Device, method, and program for analyzing effect of television commercials

Abstract

To provide a method 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 (S201). The device 100 acquires at least one piece of broadcast data related to the received input from a database 104 (S202). After that, the device 100 acquires a search score at the time of broadcasting in the acquired broadcast data (S203). Subsequently, 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 (S204).SELECTED DRAWING: Figure 2

Description

[Technical field]

[0001] The present invention relates to an apparatus, a method, and a program for analyzing the effectiveness of TV commercials. [Background technology]

[0002] Although the market size of Internet advertising (in Japan) has grown significantly, exceeding the market size of television commercials (hereafter referred to as "TV commercials"), which is just under 2 trillion yen, television remains the most influential medium. By conveying a message repeatedly through audio and video, it is possible to leave a strong impression on viewers. Summary of the Invention [Problem to be solved by the invention]

[0003] However, at present, there are not enough quantitative methods for measuring the effectiveness of TV commercials. In addition to measuring the effectiveness of the TV commercials that one company has aired, it is desirable to analyze the effectiveness of TV commercials aired by competitors, and more broadly, to analyze what types of TV commercials are having what effects in one's own market, a so-called 3C analysis. Here, "3C" refers to one's own company, competitors, and customers, that is, the market. Also, verifying what types of TV commercials are effective in markets other than one's own is beneficial for improving the efficiency of one's own TV commercials, and such analysis is also desirable.

[0004] The present invention has been made in consideration of these problems, and its purpose is to enable multifaceted analysis such as 3C analysis in an apparatus, method, and program for analyzing the effectiveness of TV commercials.

[0005] It should be noted that the new analytical method according to the present invention makes possible any of the various embodiments disclosed as sub-concepts in this specification, and that each of these sub-concepts is valid in itself and is a new invention that makes possible analyses that have not been provided before. [Means for solving the problem]

[0006] In order to achieve this object, a first aspect of the present invention is a method for analyzing the effectiveness of TV commercials, comprising the steps of receiving an input from a user terminal, acquiring one or more broadcast data associated with the input, acquiring a search score at the broadcast time contained in each broadcast data, and transmitting to the user terminal at least a portion of the items contained in the one or more broadcast data or data corresponding thereto, and a search score associated with each broadcast data or data corresponding thereto.

[0007] Moreover, 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, acquiring one or more broadcast data, acquiring a search score at the broadcast time contained in each broadcast data, and transmitting to the user terminal, in response to the input, at least a portion of the items contained in the one or more broadcast data or data corresponding thereto, and a search score associated with each broadcast data or data corresponding thereto.

[0008] In addition, a third aspect of the present invention is that in the first or second aspects, the search score is a value representing an increase in the number of searches determined using the number of searches for a first word on a search engine in a first period after or after a certain point in time, or an approximation thereof, and the number of searches for a second word corresponding to the first word on the search engine in a second period before or before the certain point in time, or an approximation thereof.

[0009] Furthermore, a fourth aspect of the present invention is the third aspect, wherein the second word is identical to the first word, and the first word is one or more words, or a combination of them as a logical sum or logical product, defined in association with the TV commercial that is the subject of each broadcast data.

[0010] Moreover, a fifth aspect of the present invention is any one of the first to fourth aspects, wherein said search score is a value calculated for each attribute of a searcher.

[0011] Also, a sixth aspect of the present invention is the fifth aspect, wherein, prior to said transmission, said search scores or data corresponding thereto are calculated for each of said attributes.

[0012] Also, a seventh aspect of the present invention is the fifth aspect, wherein, before said transmission, said search score or data corresponding thereto is calculated in accordance with said input attributes.

[0013] Further, an eighth aspect of the present invention is any one of the fifth to seventh aspects, wherein the attribute is at least one of sex, age, and region.

[0014] Furthermore, a ninth aspect of the present invention is that, in any 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 belong, and at least a portion of the items included in the one or more broadcast data include the product name, the service name, or the brand name.

