JP2020166785A - Television program evaluation system - Google Patents

Abstract

To provide a television program evaluation system which evaluates whether a television program is suitable for targeting advertisement.SOLUTION: In the television program evaluation system, an evaluation device 10 comprises a viewing log storage unit 131 for storing a viewing log which specifies a viewer who has watched a television program, a target information storage unit 132 for storing target information which specifies a stage of purchase funnel to which the viewer belongs, a funnel specification unit 116 for specifying a stage to which the viewer who has watched the television program belongs on the basis of the viewing log and the target information, and an evaluation unit 113 for evaluating a degree of adaptation of targeting advertisement related to the television program according to the stage.SELECTED DRAWING: Figure 3

Description

The present invention relates to a television program evaluation system.

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

Patent No. 5784205

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

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

The main invention of the present invention for solving the above problems is a system for evaluating a TV program, which includes a viewing log storage unit that stores a viewing log that identifies a viewer who has watched the TV program, and a viewing log storage unit of the viewer. A target information storage unit that stores target information for specifying the stage of the purchase funnel to which the program belongs, and a funnel specification for specifying the stage to which the viewer who has watched the TV program belongs based on the viewing log and the target information. A unit and an evaluation unit for evaluating the suitability of the targeting advertisement related to the TV program according to the stage are provided.

Other problems disclosed in the present application and solutions thereof will be clarified in the columns and drawings of the embodiments of the invention.

According to the present invention, it is possible to evaluate whether or not a television program is suitable for targeted advertising.

It is a figure which shows the whole structure example of the television program evaluation system which concerns on one Embodiment of this invention. It is a figure which shows the hardware configuration example of the evaluation apparatus 10. It is a figure which shows the software configuration example of the evaluation apparatus 10. It is a figure which shows the configuration example of the viewing log storage unit 131. It is a figure which shows the structural example of the target information storage part 132. It is a figure explaining the purchase funnel. It is a figure which shows the flow of the process which the evaluation apparatus 10 of this embodiment executes. It is a figure which shows the screen example displayed on the user apparatus 20.

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

[Item 1]
A system for evaluating TV programs
A viewing log storage unit that stores a viewing log that identifies a viewer who has viewed the TV program,
A target information storage unit that stores target information that identifies the stage of the purchase funnel to which the viewer belongs,
A funnel specifying unit that identifies the stage to which the viewer who has watched the TV 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 TV program according to the stage, and
A television program evaluation system characterized by being equipped with.
[Item 2]
The TV program evaluation system according to item 1.
The target information is information that can identify the segment to which the viewer belongs.
A segment identification unit for specifying an advertisement segment to which the viewer who has watched the TV program belongs based on the viewing log and the target information is further provided.
The evaluation unit evaluates the goodness of fit according to the degree of variation of the advertising segment, and corrects the goodness of fit according to the stage.
A TV program evaluation system featuring.
[Item 3]
The TV program evaluation system according to item 1 or 2.
The target information includes the behavior history information of the viewer.
A TV program evaluation system featuring.
[Item 4]
The TV program evaluation system according to any one of items 1 to 3.
The viewing log includes information that identifies the first viewer and information that identifies the television program.
The target information storage unit stores the target information in association with the second viewer different from the first viewer.
The target information includes information that identifies the television program viewed by the second viewer.
Further, a similarity determination unit for determining the similarity of the viewing behaviors of the first and second viewers by comparing the viewing log with the target information is provided.
The funnel specifying unit associates the first and second viewers according to the similarity, and identifies the stage from the target information corresponding to the viewing log.
A TV program evaluation system featuring.

FIG. 1 is a diagram showing an overall configuration example of a television program evaluation system according to an embodiment of the present invention. The television program evaluation system of the present embodiment includes an evaluation device 10 for evaluating a television program. The evaluation device 10 is communicably connected to the user device 20 via the 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 phone line network, a wireless communication network, or the like.

The evaluation device 10 is, for example, a computer operated by a company that investigates the audience rating of a television program. 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 TV program is suitable for the targeting advertisement based on the viewing log recording which viewer watched which TV program. At present, targeting advertisements are rarely performed on TV media, but a technique called addressable advertisement or programmatic TV has been introduced to display targeting advertisements even for TV program advertisements. The evaluation device 10 of the present embodiment is intended to provide a criterion for determining whether or not a television program should be made compatible with addressable advertisements.

