JP7232466B2 - TV program rating system - Google Patents

Description

The present invention relates to television program rating systems.

Traditionally, mass advertising has been carried out on television to reach a large number of people. On the other hand, in Internet advertisements, targeting advertisements that deliver advertisements to specific segments are performed. For example, Patent Literature 1 discloses a system for expanding user segments and performing targeted advertising.

Patent No. 5784205

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

The main invention of the present invention for solving the above problems is a system for evaluating a television program, comprising: a viewing log storage unit for storing a viewing log specifying a viewer who has viewed the television program; A target information storage unit that stores target information specifying a segment to which the viewer belongs without using demographic attributes; and a target information storage unit to which the viewer who viewed the television program belongs based on the viewing log and the target information. A segment identification unit that identifies an advertisement segment, which is the segment, and an evaluation unit that evaluates the suitability of the targeting advertisement for the television program according to the degree of variation of the advertisement segment.

Other problems disclosed by the present application and solutions thereof will be clarified by the section of the embodiment of the invention and the drawings.

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

1 is a diagram showing an example of the overall configuration of a television program evaluation system according to one embodiment of the present invention; FIG. 2 is a diagram showing an example hardware configuration of an evaluation device 10; FIG. 3 is a diagram illustrating an example of software configuration of the evaluation device 10; FIG. 3 is a diagram showing a configuration example of a viewing log storage unit 131. FIG. 3 is a diagram showing a configuration example of a target information storage unit 132; FIG. It is a figure which shows the flow of the process which the evaluation apparatus 10 of this embodiment performs. 4 is a diagram showing an example of a screen displayed on the user device 20; FIG.

The contents of the embodiments of the present invention are listed and explained. A television program evaluation system according to an embodiment of the present invention has the following configuration.

[Item 1]
A system for rating television programs, comprising:
a viewing log storage unit that stores a viewing log that identifies viewers who viewed the television program;
a target information storage unit that stores target information specifying a segment to which the viewer belongs without using the demographic attributes of the viewer;
a segment identification unit that identifies, based on the viewing log and the target information, an advertising segment that is the segment to which the viewer who viewed the television program belongs;
an evaluation unit that evaluates the suitability of the targeting advertisement related to the television program according to the degree of variation in the advertisement segment;
A television program evaluation system comprising:
[Item 2]
The television program evaluation system according to item 1,
The segment identification unit identifies the advertising segment according to the number of the viewers belonging to the segment among the segments to which the viewers who watched the television program belong;
A television program evaluation system characterized by:
[Item 3]
A television program evaluation system according to item 1 or 2,
the target information includes at least one of psychographic, geographic, and behavioral attributes of the viewer;
A television program evaluation system characterized by:
[Item 4]
A television program evaluation system according to any one of items 1 to 3,
the viewing log includes information identifying the first viewer and information identifying the television program;
The target information storage unit stores the target information in association with a second viewer different from the first viewer,
the target information includes information specifying the television program viewed by the second viewer;
further comprising a similarity determination unit that compares the viewing log and the target information to determine the similarity of the viewing behavior of the first and second viewers;
The segment identification unit associates the first and second viewers according to the degree of similarity, and identifies the advertisement segment from the target information corresponding to the viewing log;
A television program evaluation system characterized by:

FIG. 1 is a diagram showing an example of the overall configuration of a television program evaluation system according to one embodiment of the present invention. The television program evaluation system of this embodiment includes an evaluation device 10 that evaluates television programs. The evaluation device 10 is communicably connected to the user device 20 via a communication line 30 . The communication line 30 is, for example, the Internet or a LAN (Local Area Network) constructed by Ethernet (registered trademark), a public telephone line network, a mobile phone line network, a wireless communication network, or the like. The evaluation device 10 can also be communicatively connected via a communication line 30 to a television receiver 41 (television) and a viewer terminal 42 used by viewers of the television broadcast.

The evaluation device 10 is, for example, a computer operated by a company that surveys television program audience ratings. The evaluation device 10 can be realized by, for example, a personal computer, a smart phone, a cloud computer, or the like. The evaluation device 10 evaluates the degree to which a television program is suitable for targeting advertisement based on a viewing log that records which viewer has watched which television program. At present, targeted advertisements are rarely carried out in television media, but techniques called addressable advertisements and programmatic TV are being used to display targeted advertisements even for television program advertisements. The evaluation device 10 of this embodiment is intended to provide criteria for determining whether or not a television program should correspond to addressable advertisements.

