JP2001297247A - System, simulation system, method, and recording medium for program advertisement publication - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a program advertisement publication system which can efficiently and effectively lay an advertisement publication plan by advertisement media and optimize advertisement publication. SOLUTION: This program advertisement publication system optimizes the publication of an advertisement using advertisement media and allocates object advertisement raw materials with high priority to all of secured advertisement insertion frames of programs having higher effectiveness so that the same advertisement raw material is not partial to the same program according to advertisement insertion frame data regarding the object advertisement raw materials, priority level data showing the priority levels of the respective advertisement objects, and program effectiveness data showing the effectiveness of the programs.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to an advertisement placement system for optimizing the placement of an advertisement using an advertisement medium.

[0002]

2. Description of the Related Art At present, various kinds of information are provided for a fee or free of charge by various media such as television, radio, newspaper, magazine, and the Internet. In such media, advertisements are often added, except for some paid media, in addition to provided information. For example, in commercial broadcasting (terrestrial broadcasting), an advertisement is generally added to a program and an advertiser obtains a placement fee, so that a viewer can view the program without paying a viewing fee (free of charge). Companies place advertisements on their media for their products or products (hereinafter referred to as "products"). Products promoted in this way are based on individual brand characteristics (product category,
The main purchase layer (purchase target) assumed differs depending on the product characteristics. In order to carry out more effective advertising, it is important that such purchasing targets effectively utilize media (advertising media) to which they are more likely to come into contact.

[0003] In the case of an advertisement (advertisement) using television broadcasting, which is one of the advertisement media, there are two advertisement methods. One is spot advertising, and the other is advertising using program slots. Spot advertising is a method of intensively advertising for a certain period of time without specifying the time.
al Film) Purchase and hold CF frames according to the on-air time zone pattern. And CF in the time zone between programs
Is turned on. Since the on-air time of the day cannot usually be specified, the air is on-air in a time zone pattern such as on-air at midnight. On the other hand, in the provision of a program, a CF frame for the program time is purchased and held, so that a CF frame having a fixed time is held.

[0004] Many companies provide a plurality of programs in television broadcasting, and broadcast television CF using the number of CF-on-air seconds in the provision frame. For example, if the A program has a 60-second provision slot, it is possible to utilize 60 seconds of the A program to air CFs such as two CFs of 15 seconds and one CF of 30 seconds. Will be Programs have different viewer attributes depending on their program characteristics (on-air time zone, program content, etc.). For example, in the case of "Professional Baseball Broadcasting", the assumed main viewer is a man in his forties, and in the case of "Lunch Wide Show", the housewife segment is the assumed main viewer. The program is provided based on the assumed audience (advertising target = purchase target), and the CF frame of the program is secured. In other words, in providing a program, it can be said that CF on-air can be performed at a time when an advertisement target is assumed to some extent. In particular, in the Kanto area, individual audience rating data is provided by an audience survey company, and it is possible to capture the audience rating of the advertisement target of each program.

[0005]

As described above, it is important to select the type of advertising medium for a plurality of brands (= advertising objects). How to select a program to be provided is important when advertising by providing a program. For example, if the assumed main target of the brand a is “female in their twenties”, it is necessary to put the CF on air in the frame of the A program that has a high audience rating of women in their twenties. In other words, it is important how to make the CF of each brand contact the target efficiently and effectively in consideration of the audience of the program and the purchase target of each brand. Based on this idea, it is necessary to determine a CF on-air schedule by combining a plurality of programs and a plurality of brands each month.

As described above, the selection of the advertising medium (in TV broadcasting, the selection of the program to be provided) and the determination of the amount of the advertising drop (this is called placement) are major decision items in the advertising strategy. In other words, the creation of a placement plan based on the selection of such an advertising medium (the selection of a program to be provided) determines the advertising strategy. For this reason, the advertiser uses a large-sized computer or the like at an advertising company or an external institution to input and calculate data necessary for program placement each time in order to execute efficient advertising and publicity. is the current situation. However, pre- and post-data modification work involving human load, such as correction of input data and formulation of a publication plan for reviewing output results to achieve a highly completed publication, is also increasing.