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 view the addressable advertisement suitability of the television program displayed by the evaluation device 10.

FIG. 2 is a diagram showing 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 stores various data and programs, such as a hard disk drive, a solid state drive, and a flash memory. 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. , USB (Universal Serial Bus) connector for serial communication, RS232C connector, etc. The input device 105 is, for example, a keyboard, a mouse, a touch panel, a button, 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 showing 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 funnel identification unit 116, a viewing log storage unit 131, and the like. A target information storage unit 132 is provided. In the similarity determination unit 111, the segment identification unit 112, the evaluation unit 113, the viewing rate calculation unit 114, the program information transmission unit 115, and the funnel identification unit 116, the CPU 101 included in the evaluation device 10 is stored in the storage device 103. The program is read into the memory 102 and executed, and the viewing log storage unit 131 and the target information storage unit 132 are 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. Is realized as.

The viewing log storage unit 131 stores information (hereinafter, referred to as a viewing log) that identifies a viewer who has 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 the attributes of the viewer (viewer attributes) and the viewing log. The viewer attribute includes the gender, age, income, etc. of the viewer in association with the information for identifying the viewer (hereinafter referred to as the viewer ID). For the viewing log, a log recording device is installed in a sample household randomly selected for the audience rating survey, the log recording device identifies the channel that was viewed, and the viewer presses a button at the start of viewing. It is the information collected by identifying which viewer watched by the act of. The viewing log includes a household ID indicating a household, a viewer ID, a date and time when the viewer started watching television in the household, and a channel for viewing. By collating the viewing log with the program guide, it is possible to identify which viewer watched which TV program.

The target information storage unit 132 stores information for identifying the segment to which the viewer belongs (hereinafter, referred to as target information). 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 target information can be collected, for example, by questionnaire survey or analysis of cookies of a Web browser. The demographic information includes the 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 that the viewer has watched. The viewing information includes a program viewed by the viewer and a date and time when the viewing is started, in association with the viewer ID. The action history is information about various actions of the viewer. For example, a viewer can record a log of actions taken by the viewer as an action history, whether online or offline, such as shopping, reading a magazine, or browsing a website. The action history may be only the action on the Internet (history of using the Web browser). The action history includes the date and time when the action was performed and the action content in association with the viewer ID.

Even if the viewer ID indicated by the viewer ID of the viewing log (that is, the viewers constituting the sample household) does not overlap with the viewer indicated by the viewer ID of the target information (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 viewing behavior pattern grasped based on the viewing log and the viewing behavior pattern grasped based on the viewing information of the target information, and responds according to the similarity. Can be attached. The degree of similarity may be determined, for example, according to the number of times the same TV program was watched on the same date and time, or the watched TV program or its genre, viewing time, viewing order, etc. are compared. You may. Further, for example, a pattern in which TV programs viewed or their genres are arranged for each day of the week may be compared. The similarity determination unit 111 can associate the viewing log with the target information according to the obtained similarity.

The segment identification unit 112 identifies the segment of the viewer related to the television program. The segment identification unit 112 reads the corresponding viewing log from the viewing log storage unit 131 for the TV program, and demographics of the target information corresponding to the read viewing log (association is performed by the similarity determination unit 111). The segment is specified by the attributes included in the information and the actions included in the action history. As for the method of determining the segment based on the demographic attribute and the action history, a well-known method is used, and the description thereof is omitted here. The segment identification unit 112 also calculates the number of viewers included in each segment. For example, the segment identification unit 112 selects target information including a viewer ID belonging to the segment, identifies a viewing log corresponding to the specified target information, and eliminates duplication of the viewer ID included in the specified viewing log. By counting, the number of viewers included in the segment can be calculated.

The funnel specifying unit 116 identifies the stage of the purchase funnel (hereinafter, also simply referred to as a funnel) to which the viewer belongs. FIG. 6 is a diagram illustrating a funnel. A purchase funnel is a model of the flow of consumer behavior, in which a consumer makes a final step through the stages of "cognition," "interest / interest," and "comparison / examination" of a certain product or service. Indicates that it leads to "purchase / application". In this embodiment, it is assumed that the funnel is composed of five stages including the stage of "indifference" before reaching "cognition".

