JP2004146957A - Evaluation method of tv commercial message - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide an evaluation method of a commercial message (CM) in television broadcasting. <P>SOLUTION: The method comprises a process of receiving television broadcast put on the air and temporarily recording it as the broadcasting data, and a process of detecting CMs and extracting a plurality of CMs from the broadcast data to store them as one commercial frame. The method also comprises a process of recording information such as the name of a product, the name of a sponsor, the features of the CM, data and time of broadcasting, contents of the program, the order of broadcasting CMs, and the total time and the number of CMs broadcasted simultaneously, as individual information of each CM, and recording the information as data to be evaluated in a server; a process of extracting specific data to be evaluated from the server, recording the data into a recording medium, making a plurality of test subjects view the recorded data to inspect impression left by the CM in each of CMs in the CM frame, and a process of analyzing the degree of impression on the basis of responses obtained by the survey and evaluating the degree of impression of the CM from a result of analysis. <P>COPYRIGHT: (C)2004,JPO

Description

[0001]
TECHNICAL FIELD OF THE INVENTION
The present invention relates to a survey on the use state of a broadcast service, and more particularly, to a viewing survey of a commercial (hereinafter, simply referred to as a CM) in television broadcasting.
[0002]
BACKGROUND OF THE INVENTION
At the time of creating a TV commercial, it is now natural to consider effects such as what concept and what kind of talent should be used effectively. However, in practice, the television commercial created in this way also depends largely on which broadcast frame is used on the air, and may not be as effective as expected.
[0003]
Such evaluation of the broadcast frame is performed in a time zone in which the broadcast frame is played at a time called a so-called golden time. However, even if the broadcast frames are the same golden time, depending on the order of CMs broadcast in the broadcast frame, the same talent is used in other CMs that flow before and after, or a similar concept is set. It is conceivable that the impression of the CM fades when the user moves. Also, it is conceivable that the impression of the CM may be reduced depending on the size of the CM frame itself, that is, the number of CMs broadcast simultaneously in one CM frame. Until now, the impression of a commercial alone has been evaluated, but it depends on the order of broadcasting in the actual CM frame, the size of the CM frame itself to be broadcast, interference between TV commercials flowing back and forth, and the like. Conventionally, there has been no method of evaluating a CM based on the influence.
[0004]
[Means for Solving the Problems]
The present invention was devised in view of the above background, and a method of evaluating a television commercial includes a first step of receiving a television broadcast being aired and temporarily recording the broadcast data as broadcast data, A second process of detecting and saving a plurality of continuous commercials as one commercial frame from a commercial, and a commercial name, company name, commercial feature, broadcast date and time, and program content of the extracted commercial. A third process of recording information such as the order of commercials, the total time and number of commercials broadcast at the same time as individual information of each commercial, and recording it as data to be evaluated on the server, and specific evaluation data from the server; Is extracted and recorded on a recording medium, and is viewed by a plurality of subjects, and the commercials within each commercial frame remain. Performing a fourth step of investigating an elephant and a fifth step of analyzing the degree of impression based on the answer obtained from the investigation and evaluating the degree of impression of a commercial based on the analysis result. I do.
[0005]
A first step of receiving an on-air television broadcast and temporarily recording the broadcast data as broadcast data; and a second step of detecting commercials from the broadcast data and extracting and storing a plurality of continuous commercials as one commercial frame. And the third step of analyzing the interference factor for each commercial within the commercial frame, and the commercial name, company name, commercial features, broadcast date / time, program content, commercial broadcast order A fourth process in which information such as the total time and number of commercials broadcast simultaneously is recorded as individual information of each commercial and recorded and stored in a server, and specific evaluation target data is extracted from the server and recorded on a recording medium. Record and let multiple subjects view and examine the remaining impressions of commercials within each commercial frame. And a sixth step of analyzing the degree of impression based on the interference factor and the answer obtained from the survey, and evaluating the degree of impression of the commercial based on the analysis result. And
[0006]
A first step of receiving an on-air television broadcast and temporarily recording the broadcast data as broadcast data; and a second step of detecting commercials from the broadcast data and extracting and storing a plurality of continuous commercials as one commercial frame. And a third step in which the computer analyzes the interference factor for each television commercial within the commercial frame, and a commercial name, company name, commercial feature, broadcast date and time, program content, commercial A fourth process of recording information such as the total time and the number of commercials broadcast simultaneously and the number of commercials broadcast simultaneously as individual information of each commercial, and recording / accumulating them in a server; and extracting specific evaluation target data from the server. Record on a recording medium and let multiple subjects watch and listen to the commercials in each commercial frame. A fifth step of investigating the impressions remaining by the computer, and a sixth step of analyzing the degree of impression based on the interference factor and the answer obtained by the investigation, and evaluating the commercial based on the analysis result. It is characterized in that it is implemented.
