KR20030033568A - Metering and analysing method of advertising and viewing behavior for digital broadcasting system - Google Patents

Abstract

PURPOSE: A method for analyzing and measuring viewing behavior in a bilateral broadcasting system is provided to accurately and objectively grasp viewing behavior according to various factors, thereby improving the effect of transmitting appropriate programs and advertisements. CONSTITUTION: An SCIS(Subscriber Customer Information System) receives a transmitting signal by a satellite or other wireless and wire signals under a contract with a bilateral broadcasting system and stores personal data and broadcasting data of recipients(10). An analysis managing system receives the accumulated personal data and broadcasting receiving behavior data through a sky wave, and stores the received data in a database type(20). Analysis data by factors are stored by analyzing the received data by a multiple regression analysis based on the database accumulated in the analysis managing system(30). The analysis data by factors are reprocessed according to requests of program manufacturers, contents manufacturers, and advertisers to set up advertisements and programs corresponding to accurate requests and characteristics of the recipients(40).

Description

Viewing behavior analysis and measurement method in interactive broadcasting system {Metering and analysing method of advertising and viewing behavior for digital broadcasting system}

The present invention relates to a viewing behavior analysis and measurement system in a interactive broadcasting system. Particularly, in the interactive broadcasting system that receives and processes the broadcasting viewing behavior of the receiver as data and processes it in a certain manner, it analyzes the broadcasting receiving characteristics of the receiver and various analysis accordingly, and reflects it in the production of the broadcasting. The present invention relates to a viewing behavior analysis and measurement system.

Increasingly, the broadcast system based on the digital signal is gradually introduced from the analog system.

Digital broadcasting refers to the case where the transmission of the broadcast is made digitally, but broadly means the digitization of the whole process from the production, transmission and reception of the broadcast program. However, in reality, the introduction of digital broadcasting is mainly mentioned in terms of transmission. First, in terms of transmission, digital broadcasting is a new transmission method of radio and TV. In the conventional analog method, audio and video are converted into a continuously changing electronic signal and transmitted. In the digital method, a binary number, that is, a series of 0s and 1s, is transmitted. Therefore, it is strong in resilience and easy to encrypt. Yet the advantage is that digital signals are stronger than analog signals and can be transmitted with less output. Therefore, frequency bands not available in analog can be used for digital transmission of terrestrial waves. In addition, a plurality of program services can be transmitted in the same frequency band by a process called video signal compression. Therefore, in digital broadcasting,

i) multi-channelization,

ii) improved quality video and audio,

iii) new services such as widescreen TVs,

iv) Provides benefits such as improved reception (inter-mobile reception, etc.). On the other hand, wide-ranging digital broadcasting is a case where the whole process is digitized, and basically includes the characteristics of digital broadcasting in consultation and has other characteristics. In addition, widespread digitization is linked to maximum efficiency of available programs. This facilitates organization in response to the rapidly changing broadcasting environment or the demands of viewers. In terms of organizational operation, it is possible to reduce manpower by contributing to the efficiency of manpower utilization. In addition, it enables interactive services to the prisoner. In addition to digitalization in the transmission sector, digitalization is also performed on the receiving side, so that not only multimedia services but also practical interactive services can be made, and video, audio, and data information can be pluralized and combined.

Such a bidirectional broadcasting system has a system that can collect broadcast reception types of various hierarchies such as age, occupation, gender, and region through the digital broadcasting reception equipment installed in each recipient. Direct reflection in production is now possible.

However, even though the data collected by such a bidirectional broadcasting system does not have proper processing, it is simply analyzing the ratings of each time zone, program, and broadcaster, so that it is required for the viewing behavior analysis and measurement system by accurate receiver psychoanalysis algorithm. Has been.

The present invention, in the interactive broadcasting system, collects various types of receivers and analyzes the correlation between various receivers such as age, region, income, etc., rather than simply analyzing viewer ratings to obtain the desired information. I will.

The present invention is to provide the most optimal analysis information for program producers, broadcast operators, advertisers, etc. using the information obtained from the receiver system.

1 is a block diagram and a block diagram showing the overall configuration of the present invention,

2 is a block diagram of a conditional access system in a broadcasting system of the present invention;

3 is a block diagram of a database of the present invention.

