JP2020077924A - TV program evaluation system - Google Patents

Abstract

To provide a system capable of evaluating whether a TV program is suitable for targeted advertising.SOLUTION: In a system for evaluating TV programs, an evaluation device 10 includes: a viewing log storage unit 131 for storing a viewing log for identifying a viewer who viewed a television program; a target information storage unit 132 for storing target information for identifying a segment to which the viewer belongs; a segment identification unit 112 for identifying an advertisement segment that is a segment to which the viewer who viewed the television program belongs based on the viewing log and target information; and an evaluation unit 113 for evaluating suitability of the targeting advertisement related to the television program according to a degree of variation in the advertising segment.SELECTED DRAWING: Figure 3

Description

  The present invention relates to a television program evaluation system.

  Traditionally, mass advertisements that reach many people have been made on television. On the other hand, in the case of advertisements on the Internet, targeted advertisements that deliver advertisements to specific segments are performed. For example, Patent Document 1 discloses a system for expanding a user segment to perform targeted advertising.

Patent No. 5784205 Specification

  There is a need for targeting advertisements even in television broadcasting. On the other hand, television media is suitable for mass advertising that reaches many people, and it is difficult to determine which program is suitable for targeted advertising.

  The present invention has been made in view of such a background, and an object thereof is to provide a technique of evaluating whether or not a television program is suitable for targeting advertisement.

  A main invention of the present invention for solving the above-mentioned problems is a system for evaluating a television program, which includes a viewing log storage section for storing a viewing log for identifying a viewer who has watched the television program, and A target information storage unit that stores target information that identifies a segment to which the segment belongs, and a segment identification that identifies an advertisement segment that is the segment to which the viewer who viewed the television program belongs, based on the viewing log and the target information. And an evaluation unit that evaluates the suitability of the targeting advertisement related to the television program according to the number of the advertisement segments.

  Other problems and solutions to the problems disclosed by the present application will be made clear by the section of the embodiments of the invention and the drawings.

  According to the present invention, it is possible to evaluate whether a television program is suitable for targeting advertisement.

It is a figure showing an example of whole composition of a television program evaluation system concerning one embodiment of the present invention. It is a figure which shows the hardware structural example of the evaluation apparatus 10. 3 is a diagram showing a software configuration example of the evaluation device 10. FIG. It is a figure which shows the structural example of the viewing-and-listening log storage part 131. It is a figure which shows the structural example of the target information storage part 132. It is a figure which shows the flow of the process which the evaluation apparatus 10 of this embodiment performs. 9 is a diagram showing an example of a screen displayed on the user device 20. FIG.

  The contents of the embodiments of the present invention will be listed and described. The television program evaluation system according to the embodiment of the present invention has the following configuration.

[Item 1]
A system for evaluating television programs,
A viewing log storage unit that stores a viewing log that identifies a viewer who viewed the television program,
A target information storage unit that stores target information that identifies a segment to which the viewer belongs,
A segment identification unit that identifies an advertisement segment that is the segment to which the viewer who viewed the television program belongs, based on the viewing log and the target information;
An evaluation unit that evaluates the suitability of the targeting advertisement related to the television program according to the degree of variation of the advertisement segment,
A television program evaluation system comprising:
[Item 2]
A television program evaluation system according to item 1,
The segment identification unit identifies the advertisement segment according to the number of the viewers belonging to the segment among the segments to which the viewer who viewed the television program belongs.
TV program evaluation system characterized by.
[Item 3]
The television program evaluation system according to Item 1 or 2,
The target information includes at least one of demographic information of the viewer and action history information of the viewer,
TV program evaluation system characterized by.
[Item 4]
The television program evaluation system according to any one of Items 1 to 3,
Communicatively connected to a user device used by a broadcaster, advertiser, or advertising agency,
An audience rating acquisition unit that acquires the audience rating of the television program,
A transmission unit for transmitting the fitness to the user device together with the audience rating of the television program,
A television program evaluation system, further comprising:
[Item 5]
A television program evaluation system according to item 4,
When the audience rating is equal to or less than a predetermined value, the evaluation unit evaluates that the television program is suitable for the targeting advertisement regardless of the degree of variation in the advertisement segment,
TV program evaluation system characterized by.
[Item 6]
The television program evaluation system according to any one of Items 1 to 4,
The viewing log includes first information for identifying the viewer and information for identifying the television program,
The target information storage unit stores the target information in association with a second viewer different from the first viewer,
The target information includes information specifying the television program watched by the second viewer,
Further comprising a similarity degree determination unit that compares the viewing log and the target information to determine the degree of similarity between the viewing behaviors of the first and second viewers,
The segment identification unit associates the first and second viewers with each other according to the similarity, and identifies the advertisement segment from the target information corresponding to the viewing log,
TV program evaluation system characterized by.

