JP2021111322A - Apparatus and method for evaluating effect of tvcm and program therefor - Google Patents

Abstract

To perform further fine-unit evaluation in a method for evaluating effects of TVCM.SOLUTION: An apparatus 100 calculates a difference Δi in the number of accesses before and after N-number of past time points ti (S201). Next, the apparatus 100 divides the N-number of time points ti and calculates standard deviation in distribution of the number of access increases for every division (S202). The apparatus 100 acquires an airtime t of TVCM to be evaluated (S203). The apparatus 100 acquires standard deviation σ of a division corresponding to the received airtime t (S204). The apparatus 100 calculates a difference Δ in the number of acquired accesses before and after the airtime t of the TVCM (S205), and compares the number Δ of access increases with the acquired standard deviation σ, and evaluates the effect of the TVCM (S206).SELECTED DRAWING: Figure 2

Description

The present invention relates to a device, a method and a program for evaluating the effect of TVCM.

Although the market size of Internet advertising (Japan) has grown significantly toward the market size of about 2 trillion yen for commercials (hereinafter referred to as "TVCM") that are broadcast on TV, TV still has the greatest influence. It is a medium with. A strong impression can be given to the viewer by repeatedly transmitting the message by audio and video.

It is presumed that the effect of TV commercials is influenced by which program was broadcast in relation to which program, but it is not possible to measure the effect of TV commercials at such a resolution at present. Then, the inventors have noted that in order to measure the effect at such a resolution, it is necessary to evaluate the effect in a finer unit rather than in a daily unit or the like.

The present invention has been made in view of such problems, and an object of the present invention is to enable more detailed evaluation of units in a device, a method, and a program for evaluating the effect of TVCM. It is in.

In order to achieve such an object, the first aspect of the present invention is a method for the computer to evaluate the effect of the TVCM, and the step of receiving the broadcast time of the TVCM to be evaluated. , A step of acquiring one or more threshold values for one or more divisions corresponding to at least one of the airing day or its attribute and time zone or its attribute determined from the airing time, and an access score at the airing time. The access score includes a step of evaluating the effect of the TVCM by comparing Δ with the acquired one or more thresholds or a value σ determined using the one or more thresholds. It is determined by using the number of accesses to the website or its approximate value in the first period after or after the time point and the number of accesses to the website or its approximate value in the second period before or before the time point. It is a value representing an increase in access, and the acquired one or a plurality of threshold values are stored so that the computer can acquire the threshold value.

The second aspect of the present invention is characterized in that, in the first aspect, the threshold value is a standard deviation.

Further, in the third aspect of the present invention, in the second aspect, the access score is the number of accesses to the website or an approximate value thereof in the first period after or after a certain point in time and before the certain point in time. Alternatively, the number of accesses to the website in the previous second period, the difference from the approximate value thereof, or a value corresponding thereto is characterized.

Further, a fourth aspect of the present invention is characterized in that, in the third aspect, the comparison is a determination as to whether or not Δ−σ> 1.5σ is satisfied.

Further, a fifth aspect of the present invention is, in the third aspect, the comparison is to calculate a ratio represented by Δ / σ and determine whether or not the ratio is larger than a predetermined value. It is characterized by that.

Further, in the sixth aspect of the present invention, in any one of the first to fifth aspects, the first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. It is a feature.

A seventh aspect of the present invention is characterized in that, in the sixth aspect, the first and second periods are expressed in units of 1 minute to 5 minutes.

In addition, an eighth aspect of the present invention is characterized in that, in any one of the first to seventh aspects, the step of acquiring the broadcasting area of the TV commercial is further included.

A ninth aspect of the present invention is a program for causing a computer to execute a method for evaluating the effect of TVCM, in which the method receives the airing time of the TVCM to be evaluated. A step, a step of acquiring one or more threshold values for one or more divisions corresponding to at least one of the airing day or its attribute and time zone or its attribute determined from the airing time, and the airing time. The access score includes a step of evaluating the effect of the TVCM by comparing the access score Δ with the acquired one or more threshold values or the value σ determined by using the one or more threshold values. , The number of accesses to the website or its approximate value in the first period after or after a certain point in time, and the number of accesses to the website or its approximate value in the second period before or before the certain point in time are used. It is a value representing the access increase determined by the above, and the acquired one or a plurality of threshold values are stored so that the computer can acquire the threshold value.