The user device 20 is a computer operated by a user of a broadcasting station that broadcasts television programs. User device 20 is, for example, a personal computer, a smart phone, a tablet computer, or the like. By operating the user device 20 , the user of the broadcasting station can browse 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. As shown in FIG. The evaluation device 10 includes a CPU 101 , a memory 102 , a storage device 103 , a communication interface 104 , an input device 105 and an output device 106 . The storage device 103 is, for example, a hard disk drive, solid state drive, flash memory, etc., which stores various data and programs. The communication interface 104 is an interface for connecting to the communication network 30, and includes, for example, an adapter for connecting to Ethernet (registered trademark), a modem for connecting to a public telephone network, and a wireless communication device for performing wireless communication. , a USB (Universal Serial Bus) connector and an RS232C connector for serial communication. The input device 105 is, for example, a keyboard, a mouse, a touch panel, a button, a microphone, etc. for inputting data. The output device 106 is, for example, a display, printer, 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 FIG. As shown in the figure, the evaluation device 10 includes a similarity determination unit 111, a segment identification unit 112, an evaluation unit 113, an audience rating calculation unit 114, a program information transmission unit 115, a viewing log storage unit 131, and a target information storage unit 132. Prepare. Note that the similarity determination unit 111, the segment identification unit 112, the evaluation unit 113, the audience rating calculation unit 114, and the program information transmission unit 115 transmit the program stored in the storage device 103 to the memory 102 by the CPU 101 provided in the evaluation device 10. The viewing log storage unit 131 and the target information storage unit 132 are implemented as part of a storage area provided by at least one of the memory 102 and the storage device 103 provided in the evaluation device 10 .

The viewing log storage unit 131 stores information (hereinafter referred to as viewing log) that specifies viewers who have viewed the television program. FIG. 4 is a diagram showing a configuration example of the viewing log storage unit 131. As shown in FIG. The viewing log storage unit 131 stores viewing logs. For the viewing log, a log recording device is installed in a sample household selected at random for viewing rate survey, and this log recording device identifies the channel viewed by the receiver 41 or the viewer terminal 42 in the household. In addition, it is information collected by specifying which viewer viewed the program by the viewer pressing a button at the start of viewing. The viewing log contains a household ID indicating a household, information for identifying a viewer (hereinafter referred to as a viewer ID), the date and time when the viewer started watching TV in the household, and the channel viewed. and are included. By collating the viewing log and the program guide, it is possible to identify which viewer has viewed which television program. Note that the evaluation device 10 may directly acquire the viewing log from the receiver 41 or the viewer terminal 42 .

The target information storage unit 132 stores information for specifying a segment to which a 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 FIG. As shown in the figure, the target information storage unit 132 stores viewing information and action history as target information. Such target information can be collected, for example, through questionnaire surveys, web browser cookie analysis, and the like. Viewing information indicates the TV program viewed by the viewer. The viewing information includes the program viewed by the viewer and the date and time when the viewing was started in association with the viewer ID. The action history is information about various actions of the viewer. For example, a log of actions taken by the viewer, whether online or offline, such as shopping, reading a magazine, or browsing a website, can be recorded as an action history. Note that the action history may be limited to actions on the Internet (history using a web browser). The action history includes the date and time when the action was performed and the content of the action in association with the viewer ID. Target information does not need to include information indicating demographic attributes such as gender, age, and income of viewers. The action history may be an action history inside and outside the household recorded by a personal computer, mobile terminal, or the like associated with the viewer ID.

Even if the viewer indicated by the viewer ID of the viewing log (that is, the viewers who make up 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 degree of similarity between the viewing behavior pattern ascertained based on the viewing log and the viewing behavior pattern ascertained based on the viewing information of the target information, and responds according to the similarity. can be applied. The degree of similarity may be determined according to, for example, the number of times the same TV program was viewed on the same date and time, or the viewed TV program or its genre, viewing time, viewing order, etc. may be compared. You may Also, for example, patterns in which TV programs viewed by day of the week or their genres are arranged 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 segments of viewers relating to television programs. The segment specifying unit 112 reads out the viewing log corresponding to the television program from the viewing log storage unit 131, and the action history of the target information corresponding to the read viewing log (association is performed by the similarity determination unit 111). Identify segments by, for example, behavior included in It should be noted that the method of determining the segment based on the action history is a well-known method used in behavioral targeting advertising, and the description thereof is omitted here. The segment identification unit 112 also calculates the number of viewers included in each segment. The segment identification unit 112 selects, for example, target information including a viewer ID belonging to the segment, identifies a viewing log corresponding to the identified target information, and eliminates duplicate viewer IDs included in the identified viewing log. , the number of viewers included in the segment can be calculated.