  FIG. 1 is a diagram showing an example of the overall configuration of a television program evaluation system according to an embodiment of the present invention. The television program evaluation system of this embodiment includes an evaluation device 10 that evaluates a television program. The evaluation device 10 is communicably connected to the user device 20 via a communication line 30. The communication line 30 is, for example, the Internet or a LAN (Local Area Network) constructed by Ethernet (registered trademark), a public telephone line network, a mobile telephone line network, a wireless communication network, or the like.

  The evaluation device 10 is, for example, a computer operated by a company that surveys the ratings of television programs. The evaluation device 10 can be realized by, for example, a personal computer, a smartphone, a cloud computer, or the like. The evaluation device 10 evaluates the degree to which the television program is suitable for the targeting advertisement based on the viewing log recording which viewer has watched which television program. At present, almost no targeting advertisement is performed on the television medium, but a technique for displaying a targeting advertisement even for a television program advertisement has been introduced by a method called addressable advertisement or programmatic TV. The evaluation device 10 of the present embodiment is intended to provide a criterion for determining whether or not a television program should be compatible with an addressable advertisement.

  The user device 20 is a computer operated by a user of a broadcasting station broadcasting a television program. The user device 20 is, for example, a personal computer, a smartphone, a tablet computer, or the like. By operating the user device 20, the user of the broadcasting station can browse the addressable advertisement compatibility of the television program displayed by the evaluation device 10.

  FIG. 2 is a diagram illustrating a hardware configuration example of the evaluation device 10. The evaluation device 10 includes a CPU 101, a memory 102, a storage device 103, a communication interface 104, an input device 105, and an output device 106. The storage device 103 is, for example, a hard disk drive, a solid state drive, a flash memory, or the like that stores various data and programs. The communication interface 104 is an interface for connecting to the communication network 30, for example, an adapter for connecting to Ethernet (registered trademark), a modem for connecting to a public telephone network, and a wireless communication device for performing wireless communication. , A USB (Universal Serial Bus) connector for serial communication, an RS232C connector, and the like. The input device 105 is, for example, a keyboard, a mouse, a touch panel, buttons, a microphone, or the like for inputting data. The output device 106 is, for example, a display, a printer, a speaker, or the like that outputs data.

  FIG. 3 is a diagram illustrating a software configuration example of the evaluation device 10. As shown in the figure, the evaluation device 10 includes a similarity determination unit 111, a segment identification unit 112, an evaluation unit 113, an audience rating calculation unit 114, a program information transmission unit 115, a viewing log storage unit 131, and a target information storage unit 132. Equipped with. In the similarity determination unit 111, the segment identification unit 112, the evaluation unit 113, the audience rating calculation unit 114, and the program information transmission unit 115, the CPU 101 included in the evaluation device 10 stores a program stored in the storage device 103 in the memory 102. It is realized by reading and executing, and the viewing log storage unit 131 and the target information storage unit 132 are realized as a part of the storage area provided by at least one of the memory 102 and the storage device 103 included in the evaluation device 10.