A tenth aspect of the present invention is a device for evaluating the effect of a TVCM, which receives the broadcast time of the TVCM to be evaluated, and the broadcast day or its attribute determined from the broadcast time. The one or more threshold values obtained by acquiring one or more threshold values and acquiring the access score Δ at the airing time for one or more divisions corresponding to at least one of the time zone or its attribute, or the said one or more threshold values. The effect of the TVCM is evaluated by comparing it with a value σ determined using one or more threshold values, and the access score is the number of accesses to the website or the number thereof in the first period after or after a certain point in time. A value representing an increase in access determined by using an approximate value and the number of accesses to the website or an approximate value thereof in the second period before or before the time point, and the acquired threshold value of one or more. Is characterized in that the device is retrievably stored.

According to one aspect of the present invention, by evaluating the effect of the TVCM using the number of accesses recorded in a predetermined unit of minutes or a predetermined number of seconds to the website associated with the TVCM to be evaluated. , It is possible to evaluate the effect of broadcasting each TV commercial with high accuracy.

It is a figure which shows the apparatus for evaluating the effect of TVCM which concerns on one Embodiment of this invention. It is a figure which shows the flow of the method for evaluating the effect of TVCM which concerns on one Embodiment of this invention. Is a diagram schematically showing the number of accesses before and after the last of the N time t _i is used in an embodiment of the present invention. It is a figure which shows the standard deviation for each day of the week and time zone of the access number to the website calculated in one Embodiment of this invention.

Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings.

FIG. 1 shows an apparatus for evaluating the effect of a TV commercial according to an embodiment of the present invention. The device 100 evaluates the effect of the TVCM based on the airing time of the TVCM and the number of accesses to the website associated with the TVCM.

The device 100 includes a communication unit 101 such as a communication interface, a processing unit 102 such as a processor and a CPU, and a storage unit 103 including a storage device such as a memory and a hard disk or a storage medium, and provides a program for performing each process. It can be configured by running. The device 100 may also include one or more devices, a computer or a server, and the program may include one or more programs, and may be recorded on a computer-readable storage medium. It can be a transient program product. The program can be stored in a storage device or storage medium accessible from the storage unit 103 or the device 100, and executed in the processing unit 102.

The device 100 further includes a database 104 and stores a set of parameters calculated based on the number of accesses to the website 110. The effectiveness of TV commercials is evaluated using at least a part of the set of parameters. The set of parameters will be described later.

Here, although an example in which the database 104 is provided separately from the storage unit 103 is illustrated, the data stored in the database 104 may be stored in the storage unit 103, and the computer network from the device 100. It may be stored in a storage device or storage medium accessible via.

The broadcast time of the TV commercial to be evaluated can be received from the user terminal 120 capable of communicating with the device 100 via the computer network. A user of a TVCM effect evaluation service available on a website provided by the device 100 inputs a TVCM airing time to the website using a user terminal 120, or includes one or more TVCM airing times. It is conceivable that the user uploads the data from the user terminal 120 to the device 100. Further, it is conceivable that the device 100 receives data including one or a plurality of airing times of the TV commercial from a server (not shown) that provides data related to the TV commercial via a computer network, for example, using an API. As described above, various methods can be considered in which the device 100 acquires the broadcast time of the TV commercial.

FIG. 2 shows the flow of a method for evaluating the effect of a TV commercial according to an embodiment of the present invention. First, the apparatus 100, from the database 104, _(a N is an integer of 1 or more, i is 1 or more N an integer.) Past the N time t _i in the first period of subsequent or later get the number of accesses to the web site 110 in the previous or the second period before the access number and the plurality of time points to the web site 110, at each time point t _i, the number of accesses and a second period in the first period calculating the difference delta _i between the access number (S201). As an example, represents the number of accesses in one minute increments, for the past each time point t _i, such as shown in FIG. 3, the number of accesses of the previous 3 minutes access number and the time t _i of each time point t _i after the 3 minutes Calculate the difference Δ _i from. The difference delta _i access number, it can be said that the number of accesses increases relative to the respective time point t _i.

