JP7041311B1 - Equipment, methods and programs for analyzing the effects of TV commercials - Google Patents

Abstract

PROBLEM TO BE SOLVED: To enable multifaceted analysis such as 3C analysis in a method for analyzing the effect of TVCM. First, a device 100 receives an input from a user terminal 110 (S201). The device 100 acquires one or more broadcast data associated with the received input from the database 104 (S202). Next, the device 100 acquires a search score at the airing time included in each acquired airing data (S203). Then, the device 100 transmits at least a part of the items included in the one or a plurality of broadcast data and the search score associated with each broadcast data to the user terminal 110 (S204). [Selection diagram] Fig. 2

Description

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

Although the market size of Internet advertising (Japan) has grown significantly beyond the market size of less than 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. By repeatedly transmitting the message by voice and video, it is possible to give a strong impression to the viewer.

However, at present, it cannot be said that a method for quantitatively measuring the effect is sufficiently provided for broadcasting TV commercials. In addition to measuring the effects of TV commercials broadcast by your company, you can analyze the effects of TV commercials broadcast by competitors, and analyze what kind of TV commercials are producing what effects in the market to which your company belongs. , So-called 3C analysis is desired. Here, "3C" means a company, a competitor, and a customer, that is, a market. In addition, it is useful for improving the efficiency of TV commercials in the company to verify what kind of TV commercials are effective even in markets other than the market to which the company belongs, and such analysis is also desired.

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

It should be noted that the new analytical method according to the present invention enables any of the various embodiments disclosed as subordinate concepts in the present specification, but each of these subordinate concepts is effective as such. It is added that it is a new invention that enables analysis that has not been provided until now.

In order to achieve such an object, the first aspect of the present invention is a method for analyzing the effect of TVCM, in which a step of receiving an input from a user terminal and a step associated with the input 1 are associated with the input. Or, a step of acquiring a plurality of broadcast data, a step of acquiring a search score at the broadcast time included in each broadcast data, and at least a part of the items included in the one or more broadcast data or them on the user terminal. Includes the data corresponding to and the search score associated with each broadcast data or the step of transmitting the corresponding data.

A second aspect of the present invention is a method for analyzing the effect of TVCM, which includes a step of receiving input from a user terminal, a step of acquiring one or more broadcast data, and each broadcast data. The step of acquiring the search score at the airing time included in the above, and the data corresponding to at least a part of the items included in the one or more airing data or each airing data in the user terminal according to the input. Includes a step of sending the search scores associated with or their corresponding data.

Further, 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 of the search engine in the first period after or after a certain point in time, or an approximation thereof. A value representing an increase in the number of searches determined using the value and the number of searches by the second word corresponding to the first word of the search engine or an approximation thereof in the second period before or before the point in time. Is.

Further, in the 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 used for the TV commercial to be the target of each broadcast data. It is one or more words or a combination as a logical sum or a logical product thereof defined in association with each other.

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

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

Further, in the eighth aspect of the present invention, in any one of the fifth to seventh aspects, the attribute is at least one of gender, age and region.

Further, in the ninth aspect of the present invention, in any one of the first to sixth aspects, the input is a company name, a product name, a service name or a brand name, and is included in the one or a plurality of broadcast data. The at least a part of the item includes the company name, the product name, the service name, or the brand name.

Further, in the tenth aspect of the present invention, in any one of the first to eighth aspects, at least a part of the items included in the one or a plurality of broadcast data is the target of each broadcast data. Includes creative identifier.

Further, in the eleventh aspect of the present invention, in any one of the first to eighth aspects, at least a part of the items included in the one or a plurality of broadcast data is the target of each broadcast data. Includes broadcast time.

A twelfth aspect of the present invention is a program for causing a computer to execute a method for analyzing the effect of TVCM, wherein the method includes a step of receiving input from a user terminal and the input. A step of acquiring one or more broadcast data associated with, a step of acquiring a search score at the broadcast time included in each broadcast data, and an item included in the one or more broadcast data on the user terminal. It includes at least a part or a corresponding data and a step of transmitting the search score associated with each broadcast data or the corresponding data.

A thirteenth aspect of the present invention is a program for causing a computer to execute a method for analyzing the effect of TVCM, wherein the method includes a step of receiving input from a user terminal and one or one. A step of acquiring a plurality of broadcast data, a step of acquiring a search score at a broadcast time included in each broadcast data, and an item included in the one or a plurality of broadcast data according to the input to the user terminal. It includes at least a part or a corresponding data and a step of transmitting the search score associated with each broadcast data or the corresponding data.