  The viewing log storage unit 131 stores information (hereinafter referred to as a viewing log) that identifies a viewer who viewed a television program. FIG. 4 is a diagram showing a configuration example of the viewing log storage unit 131. The viewing log storage unit 131 stores a viewer attribute (viewer attribute) and a viewing log. The viewer attribute includes the viewer's gender, age, income, and the like in association with the information for specifying the viewer (hereinafter referred to as viewer ID). For the viewing log, a log recording device is installed in a sample household randomly selected for the audience rating survey, the channel that this log recording device is viewed is specified, and the viewer presses a button at the start of viewing. This information is collected by specifying which viewer has watched. The viewing log includes a household ID indicating a household, a viewer ID, a date and time at which the viewer starts watching television in the household, and a channel watched. By collating the viewing log with the program guide, it is possible to specify which viewer has watched which television program.

  The target information storage unit 132 stores information (hereinafter, referred to as target information) for identifying the segment to which the viewer belongs. FIG. 5 is a diagram showing a configuration example of the target information storage unit 132. As shown in the figure, the target information storage unit 132 stores demographic information, viewing information, and action history as target information. These pieces of target information can be collected by, for example, a questionnaire survey or analysis of cookies of a web browser. The demographic information includes demographic attributes of the viewer. The demographic information includes attributes such as gender, age, and income in association with the viewer ID. The viewing information indicates a television program watched by the viewer. The viewing information includes the program viewed by the viewer and the date and time when the viewing was started, in association with the viewer ID. The action history is information regarding various actions of the viewer. For example, whether the viewer is shopping, reading a magazine, or browsing a website, whether online or offline, a log of the action taken by the viewer can be recorded as an action history. The action history may be only the action on the Internet (history using a Web browser). The action history includes the date and time of the action and the action content in association with the viewer ID.

  Even if the viewer indicated by the viewer ID of the viewing log (that is, the viewer constituting the sample household) does not overlap with the viewer indicated by the target information viewer ID (for example, the viewer who answered the questionnaire). Good. The similarity determination unit 111 associates the viewing log with the target information. The similarity determination unit 111 calculates the similarity between the pattern of the viewing behavior recognized based on the viewing log and the pattern of the viewing behavior recognized based on the viewing information of the target information, and responds according to the similarity. You can make a mark. The determination of the degree of similarity may be made, for example, according to the number of times the same TV program is viewed at the same date and time, or the viewed TV program or its genre, viewing time, viewing order, etc. are compared. You may. Further, for example, patterns of TV programs or genres of the TV programs viewed every day may be compared. The similarity determination unit 111 can associate the viewing log with the target information according to the calculated similarity.

  The segment identification unit 112 identifies a segment of a viewer of a television program. The segment identifying unit 112 reads the corresponding viewing log of the television program from the viewing log storage unit 131, and demographics the target information corresponding to the read viewing log (the association is performed by the similarity determining unit 111). The segment is specified by the attribute included in the information or the action included in the action history. A known method is used as the method for determining the segment based on the demographic attribute or the action history, and the description thereof is omitted here. The segment identification unit 112 also calculates the number of viewers included in each segment. The segment identifying unit 112 selects target information including a viewer ID belonging to the segment, identifies a viewing log corresponding to the identified target information, and eliminates duplicate viewer IDs included in the identified viewing log. Then, the number of viewers included in the segment can be calculated.