[0015] Furthermore, a tenth aspect of the present invention is that, in any of the first to eighth aspects, at least a portion of the items included in the one or more broadcast data include a creative identifier or broadcast time of a TV commercial that is the subject of each broadcast data.

[0016] Furthermore, an eleventh aspect of the present invention, in any one of the first to tenth aspects, further includes a step of transmitting to the user terminal the number of viewers associated with each broadcast data or data corresponding thereto.

[0017] In addition, a twelfth aspect of the present invention is a program for causing a computer to execute a method for analyzing the effectiveness of TV commercials, the method including the steps of receiving input from a user terminal, acquiring one or more broadcast data associated with the input, acquiring a search score at the broadcast time contained in each broadcast data, and transmitting to the user terminal at least a portion of the items contained 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.

[0018] In addition, a 13th aspect of the present invention is a program for causing a computer to execute a method for analyzing the effectiveness of TV commercials, the method including the steps of receiving input from a user terminal, acquiring one or more broadcast data, acquiring a search score at the broadcast time contained in each broadcast data, and transmitting to the user terminal, in response to the input, at least a portion of the items contained 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.

[0019] In addition, a 14th aspect of the present invention is an apparatus for analyzing the effectiveness of TV commercials, which receives input from a user terminal, obtains one or more broadcast data associated with the input and a search score at the broadcast time included in each broadcast data, and transmits to the user terminal at least a portion 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.

[0020] In addition, a 15th aspect of the present invention is an apparatus for analyzing the effectiveness of TV commercials, which receives input from a user terminal, obtains one or more broadcast data and search scores at the broadcast times contained in each broadcast data, and transmits to the user terminal, in response to the input, at least a portion of the items contained 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. Effect of the Invention

[0021] According to one aspect of the present invention, data for viewing analysis results of TV commercials on a user terminal can be provided in response to an input from a user. [Brief description of the drawings]

[0022] [Figure 1] FIG. 1 is a diagram showing an apparatus for analyzing the effectiveness of a TV commercial according to one embodiment of the present invention. [Diagram 2] 1 is a flow chart of a method for analyzing the effectiveness of a TV commercial according to one embodiment of the present invention. [Diagram 3] FIG. 2 is a diagram showing a schematic diagram of the results of an analysis of the effectiveness of a TV commercial according to one embodiment of the present invention. [Figure 4] FIG. 13 is a diagram showing an example of the change over time in the number of searches after a TV commercial is aired. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0023] Hereinafter, an embodiment of the present invention will be described in detail with reference to the drawings.

[0024] An apparatus for analyzing the effectiveness of a TV commercial according to one embodiment of the present invention is shown in Figure 1. The apparatus 100 receives input from a user terminal 110 used by a user company of the analysis service that the apparatus 100 provides via a computer network, returns data corresponding to the input to the user terminal 110, and enables the analysis results to be viewed.

[0025] The device 100 includes a communication unit 101 such as a communication interface, a processing unit 102 such as a processor or CPU, and a storage unit 103 including a storage device or storage medium such as a memory or a hard disk, and can be configured by executing a program for performing each process. The device 100 may include one or more devices, computers, or servers. The program may include one or more programs, and may be recorded in a computer-readable storage medium to form a non-transient program product. The program may be stored in a storage device or storage medium accessible from the storage unit 103 or the device 100, and may be executed by the processing unit 102. The device 100 may further include a database 104 that stores various data used for analyzing the effectiveness of TV commercials, and these data may be stored in a storage device or storage medium accessible from the storage unit 103 or the device 100. In the following, the data is stored in the database 104, but is not limited thereto.

[0026] First, the device 100 receives an input from the user terminal 110 (S201). Examples of inputs include the company name or abbreviation of the company itself or other companies, and the name or abbreviation of a product, etc., of the company itself or other companies. When multiple company names or names of multiple products, etc. are input using a logical sum, i.e., an OR condition, the collection of companies or products, etc. that compete with the company itself or its products, etc. is considered to represent the market to which the company belongs, and therefore the market to which the company belongs is input approximately. Herein, "product, etc." refers to a product, service, or brand. In the following, when "company name" is used in this specification, it is assumed that the abbreviation is also included, and when "name" of a product, etc. is used, it is assumed that the abbreviation is also included.