Further, the fourteenth aspect of the present invention is a device for analyzing the effect of TVCM, which receives an input from a user terminal, one or more broadcast data associated with the input, and each broadcast. The search score at the airing time included in the data is acquired, and at least a part of the items included in the one or more airing data or the corresponding data and the search score associated with each airing data are sent to the user terminal. Send the corresponding data.

A fifteenth aspect of the present invention is a device for analyzing the effect of TVCM, which receives an input from a user terminal and one or more broadcast data, and a broadcast time included in each broadcast data. In response to the input to the user terminal, at least a part of the items included in the one or more broadcast data, the data corresponding to them, and the search score associated with each broadcast data are obtained. Send the corresponding data.

According to one aspect of the present invention, it is possible to provide data for viewing the analysis result of TVCM on the user terminal in response to the input from the user.

It is a figure which shows the apparatus for analyzing the effect of TVCM which concerns on one Embodiment of this invention. It is a flow chart of the method for analyzing the effect of TVCM which concerns on one Embodiment of this invention. It is a figure which shows an example of the time change of the number of searches after the TV commercial broadcast.

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 TV commercials according to an embodiment of the present invention. The device 100 receives an input from a user terminal 110 used by a user company of an analysis service provided by the device 100 via a computer network, returns data corresponding to the input to the user terminal 110, and enables viewing of 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 such as a memory and a hard disk or a storage medium, and provides a program for performing each processing. It can be configured by running. The device 100 may include one or more devices, computers or servers. The program may also include one or more programs and may be recorded on a computer-readable storage medium to be a non-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 may further include a database 104 that stores various data used for the effect analysis of the TVCM, but these data are stored in the storage unit 103 or a storage device or a storage medium accessible from the device 100. Also, in the following, it is stored in the database 104, but the present invention is not limited to this.

First, the device 100 receives an input from the user terminal 110 (S201). Examples of the input include 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 the names of multiple companies or the names of multiple products are entered under the OR condition, it is considered that the set of companies or products that compete with the company or its products represents the market to which the company belongs. Therefore, the market to which the company belongs is approximately entered. Here, the term "goods, etc." as used herein means goods, services, or brands. Further, in the following, when the term "company name" is used in the present specification, the abbreviation is also included, and when the term "name" of a product or the like is used, the abbreviation is included.

The database 104 stores broadcast data related to past TV commercials that have been broadcast. The broadcast data includes the broadcast time and the creative identifier of the TV commercial, the name of the advertiser who broadcast the TV commercial, the name of the product, etc. that is the target of the TV commercial, the name of the program on which the TV commercial was broadcast, the name of the talent who appeared in the TV commercial, and so on. Further includes at least a portion of the song name used and the artist name of the song used. Here, the airing time may include the airing start date and time and the airing end date and time, and if the length of the TV commercial is 30 seconds, the airing end date and time will be 30 seconds after the airing start date and time. Although this is a fixed period, it is a certain point in time when viewed in fixed units such as minutes, and is expressed as the airing time. In addition, the broadcast data may include regional information on which the TV commercial was broadcast. Examples of the area information include the name of the prefecture, the name of the area such as Kanto / Chukyo, and the name of the broadcasting station that broadcast the TV commercial.

The device 100 acquires one or more broadcast data associated with the received input from the database 104 (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 the notation fluctuation of the product name including the abbreviation is expected, the apparatus 100 may store the notation candidates of each product in association with each other and make corrections as necessary. Regarding the items included in the broadcast data, it is conceivable to make corrections in the same way for items other than the names such as products. Further, when an industry is input from the user terminal 110, the association between the industry and the company name of one or more companies belonging to the industry is stored, and one or more companies refer to the association. After specifying the names, one or more 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 used as the value of the search score associated with each broadcast data to be extracted.

Next, the device 100 acquires a search score at the airing time included in each of the acquired airing 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. The search score is a value indicating an increase in the number of searches based on a certain point in time, and the details will be described later. For each broadcast data, the search score at the broadcast time quantitatively indicates how much the viewer performed the act of searching on the Internet as an effect of the TV commercial being broadcast. In the acquisition of the search score described later, it is possible to acquire the value corresponding to the attribute. Alternatively, although the acquisition of each broadcast data and the acquisition of their search scores are described separately, these may be performed as a single process, and the intention is not limited to performing these as separate processes.