  The evaluation unit 113 evaluates that the television program is suitable for the targeting advertisement. The evaluation unit 113 determines the suitability of the targeting advertisement according to the degree of variation of the segment of the viewer. For example, in the case of a program in which elementary school students, high school girls in their teens, and office workers in their thirties are also watching, the same product rarely appeals to all viewers. It is considered that the advertising effect is higher when the different products are appealed to each of the men. On the contrary, if the program is mainly watched by female employees in their 30s, it is considered that the advertisement effect by the conventional mass advertisement is high without switching the advertisement. Therefore, the evaluation unit 113 can determine the suitability according to the degree of variation of the segments of the viewer. The degree of variation of the segments may be represented by the number of segments or the distance of the relationship between the segments. The distance of the relationship between the segments is based on, for example, various attributes forming the segments (in the present embodiment, each attribute of the demographic attribute and the attribute obtained based on the action history correspond). It can be understood as a distance in a multidimensional space. Attributes that are categorical variables can be converted into dummy variables and then used as axes. For example, the evaluation unit 113 can determine the goodness of fit such that the higher the number of segments, the higher the goodness of fit. Also, for example, in the case of a segment using sex and age, male is 1, female is 0, age is 0 for teens, 0.17 for 20s, 0.33 for 30s, 0 for 40s. The distance can be calculated after standardizing 0.5 and 50s as 0.67, 60s as 0.83 and 70 or more as 1. For example, if there are two segments for viewers, males in their teens and females in their 40s, the distance is the square of the teens-40s (0-0.5) + male-female (1-0. ) Squared, and can be calculated as 1.12. If the audience segment is female in their teens and females in their twenties, it is the square root of the square of 10's to 20's (0-0.17) + female-female (0-0). , 0.17 can be calculated. It is possible to determine the goodness of fit such that the farther the distance is, the higher the goodness of fit is. Note that the evaluation unit 113 may not consider a segment to which the number of viewers that belong to it is small. For example, the evaluation unit 113 can determine the suitability according to the degree of variation of the segments of a predetermined number or more.

  The audience rating calculation unit 114 calculates the audience rating based on the audience log. The audience rating calculation unit 114 calculates the audience rating of the program using a conventional method, and a detailed description thereof will be omitted here.

  The program information transmitting unit 115 transmits information (hereinafter, referred to as program information) including the audience rating of the television program and the degree of conformity that the television program is suitable for the targeting advertisement to the user device 20. The user device 20 displays the received program information, and the broadcast station side can determine the advertisement price based on the audience rating and also determine which television program is the target of the addressable advertisement.

  FIG. 6 is a diagram showing a flow of processing executed by the evaluation device 10 of this embodiment. The following processing is performed for each broadcasting station.

The evaluation device 10 performs the following processing for each television program broadcast by the broadcasting station. That is, the similarity determination unit 111 associates the viewing log with the target information (S401). As described above, the similarity determination unit 111 calculates the similarity between the pattern of the viewing behavior recognized based on the viewing log and the pattern of the viewing behavior recognized based on the viewing information of the target information, and the similarity is calculated. Correspondence can be made according to the degree.
The segment identifying unit 112 identifies the segment to which the viewer belongs based on the target information corresponding to the viewing log corresponding to the television program (S402). Note that one viewer may belong to multiple segments. The segment identifying unit 112 counts the number of viewers who belong to each segment, and sets a segment in which the counted number of viewers is a predetermined number or more as an advertisement segment (S403).

  The evaluation unit 113 determines the suitability according to the degree of variation of the advertisement segment (S404). The evaluation unit 113 can determine that the greater the variation degree of the advertisement segment, the greater the matching degree. As described above, the degree of dispersion of the advertisement segments can be, for example, the number of advertisement segments or the distance between the advertisement segments.

  The audience rating calculation unit 114 selects the audience log corresponding to the television program from the audience log storage unit 131 and calculates the audience rating based on the selected audience log (S405). The audience rating calculation unit 114 can divide the number of unique household IDs included in the selected audience log by the number of sample households to obtain the audience rating.

  After performing the above-described processing for each television program, the program information transmission unit 115 creates program information including the audience rating and the matching degree for each television program, and transmits the program information to the user device 20 (S406). The program information transmitting unit 115 may include information describing an advertisement segment corresponding to a program, the number of advertisement segments, and the like in the program information.

  The user device 20 can receive the program information transmitted from the evaluation device 10 and display the suitability of the addressable advertisement for each program. FIG. 7 is a diagram showing an example of a screen displayed on the user device 20. As shown in FIG. 7, the user device 20 can display the audience rating and the adaptability of the addressable advertisement in association with the program name of each television program. The broadcast station can determine which program to perform the addressable advertisement by referring to the output of the user device 20.

