device; a communication unit for receiving the commercial message viewing information and the purchase information; and
Commercial message viewing information storage means for storing message viewing information, purchase information storage means for storing the purchase information, and the commercial message viewing information and the purchase information are made to correspond via the sample household identification information, Evaluation means for evaluating the relationship between the viewing result and the purchase result of the commercial message, output means for outputting the evaluation result by the evaluation means, and a commercial message viewing effect evaluation device having It is a feature.

[Procedure amendment 3]

[Document name to be amended] Statement

[Correction target item name] 0043

[Correction method] Change

[Correction contents]

The commercial message viewing / evaluation system according to claim 5 of the present application provides a commercial message
Commercial message identification by way of modulation on voice
Voice of commercial message with multiple information
Voice input means , input of commercial message identification information of a predetermined commercial message, and detection target data storage means for storing the data as detection target data; and commercial message identification information input by the voice input means. Commercial message detection means for detecting that a specific commercial message is being broadcast by comparing the audio data of the detection target data stored in the detection target data storage means,
The commercial message broadcast information of the commercial message detected by the commercial message detecting means is appended with sample household identification information for specifying the sample household in which the commercial message was broadcast, and the commercial message is transmitted as commercial message viewing information. A commercial message viewing information detection device having message viewing information output means, purchase information input means for inputting purchase item identification information for specifying a purchase item of the sample household, and a purchase input by the purchase information input means. A purchase information output device having, to the product identification information, sample information for identifying the sample household attached thereto and transmitting the purchase information as purchase information; andthe commercial message viewing information and the purchase information. Communication means for receiving, and the commercial message Commercial message viewing information storing means for storing commercial viewing information, purchasing information storing means for storing the purchasing information, and associating the commercial message viewing information with the purchasing information via the sample household identification information. Evaluation means for evaluating the relationship between the viewing result and the purchasing result of the commercial message, output means for outputting the evaluation result by the evaluation means, and a commercial message viewing effect evaluation device having Commercial message viewing effect evaluation system characterized by:

Claims (15)