The evaluation unit 113 evaluates whether the television program is suitable for targeting advertisement. The evaluation unit 113 determines the suitability of the targeting advertisement according to the degree of variation in viewer segments. For example, when viewers watching a certain program vary in the content of the websites they browse and the categories of products they purchase, it is thought that there are variations in the interests of the viewers, and the It is rare to appeal to all viewers, and it is considered that advertising effectiveness will be higher if different products are appealed to each viewer. Conversely, if the viewers have similar interests, it is considered that conventional mass advertising will have a high advertising effect without switching advertisements. Therefore, the evaluation unit 113 can determine the degree of conformity according to the degree of dispersion of the viewer's segments. The degree of variation of segments may be represented by the number of segments, or by the distance of relationship between segments. The distance of the relationship between segments is grasped as a distance in a multidimensional space centered on various attributes (in this embodiment, behavioral attributes obtained based on action history) that constitute the segments. can do. Attributes that are categorical variables can be used as axes after being converted into dummy variables. For example, the evaluation unit 113 can determine the degree of conformity such that the greater the number of segments, the higher the degree of conformity. Note that the evaluation unit 113 may not consider a segment to which a small number of viewers belong. For example, the evaluation unit 113 can determine the degree of suitability according to the degree of variation in segments for a predetermined number of people or more.

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

The program information transmitting unit 115 transmits to the user device 20 information (hereinafter referred to as "program information") including the audience rating of the television program and the adaptability of the television program to the targeting advertisement. The user device 20 displays the received program information, and the broadcasting station can determine the advertisement price based on the audience rating and which TV programs are targeted for addressable advertisement.

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

The evaluation device 10 performs the following processing for each television program broadcast by a 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 degree of similarity between the viewing behavior pattern ascertained based on the viewing log and the viewing behavior pattern ascertained based on the viewing information of the target information. Correspondence can be made according to degree.
The segment identification unit 112 identifies the segment to which the viewer belongs based on the target information corresponding to the viewing log corresponding to the television program (S402). Note that one viewer may belong to a plurality of segments. The segment specifying unit 112 counts the number of viewers who belong to each segment, and sets the segment having the counted number of viewers equal to or larger than a predetermined number as an advertisement segment (S403).

The evaluation unit 113 determines the suitability according to the degree of variation of the advertisement segments (S404). The evaluation unit 113 may determine that the degree of conformity increases as the variation of the advertisement segments increases. As described above, the degree of variability of ad segments can be, for example, the number of ad segments or the distance between ad segments.

The audience rating calculation unit 114 selects the 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 (S405). For example, the audience rating calculation unit 114 can calculate the audience rating by dividing the number of unique household IDs included in the selected viewing log by the number of sample households.

After performing the above processing for each TV program, the program information transmitting unit 115 creates program information including the audience rating and the suitability for each TV program, and transmits the program information to the user device 20 (S406). The program information transmitting unit 115 may include information describing the advertisement segments corresponding to the program, the number of advertisement segments, etc. in the program information.

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

As described above, according to the evaluation device 10 of the present embodiment, it is possible to calculate the suitability of whether or not the targeting advertisement (addressable advertisement) is effective for the television program based on the viewing log. Therefore, it is possible to make addressable advertisements available only for programs that are suitable for targeting advertisements. can be effectively employed.

Further, according to the evaluation device 10 of the present embodiment, the segments of viewers are identified based on the viewing log, and the suitability of the targeting advertisement for the program is determined according to the number of segments of viewers who are viewing the program. can be asked for. Mass advertising aimed at all viewers in TV programs watched by a wide range of viewers is effective for branding a company's image, but it is effective for advertising for products with a limited user base. inferior in quality. According to the evaluation device 10 of the present embodiment, when there are many segments of viewers, it is possible to evaluate that the targeted advertisement is effective. By referring to the evaluation by the evaluation device 10 of the embodiment, it is possible to easily grasp which program is suitable for addressable advertisement.

Further, according to the evaluation device 10 of the present embodiment, the degree of conformity is determined according to the number of viewers belonging to the segment. Therefore, it is possible to determine the suitability considering the number of viewers targeted for the targeting advertisement while dividing into segments, and to accurately evaluate the usefulness of the targeting advertisement in the program.

Further, according to the evaluation device 10 of the present embodiment, the degree of conformity 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 in the case where the program corresponds to addressable advertisement while assuming an advertisement fee corresponding to the audience rating.

