JP2002135757A - Advertisement viewing effect evaluation system - Google Patents

Abstract

PROBLEM TO BE SOLVED: To allow an accurate catching of the latest advertisement and to allow a survey a large number of subscribers at a low cost in an advertisement viewing effect evaluation system. SOLUTION: In the system, at the home of the subscriber, the state of viewing of the subscriber is measured as the combination of viewing time and viewed channel to be outputted as viewing information signal, and also product purchase information including the date of purchase of the product by the subscriber and product identifying information is gathered to be outputted as purchase information signal. On the other hand, a center detects the times when the advertisements are broadcasted and the advertisement identifying information from broadcasting signal at every broadcasting station to output advertisement broadcasting time signals and also inputs the viewing information signals, the purchase information signals and the advertisement broadcast time signal to collate the viewing information signals against the time signals, furthermore, the center extracts the identifying information viewed by the subscribers to evaluate the viewing effect of the advertisement by comparing and analyzing the contents of extracted advertisement and the purchase information signals of the subscribers who received the advertisement.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a system for measuring and analyzing the viewing effect of an advertisement broadcasted via a broadcasting medium such as a television or a radio for a subscriber of an advertisement viewing effect evaluation system. Side measures broadcast reception history and merchandise purchase history, the center measures broadcast time data of advertisements for each broadcasting station, and compares the broadcast time data with the broadcast reception history measured by the subscriber to join. The present invention relates to an advertisement viewing effect evaluation system that evaluates a broadcast effect of an advertisement by calculating an advertisement viewing result for each user and analyzing the result in combination with a purchase history.

[0002]

2. Description of the Related Art As a conventional technique for evaluating the effect of an advertisement,
There is a system described in JP-A-2000-134167.
This conventional system configuration is shown in FIG. In this system, a sample household is provided with an advertisement viewing information detector 82 for detecting advertisement viewing information and a purchase information collector 81 for collecting product purchase information. At the center, advertisement viewing information and product purchase information from each sample household are provided. Is received and the advertisement viewing effect evaluation device 9 is used to compare and analyze them to measure the viewing effect of the advertisement.

[0003]

An advertisement viewing information detecting device (advertising viewing information collector) used in the above-mentioned conventional system.
Is to detect in real time whether or not the television reception sound is an advertisement by comparing the detection reference data with the received sound, so that the advertisement prepared in the advertisement viewing information detection device as the detection reference data is used. Can only be detected. Therefore, it is necessary to always keep the reference data for detection at the latest data. However, since the advertisement viewing information detection device needs to be installed in each sample household, updating the reference data for detection requires a lot of manpower. It was impossible. In particular, there is a problem that the latest advertisement cannot be detected.

[0004] Further, this advertisement viewing information detection apparatus requires complicated processing, and is therefore expensive and difficult to miniaturize. In the above-mentioned conventional system, it is necessary to install this expensive device for each sample household, and there is a disadvantage that the whole system becomes expensive. In addition, since it is difficult to reduce the size of this device, the number of sample households that can be installed is limited, it is difficult to obtain a large number of samples, and it is difficult to obtain highly accurate viewing data.

[0005] Furthermore, since the prior art requires matching of audio and video, only televisions having audio (video) signal output terminals can be surveyed, so that the number of sample households that can be installed is further limited. was there. An object of the present invention is to realize an advertisement viewing effect evaluation system that can accurately supplement the latest advertisements, is inexpensive as a whole system, and can target many subscribers.

[0006]

According to the present invention, in order to solve the above-mentioned problems, an advertisement viewing information detector and a tallying analyzer having complicated processing are placed in a center and are used jointly by a plurality of subscribers. Each subscriber is provided with a viewing information detector that measures and outputs only broadcast viewing data, and a purchase information collector that collects product purchase information and outputs purchase data. As a result, each subscriber can measure only the broadcast viewing status, and the advertisement can be detected in a non-real-time manner at the center, so that the latest advertisement can be measured. Also, various types of measurement are possible, such as generating a program viewing status such as a rating. Furthermore, it is possible to install inexpensive and miniaturizable equipment for the subscribers, so that the system as a whole is inexpensive and a survey targeting a large number of subscribers is possible.

[0007]

DESCRIPTION OF THE PREFERRED EMBODIMENTS The present invention will be described below with reference to the drawings. Here, a description will be given of a television broadcast as an example, but the subject of the present invention is not limited to the television broadcast, and is applied to all broadcast forms for broadcasting advertisements.