[0007]
The broadcast data is analyzed by a computer, and a commercial is specified and extracted by capturing the unrecorded portion included at the beginning of the commercial, or a commercial is specified and extracted by capturing changes in the video scene.
[0008]
When a video other than a commercial for a fixed time or more continues after the extracted commercial, a plurality of commercials continuous before the video are set as one commercial frame.
[0009]
In the commercial frame of the same size, a plurality of commercial frames in which the same commercial appears in different orders are selected as evaluation target data, the commercial frame is evaluated, and the commercials are presented to the viewers in the commercial appearance order in the commercial frame. It is characterized by evaluating the superiority of information transmission power.
[0010]
Commercial frames are evaluated with multiple sizes of commercial frames containing the same commercial as evaluation target data, and the superiority of the power of transmitting information to viewers of commercials by the size of commercial frames is evaluated. It is characterized by.
[0011]
A first process in which a subject records a television program set in advance as an evaluation target on a computer-readable recording medium, and the recorded program is viewed by a subject, and an impression of a commercial remaining in each commercial frame is investigated. And a third step of transferring the answer obtained by the survey to a specific server via a communication line, and analyzing the degree of impression based on the answers collected by the server. And a fourth step of evaluating a commercial impression degree based on the analysis result.
[0012]
It is characterized in that the number of views of the evaluation target data is limited to one.
[0013]
The evaluation target is accessed from a Web site and selected from a list of evaluation targets displayed on the Web site. Data on a program set as an evaluation target is obtained from the Web site and evaluated based on the data. It is characterized in that the target program is recorded.
[0014]
The evaluation of commercials is characterized in that the amount of information relating to the originator of the commercial and the amount of information relating to the content of the commercial among the impressions remaining on the subject are quantified and evaluated.
[0015]
Embodiment 1
FIG. 1 shows a system configuration of the present invention. (1) is a server provided with a television broadcast receiving device, and temporarily records and accumulates all broadcast programs of all broadcast stations being broadcast as broadcast data. Next, the broadcast data is analyzed, and only CMs are automatically extracted. Although the extraction method is not particularly limited, a broadcasted CM usually includes a non-recording portion of about 0.5 seconds at the beginning, so that the computer can detect the non-recording portion. For example, CM can be extracted from broadcast data. However, the non-recording part is located only at the head of the CM and cannot detect the end of the CM. Also, if there is a silent part in the CM, it is erroneously recognized as the head of the next CM, and it may not be possible to accurately extract one CM only by detecting the unrecorded part. The CM extracted / verified and verified to complete the CM extraction. As described above, since the CM is verified and determined manually, it is possible for the broadcast station to determine the advertisement broadcast of the program of the own station which is not recognized as the CM as the CM, and the It is possible to accurately reflect how to catch a continuous CM broadcast in a program viewed from the viewpoint.
[0016]
Further, when a CM is manually verified and determined, an advertiser name, a CM title, a product name, and the like are given as individual information of each CM. The advertiser gives the name of the company that is the information sender, and the CM title is given by information that can easily grasp the CM, for example, the name of the CM, the name of the talent, the characteristics of the CM, and the like. As the individual information of the CM, information such as an image color, a sound (BGM), a background, an image type, a character, and a talent may be simultaneously recorded and accumulated as interference factors of each CM, in addition to the information described above.
[0017]
The image color is analyzed by determining how many colors are used most in the CM (base color) or whether the color is a warm color or a cool color. The sound is analyzed by judging the frequency band (bass / treble / silence), classical / pops (fast / slow tempo) and so on. In the background, the operator checks whether or not the actual scene is used, and if it is a live image, the operator checks which of the town, the sea, and the mountain is being used and inputs it.In addition, it determines whether the number of scene switching is large or small. Will be analyzed. The image type is analyzed by a method such as an operator confirming and inputting which of real shooting, animation, and CG (computer graphic) is used. Characters are analyzed by a method such as whether a car, an animal, a person, or the like is mainly used, and a talent is analyzed by a method such as an operator confirming and inputting who is employed.