[0027] The database 104 stores broadcast data on TV commercials that have been aired in the past. The broadcast data includes the broadcast time and the creative identifier of the TV commercial, and further includes at least a part of the name of the company that is the advertiser that aired the TV commercial, the name of the product or the like that is the subject of the TV commercial, the name of the program in which the TV commercial was aired, the name of the talent who appeared in the TV commercial, the name of the song used, and the name of the artist 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 TV commercial is 30 seconds, the broadcast end date and time is 30 seconds after the broadcast start date and time. Although this is a fixed period of time, it is a certain point in time when viewed in a fixed unit such as minutes, and is expressed as the broadcast time. The broadcast data may also include regional information in which the TV commercial was aired. Examples of regional information include the name of the prefecture, the name of the region such as Kanto and Chukyo, and the name of the broadcasting station that aired the TV commercial.

[0028] The device 100 acquires one or more pieces of 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 more pieces of broadcast data including the product name may be extracted. In this case, when the product name is expected to be written in a variety of ways, including an abbreviation, the device 100 may store the written candidates for each product in association with each other and correct them as necessary. It is also possible to perform corrections for items included in the broadcast data in the same manner for items other than the product name. In addition, when a business type is input from the user terminal 110, a correspondence between the business type and one or more company names belonging to the business type may be stored, and one or more company names may be identified by referring to the correspondence, and one or more pieces of broadcast data including those company names may be extracted from the database 104. In addition, when a viewer's attribute is input from the user terminal 110, a search score value corresponding to the attribute described later may be set as a search score value associated with each piece of broadcast data to be extracted.

[0029] Next, the device 100 acquires a 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 can be calculated for each broadcast data extracted when an input is received from the user terminal 110. The search score is a value that indicates an increase in the number of searches based on a certain point in time, and details will be described later. For each broadcast data, the search score at the broadcast time quantitatively indicates the degree to which viewers performed a search on the Internet as an effect of the broadcast of the TV commercial. In acquiring the search score, which will be described later, it is possible to acquire a value corresponding to an attribute. Alternatively, although the acquisition of each broadcast data and the acquisition of its search score have been described separately, they may be performed as a single process, and it is not intended to be limited to performing them as separate processes.

[0030] The search score is calculated based on search history data related to 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 these as a logical sum or logical product, and the time when the search was performed. For each search, the attributes of the user of the device on which the search was performed may be further included, in which case the search score can be calculated for each attribute. Examples of attributes include gender, age, region, etc., and these can be estimated based on past behavioral history data performed using the device. For example, gender can be estimated according to the nature of websites viewed in the past using the device. In addition, if a user signs in to a search service when a search is performed using the device, gender, age, etc. can be obtained from the registration information of the account used for signing in. In addition, the user's location can be estimated from the IP address when the search was performed using the device. If the input from the user terminal 110 is a viewer's attribute, it is also possible to obtain only the value of the search score corresponding to the attribute. When one or more words used in a search are the name of a product or the name of a category to which the product belongs, the search is called a "named search." In the narrow sense, a name of a product is sometimes called a "named search." The search score in a name-based search is called the "named search score."

[0031] Then, the device 100 transmits to the user terminal 110 at least a portion of the items included in one or more pieces of broadcast data and the search score associated with each piece of broadcast data (S204).

[0032] Here, if a creative identifier of a TV commercial, for example, is transmitted as at least a part of the items included in one or more broadcast data, the user terminal 110 can calculate a search score for each creative identifier and analyze the effect due to differences in creatives. Here, calculations performed on the search score include calculation of a total value, an average value, a median value, a standard deviation, and the like. When performing these calculations, outliers may be excluded. 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, calculations may also include calculation of the cost-effectiveness of the search score relative to the advertising cost. Furthermore, if the broadcast time is also transmitted, the effect of each creative identifier can be visualized as a graph with time on the horizontal axis and search score on the vertical axis.