<Explanation of symbols for the main parts of the drawings>

CAS: Restricted Reception System TCS: Broadcast Schedule Generator 10: Received Information Storage Phase 20: Information Classification Storage Phase 30: Analysis Data Storage Phase 40: Processing Information Provision Stage 50: Database 100: Subscriber Table 120: STB Table

The present invention is a wired / wireless bidirectional broadcasting system,

A conditional access system (CAS) installed at a receiver side which intends to receive broadcasts by air or wire by a contract with the bidirectional broadcasting system side;

Subscriber management system that collects the use information of the receiver by the CAS, received and stored through the public communication network and waiting for data processing,

Analysis system for analyzing the data collected through the wired and wireless communication network to the subscriber management system by multiple regression model analysis,

It is composed of a storage system waiting to provide the analysis data analyzed by the analysis system to the broadcast producers, content providers, advertisers, these systems are transmitted by the satellite signal by a certain contract with the interactive broadcasting system Receiving information accumulation step to enable receiving of other wired and wireless signals, and to store the receiver's personal information and broadcasting reception behavior information,

Information classification and storage step of receiving the accumulated personal information and broadcast reception behavior of the receiver through wired / wireless airwaves and storing it in the analysis management system in a desired database form;

Storing the analysis data for each factor by analyzing the data by multiple regression analysis based on the database accumulated in the analysis management system;

In the interactive broadcasting system characterized in that it comprises the step (40) of reprocessing the analysis data for each factor in accordance with the request of program producers, content producers, advertisers, the analysis data for each factor characterized in that the viewing behavior analysis and measurement method It is about.

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

The overall configuration of the present invention describes the database construction and processing steps through the CA and the subscriber management system (SCIS) in Figure 1, Figure 2 is a block diagram of the CA system, Figure 3 is a specific view of the database Table configuration diagram.

The present invention receives program information and package information from a broadcast schedule generator (TCS) such as satellite broadcasting, cable broadcasting, internet broadcasting, and the like to enable broadcasting transmission and reception in response to a request from a receiver, rather than one-way broadcasting. Control message), receiving subscriber information and purchase information from the subscriber management system (SCIS), generating an EMM, and sending the scrambled program, ECM, EMM to the multiplexer only to the recipients who have been secured by the security authentication server. In the bidirectional broadcasting system, the receiver can watch the descrambled program through the CA.

Receiving information storage step (10) to enable receiving the transmission signal or other wired and wireless signals by the satellite and a receiver's personal information and broadcast reception behavior information by a certain contract with the bidirectional broadcasting system;

Information classification and storage step (20) of receiving the personal information and broadcast reception behavior of the receiver accumulated in the reception information system through the wired and wireless airwaves and storing it in the analysis management system in a desired database form;

Based on the database accumulated in the above analysis management system, multiple regression analysis is performed to change audience ratings by subscriber, age, income, region, gender, time, family composition, broadcasting performer, and broadcasting type. Analytical data storage step 30 to allow the analysis to store the analysis data by factor,

The processing information providing step 40 of reprocessing the analysis data for each factor to provide the analysis data for each factor according to the request of the program producer, content producer, advertisers.

In the present invention, the receiving information accumulation step is basically based on the personal information such as subscriber's age, address, education, family relationship, income, etc. A smart card that allows reception and rejection of a specific broadcast is granted to allow recipient security and authentication by the smart card, and at the same time, the subscriber receives the reception time, reception broadcaster, and daily reception time for a specific broadcast. This is the step of tracking the receiving behavior and accumulating it in the database.

In the receiving information storing step, as shown in FIG. 2, the subscriber name 101, STB (set top box) unique number 102, social security number 103, address 104, telephone number 105, payment method 107 The column name of the subscription is 108, subscriber education level (109), monthly income per household (110), job occupation (111), number of subscribers (112), age of subscribers (112), sex of subscribers (113) Subscriber Table 100 and STB Unique Number 121, STB Model 122, Channel Access Time 123, Paid Mobile Status 124, Viewable Rights 125, Receivable Area 126, Receivable Age 127, purchase information 128, search keyword (character input value) 129, selection item (button value) 130, storage information 131, advertisement selection information 132, ad access time 133 And a database 50 composed of an STB table having the broadcast content connection time 134 as a column name.