[0018]
As described above, when the information is added and the CM is determined as one CM, the computer adds and records the broadcast date and time and the channel information recorded at the time of recording the broadcast data, and records and saves the CM. When recording and storing CMs, CMs are not stored individually one by one, but are stored collectively as a plurality of continuous CMs. Since the CMs are manually determined as described above, a portion where the determined CMs are continuous is determined as one CM frame, and the frame numbers are sequentially recorded from the beginning of the broadcast data for each frame and recorded and stored. I do. When the interval between CMs is equal to or longer than a predetermined time, for example, 25 seconds or more, the frame is automatically separated by regarding the portion as a main program. The reason why the interval is set to 25 seconds or longer is that the main program usually has a length of 25 seconds or longer, and a broadcast shorter than 25 seconds can be regarded as a CM.
[0019]
FIG. 2 shows the CM broadcast status that is obtained by extracting CMs actually broadcast by the above-described method and determining the CM frame, and arranging them vertically in time series. Row (2) corresponds to one CM and is arranged up and down over time. Each row (2) shows, from the left, a broadcast date and time, a CM start time, a CM broadcast time (second), a channel, a frame number, an advertiser, and a CM title. Line (3) corresponds to the main part of the program, and shows the broadcast time of the main part and the time of the CM frame having the same frame number. In the case of FIG. 2, the first CM broadcasted after the start of the broadcast is a product of Company A on the X channel (hereinafter, the channel is omitted) for 30 seconds from 06:08:05 on October 21, 2002. A commercial of XX is broadcast (2a), then a commercial of a product △△ of Company B for 15 seconds from 06:08:35 (2b), and then a commercial for M for 15 seconds from 06:08:50 (2c), Next, a product called Company D product ● ▲ was broadcasted for 15 seconds from 06:09:05 (2d), and then a product Company E product CM was broadcasted for 15 seconds from 06:09:20 (2e). Is shown. (3a) indicates that the main part of the program continues for 2 minutes and 45 seconds after the fifth CM, and that the total broadcast time of the five CM frames 1 (10a) is 90 seconds. . Thereafter, CM frame 2 (10b) is broadcast, and the main program continues for 6 minutes and 24 seconds, indicating that the broadcast time of CM frame 2 was 75 seconds (3b). Then, the line (2) ends with a line (2f) indicating a CM for 14 seconds from 23:55:16 last broadcast. The end of the broadcast is simply indicated in the last line (3c), and the broadcast time of the last CM frame 96 (10c) is indicated. This completes the CM frame and CM sequence listing for one day.
[0020]
The CM frame is separated from the CM frame by the existence of the main program of 25 seconds or more. However, the broadcast station does not have such a concept and regards the advertisement broadcast of its own program sandwiched between CMs as a part of the main part of the program. Therefore, for example, in the present application, 600 seconds from 16:52:30 to 17:02:36 seconds is regarded as one very large CM frame, but a broadcasting station considers three times from 16:52:30 to 16:53:15. A book is defined as one CM frame (A), 16:54: 00 to 16: 55: 45 is a CM frame (B), 16: 59: 00 to 16: 59: 45 is a CM frame (C), 17 0:00:35 to 17:02:36 as a CM frame (D). However, this is a break due to the convenience of the broadcasting station, and it is usual for viewers to recognize that advertising programs and the like are nothing but CMs. It is possible to obtain an evaluation of a CM frame that reflects how to catch the CM frame.
[0021]
FIG. 3 is a diagram in which the broadcast status of the CM frame can be visually easily grasped. The time elapses from the top to the bottom, the arrangement of the CM frame in the broadcast for one day, and The size of each CM frame can be determined at a glance. Regarding the size of the CM frame, the division is set with a certain width, the division of 0 second to 30 seconds is set as division 1, the division of 31 seconds to 60 seconds is set as division 2, and an arbitrary setting is set for each division. The color is set and the CM frame is arranged in the table. For example, since the size of the CM frame 1 is 90 seconds, the CM frame 1 corresponds to the frame section 3, and the CM frame is arranged in the display color (yellow) of the section (first upper left in the figure). It is a yellow frame part). The color of each set CM frame is not limited to this, and it is natural that an arbitrary color can be set. Naturally, it is also conceivable to make a long band-shaped table, that is, it is only necessary to show the arrangement of the CM frames during the broadcast time and the size of each CM frame so that they can be easily recognized.
