JP2022136062A - Device, method, and program for analyzing effect of television commercials - Google Patents

Abstract

To provide a device, a method, and a program for analyzing the effect of television commercials that allow a multifaceted analysis such as a 3C analysis.SOLUTION: A device 100 receives an input from a user terminal 110. The device 100 acquires at least one piece of broadcast data related to the received input from a database 104. The device 100 acquires a search score at the time of broadcasting in the acquired broadcast data. The device 100 sends a search score related to at least a part of the items in the at least one piece of broadcast data and also related to each piece of broadcast data, to the user terminal 110.SELECTED DRAWING: Figure 1

Description

The present invention relates to an apparatus, method, and program for analyzing the effect of TVCM.

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

However, at present, it cannot be said that a method for quantitatively measuring the effectiveness of TV commercials is sufficiently provided. In addition to measuring the effects of TV commercials aired by your company, you can also analyze the effects of TV commercials aired by competitors, and analyze what kind of TV commercials produce what kind of effects in the wider market to which your company belongs. , so-called 3C analysis. Here, "3C" means Company, Competitor, and Customer, that is, market. Also, verifying what kind of TVCM is effective outside the market to which the company belongs is beneficial for improving the efficiency of TVCM in the company, and such an analysis is desired.

The present invention has been made in view of such problems, and its object is to enable multifaceted analysis such as 3C analysis in an apparatus, method, and program for analyzing the effect of TVCM. to do.

It should be noted that although the new analytical technique according to the present invention enables any of the various embodiments disclosed herein as sub-concepts, each of these sub-concepts is valid in its own right, and this It is added that this is a new invention that enables analysis that has not been provided until now.

To achieve these objects, a first aspect of the present invention is a method for analyzing the effectiveness of TV commercials, comprising: receiving input from a user terminal; or a step of obtaining a plurality of broadcast data, a step of obtaining a search score at a broadcast time included in each broadcast data, and at least a part of items included in the one or a plurality of broadcast data or those items in the user terminal. and a search score associated with each showing data or data corresponding to them.

Also, a second aspect of the present invention is a method for analyzing the effectiveness of TV commercials, comprising the steps of: receiving input from a user terminal; obtaining one or more broadcast data; obtaining a search score at the broadcast time included in the user terminal, according to the input, at least a part of the items included in the one or more broadcast data or data corresponding to them and each broadcast data and transmitting search scores associated with or data corresponding to them.

In addition, in the third aspect of the present invention, in the first or second aspect, the search score is the number of searches by the first word in a search engine in a first period after or after a certain time point, or an approximation thereof A value representing an increase in the number of searches determined using a value and the number of searches by the second word corresponding to the first word in the search engine in a second time period prior to or prior to the point in time, or an approximation thereof. is.

Further, according to a fourth aspect of the present invention, in the third aspect, the second word is the same as the first word, and the first word is the TVCM targeted by each broadcast data. One or more words or their combination as a logical OR or logical AND, defined in relation to each other.

Further, according to a fifth aspect of the present invention, in any one of the first to fourth aspects, the search score is a value calculated for each attribute of the searcher.

Further, according to a sixth aspect of the present invention, in the fifth aspect, the search score or data corresponding thereto is calculated for each attribute before the transmission.

Further, according to a seventh aspect of the present invention, in the fifth aspect, the search score or data corresponding thereto is calculated according to the input attribute before the transmission.

Moreover, according to an eighth aspect of the present invention, in any one of the fifth to seventh aspects, the attribute is at least one of sex, age and region.

Further, according to a ninth aspect of the present invention, in any one of the first to sixth aspects, the input includes a product name, a service name, a brand name, or a category name to which any of these belongs, and At least some of the items included in the plurality of broadcast data include the product name, service name, or brand name.

Further, according to a tenth aspect of the present invention, in any one of the first to eighth aspects, the at least part of the items included in the one or more broadcast data is a TVCM targeted by each broadcast data. Contains a creative identifier or broadcast time.