In the above table, the purchase information 128 refers to displaying a channel, a broadcast, a viewing time, and a paid information purchase information, etc., which the receiver wants to watch while applying for broadcast reception.

Another example of the present invention is to provide a program type column that can record data on historical dramas, melodies, comedies, movies, music, shows, news, and program types in the above column. It is possible to analyze various change factors by program type and characters by attaching a progress column which enables the information of human factors such as host and hero.

In the present invention, the multiple regression analysis is to grasp the effect of certain independent variables on the dependent variable, but to determine the pure effect of the specific independent variable in the state of removing contamination by other independent variables, and secondly, to predict the dependent variable best. It is used to identify a series of independent variables, and it is a statistical means to derive the simplest and most powerful model for predicting dependent variables.

The actual measurement step using the statistical means of the present invention will be described.

The three-way mutual relationship between age, gender, and place of residence is based on the independent variable called age, address 104, and the channel access time 123 of STB table 120 as the dependent variables of subscribers leaked from the resident registration number 103 of the subscriber table 100. By analyzing and analyzing the effects of the effects, the propensity of the advertising subjects of different ages is identified so that advertisements and broadcasts suitable for the broadcasting can be transmitted.

As another example of the present invention, independent variables such as subscriber education history 109, monthly income per household 110, subscriber occupation 111 and channel access time 123 of the STB table 120 are dependent variables. This study analyzes the three-way interaction effect of educational background, monthly income per household, and subscriber's occupation to analyze broadcasting viewing tendency by income and educational background. Therefore, it is possible to aim for accurate advertising effect by changing the product advertisement by analyzing the receiving tendency of each purchaseable income group or income class.

As another example of the present invention, the channel access time 123 of the STB table 120 is determined using the independent children 112, the subscribers age 112, and the sexes 113 of the subscriber table 100 as independent variables. As a dependent variable, the three-way interaction between the number of children, the age of the child, and the sex of the child should be analyzed. Therefore, it is possible to change the appropriate baby advertisement or children's broadcasting by grasping the broadcasting reception tendency according to the sex and age of subscribers.

As another example of the present invention, the age, address 104, and gender of the subscriber estimated by the social security number 103 of the subscriber table 100 are independent variables, and the purchase information 128 of the STB table 120 is a dependent variable. Analyze the effects of three-way interaction between age, gender, and place of residence. As a result, it is possible to analyze the product purchasing tendency according to gender of a certain age group living in a specific region and apply it to the change of related product advertisement or broadcasting.

As another example of the present invention, the subscriber education history 109, monthly income per household 110, subscriber occupation 111 of the subscriber table 100 as independent variables and the purchase information 128 of the STB table 120 as dependent variables. The three-way interaction effect of subscriber's education, monthly household income, and subscriber's occupation is analyzed. As a result, it can be sent for screening advertisements or broadcasting contents by analyzing the purchasing tendency according to monthly income and educational background.

As another example of the present invention, the age, address 104, and gender estimated by the resident registration number 103 of the subscription table 100 are independent variables, and the storage information 131 of the STB table 120 is a dependent variable. Analyze the three-way interaction between sex, sex, and residence. As a result, appropriate advertisement or broadcasting is possible by analyzing broadcasting viewing time, channel selection, channel conversion, and purchase tendency by age and place of residence.

As another example of the present invention, the age and gender estimated by the resident registration number 103 of the subscriber table 100 are independent variables, and the advertisement selection information 132 of the STB table 120 is a dependent variable. In addition, the three-way interaction effect between residences is analyzed. As a result, the most effective advertising for each age can be predicted, and thus, the advertiser or the broadcasting producer finds the most effective method for advertising selection and broadcasting.

As another example of the present invention, the age, sex, and address 104 estimated by the social security number 103 of the subscriber table 100 are independent variables, and the STB table 120 advertisement access time 133 is a dependent variable. In this case, the advertisement viewing time by region is analyzed. As a result, it is possible to send and select commercials that can exhibit the best advertising effect by age and gender.

As another example of the present invention, the age, sex, and address 104 estimated by the social security number 103 of the subscriber table 100 are independent variables, and the broadcast content access time 134 of the STB table 120 is a dependent variable. This study analyzes the three-way interaction effect between age, gender, and place of residence. As a result, the audience rating can be maintained at the best state by appropriately selecting and transmitting the broadcasting contents preferred by age.