Here, the inventors have found that the period until the TVCM viewer takes action on the Internet and appears as the number of accesses to the website 110 is about 3 minutes or the like, and is not necessarily limited to 3 minutes. However, the present invention focuses on a few minutes after the TV commercial is aired.

In the above description, but to define the delta _i in t _i the time as a difference in the access number, increased access by subtracting from the number of accesses in the first period is doubled the number of accesses in the period half of the first period The number Δ _i can be calculated. In other words, the difference may be considered an increased access number delta _i of the access number or the access number or an approximate value thereof at the approximate value and the second period in the first period. Further, the value obtained by the difference may be multiplied by a constant or a constant may be added, and more generally, the number of accesses or an approximate value thereof in the first period after or after a certain point in time and the said value. The difference from the number of accesses or an approximate value thereof in the second period before or before a certain point in time, or a value corresponding thereto may be referred to as an "access score". More generally, the "access score" is the number of accesses or an approximation thereof in the first period after or after a certain point in time and the number of accesses or an approximation thereof in the second period before or before the time point. It is a value indicating the access increase determined by using.

Then, the apparatus 100, day or by dividing the N number of time t _i based on at least one of its attributes and time of day or its attributes, to calculate the standard deviation of the distribution of access score for each classification (S202) .. _{As an example, FIG. 4 shows standard deviations σ m, n} (m is an integer of 1 or more and 7 or less, and n is an integer of 0 or more and 23 or less) when divided by day of the week and hourly. Here, when m is 1, it corresponds to Sunday, and when n is 0, it corresponds to 0 o'clock. The standard deviation may be classified according to whether the attribute of the day of the week is a weekday or a holiday, or the attribute of the time zone is morning, noon, or night. The device 100 can store the standard deviation calculated in this way in the database 104 so that it can be acquired in the subsequent effect measurement.

Further, the calculation of the standard deviation, Tokyo, may be beneficial to perform each region and Fukuoka, in addition to at least one of the N time points t _i a day or its attributes and the time zone or the attribute It may be classified based on the region. It may be possible to determine from which point or region the access to the website 110 was made from a terminal, and in such a case, it is possible to classify the number of accesses to the website 110 for each region.

Then, the device 100 receives the broadcast time t of the TV commercial to be evaluated via the computer network (S203). It is preferable that the device 100 is acquired by adding the identifier of the TVCM. If the association between the TVCM identifier and the website identifier is stored, the device 100 determines the website to be used for measuring the effect of the TVCM based on the acquired TVCM identifier, and accesses the website. The standard deviation calculated using the numbers can be obtained. Alternatively, the device 100 may obtain the identifier of the website 110 associated with the TVCM directly from the user terminal 120 or other computer in addition to the airing time t of the TVCM. The device 100 may acquire the broadcasting area of the TVCM at the same time as or before or after the broadcasting time t is acquired.

In addition, the device 100 has one or more of the website 110 associated with the TVCM for one or more categories corresponding to the day of the week or its attribute and the time zone or at least one of the attributes determined from the received airing time t. Acquire a plurality of standard deviations (S204).

When the standard deviation is stored for each day of the week and time zone as a set of parameters as shown in FIG. 4, the device 100 may acquire the values of the day of the week and the time zone corresponding to the received airing time t. .. Further, the device 100 determines whether the received airing time t is a weekday or a holiday, acquires the values of a plurality of days of the week corresponding to the weekday if it is a weekday, and uses this to obtain, for example, the average standard of the weekday. The deviation may be defined. Further, the device 100 determines whether or not the received airing time t is night, acquires values of a plurality of time zones corresponding to night if it is night, and uses this to obtain, for example, an average of night. A standard deviation may be set. Alternatively, if as a set of parameters, the standard deviation classified by the classification corresponding to the attribute of the day of the week such as weekday or holiday and the classification corresponding to the attribute of the time zone of morning, noon or night is stored. The device 100 can determine the attribute of the received airing time t and acquire the value of the corresponding category. Further, when the standard deviation is stored for each area, the device 100 can acquire the broadcasting area in addition to the broadcasting time t, and can acquire the standard deviation of the division corresponding to the broadcasting area.