  As described above, according to the evaluation device 10 of the present embodiment, it is possible to calculate the matching degree of whether or not the targeting advertisement (addressable advertisement) is valid for the television program based on the viewing log. Therefore, it is possible to make only those programs suitable for targeting advertisement compatible with addressable advertisements, while maintaining the effectiveness of mass advertisements that try to reach many people and increase awareness in linear broadcasting, while maintaining addressable advertisements. Can be effectively adopted.

  Further, according to the evaluation device 10 of the present embodiment, the segment of the viewer is specified based on the viewing log, and the adaptability of the targeting advertisement relating to the program is determined according to the number of segments of the viewer who is viewing the program. Can be asked. Mass advertising to all viewers in TV programs watched by a wide range of viewers is effective for branding of corporate image, but effective for advertising of products with a limited number of users Inferior in nature. According to the evaluation device 10 of the present embodiment, it is possible to evaluate that the targeting advertisement is effective when the number of viewer segments is large. Therefore, users such as broadcasting stations, advertisers, and advertising agencies can It is possible to easily understand which program is suitable for the addressable advertisement by referring to the evaluation by the evaluation device 10 of the embodiment.

  Further, according to the evaluation device 10 of the present embodiment, the suitability is determined according to the number of viewers belonging to the segment. Therefore, it is possible to determine the suitability in consideration of the number of viewers who are the target of the targeting advertisement while dividing into segments, and it is possible to accurately evaluate the usefulness of the targeting advertisement in a program.

  Further, according to the evaluation device 10 of the present embodiment, the targeting information includes the demographic attribute and the action history, and the targeting advertisement according to the attributes such as age, sex, income, occupation, etc. can be viewed or browsed. It is possible to obtain the suitability of the targeting advertisement including the behavior targeting according to the behavior such as the click history and the purchase history.

  Further, according to the evaluation device 10 of the present embodiment, it is possible to transmit the conformance degree to the user device 20 together with the audience rating. Therefore, on the user side, it is possible to carry out a simulation in the case where the program is made compatible with the addressable advertisement while assuming the advertisement fee according to the audience rating.

  Further, according to the evaluation device 10 of the present embodiment, the viewing log and the target information can be associated with each other according to the degree of similarity such as the viewing pattern, and the segment of the viewer can be estimated based on the target information. Therefore, viewers of a television program that is a linear broadcast can be segmented using the browsing history (action history) of a Web browser on the Internet. Therefore, the television program can be evaluated not only from the basic information of the viewer but also from the viewpoint of the segment targeted for the targeting advertisement based on a wide range of attributes and action history.

  Although the present embodiment has been described above, the above embodiment is for facilitating the understanding of the present invention, and is not for limiting and interpreting the present invention. The present invention can be modified and improved without departing from the spirit thereof, and the present invention also includes equivalents thereof.

  For example, in the present embodiment, the viewing log and the target information are associated with each other and the segment of the viewer is specified based on the target information. However, the viewer attribute stored in the viewing log storage unit 131 is used. The viewer segment may be obtained.

  Further, in the present embodiment, the viewing log is collected using the log recording device installed in the sample household, but the present invention is not limited to this, and for example, instead of or in addition to the viewing log by the log recording device. The viewing log (device log) recorded in the television receiver may be used. As for the device log, the television receiver may specify which viewer has watched by an action such as a button being pressed by the viewer, or machine learning of the watching log collected by the log recording device. Then, from the device log, it is possible to estimate what kind of household composition and which member watched which program.

  In addition, the TV receiver links mobile devices such as smartphones and tablet computers, and the TV receiver recognizes the mobile devices that are in the vicinity at the time of video output, thereby identifying the individual viewer and using it as a device log. It can be recorded.

  Further, in the present embodiment, the audience rating calculation unit 114 calculates the audience rating based on the audience log, but the present invention is not limited to this, and an input of the audience rating calculated elsewhere may be accepted. For example, the audience rating calculation unit 114 may receive the information indicating the program and the audience rating of the program indicated by the information from the user, or another computer (for example, a database server or the like) that stores the audience rating. ) May be accessed to obtain the audience rating for each program.