(First Embodiment) FIG. 1 is a system configuration diagram showing a first embodiment of an advertisement viewing effect evaluation system according to the present invention. In FIG. 1, 1 is a television (T
V) A viewing information detection unit, 2 is a purchase information collection unit, 3 is an advertisement broadcast time detection unit, 4 is a tally analysis unit, and 5 is a network connecting each subscriber and the center. The TV viewing information detecting unit 1 and the purchasing information collecting unit 2 are installed on the subscriber side as a set,
The advertisement broadcast time detection unit 3 and the tally analysis unit 4 are installed in a center such as a research company. The centers may be concentrated at one place or may be distributed and installed at a plurality of places. TV viewing information detection unit 1
Detects the viewing information of the television receiver owned by each subscriber, and measures the viewing performance of the subscriber by time. For example, from 8:00 to 8:30 on a certain day, 6 channels, 8
From half past nine to half past nine, there are two channels, and so on. Of course, in practice, television advertisements are often short in units of seconds, and therefore, channel viewing information is collected with a precision of the order of seconds. However, this is shown above for simplicity. A detailed configuration example of the television viewing information detection unit 1 will be described later.

[0009] Television viewing information measured for each subscriber is sent to a tallying and analyzing unit 4 installed at the center. As the network, a normal telephone line may be used, or a mobile phone (including PHS) may be used. The Internet can also be used. That is, the type of network does not matter. The transmission method may be random transmission from each TV viewing information detection unit 1 or transmission by polling from the tally analysis unit 4 installed at the center. The simplest example is a method in which polling is performed by the tallying analysis unit 4 at regular time intervals, for example, every hour, and viewing information is transmitted as a response thereto.

FIG. 7 shows an example of the viewing information. The viewing information is composed of a subscriber code, a channel number where the channel was viewed, a time when the channel was viewed, and the like. In this example, the channel is configured by a combination of a time at which the viewing of the channel is started and a time at which the viewing is ended, and a channel number thereof, but the present invention is not limited to this. In any case, the counting and analyzing unit 4 classifies the viewing information sent from each subscriber by the subscriber code, and measures the advertisement viewing status of each subscriber as described later.

Each subscriber stores the purchase information when the purchase information is collected by the purchase information collection unit 2, and transmits the purchase information to the tally analysis unit 4. The purchase information collection unit 2 is installed, for example, at each subscriber's home, reads the product code of the purchased product using a bar code or the like, stores data such as purchase date, purchase time, purchased product code, etc. in a set, and aggregates the data. An example is transmission to the tallying analysis unit 4 in response to polling from the analysis unit 4. The purchase information collection unit 2 is not installed at each subscriber's house,
It may be installed in a supermarket or the like. In this case, for example, it is convenient to issue a card in advance for each subscriber and automatically transmit data to the center at the time of settlement at a cash register. In any case, the tallying and analysis unit 4 stores the subscriber code and the purchase date
It suffices if data such as time, product code, and number of purchases can be transmitted.
A detailed configuration example of the purchase information collection unit 2 will be described later.

Advertisement broadcast time detector 3 installed at the center
Has a function of receiving a signal from a television receiver and measuring and storing the broadcast time of each advertisement for each broadcast channel. As a method of detecting the advertisement, for example, the method described in JP-A-2000-134167 described in the section of the related art can be used. This method uses the sound from the TV receiver, registers in advance a sound pattern that can specify the content of the advertisement, compares the sound from the TV with this as a reference pattern, and if the two match, Sound from TV,
This is a method of determining an advertisement having the content corresponding to the matched reference pattern and logging the channel, broadcast time and advertisement identification information. Although the detection method using an audio signal has been described here, the detection can be performed using a video signal, or the audio signal and the video signal can be used together. In the case of a so-called digital watermarking method in which an advertisement identification code is embedded in an advertisement using a digital watermarking technique instead of a matching method, an advertisement can be specified by detecting the advertisement identification code.

The tallying and analyzing unit 4 includes television viewing information from the television viewing information detection unit 1 and advertisement broadcast data (broadcast time and advertisement identification information) for each station from the advertisement broadcast time detection unit 3.
Can be measured by checking the information of the advertisement seen by each subscriber, and by comparing and analyzing the information with the product purchase information from the purchase information collection unit 2, the viewing effect of the advertisement can be measured. . In the case of the present invention, since the viewing information from the subscriber is temporarily stored in the center and the broadcast information is compared with the information, the measurement of the advertisement is not performed in real time. Therefore, if the center side obtains the latest advertisement data and then performs voice matching, measurement errors of the latest advertisement do not occur. The detailed configuration of the tallying analysis unit 4 will be described later.