[0007] The present invention has been made in view of the above points, and a program advertisement placement system that can efficiently and effectively formulate an advertisement / advertisement placement plan using an advertisement medium, and can optimize an advertisement placement. A program advertisement placement simulation system, a program advertisement placement method, and a recording medium thereof are provided.

[0008]

A program advertisement placement system of the present invention is an advertisement placement system for optimizing the placement of an advertisement using an advertising medium, wherein the advertisement placement system comprises:
Ad insertion frame data relating to the ad insertion frame secured in the advertising medium, advertisement material data relating to the advertising material of each advertising target, priority data indicating the priority of each advertising target, and program effectiveness indicating the effectiveness of the program Data, storage means for storing, based on each data stored in the storage means,
Allocating means for allocating an advertisement material to the advertisement insertion frame, wherein the allocating means assigns a higher priority advertisement target advertisement material to an advertisement insertion frame of a program with higher effectiveness. To ensure that your advertising material is not biased toward the same show,
It is characterized in that it is allocated to all secured advertisement insertion frames.

In the program advertisement placement system according to the present invention, the allocating means allocates the advertisement materials in order from the highest priority to the lowest priority in order to optimize the whole, and then assigns the highest priority to the highest priority. It is preferable to change the priority of the advertising material to the lowest order, raise the other priority, and repeat the allocation. The priority may be changed according to a predetermined condition or setting.

[0010] In the program advertisement placement system of the present invention, the storage means further stores constraint condition data consisting of constraint conditions for allocating an advertisement material to be advertised to an advertisement insertion frame of a program, and the allocating means. In a case where the combination of the advertisement material and the program to be allocated is not allowed under the above-mentioned constraint, it is further preferable that the advertisement material is not allocated to the advertisement medium.

In the program advertisement placement system of the present invention, the storage means further stores advertisement budget data including an advertisement budget for each advertisement target and advertisement cost data including an advertisement cost for using each program. Preferably, the allocating means repeats the allocation until the difference between the total advertising budget and the total advertising cost becomes a predetermined difference within the range of the advertising budget of each advertising target.

[0012] In the program advertisement placement system of the present invention, in particular, when a TV broadcast program is provided and used as an advertising medium, the rating may be assigned using the rating, particularly the personal rating, as the effectiveness. preferable. further,
As the effectiveness, it is preferable to allocate the advertisements in descending order of cost efficiency based on the cost efficiency, which is the ratio between the audience rating of the provided program into which the advertisement is inserted and the advertisement cost. When a program provided by a radio broadcast is used as an advertising medium, the audience rating is used instead of the audience rating.

[0013] The program advertisement placement simulation system of the present invention is an advertisement placement simulation system for performing a simulation for optimizing the placement of an advertisement using a television broadcast program as an advertising medium, using a computer system. Based on the personal audience rating, the advertiser decides to advertise the CF (Commercial
Film) material is set as a unit, and the placement of an advertisement target for a local program is determined based on a household audience rating in units of an advertisement target CF material.

[0014] Further, the program advertisement placing method of the present invention is an advertisement placing method for optimizing the placement of an advertisement using an advertising medium by using a computer system, wherein the advertisement placing method is secured in a program. The advertisement insertion frame data relating to the advertisement insertion frame, the advertisement material data relating to the advertisement material of each advertisement target, the priority data indicating the priority of each advertisement target, and the program validity data indicating the effectiveness of the program are stored. Based on the procedure and the data, the advertisement material of the higher priority advertisement is secured in the advertisement insertion frame of the program with higher effectiveness so that the same advertisement material is not biased to the same program. Allocating to all advertisement insertion frames.

[0015] Further, the program advertisement placement method of the present invention is an advertisement placement method for optimizing the placement of an advertisement using an advertising medium, comprising the steps of: obtaining information on an advertisement insertion slot secured in a program; A step of obtaining information on the target advertisement material, a step of obtaining priority information of each advertisement target, a step of obtaining information on the effectiveness of the program, and a program having a higher degree of effectiveness based on the information. Assigning the higher priority advertising material to all of the reserved insertion frames so that the same advertisement material is not biased toward the same program. And

Further, the present invention provides a computer-readable recording medium on which software which is installed in a computer device to execute the method according to claim 2 is recorded. A program advertisement placement system can be easily realized using a computer.