Further, according to the evaluation device 10 of the present embodiment, it is possible to associate the viewing log and the target information according to the degree of similarity of the viewing pattern, etc., and estimate the segment of the viewer based on the target information. Therefore, it is possible to segment the viewers of the television program, which is linear broadcasting, by using the browsing history (behavior history) of the web browser on the Internet. Therefore, it is possible to evaluate TV programs from the viewpoint of segments targeted for targeting advertisements based on a wide range of attributes and action histories as well as the viewer's basic information.

Although the present embodiment has been described above, the above-described embodiment is intended to facilitate understanding of the present invention, and is not intended to limit and interpret the present invention. The present invention can be modified and improved without departing from its spirit, and the present invention also includes equivalents thereof.

For example, in the present embodiment, the viewing log is associated with the target information, and the segment of the viewer is specified based on the target information. Audience segments may be determined.

In addition, in the present embodiment, the viewing logs are collected using the log recording device installed in the sample household, but this is not limiting. Alternatively, a viewing log (device log) recorded in the television receiver may be used. As for the device log, the television receiver may identify which viewer has watched by the viewer pressing a button, etc., or the viewing log collected by the log recorder may be machine-learned. Then, from the device log, it is possible to estimate what kind of household composition is and which member has viewed which program.

In addition, the TV receiver links mobile devices such as smartphones and tablet computers, and by recognizing the mobile devices that exist nearby when the TV receiver outputs video, individual viewers can be identified and recorded as device logs. can be made to record.

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

In addition, in the present embodiment, the suitability of the addressable advertisement is transmitted to the broadcasting station. good. In this case, it is possible for an advertisement publisher, such as an advertiser or an advertising agency, to request a broadcast station to make a program with a high degree of conformity an addressable advertisement.

In addition, in the present embodiment, the target information includes only the viewer's action history. good too. It may also include geographic information based on location collected by GPS or the like. Furthermore, the search history including the search keyword input to the search engine may be included.

In the present embodiment, the target information is collected through questionnaire surveys, web browser cookie analysis, etc. However, instead of or in addition to this, access logs on the website side, store It is also possible to collect the sales history in , the click history measured by the operator of the advertisement distribution service, and the like. Also, the television receiver may cooperate with a mobile device such as a smartphone or a tablet computer, acquire various types of history information such as operation information of the mobile device from the linked mobile device, and record the history information as a device log.

In addition, in the present embodiment, only the segments to which the number of viewers of a predetermined number or more belongs are counted, but this is not restrictive. For example, the number of segments is weighted by the number of viewers, The fitness may be calculated. Alternatively, the number of viewers may be totaled after being weighted according to the attributes of the viewers, and the number of segments may be counted according to the weighted number of viewers. For example, even if only a few wealthy people are watching a program, there may be a need to develop targeted advertisements targeting only those wealthy people. becomes possible.

10 evaluation device 20 user device 111 similarity determination 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 rating television programs, comprising:
a viewing log storage unit that stores a viewing log that identifies viewers who viewed the television program;
a target information storage unit that stores target information specifying a segment to which the viewer belongs without using the demographic attributes of the viewer;
a segment identification unit that identifies, based on the viewing log and the target information, an advertising segment that is the segment to which the viewer who viewed the television program belongs;
an evaluation unit that evaluates the suitability of the targeting advertisement related to the television program so that the greater the number of the advertisement segments or the distance between the advertisement segments, the higher the suitability ;
A television program evaluation system comprising: A television program evaluation system according to claim 1,
The evaluation unit determines that, among the segments to which the viewers who have watched the television program belong, the number of the viewers belonging to the segment belongs to a predetermined number or more, and the advertising segment increases as the number or the distance increases. Evaluating the goodness of fit to
A television program evaluation system characterized by: The television program evaluation system according to claim 1 or 2,
the target information includes at least one of psychographic, geographic, and behavioral attributes of the viewer;
A television program evaluation system characterized by: A television program evaluation system according to any one of claims 1 to 3,
the viewing log includes information identifying the first viewer and information identifying the television program;
The target information storage unit stores the target information in association with a second viewer different from the first viewer,
the target information includes information specifying the television program viewed by the second viewer;
further comprising a similarity determination unit that compares the viewing log and the target information to determine the similarity of the viewing behavior of the first and second viewers;
The segment identification unit associates the first and second viewers according to the degree of similarity, and identifies the advertisement segment from the target information corresponding to the viewing log;
A television program evaluation system characterized by:

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