FIG. 2 is a diagram showing a specific configuration example of the television viewing information detecting section 1. The detection unit 1 has a function of measuring a viewing channel and a viewing date and time of a broadcast receiver such as a television. A typical example is a method of detecting a signal from a remote controller that controls a broadcast receiver, but the method is not limited thereto. FIG.
In the figure, reference numeral 12 denotes a channel information section for outputting a channel being viewed by the subscriber, and 13 denotes a TV power on / off information section for outputting whether the power of the TV is on or off. In an example of detecting a signal from a remote control of a broadcast receiver, the channel information unit 12 detects a channel setting signal from the remote control and
The power on / off information section 13 is a power on / off signal from a remote controller.
Usually, an off signal is detected. Reference numeral 14 denotes a TV viewing information memory, which stores a viewing state, that is, a viewing channel and a time at that time as a set. 15 is a clock,
Reference numeral 16 denotes a viewing information output unit having a function of outputting viewing information to the outside. A control unit 17 controls the operation of the entire viewing information detecting unit 1. In the example of FIG.
In this example, the viewing information in the TV viewing information memory 14 is sent to the viewing information output unit 16 and the viewing information is output to the outside from the viewing information output unit 16 under the control of The information may be sent to the information output unit 16 and output from the viewing information output unit 16.

The television viewing information detecting section 1 operates at all times. For example, in the example of detecting a TV remote control signal, T
It has a function of constantly monitoring signals from the V remote controller and detecting the power on / off of the television and the set channel number. That is, an infrared signal from the TV remote controller is received and detected, and the detected signal is appropriately level-converted and sent to the channel information section 12 and the TV power on / off information section 13.
The output of the TV power on / off information section 13 detects the channel setting signal of the TV remote controller and the set time from when the power of the TV is turned on, and stores the set of the reception channel number and time in the TV viewing information memory 14. To memorize. The clock 15 is used to detect the time. The viewing information stored in the TV viewing information memory is output via the viewing information output unit 16 when a read command by polling is received from the center. Of course, the configuration shown in FIG. 2 is an example, and the configuration is not limited to this configuration. In short, the present invention includes all the detection units that output the viewing status based on the set of the time and the viewing channel information.

FIG. 3 is a diagram showing the configuration of the purchase information collecting unit 2. In FIG. 3, reference numeral 21 denotes a data reader for inputting a product name (product identification information such as a product code) of a purchased product, and is usually constituted by a bar code reader. It also has the function of entering a subscriber code. Reference numeral 22 denotes a product purchased by processing the output from the data reader 21, its purchase date and purchase time (hereinafter referred to as purchase date and time), purchase route information such as the name of the purchased store and the identification code of the store, and the purchased product. This is a purchase information input unit for detecting the number, amount, and the like. 2
Reference numeral 3 denotes a purchase information memory for storing purchased products and the date and time of purchase. A control unit 25 controls the operation of the entire purchase information collecting unit 2. Although the data from the purchase information memory 23 is output from the purchase information output unit 24 under the control of the control unit 25, the purchase information input unit 2
2 may be sent directly to the purchase information output unit 24 and output from the purchase information output unit 24. In addition to inputting the subscriber code from the data reader 21, the subscriber code is set in a memory or the like in the control unit 25 at the time of initial setting, and is read from the memory and added to the purchase information when the purchase information is output. You may do so.

Data reader 2 such as a bar code reader
In step 1, the merchandise code of the purchased merchandise is read, or the merchandise name, merchandise code, purchase date and time, and the like are input using a keyboard or the like. When reading a product code using a barcode or the like, it is convenient to provide a clock in the purchase information collection unit 2 and automatically detect the time at which the product code was read to specify the purchase date and time. Also enter the subscriber code. In any case, the data reader 21 passes the read data to the purchase information input unit 22, and the purchase information input unit 22 detects the purchase date and time and purchase route information, the number of purchased products, and the purchase price, and detects the purchase information memory. 23. Thereafter, for example, when polling or the like is received from the center, the purchase information memory 2
3 and reads out the purchase data via the purchase information output unit 24 together with the subscriber code.