[0017]

Embodiments of the present invention will be described below with reference to the drawings. FIG. 1 is a block diagram showing a configuration of an advertisement placement system according to an embodiment of the present invention. Note that the advertisement placement system 1 of the present embodiment is a form in which television broadcasting is used as an advertisement medium.

First, an outline of the advertisement placement system 1 will be described. The advertisement placement system 1 is a simulation system for more effectively performing target contact of CF materials of a plurality of brands when a company places a placement on a provided television program. In performing the simulation, the following basic data is used, and the calculation is performed based on the contact efficiency (described later) with the assumed target for each brand, taking into account the constraints. In addition, as a result output of the simulation, a transmission / program posting table is output,
This can be used for actual submission and submission.

Next, data used in the advertisement placement system 1 will be described. First, as basic data: (1) Branding budget (monthly unit) data: The CF material budget of the brand is allocated from the branding budget of the relevant month in the month. -Program budget data: Monthly budget (cost) of each provided program. -Program master DB: Internet program with affiliated stations online
A database including data on provided programs including CF provided frame seconds (program provided frame data), CM chance seconds, and network station program information for each provided local program broadcasted by the station.・ Brand Master DB: Information on brands that may be placed, brand code, brand name,
Database containing data on each item of on-air period and assumed target ・ CF material master DB: Consists of information on CF material of each brand, CF material brand, CF material name, material code, type of seconds of CF material (60 Sec / 30 sec / 15
Second), on-air period, and database containing data of each category group.-Use individual audience rating data for each program-Household audience rating data for each program.

Further, data relating to appropriately set constraints (constraints for performing a placement in consideration of constraints such as policy conditions and placement rules for placement) is used. This constraint is used, for example, to avoid duplication of categories with competitors, products of the same category in the same frame, duplication of the same brand, and competition between business units within the same company. Product image) and program characteristics, the order of placement according to the location of use within the same frame (for example, from head to bottom, etc.), and program selection in product policy (priority advertising, new products, irregular advertising) ). The basic data and the constraints are input from the input unit 2 and stored in the storage unit 4.

Next, the configuration of the advertisement placement system 1 will be described. The advertising placement system 1 includes an input unit 2 for inputting the above-described basic data and constraint conditions, a processing unit including a net placement formulating unit 3a for formulating placement for a net program, and a local placement formulating unit 3b for formulating placement for a local program. 3, a storage unit 4 for storing basic data and constraint conditions, and an output unit 5 for outputting a later-described program advertisement publication table and simulation results created by the net publication formulation unit 3a and the local publication formulation unit 3b. You.

In the advertisement placement system 1, a placement program is determined by dividing a provided program into a net program and a local program. Specifically, it decides to submit an online program, with local programs as its complement. Therefore, we simulate the Internet program and the local program separately, and determine the brand placement based on the individual audience rating (Kanto region) for the online program, and decide the brand placement based on the household rating for the local program. I do. The above-described simulation and the decision to publish are performed in CF material units. In this way, based on the simulated optimal result, that is, the result of allocating CF material to each provided program, output schedules for each CF material for each program and other forms to be used are output.

[0023] The net publication deciding section 3a and the local publication deciding section 3b perform the most cost-efficient allocation based on the program budget and the audience rating when deciding the publication for the net program and the local program, respectively. And
After deciding to place an ad, the assumed earned GRP (gross rating points: audience rating x number of times), assumed earned frequency (viewer views), and assumed earned reach (viewed audience based on the audience rating) ), Calculating data as an index of contact efficiency such as the assumed number of contacts (or the number of households), and causing the output unit 5 to output the data.

The storage section 4 is constituted by a non-volatile recording device such as a hard disk and a magneto-optical disk. The processing unit 3 includes a memory, a CPU (Central Processing Unit), and the like. A program (not shown) for realizing each function of the processing unit 3 is loaded into the memory and executed to execute the function. Shall be realized.
In addition, an input device such as a keyboard and a mouse is connected as the input unit 2 to the advertisement
It is assumed that a display device such as a CRT (Cathode Ray Tube) or a liquid crystal display device and a printing device are connected.