The eleventh aspect of the present invention, in any one of the first to tenth aspects, further comprises the step of transmitting the number of viewers associated with each broadcast data or data corresponding thereto to the user terminal. include.

A twelfth aspect of the present invention is a program for causing a computer to execute a method for analyzing the effect of TV commercials, the method comprising: receiving input from a user terminal; obtaining a search score at a broadcast time included in each piece of broadcast data; and providing the user terminal with information on items included in the one or more items of broadcast data. and transmitting at least a portion or data corresponding thereto and a search score associated with each showing data or data corresponding thereto.

A thirteenth aspect of the present invention is a program for causing a computer to execute a method for analyzing the effect of TV commercials, the method comprising: receiving input from a user terminal; acquiring a plurality of pieces of broadcast data; acquiring a search score at a broadcast time included in each piece of broadcast data; and transmitting at least a portion or data corresponding thereto and a search score associated with each showing data or data corresponding thereto.

Also, a fourteenth aspect of the present invention is an apparatus for analyzing the effect of TV commercials, which receives an input from a user terminal, one or more broadcast data associated with the input, and each broadcast Acquiring a search score at the broadcast time included in the data, and transmitting at least part of the items included in the one or more broadcast data or data corresponding to them to the user terminal and a search score associated with each broadcast data, or Send the data corresponding to them.

A fifteenth aspect of the present invention is an apparatus for analyzing the effect of TV commercials, which receives an input from a user terminal, and includes one or more broadcast data and a broadcast time included in each broadcast data. obtains a search score in, and, according to the input, at least a part of the items included in the one or more broadcast data or data corresponding to them and a search score associated with each broadcast data, or Send the data corresponding to them.

According to one aspect of the present invention, it is possible to provide data for viewing TVCM analysis results on a user terminal according to an input from a user.

1 is a diagram showing an apparatus for analyzing the effect of TVCM according to one embodiment of the present invention; FIG. 1 is a flow diagram of a method for analyzing the effect of TVCM according to one embodiment of the present invention; FIG. 4 is a diagram schematically showing the result of analyzing the effects of TVCM according to one embodiment of the present invention; FIG. 10 is a diagram showing an example of temporal change in the number of searches after a TVCM is aired;

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

FIG. 1 shows an apparatus for analyzing the effect of TVCM according to one embodiment of the present invention. The device 100 receives an input from the user terminal 110 used by the user company of the analysis service provided by the device 100 via a computer network, returns data according to the input to the user terminal 110, and can view the analysis result. do.

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 or storage medium such as a memory and a hard disk, and stores programs for performing each process. It can be configured by running Device 100 may include one or more devices, computers or servers. Also, the program may include one or more programs, and may be recorded on a computer-readable storage medium to be a non-transitory 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 by the processing unit 102 . The device 100 may further include a database 104 that stores various data used for analyzing the effects of TVCM. may also be stored in the database 104 below, but is not limited to this.

First, the device 100 receives input from the user terminal 110 (S201). The input includes the company name of the company or another company or its abbreviation, the name of the product of the company or another company or its abbreviation, and the like. When multiple company names or multiple product names are entered with a logical sum, that is, an OR condition, the market to which the company belongs can be considered to represent a group of companies or products that compete with the company or its products. , the market to which the company belongs is approximated. Here, in this specification, the term "goods, etc." refers to goods, services, or brands. Further, hereinafter, the term "company name" in this specification includes its abbreviated name, and the term "name" of a product etc. includes its abbreviated name.

The database 104 stores broadcast data relating to past TV commercials that have been broadcast. The broadcast data includes the broadcast time and the creative identifier of the TVCM, including the name of the advertiser who broadcast the TVCM, the name of the product targeted for the TVCM, the name of the program on which the TVCM was broadcast, the name of the celebrity who appeared in the TVCM, It further includes at least part of the song title used and the artist name of the song used. Here, the broadcast time may include the broadcast start date and time and the broadcast end date and time, and if the length of the TVCM is 30 seconds, the broadcast end date and time will be 30 seconds after the broadcast start date and time. Although this is a fixed period, it is a point in time when viewed in fixed units such as minutes, and is expressed as a broadcast time. The broadcast data may also include information about the area where the TVCM was broadcast. The regional information includes names of prefectures, names of regions such as Kanto and Chukyo, names of broadcast stations that aired TV commercials, and the like.