  Further, in the present embodiment, the adaptability of the addressable advertisement is transmitted to the broadcasting station, but the program information may be transmitted to a user device used by a user such as an advertiser or an advertising agency. Good. In this case, it becomes possible for the advertiser side such as an advertiser or an advertising agency to request the broadcasting station that a program having a high degree of conformity should be an addressable advertisement.

  Further, in the present embodiment, the target information includes the demographic attribute and the action history of the viewer, but it may be only one of them, for example, the viewer's habits, hobbies, preferences, You may make it include the psychographic attribute etc. which analyzed the sense of values. Also, geographic information based on the position collected by GPS or the like may be included. Furthermore, you may make it include the search history containing the search keyword input into the search engine.

  In addition, in the present embodiment, the target information is collected by a questionnaire survey, analysis of cookies of a web browser, or the like, but instead of or in addition to this, an access log on the website side or a store. The sales history, the click history measured by the operator of the advertisement distribution service, and the like may be collected. Further, the television receiver may cooperate with a mobile device such as a smartphone or a tablet computer, and various history information such as operation information of the mobile device may be acquired from the linked mobile device and recorded as a device log.

  Further, in the present embodiment, only the segments to which the number of viewers equal to or more than a predetermined number belongs are counted, but the present invention is not limited to this. You may make it calculate a suitability. Alternatively, the number of viewers may be summed after weighting according to the attributes of the viewers, and the number of segments may be counted according to the weighted number of viewers. For example, even for a small number of programs that are being watched by the affluent, there may be a need to develop targeting advertisements targeting only that affluent. Therefore, the adequacy of the targeting ad is determined in consideration of these needs. It becomes possible.

10 Evaluation Device 20 User Device 111 Similarity Determining Unit 112 Segment Identification Unit 113 Evaluation Unit 114 Audience Rating Calculation Unit 115 Program Information Transmission Unit 131 Viewing Log Storage Unit 132 Target Information Storage Unit

Claims (6)

A system for evaluating television programs,
A viewing log storage unit that stores a viewing log that identifies a viewer who viewed the television program,
A target information storage unit that stores target information that identifies a segment to which the viewer belongs,
A segment identification unit that identifies an advertisement segment that is the segment to which the viewer who viewed the television program belongs, based on the viewing log and the target information;
An evaluation unit that evaluates the suitability of the targeting advertisement related to the television program according to the degree of variation of the advertisement segment,
A television program evaluation system comprising: The television program evaluation system according to claim 1,
The segment identification unit identifies the advertisement segment according to the number of the viewers belonging to the segment among the segments to which the viewer who viewed the television program belongs.
TV program evaluation system characterized by. The television program evaluation system according to claim 1 or 2,
The target information includes at least one of demographic information of the viewer and action history information of the viewer,
TV program evaluation system characterized by. The television program evaluation system according to any one of claims 1 to 3,
Communicatively connected to a user device used by a broadcaster, advertiser, or advertising agency,
An audience rating acquisition unit that acquires the audience rating of the television program,
A transmission unit for transmitting the fitness to the user device together with the audience rating of the television program,
A television program evaluation system, further comprising: The television program evaluation system according to claim 4,
When the audience rating is equal to or less than a predetermined value, the evaluation unit evaluates that the television program is suitable for the targeting advertisement regardless of the degree of variation in the advertisement segment,
TV program evaluation system characterized by. The television program evaluation system according to any one of claims 1 to 5,
The viewing log includes first information for identifying the viewer and information for identifying the television program,
The target information storage unit stores the target information in association with a second viewer different from the first viewer,
The target information includes information specifying the television program watched by the second viewer,
Further comprising a similarity determination unit that compares the viewing log and the target information to determine the similarity of the viewing behaviors of the first and second viewers,
The segment identification unit associates the first and second viewers with each other according to the similarity, and identifies the advertisement segment from the target information corresponding to the viewing log,
TV program evaluation system characterized by.