[0022]
The evaluation of the CM frame is basically based on two evaluations: (1) evaluation of superiority between the CM frames and (2) evaluation of superiority (effectiveness) based on the order of appearance of the CMs within the CM frame. In order to evaluate the superiority of the CM frame in (1), a plurality of CM frames including the CM to be evaluated are searched from the CM frames stored in the server, and the subjects are viewed and viewed. Of the remaining CMs, etc., and score evaluation as described later is performed based on the answers. The method of selecting a CM frame for performing this evaluation will be described in more detail. A plurality of CM frames including the specified CM are selected from the stored CM frames. FIG. 2 is an arrangement table of CM frames for a specific broadcasting station on a specific date for one day. Similar arrangement tables are created and stored individually for each date and each broadcasting station. Therefore, when selecting a CM frame, a plurality of CM frames including the specific CM to be searched are retrieved from a single arrangement table or from a plurality of arrangement tables by using a product name, a company name, or the like as a keyword. The extracted CM frames are selected and used from among the extracted CM frames. In order to perform the evaluation of (2), a CM frame of the same size including the CM from the CM frames stored in the server and having a different appearance order of the CM is selected. Used for evaluation.
[0023]
The selected CM frame is made to be viewed by the subject, questionnaires are made on items remaining in the impression, and the impression degree of the CM is evaluated based on the questionnaire. At the time of this questionnaire, a questionnaire in which the CM is specified is not performed, and the person to be surveyed is allowed to freely answer the contents that have left an impression, thereby obtaining a questionnaire. In any case of (1) and (2), there is no change in the viewing method by the subject. Therefore, (1) and (2) will be summarized below and the viewing and evaluation method of the subject will be described. The selected CM frame is recorded on a recording medium such as a CD-ROM (hereinafter, simply referred to as an evaluation medium), distributed to subjects, and viewed. However, in order to prevent the subject to be viewed from having a prejudice, no information about the CM or the CM frame to be evaluated is given at all. Further, the CM frame information recorded on the evaluation medium is recorded by a special recording method that allows viewing only once and does not allow viewing the same CM a plurality of times. This is because, as will be described later, the same viewing state as that of a television broadcast is reproduced, and an actually approximated CM impression degree is obtained. In addition, it is preferable that the subject be registered separately in advance, but this is not a limitation. In addition, when registering, for example, a recruitment of test subjects is performed by using a website, and a proper examination is performed to register, but the present invention is not particularly limited.
[0024]
The subject who has received the evaluation medium sets the evaluation medium on a personal computer and installs a reproduction program (hereinafter simply referred to as evaluation software) recorded together with the evaluation data. When the evaluation software is started, the CM frames recorded on the evaluation medium are reproduced one by one in order. When the reproduction of the first CM frame is completed, the evaluation software suspends the reproduction for a certain period of time, and notifies the subject to fill in a questionnaire with an answer regarding the impression or the like of the CM frame that has just been viewed. The subject, for example, in the CM frame viewed on the questionnaire as shown in FIG. 3, which CM remained in the memory and which CM did not remember, and among the CMs remaining in the memory, the TV CM which was particularly impressive was If you remember in detail how much it was, and what the CM that remained in the memory was the advertisement of what product and which product, then simply remember that fact, otherwise Write in the form of a free answer for things and impressions. After a certain time has elapsed after the entry, or if an instruction is issued to the program, the next CM frame is reproduced, so the questionnaire is similarly entered after the reproduction.
[0025]
The viewing / questionnaire response procedure is repeated for the number of recorded CM frames, and the viewing ends. The subject who has finished viewing sends a questionnaire to the operator to complete the evaluation. It should be noted that the evaluation software is set so that once the viewing of all the CM frames has been completed, it cannot be re-started. To increase the effectiveness of the evaluation. In other words, if the user answers the questionnaire after watching the same CM twice or more, it will not be possible to obtain a correct evaluation of the CM with the content of the obtained answer, and this is to be prevented.