Device 100 retrieves from database 104 one or more presentation data associated with the received input (S202). For example, when a competing product name is input from the user terminal 110, one or a plurality of broadcast data including the product name may be extracted. At this time, if variations in the description of product names, including abbreviations, are expected, the device 100 may associate and store description candidates for each product, and may make corrections as necessary. As for the items included in the broadcast data, it is conceivable to similarly correct items other than product names. Also, when a business type is input from the user terminal 110, the correspondence between the business type and the company names of one or more companies belonging to the business type is stored, and one or more companies are identified by referring to the correspondence. After identifying the names, one or a plurality of broadcast data including those company names may be extracted from the database 104 . Further, when the attribute of the viewer is input from the user terminal 110, the value of the search score corresponding to the attribute described later may be the value of the search score associated with each broadcast data to be extracted.

Next, the device 100 acquires the search score at the broadcast time included in each acquired broadcast data (S203). In the database 104, a search score can be calculated in advance for each broadcast data and stored in association with the broadcast data. Alternatively, a search score may be calculated for each broadcast data extracted when an input is received from the user terminal 110 . A search score is a value representing an increase in the number of searches based on a certain point in time, and will be described later in detail. For each broadcast data, the search score at the broadcast time quantitatively indicates how much viewers have searched on the Internet as an effect of broadcasting the TVCM. A value corresponding to an attribute can be obtained in obtaining a search score, which will be described later. Alternatively, although acquisition of each broadcast data and acquisition of search scores thereof have been described separately, these may be performed as a single process, and there is no intention of limiting to performing them as separate processes.

A search score is calculated based on search history data for multiple searches performed on the Internet. The search history data includes, for each search, one or more words used in the search or a combination of them as a logical sum or logical product, and the time at which the search was performed. Each search may further include attributes of the user of the device for which the search was performed, in which case the search score can be calculated for each attribute. Attributes include gender, age, region, etc., and it is conceivable that these are estimated based on past action history data performed using the device. For example, it is possible to infer gender depending on the nature of websites previously viewed using the device. In addition, when a search is performed using the device, if the user is signed in to the search service, it is conceivable to acquire gender, age, etc. from the registered information of the account used for sign-in. Also, it is conceivable to guess the location of the user from the IP address when searching using the device. If the input from the user terminal 110 is a viewer attribute, it is also possible to acquire only the search score value corresponding to the attribute. When one or more words used in a search are the name of a product, etc. or the name of a category to which the product, etc. belongs, the search is called a "designated search." This is sometimes called a "named search". Also, the search score in the designated search is called a "designated search score".

The device 100 then transmits to the user terminal 110 at least some of the items included in the one or more broadcast data and the search score associated with each broadcast data (S204).

If, for example, a TVCM creative identifier is transmitted as at least part of the items included in one or a plurality of broadcast data, user terminal 110 calculates a search score for each creative identifier to determine the effects of creative differences. can be analyzed. Calculations of the total value, average value, median value, standard deviation, and the like can be given as calculations to be performed on the search score. During these calculations, exclusion of outliers may be performed. By referring to the database 104 as necessary, if the advertisement cost of the TVCM represented by each piece of broadcast data can be determined or estimated, the calculation can also include calculation of the cost effectiveness of the search score with respect to the advertisement cost. Furthermore, if the broadcast time is also transmitted, the time on the horizontal axis and the search score on the vertical axis can be visualized as a graph of the effect of each creative identifier.