[Claims] An audio input means for inputting audio broadcasted from a television receiver or a radio receiver, or an audio output signal of a television receiver or a radio receiver, and at least a part of audio of a predetermined commercial message. A detection target data storage unit which is inputted and stored as detection target data, and a specific commercial by comparing the voice data input by the voice input unit with the detection target data stored in the detection target data storage unit A commercial message detecting means for detecting that the message is being broadcast, and a broadcast message information of the commercial message detected by the commercial message detecting means for specifying a sample household in which the commercial message is broadcast. View commercial messages with sample household identification A commercial message viewing information output device for transmitting as information, a commercial message viewing information detection device, a purchase information input device for inputting purchase item identification information for specifying a purchase item of the sample household, and the purchase information input. A purchase information output device for appending sample household identification information specifying the sample household to the purchase item identification information input by the means and transmitting the purchase information as purchase information; and the commercial message viewing information. Communication means for receiving the commercial message viewing information, commercial message viewing information storing means for storing the commercial message viewing information, purchase information storing means for storing the purchasing information, the commercial message viewing information, Making the purchase information correspond to the sample household identification information, An evaluation unit for evaluating a relationship between a viewing result and a purchasing result of a commercial message, an output unit for outputting an evaluation result by the evaluating unit, and a commercial message viewing effect evaluation device having the evaluation unit. Commercial message viewing effect evaluation system. 2. The commercial message viewing information detecting device according to claim 2, wherein the voice input means of the commercial message viewing information detecting device inputs sound from a television receiver or a radio receiver into which a broadcasting station identification signal is incorporated by voice. The detection target data storage means stores at least a part of a broadcast station identification signal by voice, and the commercial message detection means of the commercial message viewing information detection device includes the voice data input by the voice input means and the detection The commercial message viewing information output means of the commercial message viewing information detection device detects that a broadcast of a specific broadcast station is being viewed by comparing the detection target data stored in the target data storage means with the broadcaster. , Detected by the commercial message detecting means The broadcast station transmits a broadcast station viewing information given where the sample household identification information of the sample households had been watched information Okukyoku,
The commercial message viewing effect evaluation system according to claim 1, wherein the system is configured as follows. 3. An audio input means for inputting audio broadcasted from a television receiver or a radio receiver of a commercial message attached with commercial message identification information composed of sounds in a frequency range other than a human audible sound range; Detection target data storage means for inputting commercial message identification information of a predetermined commercial message and storing the same as detection target data; voice data of the commercial message identification information input by the voice input means and the detection target data; Commercial message detection means for detecting that a specific commercial message is being broadcast by comparing the detection target data stored in the storage means, and a commercial message detected by the commercial message detection means. The broadcast record information contains the A commercial message viewing information output device for appending sample household identification information specifying the sample household on which the commercial message was broadcast and transmitting the commercial message viewing information as commercial message viewing information; and Purchasing information input means for inputting purchase item identification information for specifying a purchase item of the household; and purchase item identification information for inputting the purchase item input information by the purchase information input means, with sample household identification information for specifying the sample household attached. A purchase information output device that transmits the information as purchase information; a communication device that receives the commercial message viewing information and the purchase information; and a commercial message viewing information that stores the commercial message viewing information. Storage means and purchase information storage for storing the purchase information Means for associating the commercial message viewing information with the purchase information via the sample household identification information, and evaluating means for evaluating a relationship between the commercial message viewing result and the purchase result; and A commercial message viewing effect evaluation system, comprising: an output unit that outputs an evaluation result by the unit; and a commercial message viewing effect evaluation device. 4. The sound input means of the commercial message viewing information detecting device inputs the sound of a television receiver or a radio receiver to which a broadcast station identification signal composed of sound in a frequency range other than the human audible sound range is added. The detection target data storage unit of the commercial message viewing information detection device stores at least a part of the broadcast station identification signal, and the commercial message detection unit of the commercial message viewing information detection device includes the voice input. Means for detecting that a broadcast of a specific broadcasting station is being watched by comparing audio data input by the means with detection target data stored in the detection target data storage means, and the commercial message viewing information detection apparatus The commercial message viewing information output means is the commercial message detection means Thus the broadcast station information of the detected broadcasting station transmits a broadcasting station viewing information given where the sample household identification information of the sample household being watched,
The commercial message viewing effect evaluation system according to claim 3, wherein the system is configured as follows. 5. An audio input means for inputting audio broadcasted from a television receiver or a radio receiver of a commercial message in which commercial message identification information is multiplexed with the audio of the commercial message by a modulation method. Detection target data storage means for inputting commercial message identification information of a predetermined commercial message and storing the same as detection target data; voice data of the commercial message identification information input by the voice input means and the detection target data; By comparing the detection target data stored in the storage means with a specific commercial