Next, the operation of the processing section 3 of the advertisement placement system 1 configured as described above will be described. It is assumed that various data as basic data is input from the input unit 2 and stored in the storage unit 4.

First, FIG. 2 shows the operation of the net publication defining unit 3a.
This will be described with reference to the operation flowchart shown in FIG. First, basic data such as a preset brand priority is acquired (step S1). Next, the CF material of the brand with the highest priority is assigned to the provided program that is the most cost-effective for the assumed target. further,
Assign the CF material of the second-ranked brand to the second most cost-effective provided program, and repeat the same operations as the third, fourth,... (In the case of No in step S2, step S3). At this time, the number of seconds of the CF material is CF.
Allocate within the range of the number of seconds provided.

The above allocation process is executed, and CF materials of all brands are allocated to provided programs. CF of all brands
When the assignment of the material is completed (Y in the judgment of step S3)
In the case of es), next, the priority of the brand with the second highest priority is set as the highest priority, and the following ranks are moved up, and the priority of the highest brand is set as the lowest priority (No in the judgments of step S4 and step S5). ), Repeat the assignment process.

The above processing is performed until 100% of the material is allocated to the CF provision frame of all the provided programs, and the difference between the program budget and the brand budget falls within a predetermined range within the program budget limitation and the brand budget limitation. The allocation process is repeated (until the determination in step S5 is Yes). When the assignment process (step S2) is performed, if the assignment to the provided program is not allowed under the conditions previously imposed as the constraints on the brand, the CF material of the brand is not assigned to the provided program. , Assigning the CF material of the brand of the succeeding priority. Then, the output unit outputs the allocation result and the separately calculated contact efficiency (assumed acquisition GRP by brand, assumed acquisition frequency, assumed acquisition reach, assumed assumed total number of contacts (or number of households)).

Next, the operation of the local publication formulation unit 3b is the same as the operation of the net publication formulation unit 3a, except that the household audience rating is used instead of the personal audience rating. The operation flow described above is an example, and is not limited to the above-described processing flow.

Next, the advertisement placement system 1 of the present embodiment
Will be described with reference to the drawings.

In the program-specific / budget setting screen shown in FIG. 3, the program information (program name, program name,
Program type, station name, etc.), program budget, CM frame seconds, and CM chance seconds are set. The program budget is set for each month, and the others are registered in the program master DB for a period.
The program budget is a monthly program budget (charge), and C
The M chance seconds is the number of seconds of the CM frame within the number of seconds of the owned CM frame.

In the distribution condition setting screen shown in FIG. 4, the brand name, CF material name, CF material second type, budget by CF material by brand, budget ratio, on-air period (start Date, end date), and brand information that includes the brand assumption target. In the column of the brand name and the column of the CF material name, the corresponding month-submitted brand name and the corresponding month-submitted CF material name of the submitted brand are set. As the budget for each brand CF material, a CF material budget allocated to the CF material of the brand from a monthly brand budget is set. Also, as the on-air period, an on-air start date and an end date based on the policy and production will be set.

As the assumed brand target, three main targets of the brand are set according to the information for each age group provided by the rating survey company.
In the CF material second type, 60 seconds, 30 seconds, and 15 seconds are set as the types of seconds of the CF material. In addition, the monthly advertising brand, CF materials, and their respective budgets are set for each month, and the other data is the Brand Master DB,
Register for a period as CF material master DB.

On the constraint condition setting screen shown in FIG. 5, condition settings for reflecting the above-described constraint conditions are performed. Here, the condition setting is performed from two viewpoints, that is, the constraint condition on the brand (brand constraint condition) and the constraint condition on the provided program (program constraint condition). In the part indicated by the reference numeral 51, a brand constraint condition is set, a brand is selected from a brand name column, and an exclusion program and an exclusion time zone are set for each brand. In the part indicated by the reference numeral 52, program constraint conditions are set.
Select the provided program from the column of the program name, and for each provided program,
15 for brands and commercials excluded from broadcasting
Set the maximum number of second CMs. Excluded programs are set in order to avoid brand competition, business strategy policy, mismatch between program content and brand characteristics, and avoid category competition with other companies in provided programs. Excluded time periods are also set based on the policy requirements in the brand strategy and business strategy. As described above, a part of the basic data and the constraints are set.