[0026]
The collected information is analyzed for the collected questionnaire sheets, and the evaluation data for each CM, for example, which CMs were not remembered and which CMs were not memorized, among the CMs which were memorized especially, The amount of information related to the originator of the CM, such as which TV commercials were impressive, and what the memorable CMs were, what company, what product, and so on. The data is collected and stored in the server while being quantified based on the amount of the data. In this case, regarding the digitization of the above article, since the subject A watches the CM frame 1 and the CM who answered that the impression is strongest is the company B, 1 point is given to the company B, I answered the company name, but I did not remember the actual product name, so I specifically recorded points such as 0 points for the advertisement penetration of the product, and similarly added up the points of multiple subjects, CM The company B's acquired points in the frame 1 are calculated and evaluated as the company B's CM. Since this operation is performed for all the CMs included in one CM frame, the priority of each CM in the CM frame can be determined by points.
[0027]
Therefore, when a CM frame including a specific CM is selected by the method (1) and the CM frame is evaluated, when the CM frame is broadcasted in a 90-second CM frame including five CMs, a high level is set. If a score is obtained and the result is that there was almost no score in the case of being broadcast in a 300-second CM frame that includes 20 movies, the evaluation target CM will be viewed in a smaller CM frame It is determined that the information can be effectively transmitted to the user, and thus the superiority of the information transmission power due to the size of the CM frames can be evaluated.
[0028]
In addition, when a particular CM is evaluated while being included in a CM frame of the same size according to the method (2), a high score is obtained when the first or last broadcast is made in the CM frame. If the result was that the CM was broadcasted in the middle of the CM frame and the result was that the points could not be obtained very much, if the result was tentative, if the size of the CM frame was the same, the broadcast at the beginning or end of the CM frame Therefore, it can be determined that the CM to be evaluated is effective for the CM to be evaluated, and the superiority of the information transmission power according to the order within the CM frame can be evaluated.
[0029]
Further, if the judgment is made in conjunction with the diagram (FIG. 3) in which the broadcast situation of the CM frame can be visually grasped easily, the company's CM is the same when the evaluation (1) is performed. Unlike conventional CM effects based on audience ratings, compared to other CM frames broadcasted in a program or time zone or the same time rank, the broadcasted CM frame is very large, Information transmission power was found to be low. Also, regarding the superiority of the order within the CM frame of the same size in (2), it was found that the first or last broadcast had a higher score and had a higher CM effect. This means that the order of broadcasting in the same CM frame, which has not been considered in the past, also has a significant effect on the CM effect.
[0030]
The above-mentioned method is suitable for evaluating the CM frame itself and for evaluating CM frames of various sizes including a specific CM. To evaluate the effectiveness of the program, it is necessary to create an evaluation medium for each program as the data to be evaluated and distribute it to the subject each time, or the program cannot be accommodated in the evaluation medium depending on the size of the program. The problem that the evaluation itself cannot be performed does not always occur. Therefore, in addition to the above-described method of distributing the evaluation medium as the second embodiment of the present application, a method using a WEB for creating the evaluation target data by the subject himself can be adopted.
[0031]
Embodiment 2
Regarding the evaluation using the WEB site, the evaluation medium is made to be created by the subject himself without using the method of distributing the evaluation medium to the subject and evaluating only the CM frame as described above. In this method, the subject receives and saves a program to be evaluated and, after viewing the program, collects a questionnaire. Therefore, it is possible to evaluate the mutual effect between the actually broadcasted program contents and the CM.
[0032]
FIG. 5 is a diagram showing an outline of an evaluation method using a WEB site. First, the subject connects to the web server (4) via a communication line such as the Internet, downloads a program (hereinafter simply referred to as evaluation software) for performing processing required for evaluation, and installs the program on a personal computer. The evaluation software collectively performs all operations necessary for CM evaluation, such as recording a program reservation and collecting a questionnaire, which will be described later. The evaluation software is operated while resident on the personal computer of the subject. It is necessary for the subject to prepare in advance a personal computer having hardware and software functions capable of actually receiving and recording a television broadcast, but it is a matter of course that the subject of the evaluation method of the present invention may provide the personal computer. .