A commercial message detecting means for detecting that the message is being broadcast, and a sample for specifying a sample household in which the commercial message has been broadcast, based on the broadcast result information of the commercial message detected by the commercial message detecting means. A commercial message viewing information output device having a household message identification information appended and transmitted as commercial message viewing information, and a commercial message viewing information detection device, and input of purchase item identification information for specifying a purchase item of the sample household. Purchase information input means, and purchase information output means for appending sample household identification information for specifying the sample household to the purchase item identification information input by the purchase information input means and transmitting the same as purchase information. An information detecting device; Communication means for receiving the message viewing information and the purchase information; commercial message viewing information storage means for storing the commercial message viewing information; purchase information storage means for storing the purchase information; and the commercial message viewing Evaluation means for associating information with the purchase information via the sample household identification information to evaluate a relationship between the viewing result of the commercial message and the purchase result, and an output for outputting an evaluation result by the evaluation means And a commercial message viewing effect evaluation device. 6. The commercial message viewing information detecting device, wherein the voice input means inputs the voice of a television receiver or a radio receiver to which a broadcast station identification signal is multiplexed by a modulation method, and The detection target data storage unit of the viewing information detection device stores at least a part of the broadcast station identification signal, and the commercial message detection unit of the commercial message viewing information detection device includes the audio data input by the audio input unit. And that the broadcast of a specific broadcast station is being viewed by comparing the broadcast message with the detection data stored in the detection data storage means. The output means is detected by the commercial message detection means. The broadcast station transmits a broadcast station viewing information given where the sample household identification information of the sample households had been watched information Okukyoku,
The commercial message viewing effect evaluation system according to claim 5, wherein the system is configured as follows. 7. An image input means for inputting an image output signal of a television receiver, a detection target data storage means for inputting and storing at least a part of a video signal of a predetermined commercial message as detection target data, Commercial message detection means for detecting that a specific commercial message is being broadcast by comparing the image data input by the image input means with the detection target data stored in the detection target data storage means, A commercial message that is transmitted as commercial message viewing information by adding sample household identification information that specifies the sample household where the commercial message was broadcast to broadcast result information of the commercial message detected by the commercial message detection unit. And viewing information output means. A commercial message viewing information detecting device, purchase information input means for inputting purchase item identification information for specifying a purchase item of the sample household, and purchase sample identification information input by the purchase information input means, A purchase information output device for transmitting the purchase information as a purchase information by adding sample household identification information specifying the sample household identification information; a communication unit for receiving the commercial message viewing information and the purchase information; and the commercial A commercial message viewing information storage unit that stores message viewing information, a purchase information storage unit that stores the purchase information, and the commercial message viewing information and the purchase information are made to correspond to each other via the sample household identification information. , A rating that evaluates the relationship between the viewing performance of the commercial message and the purchasing performance. A commercial message viewing effect evaluation system, comprising: a rating unit; an output unit that outputs an evaluation result by the evaluation unit; and a commercial message viewing effect evaluation device. 8. An image input means of the commercial message viewing information detecting device inputs an image output signal of a television receiver mixed with a broadcast station identification signal based on an image, and detects the commercial message viewing information detecting device. The target data storage unit stores at least a part of a broadcast station identification signal based on an image, and the commercial message detection unit of the commercial message viewing information detection device includes the image data input by the image input unit and the detection target data. The commercial message viewing information output device of the commercial message viewing information detecting device detects that a broadcast of a specific broadcast station is being viewed by comparing the detection target data stored in the storage unit with the broadcast. Broadcast station information detected by commercial message detection means The broadcast station transmits a broadcast station viewing information given where the sample household identification information of the sample households had been watched,
The commercial message viewing effect evaluation system according to claim 7, wherein the system is configured as follows. 9. The commercial message viewing / listening information detecting device includes a clock unit, and appends time data to the broadcast result information of the commercial message detected by the commercial message detecting unit. The commercial message according to any one of claims 1 to 8, wherein the effect evaluation device evaluates the viewing result of the commercial message for each time zone based on time data attached to the commercial message viewing information. Viewing effect evaluation system. 10. The commercial message viewing information detecting device has a broadcast station detecting means for detecting a broadcasting station selected from a tuner, and broadcasts a commercial message detected by the commercial message detecting means. Broadcast station data is added to the performance information, the commercial message viewing effect evaluation device specifies a broadcast program based on the time data and broadcast station data attached to the commercial message viewing information, and a commercial message for each program. 10. The commercial message viewing effect evaluation system according to claim 9, wherein the viewing result evaluation is performed. 11. The commercial message viewing effect evaluation device has an attribute database for storing and managing attribute information of each sample household including family structure, income, age range, purchase performance data, and preference information of the sample household, According to a predetermined item of the attribute database, the sample household is classified into a sample household group having a specific attribute, and a relationship between a viewing result and a purchase result of a commercial message for each sample household group is evaluated. The commercial message viewing effect evaluation system according to claim 1. 12. The commercial message viewing effect evaluation device communicates with an external attribute database that stores and manages attribute information of each sample household including family structure, income, age range, purchase performance data, and preference information of the sample household. The communication unit inputs attribute information of the sample household, classifies the sample household into a sample household group having a specific attribute according to a predetermined item of the attribute information, and outputs commercials for each sample household group. The commercial message viewing effect evaluation system according to any one of claims 1 to 10, wherein a relation between a message viewing result and a purchase result is evaluated. 13. The purchase information detection device has a clock means, and adds time data including a purchase date or an input date to the purchase item identification information. The data shows the number of simultaneous purchases,
13. The commercial message viewing evaluation system according to claim 1, wherein a purchase cycle is evaluated. 14. The commercial message viewing information detecting device according to claim 1, further comprising a storage unit for temporarily storing broadcast result information of the commercial message detected by the commercial message detecting unit, wherein a predetermined amount of the commercial message is stored. The commercial message according to any one of claims 1 to 13, wherein the broadcast message information is accumulated, and the broadcast message information is collectively transmitted to the commercial message viewing information output means with sample household identification information. Viewing evaluation system. 15. The purchase information detecting device includes storage means for temporarily storing the purchase item identification information inputted by the purchase information input means, and after accumulating a predetermined amount of purchase item identification information, collects them. 14. The commercial message viewing and evaluation system according to claim 1, wherein said purchase information output means transmits the sample household identification information.