FIG. 4 shows an example of the configuration of the advertisement broadcast time detector 3. A TV receiver 31 has a function of outputting a received audio signal and a channel number being received at that time. Reference numeral 32 denotes an advertisement reference data memory that stores audio data of all advertisements to be detected, and reference numeral 33 compares an audio signal received from the TV receiver 31 with a signal from the advertisement reference data memory 32 to identify an advertisement being broadcast. It is an advertisement detection unit that detects information. 34 is a clock for detecting the broadcast time of the advertisement, and 35
Is a station that inputs the content of the advertisement detected by the advertisement detection unit 33, the time from the clock 34, and the channel data from the TV receiver 31, and creates relation data between the content of the advertisement and the broadcast time for each broadcasting station. This is another advertisement broadcast time creation unit. 3
Reference numeral 6 denotes a station-specific advertisement broadcast time memory that stores data created by the station-specific advertisement broadcast time creation unit 35, 37 denotes an output unit,
Reference numeral 38 denotes a control unit that controls the overall operation of the advertisement broadcast time detection unit 3.

The TV receiver 31 always receives a television broadcast and outputs the received sound to the advertisement detection unit 33. The advertisement detection unit 33 switches the reference signal from the advertisement reference data memory within the unit
The voice received from the receiver 31 is compared with the reference signal, and when the voices match, it is determined that the advertisement corresponding to the reference signal is being broadcast, and the advertisement identification information of the advertisement is transmitted under the control of the control unit 38. It is sent to the broadcast time creation unit 35. If the received voice signal and the reference signal do not match, the advertisement detection unit 3 determines that the advertisement has not been broadcast during the measurement time.
3 outputs no signal or outputs a signal indicating that there is no advertisement broadcast. Upon receiving the content of the advertisement from the advertisement detection unit 33, the station-specific advertisement broadcast time creation unit 35 reads the time at that time from the clock 34 via the control unit 38, and
An advertisement broadcast time signal is generated based on the set of the channel number, the advertisement identification information, and the time set in 3, and is recorded in the memory 36 under the control of the control unit 38. Note that, in the above example, an example is described in which advertisement detection is performed using an audio signal from a television receiver. However, a video signal may be used, or audio and a video signal may be used together.

FIG. 5 shows an example of the configuration of the tallying and analyzing unit 4 which is one of the features of the present invention. Reference numeral 41 denotes an input / output interface unit for interfacing with the network 5, and 42 receives a signal from the TV viewing information detecting unit 1 installed on the subscriber side and stores a time transition of a viewing channel for each subscriber. A viewing information storage unit 43 is an advertisement broadcast storage unit that stores the advertisement broadcast status of each station from the advertisement broadcast time detection unit 3, and a reception unit 44 receives a signal from the purchase information collection unit 2 installed at the subscriber's house. A purchase information storage unit that stores purchase information for each subscriber. Reference numeral 46 denotes advertisement viewing for comparing the time-based viewing status data of each subscriber from the viewing information storage unit 42 with the station-specific advertisement broadcast time information from the advertisement broadcast storage unit 43 to detect the advertisement viewing status of each subscriber. This is a situation detection unit, which is one of the features of the present invention. The specific operation here will be described with reference to FIG. An evaluation analysis unit 47 analyzes the relationship between the advertisement viewing status of each subscriber and product purchase information, and evaluates the advertisement viewing effect.

FIG. 6 shows a method of detecting the advertisement viewing result data, which is the gist of the present invention. This is the operation of the advertisement viewing status detection unit 46. FIG. 6A shows the TV viewing information detecting unit 1.
Is the broadcast viewing status of the subscriber, which is output from. Here, CH2 is viewed from time t1 to t2, and t2 to t3.
Up to CH4, and in the following order CH1, CH2 and CH4 are viewed. FIG. 6B shows an advertisement detection result for each channel output from the advertisement broadcast time detection unit 3. For example, in CH1, the advertisement of the advertisement identification codes CM1 and CM2 is detected from time t1 to t2, the advertisement of CM4 is detected from t3 to t4, and the advertisement of CM1 is detected from t4 to t5. The same applies to CH2 and thereafter.