[0033]
The subject who has installed the evaluation software connects to the WEB site again, and selects an evaluation target program displayed on the site and for which a questionnaire is currently being recruited (not shown). When the selection is made, the subject is registered and, at the same time, the reservation information data on the evaluation target program is transferred. The data is used by the evaluation software, and includes data necessary for recording a broadcast program such as a broadcast time and a channel of the program to be evaluated. The preparation of the subject is now complete. When the broadcast date and time of the program to be evaluated is reached based on the reservation information data, the evaluation software instructs the television broadcast recording software incorporated in the personal computer to record the program, and causes the program to be recorded. As for the viewing of the evaluation target program, a reproduction instruction is issued to reproduction software incorporated in the personal computer in the same manner as when recording, so that the evaluation target program is reproduced.
[0034]
When the subject views the recorded program for the first time, since the evaluation program is the first viewing, it is displayed so as to answer the questionnaire after the viewing is completed, and the program to be evaluated is reproduced by giving an instruction to the reproduction software as described above. , Start watching. After finishing the viewing, the testees remembered which CMs were not remembered in the format presented by the program (for example, a screen configuration equivalent to a questionnaire as shown in FIG. 2), and which CMs they did not remember. If you remember the details of the TV commercials that were particularly impressive among the CMs that you remembered, and also remembered the advertisements that were left in your memory, the advertisements of the products of which company, and so on, If not, simply write down what you remember, what you remembered, etc. in free answer format. The subject who completed the questionnaire connects to the WEB site, notifies that the viewing has ended, and transmits the questionnaire. The questionnaire can be sent to the site automatically by the evaluation program itself at the end of the questionnaire. However, collecting the questionnaire without the knowledge of the subject is a matter of privacy infringement, protection of personal information, etc. Since it is not so preferable because there is a problem, it is preferable to notify the questionnaire when transmitting the questionnaire to the site. Note that when the subject attempts reproduction for the second time or later, the reproduction is not performed because the evaluation has already been completed, and the reproduction is not performed.
[0035]
The viewing method is not limited to the above-described method, and it is also possible for the subject to connect to the WEB site before starting the viewing and to notify the user that the viewing will be started before starting. In this case, if the viewer has already completed viewing the program before connecting to the site, the questionnaire results cannot be used for CM evaluation, so the program recorded in the evaluation program It is necessary to have a function of recording the presence / absence of the reproduction date and time, and to check whether or not the subject intends to answer the questionnaire even though the subject has already viewed the program. Also, the evaluation start time and the evaluation end time of the subject are recorded on the site side, and the evaluation time calculated from both times is compared with the broadcast time of the evaluation target program. Is recorded so that it can be examined whether it can be adopted as evaluation data at the time of a questionnaire analysis described later.
[0036]
Regarding the viewing restriction, both the above method and the above method need only be able to obtain a questionnaire response at the time of first viewing the evaluation target data. It is possible to adopt a method. For the program to be evaluated after viewing is completed, a valid period is set at the time of recording, and this is identified by the evaluation software and cannot be played back after the valid period. May be eliminated so that the evaluator can freely watch.
[0037]
CM evaluation can be performed from the obtained evaluation information or from the evaluation information and an interference factor analyzed in advance. As for the evaluation, as in the case of performing the evaluation in (1) and (2) above, which CM remained in the memory and which CM did not remember? Based on the amount of information on the CM sender and the amount of information on the contents of the CM, such as which one was, and what the CM that remained in the memory remembered was what advertisement, which company, and which product. By analyzing while digitizing and analyzing the order in which the CM with the most points was broadcast in the CM frame and the size of the CM frame itself at that time, the CM in the CM frame was analyzed. Can be evaluated. That is, even in the same CM frame, the degree of impression varies depending on the order. If the CM frame itself is large, it is possible to obtain data such as a low impression regardless of the order. By comparing the CM interference factors, it can be understood how the colors, sounds, rhythms, characters, and talents are different or overlap (interference degree) and remain impressive. On the other hand, if the survey data is bad, the degree of interference to be avoided can be grasped, and this is fed back when creating a TV CM and determining the broadcast time of the CM, so that a CM with a high effect that is actually suitable And an efficient media plan can be realized.