The brand distribution result screen shown in FIG. 6 is an output of a simulation result (example) of program distribution by brand (by CF material) for each of the net program, the local program, and the net program + local program. . The number of seconds to be placed for each brand (CF material) placed program in the relevant month is displayed.

The program-specific / distribution status screen shown in FIG. 7 displays a simulation result of program distribution by brand (by CF material). When a brand is selected at reference numeral 71, a simulation result of program placement distribution of the brand is displayed. In FIG. 7, the distribution result of the corresponding brand to each provided program is displayed. For example, no. 1
On the 20th Monday of the row, the 2 types (15 seconds each) of the CF material of the corresponding brand are assigned to the frame of 30 seconds.

The simulation result screen shown in FIG.
Simulation results for each of the net program, the local program, and the net program + local program are displayed for each brand (CF material) and each target. On this screen, the amount of money placed, the number of books placed, the number of seconds placed, the household GRP / REACH / FREQUENCY (FREQUENCY), the individual target GRP / reach frequency, and the total number of contact households in the Kanto region and 26 regions nationwide And so on. Selection of a net program, a local program, and a net program + local program is selected from reference numeral 81, and a personal target (by age group) is selected from reference numeral 82, and a simulation result based on these conditions is displayed.

The area-based list result screen shown in FIG. 9 displays the area-based simulation results by brand (CF material). Here, selection of a net program, a local program, and a net program + local program from the reference numeral 91 and selection of the number of publications, the number of seconds to submit, GRP, reach, and the total number of contact households from the numeral 92 are performed. The simulation results for each district are displayed for each brand (CF material).

The CM schedule shown in FIG.
For each local program, a program-schedule table is displayed for each program. Here, the number of seconds of the CF material and the CF material name (abbreviation) in which the posted material is allocated to the CM chance frame for each on-air day are displayed. A program and a responsible advertising agency are selected by reference numerals 101 and 102. In the example of FIG. 10, an example of the case of a net program is shown.
A list of net stations is displayed in the portion, and a list of materials (total of the submitted CF material and the published seconds) in units of programs is displayed in the portion of reference numeral 104. The data output as a result of the simulation can be used for analysis of the publication, and the CM schedule can be used for submission and transmission request to the advertising agency. The details of the advertisement placement system 1 have been described above.

[Method of accumulating advertisement indices] In the case of advertisement using television broadcasting, a database directly connected to management figures (basic data, etc.) in considering advertisement evaluation by the company and efficient advertisement drop. It is preferred to construct Therefore, by utilizing billing data, spot GRP, and program audience rating data obtained from an advertising agency, necessary indices such as advertisement / placement index (GRP, per-cost) and program index (audience rating, CPM) are internally produced and accumulated. . By doing so, it becomes possible to accumulate advertisement indexes and execute in-house analysis, which lead to the execution of optimal placement in consideration of cost efficiency in the advertisement placement system 1.

Specifically, using the information provided by the advertising agency or the like, the program ratings, local / single-shot program ratings, and spot GRP formats shown in FIGS. 11, 12, and 13, respectively, are used. Make each information into a database.
Based on this information, the following program index (which is used as an index for renewal and abolition and fee negotiations when purchasing a program) and each data used as an advertising / submission index are output in a form to be used for analysis of the submission. be able to.

1. CPM transition (one of the program indices) The CPM table for each program shown in FIG. 14 shows the monthly cost, the 30-second cost (= monthly cost / total number of seconds × 30), the total number of seconds, Number of area households, average audience rating (= number of viewing households 視 聴 number of households by district), number of viewing households (= JI
It is a table composed of items of the number of households by S prefecture × average audience rating ÷ 100) and CPM (30 seconds cost ÷ the number of viewing households). FIG.
5 Efficiency Table by Program (1) (CPM Trend)
The CPM of each month is shown for each program. The efficiency table by program (1) (change in CPM) / cumulative total shown in FIG. 16 shows CPM for three months for each program.

2. Transition of audience rating (one of the program indices) Efficiency table by program (2) (transition of audience rating) shown in FIG. 17 indicates a monthly audience rating for each program. The program-specific efficiency table (2) (change in audience rating) / cumulative total shown in FIG. 18 shows the audience rating for three months for each program.