The funnel identification unit 116 identifies at what stage of the funnel the viewer is. The funnel can be identified, for example, by a questionnaire. In this case, the funnel specifying unit 116 accepts the input of the result of the questionnaire and estimates the stage of the funnel from the result. In addition, the funnel specifying unit 116 can also specify the stage of the funnel based on the action history included in the target information. For example, the funnel identification unit 116 determines that there is "cognition" when the viewer is viewing the advertisement of the predetermined product, and "interests" when the viewer is visiting the predetermined Web page.・ If it is judged that there was "interest", if the viewer searches for a specific keyword, it is judged that there was "comparison / examination", and if there is a purchase or application by the viewer, "purchase / application" is displayed. It can be determined that there was. The funnel stage (hierarchy) is not limited to the above-mentioned four stages (or five stages with indifference), and may be a purchase funnel expressing consumption activity by other divisions. Further, in the present embodiment, not only the purchase funnel but also a funnel (influence funnel) indicating the behavior after purchase may be included. The influence funnel can include, for example, the stages of "continuation," "introduction," and "outgoing." In this case, the funnel identification unit 116 determines, for example, that there was "continuation" when there were multiple purchase histories, and "introduction" when the referrer discount coupon from the viewer was used. It can be determined that there was a "transmission" when the information about the product was transmitted on the SNS or the like. In addition, the funnel specifying unit 116 may determine at which stage of the funnel the viewer is at, using a general method.

The funnel identification unit 116 calculates the percentage of viewers belonging to each stage of the funnel. The funnel identification unit 116 estimates, for example, at which stage of the funnel each of the viewers who conducted the questionnaire, or the viewer indicated by each viewer ID included in the behavior history, and at each estimated stage. The number of viewers should be totaled. In addition, the funnel specifying unit 116 does not specify the funnel for each viewer, for example, which funnel stage the consumption behavior such as the visited website, the searched keyword, and the purchased product, which is included in the behavior history, corresponds to. May be specified, and the behavior history records may be aggregated for each consumption behavior to calculate the percentage of viewers belonging to each stage constituting the funnel.

The funnel specifying unit 116 can specify a funnel for each product (including a service; the same applies hereinafter) to be advertised. The funnel specifying unit 116 can accept the input of one or more products to be advertised in a certain program and specify the funnel for each of the received products. For example, the funnel specifying unit 116 may access a computer of a broadcasting station to acquire a product to be advertised in a specific program. The funnel specifying unit 116 may calculate the composition ratio of the funnel for each product, or may calculate the composition ratio by totaling the number of people for all the products. Further, in the present embodiment, the funnel identification unit 116 is a viewer belonging to four stages of "indifferent", "cognition", "interest / interest", and "comparison / examination", excluding the "purchase / application" stage. It is assumed that the total of the numbers is 100%, and the composition ratio of these four stages is calculated.

The evaluation unit 113 evaluates that the TV program is suitable for the targeting advertisement. The evaluation unit 113 determines the suitability of the targeted advertisement according to the degree of variation in the segment of the viewer. For example, in the case of a program that is being watched by elementary school students, teenage high school girls, and male office workers in their thirties, the same product rarely appeals to all viewers, and elementary school students, high school girls, and office workers It is considered that the advertising effect is higher when different products are appealed to each man. On the contrary, if the program is mainly watched by a female office worker in her thirties, it is considered that the advertising effect of the conventional mass advertising is high without switching the advertisement. Therefore, the evaluation unit 113 can determine the goodness of fit according to the degree of variation in the segment of the viewer. The degree of variation of the segments may be expressed by the number of segments or by the distance of the relationship between the segments. For example, the distant relationship between segments is centered on various attributes that make up the segment (in this embodiment, each attribute of the demographic attribute and the attribute obtained based on the action history correspond to each other). It can be grasped as a distance in a multidimensional space. Attributes that become categorical variables can be converted to dummy variables and then used as axes. For example, the evaluation unit 113 can determine the goodness of fit so that the higher the number of segments, the higher the goodness of fit. Also, for example, in the case of a segment using gender and age, males are set to 1, females are set to 0, and ages are 0 for teens, 0.17 for 20s, 0.33 for 30s, and 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 viewer segments, a teenage male and a female in their 40s, the distance is the square of teens-40s (0-0.5) + male-female (1-0). ) Square root, which can be calculated as 1.12. If the viewer segment is female teens and female 20s, the square root of the square of teens-20s (0-0.17) + female-female (0-0) squared. , 0.17 can be calculated. The goodness of fit can be determined so that the longer this distance is, the higher the goodness of fit is. The evaluation unit 113 may not consider the segment to which the number of viewers belongs is small. For example, the evaluation unit 113 can determine the goodness of fit according to the degree of variation of segments having a predetermined number of people or more.