[0033] Furthermore, if the number of viewers of a TVCM represented by each broadcast data can be determined or estimated by referring to the database 104 as necessary, the number of viewers can be transmitted to the user terminal 110, thereby calculating the efficiency of acquiring a cumulative search score with respect to the cumulative number of viewers in a predetermined period. FIG. 3 shows a schematic diagram of the results of analyzing the effectiveness of a TVCM according to an embodiment of the present invention. FIG. 3 shows data shown in Table 1 below displayed on the display screen of the user terminal 110, and the total number of viewers and the name search score are calculated and plotted each time a TVCM is broadcast. The slope of the graph shown in FIG. 3 is an index showing how effectively viewing a TVCM leads to a name search. Here, it is assumed that the broadcast time, name search score, and number of viewers are transmitted to the user terminal 110 for each broadcast data, but the device 100 may calculate the cumulative name search score and the cumulative number of viewers and transmit the calculation results to the user terminal 110. The number of viewers can be estimated, for example, by multiplying the viewer rating at the time the TV commercial is aired by the number of households in the area where the TV commercial is aired, or a number corresponding thereto, and each piece of airing data can be stored in association with that airing data in database 104. Any method that is currently known or that may become known in the future can be used to estimate the number of viewers and the viewer rating used to calculate the number of viewers.

[0034] [Table 1]

[0035] In the example of Fig. 3, the name of the product, etc. that is the subject of a TV commercial is transmitted as at least a part of the items included in one or more broadcast data, and the effectiveness of a specific product, etc. is analyzed, but it is also possible to simultaneously graph and compare multiple products, etc. It is also possible to transmit the creative identifier of the TV commercial and graph and compare each creative identifier.

[0036] In the analysis at user terminal 110, data corresponding to at least a part of the items included in each piece of broadcast data may be transmitted to user terminal 110, instead of the items themselves included in the broadcast data, since processed data may be used. In addition, the search score may be subjected to a calculation such as multiplying by a constant or adding a constant, and a score corresponding to the search score may be transmitted to user terminal 110.

[0037] Furthermore, the device 100 may perform a calculation on the search score for each item included in each broadcast data before transmitting the data to the user terminal 110. Furthermore, the device 100 may perform a calculation on the search score for each attribute of the search score associated with each broadcast data before transmitting the data. Furthermore, it is conceivable that the search score may be calculated in response to an input from the user terminal 110. These calculations may be performed on a score corresponding to the search score.

[0038] In this way, according to the present invention, data can be provided for viewing the analysis results of TV commercials on the user terminal 110 in response to input from the user, enabling multifaceted analysis that identifies factors that influence effectiveness.

[0039] In the above explanation, it is described as obtaining one or more broadcast data associated with the input from user terminal 110, but it is also possible that the input from user terminal 110 is used only in the calculation before transmission to user terminal 110, and even in such a case, data is provided for viewing the analysis results in accordance with the input from the user.

[0040] Search score details A search score is a value that represents the increase in search volume, determined by using the number of searches, or an approximation thereof, for a first word on a search engine in a first period after or after a certain point in time, and the number of searches, or an approximation thereof, for a second word corresponding to the first word on the search engine in a second period before or before the certain point in time.

[0041] 4 shows an example of the change over time 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 TV commercial increases in the three minutes after the TV commercial is aired at time t. The inventors have found that it takes about three minutes 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, and although it is not necessarily limited to three minutes, in one embodiment of the present invention, the search score is calculated by focusing on a few minutes after the TV commercial is aired.