FIG. 6 (c) shows the result of comparing the TV viewing information detection result of FIG. 6 (a) with the advertisement broadcasting time detection result of FIG. 6 (b). Watch CH2, and in CH2, CM4 and C
Since the advertisement of M6 is being broadcast, it can be determined that the subscriber has viewed the advertisement of the advertisement identification codes CM4 and CM6. Between times t2 and t3, CH4 is watched, and within this time, only the advertisement of CM3 is broadcast on CH4, so it can be determined that the subscriber has viewed the advertisement of code CM3. Similarly, CM4 is used between time t3 and t4, CM4 is used between t4 and t5, and CM4 is used between time t5 and t6.
It can be determined that each of the five advertisements has been viewed. As a result,
Between time t1 and t6, the advertisement of code CM4 is
Times, CM3 has been watched twice, and CM6 and CM5 have been watched once.
If the purchase amount of the product to be advertised by M4 increases more than before, it can be inferred that the advertisement broadcasting effect was obtained.

The advertisement detection rule itself is not an object of the present invention. For example, it is not described here how many seconds or more of the 30-second advertisement is received before it is determined that the advertisement has been received. In FIG. 6, if the measured broadcast time includes any broadcast time, it is assumed that the advertisement has been viewed.

(Second Embodiment) Next, a second embodiment of the present invention will be described with reference to the system configuration diagram of FIG. The difference from FIG. 1 is that a TV program broadcast master 6 is added in the center. This is a time-based program table for each broadcasting station, and may be an image such as a list of time-based program names published in newspapers or the like. FIG. 9 is a diagram showing a configuration of the tallying analysis unit 4A corresponding to the system configuration of FIG. Here, a TV program broadcast storage unit 48 and a viewing situation calculation unit 45 are added. The TV program broadcast storage unit 48 stores the contents of the TV program broadcast master 6, and the viewing status calculation unit 45 stores the channel viewing status for each subscriber, stored in the viewing information storage unit 42, for each channel. It has a function of checking the TV program list stored in the broadcast storage unit 48 and calculating the viewing status of each program. That is, in this embodiment, in addition to the advertisement viewing status and the purchase information described in the first embodiment, it is possible to further analyze and evaluate the effect of the advertisement by taking into account the program viewing status. It was made.

(Third Embodiment) FIG. 10 is a system configuration diagram showing a third embodiment of the present invention. This embodiment is characterized in that an advertisement creative evaluation information collection unit 7 for collecting creative evaluation of an advertisement is provided on the subscriber side. As creative evaluation information, for example, we conduct surveys on favorite TV ads and dislike ads,
What is necessary is to collect data of favorite advertisements and dislike advertisements, and to imagine one that ranks advertisements in the order of dislike or dislike and evaluates the willingness to purchase products. In other words, it evaluates the quality of advertising. The questionnaire may be conducted electronically using the Internet or the like, or a questionnaire survey may be separately conducted on paper, and the result may be manually input to the advertisement creative evaluation information collection unit 7. One example of the questionnaire is shown in FIG. When electronically performed, a questionnaire screen is displayed on the advertisement creative evaluation information collection unit 7, and data is input in a form to answer the questionnaire. In either method, the advertising creative evaluation information collecting unit 7 arranges the input information, and transmits, for example, the advertising information ranked in a favorite order or a dislike order to the total analysis unit 4B via the network 5. As another method, the questionnaire may be collected from the subscriber by mail or the like without passing through the network 5 and the result of the questionnaire may be directly input to the advertisement creative evaluation information storage unit 49. In short, the information regarding the creative evaluation may be set in the advertisement creative evaluation information storage unit 49.

FIG. 11 shows a configuration example of the tallying analysis unit 4B.
Here, an advertisement creative evaluation information storage unit 49 is provided, and the advertisement information from the advertisement creative evaluation information collection unit 7 is stored together with the reception date and time for each subscriber. The analysis / evaluation unit 47B compares the information from the purchase information storage unit 44 with the information from the advertisement creative evaluation information storage unit 49 for each subscriber to measure the effectiveness of the advertisement. For example, if the purchase amount of the product handled by the advertisement whose creative evaluation is improved compared to the previous survey is increasing, the effect of the advertisement will be recognized, and if the purchase amount is not increasing, the advertisement will be less Will have no effect. Of course, other analyzes are also possible. In short, the present invention includes all examples of analyzing the relationship between the qualitative evaluation of the advertisement and the purchase amount and evaluating the broadcast effect of the advertisement.