The device 100 calculates an access score Δ such as the number of access increases at the acquired TV commercial broadcast time t (S205). Here, the airing time t can be expressed in units of 1 minute or several minutes or 1 second, several seconds or several tens of seconds. Further, the airing time t may be converted into 1 minute or several minutes in calculating the access score by acquiring data expressed in units of 1 second, several seconds or several tens of seconds. Here, according to the findings of the inventors, "several minutes" is preferably 2 minutes or 3 minutes, but is not limited to this, and 4 minutes, 5 minutes, or the like can be considered. Further, "several seconds" may be 3 seconds, 5 seconds, etc., and "tens of seconds" may be 30 seconds, 50 seconds, etc. The airing time t can be broadly expressed in a predetermined unit of minutes or a predetermined number of seconds, and may be expressed in any unit of less than 10 minutes or less than tens of minutes, for example.

Then, the device 100 evaluates the effect of the TVCM by comparing the access score Δ with respect to the website 110 with one or a plurality of standard deviations of the website 110 or a value σ determined by using the one or a plurality of standard deviations (the effect of the TVCM is evaluated. S206). As an example, as represented by Δ> 1.5σ, if the access score Δ is larger than the value obtained by multiplying the standard deviation σ by a predetermined coefficient, it is effective, and if it is less than that, it is evaluated as having no effect. Can be mentioned. Alternatively, a ratio represented by Δ / σ may be calculated, and if the ratio is larger than a predetermined value, it is effective, and if it is less than that, it is evaluated that there is no effect. Here, an example of the value σ determined by using one or a plurality of standard deviations is an average value of a plurality of standard deviations.

In the above description, the "access count" means the number of accesses made to the website 110, a page view that counts the number of pages viewed, and a page view that counts the number of pages viewed, and even if a plurality of pages are viewed, they are viewed by the same terminal. If so, various counting methods such as the number of sessions counting as 1 are possible.

Further, in the above description, the presence or absence of the effect of the TVCM is evaluated, but the probability that the effect of the TVCM has appeared may be evaluated based on the comparison between the access score Δ and the standard deviation σ. Specifically, one or a plurality of threshold values are set for the comparison result between the access score Δ and the standard deviation σ, and if each threshold value is exceeded, the probability x of the effect is a <x ≦ b. (A and b are numbers between 0 and 100).

Further, in the above description, the calculation of the standard deviation for each category is described as being performed by the device 100, but the calculation is performed by a device, computer or server different from the device 100, and the device 100 later acquires this. You may memorize it as much as possible.

Further, in the above description, described as the distribution of access scores delta _i in the past of N time t _i, and stores the standard deviation calculated for each classification were dividing the N number of time t _i but was generally about the value of the access score delta _i in the past of N time t _i, stores the one or more thresholds were calculated for each segment obtained by dividing the N time t _i, This is acquired later by the device 100, and the access score Δ at the airing time of the TVCM to be evaluated is acquired by the one or more threshold values or a value σ determined by using the one or more threshold values. It is also conceivable to evaluate the effect of the TVCM in comparison with. Each threshold acquired is more generally considered to be a threshold defined for each category classified by the day of the week or its attributes and the time zone or at least one of the attributes, and the web associated with the TV commercial. It should be added that the number of accesses to the site 110 or its approximate value is not necessarily limited to the one calculated directly, and it is not necessarily excluded that the same value is taken in different categories.