The search score is calculated based on search history data related to a plurality of searches performed on the Internet. The search history data includes, for each search, one or more words used in the search or a combination thereof as a logical sum or a logical product, and the time when the search is performed. For each search, the attributes of the user of the device on which the search was performed may be further included, and in this case, the search score can be calculated for each attribute. The attributes include gender, age, region, etc., and these can be inferred based on past behavior history data performed using the device. For example, it is possible to infer gender according to the nature of websites that have been viewed in the past using the device. Further, if the search service is signed in when the search is performed using the device, it is conceivable to acquire the gender, age, etc. from the registration information of the account used for the sign-in. In addition, it is conceivable to infer the user's location area from the IP address when searching using the device. When the input from the user terminal 110 is an attribute of the viewer, it is also possible to acquire only the value of the search score corresponding to the attribute.

Then, the device 100 transmits at least a part of the items included in the one or a plurality of broadcast data and the search score associated with each broadcast data to the user terminal 110 (S204).

Here, if, for example, a TVCM creative identifier is transmitted as at least a part of the items included in one or a plurality of broadcast data, the user terminal 110 calculates a search score for each creative identifier, and the effect due to the difference in the creative is obtained. Can be analyzed (S205). Here, examples of the operations performed on the search score include calculation of the total value, the average value, the median value, and the standard deviation. Outliers may be excluded during these operations. If the advertising cost of the TV commercial represented by each broadcast data can be determined or estimated by referring to the database 104 as necessary, the calculation of the cost-effectiveness of the search score with respect to the advertising cost can be mentioned as an operation. Furthermore, if the airing time is also transmitted, the time on the horizontal axis and the search score on the vertical axis can be taken, and the effect of each creative identifier can be visualized as a graph.

In the analysis on the user terminal 110, the data may be processed data instead of the item itself included in the broadcast data. Therefore, the user terminal 110 has data corresponding to at least a part of the items included in each broadcast data. May be sent. Further, the search score may be subjected to an operation such as multiplying by a constant or adding a constant, and the score corresponding to the search score may be transmitted to the user terminal 110.

Further, the device 100 may perform an operation on the search score for each item included in each broadcast data before transmitting the data to the user terminal 110. Further, the device 100 may perform an operation on the search score for each attribute of the search score associated with each broadcast data before transmission. Further, it is conceivable to perform an operation on the search score according to the input from the user terminal 110. These operations may be performed on the score corresponding to the search score.

As described above, according to the present invention, it is possible to provide data for viewing the analysis result of TVCM on the user terminal 110 in response to the input from the user, and it is possible to provide the data for viewing the analysis result of the TVCM, and the factors affecting the effect are specified. Enables analysis.

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

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

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

It is necessary to determine what word is used for the search score calculation for each TV commercial, and usually the search word in the first period after or after a certain time point as a reference, and before or before that time point. The search words in the second period may be the same. Further, the search word may be a single word or a combination of a plurality of words in consideration of notation fluctuation by the logical sum. Further, the search results may be narrowed down by the combination based on the logical product. In addition, although the first period and the second period may be simply the same length, the number of searches in the second period is calculated by doubling the number of searches in half the period of the first period. In other words, it suffices if the search score can be calculated using 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.

In the above embodiment, unless there is a description of "only" such as "based on XX only", "according to XX only", and "in the case of XX only", the present specification. Note that it is assumed that additional information may also be considered. Further, 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 embodiment is intended for 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 the present invention. It is added that it is not outside the scope of the embodiment.

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

Claims (10)