Further, the evaluation unit 113 corrects the goodness of fit according to the composition ratio of the number of viewers belonging to each stage of the funnel specified by the funnel specifying unit 116. The evaluation unit 113 has a standard value of the funnel composition ratio (usually, the number increases in the order of purchase / application, comparison / examination, interest / interest, cognition, and indifference) and the composition ratio calculated by the funnel identification unit 116. Can be compared and corrections can be made according to which hierarchy is less than the standard value. The funnel identification unit 116 deviates from the standard value, for example, when the indifference is more than the standard and the cognition is less than the standard, the cognition is insufficient and the mass advertisement is more appropriate than the targeting advertisement. Depending on the degree, it can be corrected so as to lower the degree of conformity. In addition, the funnel identification unit 116 deviates from the standard value, assuming that the targeting advertisement is appropriate when, for example, the cognition is more than the standard and the "interest / interest" or "comparison / examination" is less than the standard. Depending on the degree, it can be corrected to increase the degree of conformity.

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

The program information transmission unit 115 transmits information (hereinafter, referred to as program information) including the viewing rate of the television program and the goodness of fit of the television program to the targeting advertisement to the user device 20. The user device 20 displays the received program information, and the broadcasting station side can determine the advertisement price based on the audience rating and also determine which TV program is the target of the addressable advertisement.

FIG. 7 is a diagram showing a flow of processing executed by the evaluation device 10 of the present embodiment. The following processing is performed for each broadcasting station.

The evaluation device 10 performs the following processing for each of the television programs broadcast on 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 viewing behavior pattern grasped based on the viewing log and the viewing behavior pattern grasped based on the viewing information of the target information, and is similar. Correspondence can be made according to the degree.
The segment specifying unit 112 identifies the segment to which the viewer belongs based on the target information corresponding to the viewing log corresponding to the TV program (S402). One viewer may belong to a plurality of segments. The segment specifying unit 112 counts the number of viewers belonging to each segment, and sets the segment in which the counted number of viewers is a predetermined number or more as an advertising segment (S403).

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

Further, the evaluation unit 113 corrects the goodness of fit according to the composition ratio of the number of viewers belonging to each stage of the funnel specified by the funnel specifying unit 116 (S405). As described above, the evaluation unit 113 lowers the goodness of fit when the composition ratio of "cognition" is smaller than the standard value, and the composition ratio of "interest / interest" or "comparison / examination" is smaller than the standard value. In some cases, it can be corrected to increase the goodness of fit.

The audience rating calculation unit 114 selects a viewing log corresponding to the TV program from the viewing log storage unit 131, and calculates the audience rating based on the selected viewing log (S406). The audience rating calculation unit 114 can, for example, divide the number of unique household IDs included in the selected viewing log by the number of sample households to obtain the audience rating.