If there is no description of "only" such as "based on XX only", "according to XX only", and "in the case of XX only", additional information is provided in this specification. Note that it is assumed that also can be considered. Also, as an example, it should be noted that the description "b in the case of a" does not necessarily mean "always b in the case of a" or "b immediately after a", except when explicitly stated. I want to be. Further, the description "each a constituting A" does not necessarily mean that A is composed of a plurality of constituent elements, but includes that the constituent elements are singular.

Further, just in case, even if some method, program, terminal, device, server or system (hereinafter referred to as "method") has an aspect of performing an operation different from the operation described in the present specification, each of the present inventions The aspect is intended to be the same operation as any of the operations described in the present specification, and the existence of an operation different from the operation described in the present specification means that the method and the like are described in each of the present inventions. It is added that it is not outside the scope of the aspect.

Further, "start" and "end" shown in FIG. 2 are merely examples, and do not mean that the method according to the present embodiment is always started by S201 and always ends by S206.

100 Device 101 Communication unit 102 Processing unit 103 Storage unit 104 Database 110 Website 120 User terminal

Claims (10)

A computer is a way to evaluate the effectiveness of TV commercials.
The step of acquiring the airing time of the TV commercial to be evaluated, and
A step of acquiring one or more threshold values for one or more divisions corresponding to at least one of the airing day of the week or its attribute and time zone or its attribute determined from the airing time.
Including a step of evaluating the effect of the TVCM by comparing the access score Δ at the airing time with the acquired one or more threshold values or the value σ determined using the one or more threshold values.
The access score is the number of accesses to the website or an approximation thereof in the first period after or after a certain point in time and the number of accesses to the website in the second period before or before the time point or an approximation thereof. It is a value that represents the increase in access determined by using the value.
The acquired one or more threshold values are audibly stored by the computer. The method according to claim 1.
The method according to claim 1, wherein the threshold value is a standard deviation. The method according to claim 1 or 2.
The access score is the number of accesses to the website or an approximation thereof in the first period after or after a certain point in time and the number of accesses to the website in the second period before or before the time point or an approximation thereof. It is characterized in that it is a difference from the value or a value corresponding thereto. The method according to claim 3, wherein the comparison is made.
Δ−σ> 1.5σ
It is characterized in that it is a determination as to whether or not the condition is satisfied. The method according to claim 3, wherein the comparison is made.
It is characterized in that the ratio represented by Δ / σ is calculated to determine whether or not the ratio is larger than a predetermined value. The method according to any one of claims 1 to 5.
The first and second periods are represented by a predetermined unit of fractions or a predetermined number of seconds. The method according to claim 6.
The first and second periods are represented in units of 1 to 5 minutes. The method according to any one of claims 1 to 7.
It is characterized by further including a step of acquiring the broadcasting area of the TV commercial. A program for causing a computer to execute a method for evaluating the effect of TVCM.
The step of receiving the airing time of the TV commercial to be evaluated, and
A step of acquiring one or more threshold values for one or more divisions corresponding to at least one of the airing day of the week or its attribute and time zone or its attribute determined from the airing time.
Including a step of evaluating the effect of the TVCM by comparing the access score Δ at the airing time with the acquired one or more threshold values or the value σ determined using the one or more threshold values.
The access score is the number of accesses to the website or an approximation thereof in the first period after or after a certain point in time and the number of accesses to the website in the second period before or before the time point or an approximation thereof. It is a value that represents the increase in access determined by using the value.
The acquired one or more threshold values are audibly stored by the computer. A device for evaluating the effects of TV commercials.
Receive the airing time of the TV commercial that is the object of evaluation,
Acquire one or more threshold values for one or more divisions corresponding to at least one of the airing day of the week or its attribute and time zone or its attribute determined from the airing time.
The effect of the TVCM is evaluated by comparing the access score Δ at the airing time with the acquired one or more threshold values or the value σ determined using the one or more threshold values.
The access score is the number of accesses to the website or an approximation thereof in the first period after or after a certain point in time and the number of accesses to the website in the second period before or before the time point or an approximation thereof. It is a value that represents the increase in access determined by using the value.
The acquired one or more threshold values are audibly stored by the apparatus.

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