[0042] It is necessary to determine which words are used in searches for each TV commercial to calculate the search score, and usually the search words in a first period after or after a certain reference point in time and the search words in a second period before or before that point in time may be the same. The search words may be a single word or a combination of multiple words using a logical AND that takes into account spelling variations. Search results may also be narrowed down by a combination using a logical AND. In addition, the first period and the second period may simply be the same length, but the number of searches in the second period may be calculated by doubling the number of searches in a period that is half the first period. In other words, it is sufficient to calculate the search score using the number of searches in the first period or an approximation thereof and the number of searches in the second period or an approximation thereof.

[0043] In the above embodiment, it should be noted that unless there is a statement of "only" such as "based on XX", "depending only on XX", or "only in the case of XX", it is assumed in this specification that additional information may be taken into consideration. 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 expressly stated. Also, the statement "each a constituting A" does not necessarily mean that A is composed of multiple components, but includes the case where the component is singular.

[0044] Also, just to be clear, even if there is an aspect of a method, program, terminal, device, server or system (hereinafter referred to as a "method, etc.") that performs an operation different from that described in this specification, each aspect of the present invention is directed to an operation that is the same as any of the operations described in this specification, and the existence of an operation different from that described in this specification does not make the method, etc. outside the scope of each aspect of the present invention. [Explanation of symbols]

[0045] 100 devices 101 Communications Department 102 Processing section 103 Storage section 104 Database 110 User Terminal

Claims

1. A method for analyzing the effectiveness of a commercial, comprising: The computer receiving input from a user terminal; obtaining one or more pieces of broadcast data associated with the input; obtaining a search score for a broadcast time included in each broadcast data; outputting the search score or the data corresponding to the search score for each creative identifier based on a creative identifier of the CM targeted by each broadcast data among items included in the one or more broadcast data, and the search score or the data corresponding to the search score associated with each broadcast data; Includes.

2. A method according to claim 1, comprising: The method further includes a step of transmitting to the user terminal the number of viewers or the cumulative number of viewers associated with each broadcast data, or data corresponding thereto.

3. The method according to claim 1, The data corresponding to the search score includes a cumulative search score.

4. The method of claim 1, comprising: The search score is a value that represents an increase in the number of searches performed on the Internet using a search word from a certain point in time, The search word is one or more words or a combination of these as a logical sum or logical product, which are determined in association with the CM that is the subject of each piece of broadcast data.

5. The method of claim 1, comprising: The inputs approximately represent the market in which the business using the user terminal resides.

6. The method of claim 1, The search score is a value that represents the increase in search volume determined by using the number of searches for a first word on a search engine in a first period after or after a certain point in time, or an approximation thereof, and the number of searches for a second word corresponding to the first word on the search engine in a second period before or before the certain point in time, or an approximation thereof.

7. The method of claim 6, comprising: The second word is identical to the first word.

8. The method of claim 1, comprising: The search score is a value calculated for each attribute of the searcher or the user of the device on which the search was performed.

9. The method according to claim 8, The attribute is at least one of gender, age, and region.

10. The method of claim 1, comprising: The input includes a product name, a service name, a brand name, or a category name to which any of these belong; The items included in the one or more broadcast data include the product name, the service name, the brand name, or the category name.

11. A program for causing a computer to execute a method for analyzing the effectiveness of a commercial, the program comprising: receiving input from a user terminal; obtaining one or more pieces of broadcast data associated with the input; obtaining a search score for a broadcast time included in each broadcast data; The computer is caused to execute a process including a step of outputting the search score or data corresponding to the search score for each creative identifier based on the creative identifier of the commercial that is the subject of each broadcast data among the items included in the one or more broadcast data, and the search score or data corresponding to the search score associated with each broadcast data.

12. An apparatus for carrying out a method for analyzing the effectiveness of a commercial, comprising: receiving input from a user terminal; obtaining one or more pieces of broadcast data associated with the input; obtaining a search score for a broadcast time included in each broadcast data; The method executes a process including a step of outputting the search score or data corresponding to the search score for each creative identifier based on the creative identifier of the commercial that is the subject of each broadcast data among the items included in the one or more broadcast data, and the search score or data corresponding to the search score associated with each broadcast data.

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