Although the configurations shown in FIGS. 10 and 11 show the minimum required configuration, as shown in the first embodiment, the TV viewing status detection unit 1 is provided on the subscriber side. Provided,
Naturally, an example in which the advertisement broadcast time detecting unit 3 and the TV program broadcast master unit 6 are provided on the center side is also included. The tallying analysis unit has a configuration in which an advertising creative evaluation information storage unit 49 is added to the configuration shown in FIGS. In addition, since parameters to be analyzed and evaluated change, the analysis and evaluation unit also has a configuration and a function corresponding to each parameter. For example, in the case of a configuration in which an advertising creative evaluation information storage unit is added to the configuration shown in FIG. 5, in a form including both quantitative evaluation of the viewing status of the advertisement and qualitative evaluation of the creative evaluation,
Since it is possible to analyze the influence on the product purchase, more accurate analysis is possible. Further, in the configuration in which the advertisement creative evaluation information storage unit 49 is added to the configuration illustrated in FIG. 9, a more versatile and highly accurate analysis can be performed by also analyzing the television viewing situation such as the audience rating. .

(Fourth Embodiment) FIG. 13 is a system diagram showing a fourth embodiment of the present invention. The feature here is that a product sales information collection unit 1010 and a product sales promotion activity information collection unit 1020 are newly provided. The merchandise sales information collection unit 1010 collects the merchandise sales status at the retail store, and may image the information of each cashier such as a supermarket. Specifically, it is data such as a retail store code, a sales date and time, a product identification code, a product unit price, a sales amount for each product, and a total price. If you aggregate these data,
It is possible to comprehensively grasp the product sales status of each retail store. The product sales promotion activity information collection unit 1020 collects the activity status for promoting product sales. For example, the product sales promotion activity information collection unit 1020 is displayed in a flyer advertisement, is displayed at an advantageous position in a retail store, or has a supermarket. The store clerk can offer a sample at a food store or the like to promote sales (this is called mannequin information). The product sales status is quantitative information, whereas the product sales promotion activity is qualitative information. Specifically, it is composed of a retail store code, the date and time when the sales promotion activity was carried out, the product code of the product targeted for sales promotion, flyer sales promotion data, display data, mannequin sales promotion data, and the like. In the flyer promotion data, the type of the flyer is specified. For example, it is identification of a daily special flyer, a normal flyer, or the like. If no flyer promotion has been made, the flyer promotion data will be blank. The display data indicates that an advantageous place easily visible to the consumer in the retail store, for example, an end display, an island display, a display in front of a cash register, and the like are provided.
This data is blank for normal display. The mannequin sales promotion data indicates that a sales clerk performs sales promotion, such as sales promotion with tasting for food. The merchandise sales information collection unit 1010 and the merchandise sales promotion activity information collection unit 1020 are preferably placed in a retail store, and are transmitted from the retail store to the tally analysis unit 4C via the network 5. Of course, it is not necessary to be installed in a retail store, and it is only necessary that the above data can be collected.

FIG. 14 shows a configuration example of the tallying analysis unit 4C.
A feature is that a product sales information storage unit 4010 for storing information from the product sales information collection unit 1010 and a product sales promotion information storage unit 4020 for storing information from the product sales promotion activity information collection unit 1020 are newly provided. It is. In addition,
Although an example including all of the first to third embodiments has been described here, for example, a TV program broadcast storage unit or the like may be omitted. The merchandise sales information storage unit 4010 collects merchandise sales information for each retail store, so that it is possible to grasp, for example, in which range of retail stores a certain specific merchandise is sold, that is, the distribution status of the merchandise. The product sales promotion activity information storage unit 40
By analyzing the 20 data, it is possible to grasp which products are active and which are not.

Next, the operation of this embodiment will be described. For example, an advertisement being viewed for each subscriber can be extracted by the advertisement viewing status detection unit 46 based on the output of the viewing information storage unit 42 and the advertisement broadcast storage unit 43, and the advertisement for each subscriber can be extracted by the output of the purchase information storage unit 43. Product purchase status can be extracted,
If the purchase of a product with a large number of views of the advertisement increases, it means that the advertisement has been effective (the first embodiment), but the purchase amount has not increased despite the fact that the advertisement is frequently viewed. Then, the output of the product sales information storage unit 4010 is analyzed,
If there is no record of selling the product at a retail store near the subscriber, the product will not be sold near the subscriber, and consumers will not be able to buy it even if they want to buy it. It turns out that it was not denied.
The same is true when the product price at a retail store is high. The product price can be grasped from the output of the product sales information 4010. Conversely, if the purchase volume of the subscriber increases despite the fact that the advertisement has not been watched much, and at that time a large product promotion activity is conducted at retail stores around the subscriber,
It can be inferred that the effect of sales promotion activities is larger than that of advertisements.