[0038]
Heretofore, in the case of CM broadcasting, there has been a rough contract of broadcasting from what time to what time, rather than a contract method of always broadcasting at a specific time. Therefore, the CM provider could not know at all when the CM was broadcasted and what kind of CM was matched before and after. Therefore, if you use the invention of this application, your CM is most suitable for the second small CM frame, so you would like a TV station to broadcast it like that, or because your CM has a very high impact, Even if it is broadcast in the CM frame, the viewer can be strongly impressed, so that any frame may be used, and it is possible to present a request for the CM frame on the provider side, such as requesting a reduction in the contract price.
[0039]
In order to grasp the degree of interference, the cause of duplication (fog) is described in detail. For example, colors and colors, sounds and talents, music, rhythm tempo, image of music, similar music, tone and manner, product name・ It is more effective to understand the similarity of company names. In addition, regarding the impression survey, examine the subject's viewing attitude, the relationship with the mental state, the relationship between the program content and the mental state, the effect when the advertisement with the same tempo continues, and the effect when the similar music continues. The effect is even more effective if the narrator, narration elements, the subject's merchandise, the degree of interest in commercials, the necessity of the subject during their life, and the like can be added.
[0040]
Based on the above evaluations, "I'm supposed to be impressed once I've watched the CM, but I've completely forgotten to see the next CM.", "Based on the image impressed immediately before It does not respond to the similar image immediately after, or it feels like a dasai, on the contrary, `` The image impressed immediately before is the basis, and the similar image immediately after is oversized Factors of phenomena such as "reacting and canceling the immediately preceding image", "not memorizing specifically", and "don't even remember seeing" can be examined from the viewpoint of the degree of interference. As a result, it is said that the timing of the on-air is best at the beginning of the CM frame immediately after the main program or the program, but what happens due to interference with other CMs? Since it is common to go to the toilet during the CM time, the frame at the beginning of the CM frame is rather undesirable, and it may be better at the end. "," The position at the top of the CM frame does not interfere from the front, After that, there will be many CMs, so the interference level will be high and it will be hard to remain in the impression. "" The 30-second spot may have less interference than the 15-second spot. " Affects empathy "," Couplings of clients differ according to time of day, and interference levels differ "," Expression taste is changed between regular CM during Golden Time and CM during weekday afternoon " , "Interference is large and the impression diminishes when inserted between loud commercials such as frequently changing scenes", "Interference is large when inserted between commercials of similar taste and tempo, and the impression is canceled by the last commercial , "The last CM frame is less affected by the taste of the previous CM = the CM immediately before the main story is less likely to interfere", "If it is used up for 15 seconds, the interference will increase and it will be less likely to remain in the impression", "Cut change It is possible to make a specific hypothesis such as “Expressions with many words are easy to fog up with narration”, and by reflecting them in media buying and CM creation, advertising effects can be easily achieved.
[0041]
【The invention's effect】
According to the present invention, the degree of penetration (information transmission power) of information issued by a CM to a viewer can be evaluated not only by the CM alone, but also when broadcasted in a large CM frame and broadcasted in a small CM frame. In such a case, it is possible to evaluate the difference in CM information transmission power depending on the size of the CM frame, such as a different degree of penetration of the CM to the viewer. It is possible to evaluate the superiority of the order in the CM frame such that the penetration is different between the first, last and middle.
[0042]
In addition to the superiority of the above CM frame, the evaluation is made using the interference factor, so that the material evaluation of the CM and the interference result are compared with each other to specifically determine what influences what. It can be evaluated and new perspectives on advertising effectiveness measurement, important points that have not been captured before are suppressed.
[Brief description of the drawings]
FIG. 1 is a schematic diagram of a system that executes an evaluation method of the present invention.
FIG. 2 is a table showing the broadcast status of commercials.
FIG. 3 is a distribution diagram of a CM frame size.
FIG. 4 is an example of a questionnaire sheet
FIG. 5 is a schematic diagram of a system according to a second embodiment of the present invention.