In addition, by referring to the database 104 as necessary, if the number of viewers of the TVCM represented by each broadcast data can be determined or estimated, the number of viewers can be transmitted to the user terminal 110 for a predetermined period of time. It is possible to calculate the acquisition efficiency of the cumulative search score with respect to the cumulative number of viewers in . FIG. 3 schematically shows the result of analyzing the effect of TVCM according to one embodiment of the present invention. FIG. 3 shows the data shown in Table 1 below displayed on the display screen of the user terminal 110. Each time a TVCM is aired, the total number of viewers and nomination search scores are calculated and plotted. there is The slope of the graph shown in FIG. 3 is an index representing how effectively TVCM viewing leads to nomination searches. Here, it is assumed that the broadcast time, the nomination search score, and the number of viewers are transmitted to the user terminal 110 for each broadcast data. , the calculation result may be transmitted to the user terminal 110 . The number of viewers can be estimated, for example, by multiplying the audience rating at the time the TVCM was aired by the number of households in the area where the TVCM was aired, or by a corresponding number. can be stored in the database 104 in association with the broadcast data. As for the method of estimating the number of viewers and the rating used to calculate the number of viewers, any method that is currently known or that will be known in the future may be adopted.

In the example of FIG. 3, as at least part of the items included in one or a plurality of broadcast data, the names of products, etc. targeted for TV commercials are transmitted, and the effect of a specific product, etc. is analyzed. It is also possible to graph and compare multiple products at the same time. It is also possible to transmit creative identifiers of TV commercials and graph them for each creative identifier for comparison.

In the analysis performed by the user terminal 110, data corresponding to at least some of the items included in each piece of broadcast data may be used instead of the items themselves included in the broadcast data. may be sent. Also, the search score may be multiplied by a constant or added by a constant, and a score corresponding to the search score may be transmitted to the user terminal 110 .

Also, the device 100 may calculate the search score for each item included in each broadcast data before transmitting the data to the user terminal 110 . In addition, the device 100 may perform calculations on the search score for each attribute of the search score associated with each broadcast data before transmission. Further, it is conceivable that the search score is calculated according to the input from the user terminal 110 . These operations may be applied to scores corresponding to search scores.

In this way, according to the present invention, it is possible to provide data for viewing analysis results of TVCM on the user terminal 110 according to the input from the user, and it is possible to identify factors that affect the effect. analysis.

In the above description, one or a plurality of broadcast data associated with the input from the user terminal 110 is acquired, but only in the calculation before transmission to the user terminal 110, the input from the user terminal 110 , and even in such a case, it provides data for viewing the analysis results according to the input from the user.

The detailed search score of the search score is the number of searches for the first word in a search engine in a first period after or after a point in time, or an approximation thereof, and the number of searches in a second period before or before that point in time. A value representing an increase in the number of searches determined using the number of searches by the second word corresponding to the first word of the engine, or an approximation thereof.

FIG. 4 shows an example of temporal change in the number of searches after a TV commercial is aired. It can be seen that the number of searches related to the content of the TVCM has increased within 3 minutes after the TVCM was aired at time t. The inventors have found that the time it takes for a viewer of a TV commercial to take action on the Internet and perform a search related to the content of the TV commercial on a search engine is approximately 3 minutes, and is not necessarily limited to 3 minutes. However, in one embodiment of the present invention, the search score is calculated by focusing on several minutes after the TV commercial is aired.

It is necessary to determine what words to search for for each TVCM to be used for search score calculation. The search word in the second period of may be the same. Also, the search word may be a single word, or may be a combination of a plurality of words that are logically summed in consideration of spelling variation. Also, the search results may be narrowed down by combinations based on logical products. In addition, although the first period and the second period may simply be of the same length, the number of searches in the second period is calculated by doubling the number of searches in half the first period. In other words, the number of searches in the first period or its approximate value and the number of searches in the second period or its approximate value can be used to calculate the search score.

In the above-described embodiments, if there is no description of "only" such as "based only on XX", "only in response to XX", or "only in the case of XX", in this specification Note that it is assumed that , may also consider additional information. Also, as an example, it should be noted that the statement ``do b in the case of a'' does not necessarily mean ``always do b in the case of a'' or ``do b immediately after a'' unless explicitly stated otherwise. want to be Moreover, the description of "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.