As described above, by comprehensively analyzing and evaluating the advertisement viewing status and the product purchase status on the television or the like at the subscriber's house, the product sales status and the sales promotion activity status at the retail store, the evaluation of the advertisement is highly accurate. Can be performed.

[0032]

As described above, according to the present invention, the subscriber measures only the broadcast viewing condition, and the center compares the viewing condition with the advertisement broadcast time data at the center side to display the advertisement viewed by the subscriber. , The need for real-time ad measurement at the subscriber's premises can be eliminated, and therefore, even for the latest ads for which the reference data has not yet been updated at the subscriber's premises, these latest ads Can be reliably measured.
In addition, the viewing information detector installed at the subscriber's home can be made inexpensive and small, which makes the whole system more economical, and the installation location of the viewing information detector is less restricted, so a wide range of subscribers , And highly reliable data can be obtained. In addition to the ad viewing status, we also use creative evaluation, which is a qualitative evaluation of the advertisement, and analyze it by taking into account the status of product sales and promotion activities at retail stores,
Higher precision analysis becomes possible.

[Brief description of the drawings]

FIG. 1 is a configuration diagram of a system showing a first embodiment of the present invention.

FIG. 2 is a diagram illustrating a configuration example of a TV viewing detection unit in the system.

FIG. 3 is a diagram showing a configuration example of a purchase information collecting unit of the present invention in the system.

FIG. 4 is a diagram illustrating a configuration example of an advertisement broadcast time detection unit in the system.

FIG. 5 is a diagram illustrating a configuration example of a tallying analysis unit in the system.

FIG. 6 is a diagram illustrating an operation example of an advertisement viewing detection unit in the system.

FIG. 7 is a diagram illustrating a configuration example of a viewing information signal in a subscriber.

FIG. 8 is a configuration diagram of a system showing a second embodiment of the present invention.

FIG. 9 is a diagram illustrating a configuration example of a tallying analysis unit according to the second embodiment.

FIG. 10 is a configuration diagram of a system according to a third embodiment of the present invention.

FIG. 11 is a diagram illustrating a configuration of a tallying analysis unit according to the third embodiment.

FIG. 12 is a diagram showing an example of a questionnaire sheet.

FIG. 13 is a configuration diagram of a system according to a fourth embodiment of the present invention.

FIG. 14 is a diagram illustrating a configuration of a counting and analyzing unit according to a fourth embodiment.

FIG. 15 is a conventional system configuration diagram.

[Explanation of symbols]

DESCRIPTION OF SYMBOLS 1 ... TV viewing information detection part, 2 ... Purchasing information collection part, 3 ... Advertising broadcast time detection part, 4, 4A, 4B, 4C ... Total analysis part, 5 ... Network, 6 ... TV number broadcast master part, 7
... Advertising creative evaluation information collection unit, 12 ... Channel information unit, 13 ... TV power on / off detection information unit, 14 ...
TV viewing information memory, 15, 34 clock, 16 TV viewing information output section, 17, 25, 38 control section, 21 data reader, 22 purchase information input section, 23 purchase information memory, 24 purchase Information output unit, 31 ... TV receiver, 32 ...
Advertisement reference data memory, 33 ... Advertising detection unit, 35 ... Advertising broadcast time creating unit by station, 36 ... Advertising broadcast time memory by station,
37 ... output unit, 41 ... input / output interface unit, 42 ...
Viewing information storage unit, 43 ... Advertising broadcast storage unit, 44 ... Purchase information storage unit, 45 ... TV viewing situation detection unit, 46 ... Advertising viewing situation detection unit, 47, 47A, 47B, 47C ... Analysis evaluation unit, 48 ... TV Program broadcast storage unit, 49: advertising creative evaluation information storage unit, 1010: product sales information collection unit,
1020: product sales promotion activity information collection unit, 4010: product sales information storage unit, 4020: product sales promotion activity information storage unit.