After performing the above processing for each TV program, the program information transmission unit 115 creates program information including the audience rating and the goodness of fit for each TV program, and transmits the program information to the user device 20 (S407). The program information transmission unit 115 may include information for explaining the advertisement segment corresponding to the 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 goodness of fit of the addressable advertisement for each program. FIG. 8 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 goodness of fit of the addressable advertisement in association with the program name of each television program. The broadcasting station can determine which program to perform the addressable advertisement with reference 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 goodness of fit of whether or not the TV program is effective for the targeting advertisement (addressable advertisement) based on the viewing log. Therefore, it is possible to make only programs suitable for targeted advertising compatible with addressable advertisements, and while maintaining the effectiveness of mass advertisements that try to reach and raise awareness among many people in linear broadcasting, addressable advertisements can be used. It 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 goodness of fit of the targeting advertisement related to the program is determined according to the number of segments of the viewer who is viewing the program. Can be asked. Mass advertising for all viewers in TV programs watched by a wide range of viewers is effective for branding corporate images, but is effective for advertising products with a limited user base. Inferior in sex. According to the evaluation device 10 of the present embodiment, when the number of viewer segments is large, it can be evaluated that the targeting advertisement is effective, so that users such as broadcasting stations, advertisers, and advertising agencies can use the book. With reference to the evaluation by the evaluation device 10 of the embodiment, it is possible to easily grasp which program is suitable for the addressable advertisement.

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

Further, according to the evaluation device 10 of the present embodiment, the targeting information includes demographic attributes and behavioral history, and targeting advertisements according to attributes such as age, gender, income, and occupation can also be viewed and viewed. It is possible to obtain the goodness of targeting advertisement including behavioral targeting according to behavior such as click history and purchase history.

Further, according to the evaluation device 10 of the present embodiment, the goodness of fit can be transmitted to the user device 20 together with the audience rating. Therefore, on the user side, it is possible to perform a simulation when the program is made compatible with addressable advertisements while assuming an 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, it is possible to segment the viewers of the television program which is a linear broadcast by using the browsing history (behavior history) of the Web browser on the Internet. Therefore, the TV program can be evaluated from the viewpoint of the target segment of the targeting advertisement based on a wide range of attributes, behavior history, etc., as well as the basic information of the viewer.

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 an equivalent 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. You may want to ask for a segment of the viewer.

Further, in the present embodiment, the goodness of fit of the addressable advertisement is determined according to the variation of the segment of the viewer, and then the goodness of fit is corrected according to the composition ratio of the funnel, but the goodness of fit is not considered. , The goodness of fit may be corrected according to the composition ratio of the funnel. In this case, the evaluation unit 113 has a lower goodness of fit as the funnel stage is higher in the funnel (upper in FIG. 6), that is, in the order of purchase / application, comparison / examination, interest / interest, cognition, and indifference. The goodness of fit can be determined so as to be.

Further, in the present embodiment, the degree of suitability is corrected according to the composition ratio of the viewers belonging to each stage of the funnel, but the present invention is not limited to this, and the viewer as a whole belongs to which funnel stage. May be determined, and the goodness of fit may be determined according to the determined stage. In this case, the evaluation unit 113 totals the number of viewers belonging to each stage, and determines the stage having the largest number obtained by subtracting the number of viewers from the standard value as the stage of the entire viewer, and this stage is the upper rank of the funnel. The lower the goodness of fit (that is, in the order of purchase / application, comparison / examination, interest / interest, cognition, and indifference) (that is, less suitable for addressable advertising, and more suitable for mass advertising). The goodness of fit can be determined as shown). For example, if the determined stage is "purchase / application", it is "100", if it is "comparison / examination", it is "75", if it is "interest / interest", it is "50", and if it is "cognition", it is "25". , "Indifference", the goodness of fit can be determined as "0". Even when the influence funnel is taken into consideration, the evaluation unit 113 can determine the goodness of fit so that the higher the funnel, the lower the goodness of fit. For example, the evaluation unit 113 has a goodness of fit of "100" when the funnel stage is "outgoing", "90" when it is "introduction", "80" when it is "continue", and "purchase / application". If there is "70", if "comparison / examination" is "60", if "interest / interest" is "40", if "cognition" is "20", if "indifferent" is "0" Can be determined as

In addition, when the evaluation unit 113 has reached the stage of "purchase / application" which is the final purpose of the advertisement in the purchase funnel (and as it progresses through all the stages of the influence funnel after that), the evaluation unit 113 lowers the degree of conformity. The correction may be made as follows. In other words, if the targeting advertisement is positioned to motivate the viewer's pre-purchase psychological state toward the purchase, it is effective not to lower the brand recognition by mass advertising again after the purchase. Can happen. In consideration of such a case, the evaluation unit 113 can adjust the goodness of fit of the addressable advertisement which is the targeting advertisement.