A method for analyzing the effects of TV commercials,
A step in which a computer receives input from a user terminal, which is either a company name, a product name, a service name, or a brand name.
A step in which the computer acquires one or more broadcast data associated with the input.
A step in which the computer obtains a search score at a broadcast time included in each broadcast data from a storage unit of the computer in which the broadcast data and a search score are associated, or a storage device or a storage medium accessible from the computer.
A step in which the computer transmits to the user terminal at least a part of the items included in the one or more broadcast data, data corresponding to them, a search score associated with each broadcast data, or data corresponding to them. Including and
The search score is the number of searches by the first word of the search engine in the first period after or after a certain point in time or an approximate value thereof and the search engine in the second period before or before the certain point in time. It is a value indicating an increase in the number of searches determined by using the number of searches by the first word or an approximate value thereof.
The first word is one or a plurality of words defined in association with the target TV commercial of each broadcast data, or a combination as a logical sum or a logical product thereof. A method for analyzing the effects of TV commercials,
A step in which a computer receives input from a user terminal, which is either a company name, a product name, a service name, or a brand name.
A step in which the computer acquires one or more broadcast data,
A step in which the computer obtains a search score at a broadcast time included in each broadcast data from a storage unit of the computer in which the broadcast data and a search score are associated, or a storage device or a storage medium accessible from the computer.
The computer, in response to the input to the user terminal, at least a part of the items included in the one or more broadcast data, the data corresponding to them, the search score associated with each broadcast data, or the corresponding search scores thereof. Including the step of sending data to
The search score is the number of searches by the first word of the search engine in the first period after or after a certain point in time or an approximate value thereof and the search engine in the second period before or before the certain point in time. It is a value indicating an increase in the number of searches determined by using the number of searches by the first word or an approximate value thereof.
The first word is one or a plurality of words defined in association with the target TV commercial of each broadcast data, or a combination as a logical sum or a logical product thereof. The method according to claim 1 or 2.
The search score is a value calculated for each attribute of the user of the device searched by the search engine. The method according to any one of claims 1 to 3.
The at least a part of the items included in the one or more broadcast data includes the company name, the product name, the service name, or the brand name. The method according to any one of claims 1 to 3.
The at least a part of the items included in the one or more broadcast data includes the creative identifier of the TV commercial that is the target of each broadcast data. The method according to any one of claims 1 to 3.
The at least a part of the items included in the one or more broadcast data includes the broadcast time of the TV commercial that is the target of each broadcast data. A program for causing a computer to execute a method for analyzing the effect of TVCM.
A step of receiving input that is either a company name, a product name, a service name, or a brand name from a user terminal, and
A step of acquiring one or more broadcast data associated with the input from the storage unit of the computer in which the broadcast data and the search score are associated, or a storage device or storage medium accessible from the computer.
Steps to obtain the search score at the broadcast time included in each broadcast data,
The user terminal includes at least a part of the items included in the one or more broadcast data, data corresponding to them, a search score associated with each broadcast data, or a step of transmitting data corresponding to them.
The search score is the number of searches by the first word of the search engine in the first period after or after a certain point in time or an approximate value thereof and the search engine in the second period before or before the certain point in time. It is a value indicating an increase in the number of searches determined by using the number of searches by the first word or an approximate value thereof.
The first word is one or a plurality of words defined in association with the target TV commercial of each broadcast data, or a combination as a logical sum or a logical product thereof. A program for causing a computer to execute a method for analyzing the effect of TVCM.
A step of receiving input that is either a company name, a product name, a service name, or a brand name from a user terminal, and
Steps to acquire one or more broadcast data,
A step of acquiring a search score at a broadcast time included in each broadcast data from a storage unit of the computer in which the broadcast data and a search score are associated, or a storage device or a storage medium accessible from the computer.
In response to the input, at least a part of the items included in the one or more broadcast data or the data corresponding to them, the search score associated with each broadcast data, or the data corresponding to them is transmitted to the user terminal. Including steps to
The search score is the number of searches by the first word of the search engine in the first period after or after a certain point in time or an approximate value thereof and the search engine in the second period before or before the certain point in time. It is a value indicating an increase in the number of searches determined by using the number of searches by the first word or an approximate value thereof.
The first word is one or a plurality of words defined in association with the target TV commercial of each broadcast data, or a combination as a logical sum or a logical product thereof. A device for analyzing the effects of TV commercials.
Receive an input that is either a company name, a product name, a service name, or a brand name from a user terminal,
From the storage unit of the device in which the broadcast data and the search score are associated, or the storage device or storage medium accessible from the device , the broadcast data is included in one or more broadcast data associated with the input, and each broadcast data. Get the search score at the airing time and
At least a part of the items included in the one or more broadcast data, the data corresponding to them, the search score associated with each broadcast data, or the data corresponding to them is transmitted to the user terminal.
The search score is the number of searches by the first word of the search engine in the first period after or after a certain point in time or an approximate value thereof and the search engine in the second period before or before the certain point in time. It is a value indicating an increase in the number of searches determined by using the number of searches by the first word or an approximate value thereof.
The first word is one or a plurality of words defined in association with the target TV commercial of each broadcast data, or a combination as a logical sum or a logical product thereof. A device for analyzing the effects of TV commercials.
Receive an input that is either a company name, a product name, a service name, or a brand name from a user terminal,
One or more broadcast data from the storage unit of the device in which the broadcast data and the search score are associated, or the storage device or storage medium accessible from the device , and the search score at the broadcast time included in each broadcast data. Acquired,
In response to the input, at least a part of the items included in the one or more broadcast data or the data corresponding to them, the search score associated with each broadcast data, or the data corresponding to them is transmitted to the user terminal. death,
The search score is the number of searches by the first word of the search engine in the first period after or after a certain point in time or an approximate value thereof and the search engine in the second period before or before the certain point in time. It is a value indicating an increase in the number of searches determined by using the number of searches by the first word or an approximate value thereof.
The first word is one or a plurality of words defined in association with the target TV commercial of each broadcast data, or a combination as a logical sum or a logical product thereof.

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