Claims (7)

[Claims] 1. A broadcast viewing status detecting means for measuring a broadcast viewing status of a subscriber based on a combination of a viewing time and a viewing channel of the subscriber and outputting a viewing information signal, and a purchase date and time of a product purchased by the subscriber. Purchasing information collecting means for collecting product purchasing information including a product and product identification information and outputting a purchasing information signal; and detecting the time at which an advertisement was broadcast from the broadcast signal and the advertisement identification information for each broadcast station. An advertisement broadcast time detecting means for outputting an advertisement broadcast time signal; receiving the viewing information signal, the purchase information signal and the advertisement broadcast time signal, and comparing the received viewing information signal with the advertisement broadcast time signal. Extracting the advertisement identification information viewed by the subscriber, and comparing and analyzing the content of the advertisement indicated by the extracted advertisement identification information with the received purchase information signal of the subscriber, thereby obtaining an advertisement viewing effect. An advertisement viewing effect evaluation system, comprising: a total analysis means for evaluating the advertisement viewing effect. 2. The broadcast viewing status detecting means according to claim 1, wherein said broadcast viewing status detecting means outputs power on / off information indicating power on / off of a broadcast receiver, and a broadcast for identifying a broadcast station viewed. A channel output means for outputting station identification information, a clock, and a viewing information memory for storing a broadcast viewing state composed of the broadcasting station identification information and a viewing time of the broadcasting station identification information obtained from the clock. An advertisement viewing effect evaluation system characterized by being performed. 3. A viewing information storage means according to claim 1, wherein said totaling and analyzing means stores viewing status of said subscriber based on a combination of a broadcasting station and a broadcasting time which said subscriber views. Advertising broadcast storage means for storing the content and broadcast time of the advertisement, purchase information storage means for storing the product identification information purchased by the subscriber and the purchase date and time, the viewing status of the subscriber, and Ad viewing status detecting means for comparing the advertising viewing status of the subscriber by comparing the advertising broadcast information, and evaluation analyzing means for evaluating the advertising viewing effect by comparing the advertising viewing status of the subscriber with the product purchase information And an advertisement viewing effect evaluation system. 4. A program broadcast master according to claim 1, wherein a program broadcast master for outputting broadcast program information for each time of each broadcast station is provided, and said totalizing and analyzing means compares said viewing information signal and said broadcast program information. An advertisement viewing / listening effect evaluation system, comprising a function of extracting a program viewed by the subscriber by collating, and calculating a viewing status of the program based on the extraction result. 5. An advertisement creative evaluation collection means for collecting creative evaluation information of an advertisement of a subscriber and outputting an advertisement creative evaluation information signal including a survey date and time; purchase date and time of a product purchased by the subscriber and product identification information; A purchase information collecting unit that collects product purchase information and outputs a purchase information signal including: the advertisement creative evaluation information signal and the purchase information signal; and the received advertisement creative evaluation information and the purchase information signal. And an aggregation analyzing means for evaluating the advertisement viewing effect by comparing and analyzing the advertisement viewing effect. 6. A broadcast viewing status detecting means for measuring a broadcast viewing status of a subscriber based on a combination of a viewing time and a viewing channel of the subscriber and outputting as a viewing information signal, and a purchase date and time of a product purchased by the subscriber. Purchase information collecting means for collecting product purchase information including information and product identification information and outputting a purchase information signal; and collecting creative evaluation information of the advertisement of the subscriber and outputting an advertisement creative evaluation information signal including a survey date and time. Advertising creative evaluation collecting means, advertising broadcast time detecting means for detecting the time at which the advertisement was broadcast from the broadcast signal and the advertisement identification information for each broadcast station and outputting an advertisement broadcast time signal, Product sales information collecting means for outputting a sales data signal of the product, and a product sales promotion information collection for outputting a product promotion activity information signal at the product store. Means for receiving the viewing information signal, the purchasing information signal, the advertisement broadcast time signal, the advertisement creative evaluation information signal, the sales data signal, and the sales promotion activity information signal, and receiving the received viewing information signal and the The advertisement identification information viewed by the subscriber is extracted by comparing the advertisement broadcast time signal, and the contents of the advertisement indicated by the extracted advertisement identification information, the purchase information signal of the subscriber received and the advertisement creative evaluation information are received. And a total analysis means for comparing and analyzing the sales data signal and the sales promotion activity information signal to evaluate an advertisement viewing effect. 7. A broadcast viewing condition detecting means for measuring a broadcast viewing condition of a subscriber based on a combination of the subscriber's viewing time and a viewing channel, and outputting as a viewing information signal, and a time when an advertisement is broadcast from the broadcast signal. An advertisement broadcast time detecting unit that detects the advertisement identification information for each broadcast station and outputs an advertisement broadcast time signal; and receives the viewing information signal and the advertisement broadcast time signal, and receives the received viewing information signal. An advertisement that compares the advertisement broadcast time signal with the advertisement broadcast time signal to extract advertisement identification information viewed by the subscriber, and evaluates an advertisement viewing effect based on the extracted advertisement identification information. Viewing effect evaluation system.