Further, the evaluation unit 113 may store different correction values for each advertiser according to the stage of the funnel, and make corrections using these correction values. In this case, it is possible to determine the effectiveness of the addressable advertisement according to the branding strategy considering the advertiser's funnel.

Further, in the present embodiment, the viewing log is collected by using a 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 watched the program by an action such as pressing a button by the viewer, or machine learning the viewing log collected by the log recording device. It is also possible to estimate what kind of household composition and which member watched which program from the device log.

In addition, the TV receiver links mobile devices such as smartphones and tablet computers, and the TV receiver recognizes the mobile devices that exist in the vicinity when outputting video, 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 viewing log, but the present invention is not limited to this, and the input of the audience rating calculated elsewhere may be accepted. For example, the audience rating calculation unit 114 may receive information indicating a program and the audience rating of the program indicated by the information from the user, or may use another computer (for example, a database server) that stores the audience rating. ) May be accessed to obtain the audience rating for each program.

Further, in the present embodiment, the goodness of fit 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 is possible for the advertiser side of the advertisement, such as an advertiser or an advertising agency, to request the broadcasting station to make a program with a high degree of conformity into an addressable advertisement.

Further, in the present embodiment, the target information includes the demographic attribute of the viewer and the action history, but only one of them may be used, for example, the habit, hobby, preference, etc. of the viewer. Psychographic attributes that analyze values may be included. In addition, geographic information based on the position collected by GPS or the like may be included. Further, the search history including the search keyword input to the search engine may be included.

Further, in the present embodiment, the target information is collected by questionnaire survey, analysis of cookies of the Web browser, etc., but instead of or in addition to this, the access log on the website side and the store It is also possible to collect the sales history in the above, the click history measured by the operator of the advertisement distribution service, and the like. Further, the TV receiver may cooperate with a mobile device such as a smartphone or a tablet computer to acquire various historical information such as operation information of the mobile device from the linked mobile device and record it as a device log.

Further, in the present embodiment, only the segments to which the number of viewers of a predetermined number or more belong are counted, but the present invention is not limited to this, and for example, the number of segments is totaled after weighting by the number of viewers. The goodness of fit may be calculated. Further, the number of viewers may be totaled after weighting according to the attributes of the viewers, and the number of segments may be counted according to the number of weighted viewers. For example, for a program that is watched by a small number of wealthy people, there may be a need to develop targeting advertisements targeting only the wealthy people, and the suitability of the targeting advertisement is determined in consideration of these needs. It becomes possible.

10 Evaluation device 20 User device 111 Similarity judgment 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 (4)

A system for evaluating TV programs
A viewing log storage unit that stores a viewing log that identifies a viewer who has viewed the TV program,
A target information storage unit that stores target information that identifies the stage of the purchase funnel to which the viewer belongs,
A funnel specifying unit that identifies the stage to which the viewer who has watched the TV 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 TV program according to the stage, and
A television program evaluation system characterized by being equipped with. The television program evaluation system according to claim 1.
The target information is information that can identify the segment to which the viewer belongs.
A segment identification unit for specifying an advertisement segment to which the viewer who has watched the TV program belongs based on the viewing log and the target information is further provided.
The evaluation unit evaluates the goodness of fit according to the degree of variation of the advertising segment, and corrects the goodness of fit according to the stage.
A TV program evaluation system featuring. The television program evaluation system according to claim 1 or 2.
The target information includes the behavior history information of the viewer.
A TV program evaluation system featuring. The television program evaluation system according to any one of claims 1 to 3.
The viewing log includes information that identifies the first viewer and information that identifies the television program.
The target information storage unit stores the target information in association with the second viewer different from the first viewer.
The target information includes information that identifies the television program viewed by the second viewer.
Further, a similarity determination unit for determining the similarity of the viewing behaviors of the first and second viewers by comparing the viewing log with the target information is provided.
The funnel specifying unit associates the first and second viewers according to the similarity, and identifies the stage from the target information corresponding to the viewing log.
A TV program evaluation system featuring.