As another example of the present invention, the age, sex, and address 104 estimated in the resident registration number 103 of the subscriber table 100 are independent variables, and the age of the program newly established in the STB table 120 is a dependent variable. A three-way analysis is conducted between sex, gender and address. As a result, it is possible to produce appropriate broadcasting programs and select advertisements by analyzing preferred age groups and their viewing tendencies by genres such as melodies, historical plays, and documentaries.

As another example of the present invention, the age, sex, and address 104 estimated in the resident registration number 103 of the subscriber table 100 are independent variables, and the program-specific characters newly established in the STB table 120 are dependent variables. The three-way interaction between age, gender and address is analyzed. As a result, by analyzing the preferences of cast members for these independent variables, it is possible to select the appropriate broadcasting time and advertisement according to the cast members.

As mentioned above, the present invention basically did not allow an objective and accurate analysis of viewing time, viewer rating, and advertisement effect according to various variables such as time zone, age, place of residence, gender, and income level used in the conventional analog broadcasting. The accurate viewing tendency according to variables such as various ages, genders, places of residence, and income provided can be objectively and accurately identified, in particular in real time, so as to select the appropriate broadcasting program according to the accurate information for advertisers, broadcasters, and broadcasters. The effects of transmission and advertisement will be achieved.

Claims (14)