3. Per-cost analysis (1
The results table for each district by product division shown in FIG.
Monthly total cost and total GR by product division / region
P, par cost for each product division (DIV-A, DI
VB,...). The par cost is a cost index per 1% of the household audience rating, and the per cost for each district can be reflected in an advertising plan. FIG. 19B
The results table for each district by product division (program) and the results table for each district by product division (spot) shown in the table below are the results table for each district by product division, and the results of advertising and spot advertising using the program slots provided. And more detailed analysis can be performed.

4. GRP Analysis (One of Advertising / Publishing Indices) The investment performance table by brand and district shown in FIG. 20 shows the monthly amount of money placed, the number of seconds placed, and GRP by brand and district. The drop-down record (program / spot) (each month) by brand and district shown in FIG. 21 shows the amount of CF posted, the number of seconds, GRP, and spots of CFs distributed in the provided programs every month by brand and district. 3 shows the amount of the CF, the number of seconds for the CF, and the GRP. The drop-down results table (programs / spots) (cumulative total) by brand and district shown in FIG.
This shows the amount of money to be placed, the number of seconds to be placed, and GRP, and the amount of money to be placed, the number of seconds to be placed, and the GRP of the CF that was played at the spot.

Based on these, it is possible to adjust the number of publications and the regional disparity of GRP due to the purchase of a program. As described above, by acquiring and utilizing information serving as the program index and the advertisement / placement index from the accumulated information, the advertisement placement system 1 can be made more effective.

A program for realizing the function of the processing unit 3 in FIG. 1 is recorded on a computer-readable recording medium, and the program recorded on this recording medium is read by a computer system and executed. Ad placement processing and simulation may be performed. The “computer system” here means
It includes hardware such as an OS and peripheral devices.

The “computer-readable recording medium” is a portable medium such as a floppy (registered trademark) disk, a magneto-optical disk, a ROM, a CD-ROM, or a storage device such as a hard disk built in a computer system. That means. Further, the “computer-readable recording medium” refers to a volatile memory (RAM) inside a computer system that becomes a server or a client when a program is transmitted through a network such as the Internet or a communication line such as a telephone line. And those holding programs for a certain period of time.

The above program may be transmitted from a computer system storing the program in a storage device or the like to another computer system via a transmission medium or by a transmission wave in the transmission medium. Here, the "transmission medium" for transmitting a program refers to a medium having a function of transmitting information, such as a network (communication network) such as the Internet or a communication line (communication line) such as a telephone line. Further, the program may be for realizing a part of the functions described above. further,
What can implement | achieve the function mentioned above in combination with the program already recorded on the computer system, and what is called a difference file (difference program) may be sufficient.

The embodiment of the present invention has been described in detail with reference to the drawings. However, the specific configuration is not limited to this embodiment, and includes a design and the like without departing from the gist of the present invention. It is.

[0051]

As described above in detail, according to the present invention, the advertisement insertion frame data relating to the advertisement insertion frame secured in the advertisement medium, the advertisement material data relating to the advertisement material to be advertised, and each advertisement Based on the priority data indicating the priority of the target and the program validity data indicating the validity of the program,
Advertisement material of higher priority is assigned to all the reserved insertion slots so that the same advertisement material is not biased toward the same program, in the insertion slot of the program with higher effectiveness. . As a result, an advertisement that can be expected to have the maximum advertising effect can be automatically placed under a limited advertising budget. Further, according to the present invention, the decision to place an advertisement on a net program is made based on the personal audience rating in units of a commercial film (CF) material to be advertised, and the decision to place an advertisement on a local program is determined by household viewing. Based on the rate, the advertising target CF material is used as a unit, so it is possible to narrow down the advertising target using a TV broadcast program as an advertising medium and narrow down the advertising target, and implement more effective and efficient advertising can do.

[Brief description of the drawings]

FIG. 1 is a block diagram showing a configuration of an advertisement placement system according to an embodiment of the present invention.

FIG. 2 is an operation flowchart of an online publication formulating unit of the embodiment.

FIG. 3 is an example of a program-specific / budget setting screen of the embodiment.

FIG. 4 is an example of a distribution condition setting screen of the embodiment.