Claims (15)

A first step of receiving the on-air television broadcast and temporarily recording it as broadcast data;
A second process of detecting commercials from the broadcast data and extracting and storing a plurality of continuous commercials as one commercial frame;
Information such as the product name, company name, commercial features, broadcast date and time, program content, commercial broadcast order, total time and number of commercials broadcast simultaneously is recorded as individual information of each commercial in the extracted commercials. A third process of recording as evaluation target data on the server;
A fourth process of extracting specific evaluation target data from the server, recording the data on a recording medium, and allowing a plurality of subjects to view and examine the remaining impression of the commercial in each commercial frame;
A fifth step of analyzing the degree of impression based on the answer obtained by the survey, and evaluating the degree of impression of the commercial based on the analysis result;
A TV commercial evaluation method. Receiving the on-air television broadcast and temporarily recording it as broadcast data;
A first step of detecting commercials from the broadcast data and extracting and storing a plurality of continuous commercials as one commercial frame;
A second step of analyzing the interference factor for each commercial within the commercial window;
Information such as product name, company name, commercial characteristics, broadcast date and time, program contents, commercial broadcast order, total time and number of commercials broadcast simultaneously is recorded in the commercial as individual information of each commercial. A third process of recording and storing in the server;
A fourth process of extracting specific evaluation target data from the server, recording the data on a recording medium, and allowing a plurality of subjects to view and examine the remaining impression of the commercial in each commercial frame;
A fifth step of analyzing the degree of impression based on the interference factor and the answer obtained by the survey, and evaluating the degree of impression of the commercial based on the analysis result;
A TV commercial evaluation method. A first step of receiving the on-air television broadcast and temporarily recording it as broadcast data;
A second process of detecting commercials from the broadcast data and extracting and storing a plurality of continuous commercials as one commercial frame;
A third step in which the computer analyzes the interference factor for each television commercial within the commercial window;
Information such as product name, company name, commercial characteristics, broadcast date and time, program contents, commercial broadcast order, total time and number of commercials broadcast simultaneously is recorded in the commercial as individual information of each commercial. A fourth process of recording and storing in the server;
A fifth process of extracting specific evaluation target data from the server, recording the data on a recording medium, and allowing a plurality of subjects to view and examine the remaining impression of the commercial in each commercial frame;
A sixth step of analyzing the degree of impression based on the interference factor and the answer obtained by the survey, and evaluating the commercial by a computer based on the analysis result;
A method for evaluating television commercials using a computer, comprising: The method for evaluating a television commercial according to claim 1, wherein the broadcast data is analyzed by a computer, and a commercial is specified and extracted by capturing an unrecorded portion included at the beginning of the commercial. . The method for evaluating a television commercial according to claim 1, wherein the broadcast data is analyzed by a computer, and a commercial is specified and extracted by detecting a change in a video scene. 6. If a video other than a commercial for a fixed time or more is continuous after the extracted commercial, a plurality of commercials continuous before the video are regarded as one commercial frame. Evaluation method of TV commercials described in any of them. Commercial frames are evaluated with multiple sizes of commercial frames containing the same commercial as the evaluation target data, and the superiority of the power of transmitting information to the viewers of the commercials according to the size of the commercial frames is evaluated. The method for evaluating a television commercial according to any one of claims 1 to 7, wherein: A plurality of commercial frames in which the same commercial appears in different commercial frames in the same size are selected as evaluation target data, the commercial frames are evaluated, and commercial viewers are evaluated by the commercial appearance order in the commercial frames. The method for evaluating a television commercial according to any one of claims 1 to 7, wherein the superiority of information transmission power is evaluated. A first process in which a subject records a television program preset as an evaluation target on a computer-readable recording medium;
A second step of allowing the subject to view the recorded program and investigating the remaining impressions of commercials in each commercial frame;
A third step of transferring the answer obtained by the survey to a specific server via a communication line;
A fourth step of analyzing the degree of impression based on the answers collected in the server, and evaluating the degree of impression of the commercial based on the analysis result;
A TV commercial evaluation method. The method for evaluating a television commercial according to claim 1, wherein the number of times of viewing the evaluation target data is limited to one. A computer program for performing the evaluation method according to claim 1. The method according to claim 9, wherein the evaluation target is accessed from a web site and selected from a list of evaluation targets displayed on the web site. 10. The evaluation method of a television commercial according to claim 9, wherein data on the program set as the evaluation target is obtained from a web site, and the evaluation target program is recorded based on the data. 14. The evaluation of a commercial according to any one of claims 1 to 13, wherein the evaluation of the commercial is performed by quantifying the amount of information relating to the sender of the commercial and the amount of information relating to the content of the commercial among impressions remaining on the subject. How to evaluate TV commercials. The figure which distributed the commercial frame to several divisions according to length, and distributed the commercial frame broadcasted in one day in the division.

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