Also, just in case, any method, program, terminal, device, server, or system (hereinafter "method, etc."), even if there is an aspect that operates differently from the operations described in this specification, each of the present invention Aspects are directed to acts that are identical to any of the acts described herein, and that there are acts that are different from those described herein, the methods, etc. It should be added that it is not out of the scope of the embodiments.

100 device 101 communication unit 102 processing unit 103 storage unit 104 database 110 user terminal

Claims (15)

A method for analyzing the effectiveness of TV commercials, comprising:
receiving input from a user terminal;
obtaining one or more presentation data associated with the input;
obtaining a search score at the broadcast time included in each broadcast data;
transmitting to the user terminal at least some of the items included in the one or more broadcast data or data corresponding thereto and a search score associated with each broadcast data or data corresponding thereto. A method for analyzing the effectiveness of TV commercials, comprising:
receiving input from a user terminal;
obtaining one or more broadcast data;
obtaining a search score at the broadcast time included in each broadcast data;
Transmitting at least some of the items included in the one or more broadcast data or data corresponding to them and a search score associated with each broadcast data or data corresponding to them to the user terminal in response to the input and the step of 3. The method of claim 1 or 2,
The search score is the number of searches for the first word in a search engine during a first time period after or after a point in time, or an approximation thereof, and the A value representing an increase in the number of searches determined using the number of searches by the second word corresponding to the first word or an approximate value thereof. 4. The method of claim 3, wherein
the second word is the same as the first word, and
The first word is one or a plurality of words or a combination as a logical sum or a logical product thereof, which is determined in association with TVCM targeted by each broadcast data. A method according to any one of claims 1 to 4,
The search score is a value calculated for each attribute of the searcher. 6. The method of claim 5, wherein
Prior to said transmission, said search scores or data corresponding thereto are computed for each of said attributes. 6. The method of claim 5, wherein
Prior to said transmission, said search scores or data corresponding thereto are calculated according to said entered attributes. A method according to any one of claims 5 to 7,
The attribute is at least one of gender, age and region. A method according to any one of claims 1 to 6,
the input includes a product name, service name, brand name, or category name to which any of these belongs;
The at least some of the items included in the one or more broadcast data include the product name, service name, brand name, or category name. A method according to any one of claims 1 to 8,
The at least part of the items included in the one or more broadcast data includes the creative identifier or broadcast time of the TVCM targeted by each broadcast data. A method according to any one of claims 1 to 10,
The method further includes transmitting to the user terminal the number of viewers associated with each broadcast or data corresponding thereto. A program for causing a computer to execute a method for analyzing the effect of TV commercials, the method comprising:
receiving input from a user terminal;
obtaining one or more presentation data associated with the input;
obtaining a search score at the broadcast time included in each broadcast data;
transmitting to the user terminal at least some of the items included in the one or more broadcast data or data corresponding thereto and a search score associated with each broadcast data or data corresponding thereto. A program for causing a computer to execute a method for analyzing the effect of TV commercials, the method comprising:
receiving input from a user terminal;
obtaining one or more broadcast data;
obtaining a search score at the broadcast time included in each broadcast data;
Transmitting at least some of the items included in the one or more broadcast data or data corresponding to them and a search score associated with each broadcast data or data corresponding to them to the user terminal in response to the input and the step of A device for analyzing the effect of TVCM,
receives input from the user terminal,
Acquiring one or more broadcast data associated with the input and a search score at the broadcast time included in each broadcast data;
Transmitting to the user terminal at least some of the items included in the one or more broadcast data or data corresponding thereto and a search score associated with each broadcast data or data corresponding thereto. A device for analyzing the effect of TVCM,
receives input from the user terminal,
Acquiring one or more broadcast data and a search score at the broadcast time included in each broadcast data,
Transmitting at least some of the items included in the one or more broadcast data or data corresponding to them and a search score associated with each broadcast data or data corresponding to them to the user terminal in response to the input do.

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