FIG. 5 is an example of a constraint condition setting screen according to the embodiment.

FIG. 6 is an example of a brand distribution result screen of the embodiment.

FIG. 7 is an example of a program-specific / distribution status screen of the embodiment.

FIG. 8 is an example of a simulation result screen of the embodiment.

FIG. 9 is an example of a list screen by district according to the embodiment.

FIG. 10 is an example of a CM schedule table screen of the embodiment.

FIG. 11 is a format example of a program audience rating database.

FIG. 12 is a format example of a local / single-shot program audience rating.

FIG. 13 is a format example of a spot GRP.

FIG. 14 is an example of a program-specific CPM table.

FIG. 15 is an example of a program efficiency table (1) (CPM transition) / single month.

FIG. 16 is an example of a program efficiency table (1) (CPM transition) / total.

FIG. 17 is an example of a program efficiency table (2) (change of audience rating) / single month.

FIG. 18 is an example of a program efficiency table (2) (change in audience rating) / total.

FIG. 19 is an example of an area-by-area performance table by product division.

FIG. 20 is an example of a drop performance table by brand and district.

FIG. 21 is an example of a drop record table (programs / spots) by brand and district (single month).

FIG. 22 is an example of a drop-down record (program / spot) (cumulative total) by brand and district.

[Explanation of symbols]

DESCRIPTION OF SYMBOLS 1 ... Advertising placement system 2 ... Input part 3 ... Processing part 3a ... Net placement drafting part 3b ... Local placement drafting part 4: Storage part

 ──────────────────────────────────────────────────続 き Continued on front page (72) Inventor Kiyoshi Shimomori 1-3-7 Honjo, Sumida-ku, Tokyo Inside Lion Corporation (72) Inventor Yuki Sugiura 1-3-7, Honjo, Sumida-ku, Tokyo No. Lion Corporation F term (reference) 5B049 AA01 AA06 BB49 DD05 EE05 EE31 EE41 GG07

Claims (5)

[Claims] 1. An advertisement placement system for optimizing the placement of an advertisement using an advertisement medium, the advertisement placement system comprising: advertisement insertion frame data relating to an advertisement insertion frame secured in the advertisement medium; Storage means for storing advertisement material data relating to advertisement material, priority data indicating the priority of each advertisement target, and program effectiveness data indicating the effectiveness of a program; and each data stored in the storage means. And allocating means for allocating an advertisement material to the advertisement insertion frame, wherein the allocating means allocates a higher priority advertisement target advertisement material to an advertisement insertion frame of a program with higher effectiveness. A program advertisement placement system, wherein the same advertisement material is allocated to all the reserved advertisement insertion frames so as not to be biased to the same program. 2. An advertisement placement simulation system that uses a computer system to perform a simulation for optimizing the placement of an advertisement using a television broadcast program as an advertising medium, the advertisement placement simulation system comprising: Advertisement target CF (Commercial Film) material is determined based on the individual audience rating, and the advertisement target placement decision for the local program is determined based on the household audience rating based on the advertisement target CF material. Program advertisement placement simulation system. 3. An advertisement placement method for optimizing the placement of an advertisement using a promotion medium using a computer system, the advertisement placement method comprising: advertisement insertion frame data relating to an advertisement insertion frame secured in a program; , Ad material data for each ad material,
A procedure for storing priority data indicating the priority of each advertisement target and program validity data indicating the validity of a program, based on each of the data, an advertisement insertion frame of a program with higher validity, A method of allocating an advertisement material of a high-priority advertisement target to all of the reserved advertisement insertion frames so that the same advertisement material is not biased to the same program. 4. An advertisement placement method for optimizing the placement of an advertisement using an advertising medium, comprising: acquiring information on an advertisement insertion slot secured in a program; and acquiring information on an advertisement material to be advertised. Obtaining information on the priority of each advertising target; obtaining information on the effectiveness of the program; and, based on each of the information, giving a higher priority to the advertisement insertion frame of the program with higher effectiveness. And allocating the advertisement material of the high advertisement target to all the reserved advertisement insertion frames so that the same advertisement material is not biased to the same program. 5. A computer-readable recording medium on which is recorded software which, when installed on a computer device, causes the device to execute the method according to claim 3.