Program information and package information are received from the broadcast schedule generator (TCS) to generate entitlement control messages (ECMs) to enable broadcast transmission and reception in response to the request of the receiver, and subscriber information and purchase information are generated from the subscriber management system (SCIS). Receiving an EMM and sending the scrambled program, ECM, EMM to the multiplexer only for the recipients who have been secured by the security certificate server, the receiver receives the descrambled program through the CA. In a two-way broadcast system to enable viewing, Receiving information accumulated to receive transmission signals or other wired / wireless signals by satellites under a certain contract with the bidirectional broadcasting system, and to store the receiver's personal information and broadcasting reception behavior information in the subscriber management system (SCIS). Step 10, Information classification and storage step (20) of receiving the personal information and broadcast reception behavior of the receiver accumulated in the reception information system through a wired or wireless airwave to store in a desired database form, Based on the database accumulated in the above analysis management system, multiple regression analysis is performed to change audience ratings by subscriber, age, income, region, gender, time, family composition, broadcasting performer, and broadcasting type. Step 30 to store the analysis data for each factor to be analyzed, Viewing behavior analysis and measurement method of the interactive broadcasting system, characterized in that it comprises the step (40) of reprocessing the factor-specific analysis data according to the request of the program producer, content producer, advertisers. The method of claim 1, Receiving information accumulation stage means that when the receiver enters into a contract with two-way broadcasting such as satellite broadcasting or cable TV, the subscriber's age, address, education, family relations, income, etc. A smart card is provided to enable the reception and rejection of the receiver, and the smart card allows the receiver to secure and authenticate the receiver. Also, the subscriber can receive the reception behavior such as reception time, reception broadcaster, and daily reception time for a specific broadcast while the subscriber is receiving. Tracking and accumulating in the database, Subscriber name (101), STB (set top box) unique number (102), social security number (103), address (104), phone number (105), payment method (107), subscription time (108), subscriber education (109) ), Subscriber table (100) with monthly income (110), occupation (111), number of subscribers (112), subscriber age (112), gender (113), and STB unique number (121). ), STB model 122, channel access time (123), paid movement status (124), viewing authority (125), receiving region (126), age (127), purchase information (128), search Keyword (character input value) 129, selection item (button value) 130, stored information 131, advertisement selection information 132, advertisement access time 133, broadcast content access time 134, column name Viewing behavior analysis and measurement method in a two-way broadcast system, characterized in that consisting of a database consisting of a STB table (120). The method of claim 1, A program type column that can record data about program types and a facilitator column that allows information on human factors appearing in the program can be attached so that human change factors by program type and characters can be analyzed together. Analysis and measurement method of viewing behavior in an interactive broadcasting system. The method of claim 1, The three-way mutual relationship between age, gender, and place of residence is based on the independent variable called age, address 104, and the channel access time 123 of STB table 120 as the dependent variables of subscribers leaked from the resident registration number 103 of the subscriber table 100. A method of analyzing and measuring viewing behavior in an interactive broadcasting system, characterized by analyzing the effect and analyzing the propensity of an advertiser's broadcasting theme by age, thereby enabling broadcasting of advertisements and broadcasts suitable for this. The method of claim 1, Academic education, monthly income per household, using independent education such as subscriber education 109, monthly income per household 110, subscriber occupation 111 and channel access time 123 of STB table 120 as dependent variables By analyzing the three-way interaction effect of the subscriber's occupation, the viewing propensity of broadcasting by income and education is analyzed. Accordingly, the analysis and measurement method of viewing behavior in a two-way broadcasting system characterized by changing the product advertisement by analyzing the reception tendency of each purchaseable income or income class. The method of claim 1, The number of children of the subscriber using the number of subscribers 112 of the subscriber table 100, the age of the subscribers 112, and the gender of the children 113 are independent variables and the channel access time 123 of the STB table 120 is a dependent variable. In order to analyze the three-way interaction between child age and child sex, it is possible to understand the tendency of broadcasting reception according to the sex and age of subscribers and to change the appropriate baby advertisement or the children's broadcasting. Behavioral Analysis and Measurement Methods. The method of claim 1, The age, sex, and place of residence of the estimated age, address 104, and gender of the subscriber in the subscriber table 100 are independent variables, and the purchase information 128 of the STB table 120 is a dependent variable. Analysis of viewing behavior in interactive broadcasting system, characterized in that the analysis of the original interaction effect and analysis of product purchasing tendency according to gender of a certain age group living in a specific region can be applied to related product advertisement or broadcasting change. And measurement method. The method of claim 1, The subscriber's education level, monthly income per household, subscriber's education level 109, monthly income per household 110, subscriber occupation 111, and purchase information 128 of STB table 120 as dependent variables. Analysis of the three-way interaction effect of the subscriber's occupation to analyze the product purchase tendency according to monthly household income and educational background, and to select and send advertisements or broadcast contents to view the behavior of the interactive system. Analysis and Measurement Methods. The method of claim 1, The three-way mutual relationship between age, gender, and place of residence is assumed using the age, sex, and address 104 estimated in the resident registration number 103 of the subscription table 100 as independent variables, and the storage information 131 of the STB table 120 is a dependent variable. Analyze the behavior, viewing behavior analysis in the interactive broadcasting system characterized in that it is possible to advertise or broadcast by analyzing broadcast viewing time, channel selection, channel conversion, purchase tendency by age and residence How to measure. The method of claim 1, The three-way interaction between age, gender, and place of residence using age, sex, and address 104 estimated in the resident registration number 103 of the subscriber table 100 as independent variables and advertisement selection information 132 of the STB table 120 as dependent variables. A method for analyzing and measuring viewing behavior in an interactive broadcasting system, characterized in that it analyzes the effect and makes it possible to select advertisements by age. The method of claim 1, The age, gender, and address 104 estimated by the resident registration number 103 of the subscriber table 100 are independent variables, and the advertisement viewing time by age and region is analyzed using the STB table 120 advertisement access time 133 as a dependent variable. And analysis and measurement method of viewing behavior in an interactive broadcasting system characterized by enabling transmission and selection of commercial broadcasting by age and gender. The method of claim 1, The age, sex, and place of residence of the estimated age, sex, and address 104 of the subscriber table 100 are independent variables, and the broadcast content access time 134 of the STB table 120 is a dependent variable. A method of analyzing and measuring viewing behavior in an interactive broadcasting system characterized by analyzing original interaction effects to select preferred broadcasting contents for each age. The method of claim 1, Three sources of age, gender and address area are assumed to be independent variables of age, gender and address 104 estimated in the resident registration number 103 of the subscriber table 100, and program types newly established in the STB table 120 as dependent variables. Analysis of viewing behavior in the interactive broadcasting system, characterized in that the production and advertisement selection of the broadcasting program is possible by analyzing the preferred age group and their viewing inclination by genres such as melodies, historical dramas, and documentaries. And measurement method. The method of claim 1, The age, sex, and address of the subscriber table 100 are assumed to be independent variables. Analysis and measurement method of viewing behavior in a two-way broadcasting system characterized by enabling the selection of broadcasting time and advertisement according to the cast by analyzing the cast member's preference for independent variables by analyzing three-way interaction.