Evaluation device, evaluation method, and computer program

Abstract

To improve the accuracy of calculating the advertisement effect of a broadcasted advertisement.SOLUTION: When the plurality of advertisements include a first advertisement and a second advertisement of which second periods after broadcast of the advertisements at least partially overlap each other, the evaluation device calculates an increment of a measured value of the index from a reference value in each of one or more sections included in an overlapping period in which the first advertisement and the second advertisement overlap each other among the second period of the first advertisement and the second period of the second advertisement, using a ratio based on a first elapsed time that is an elapsed time from broadcast of the first advertisement and a second elapsed time that is an elapsed time from broadcast of the second advertisement. It is allocated to each of the first advertisement and the second advertisement. The evaluation device is configured to calculate the evaluation value of the advertising effect of each of the first advertisement and the second advertisement using the allocated increment for one or more sections included in the overlap period.SELECTED DRAWING: Figure 5

Description

[Technical Field]

[0001] The present disclosure relates to an evaluation device. [Background technology]

[0002] Advertisements are sometimes broadcast on broadcast media such as television and the Internet. Advertisements are broadcast, for example, with the purpose of encouraging consumers to purchase a product or use a service. Advertisements broadcast on broadcast media (hereinafter simply referred to as advertisements) have the effect of inducing some viewers who watch the advertisement to take a behavior (hereinafter simply referred to as action) related to the advertisement, such as a behavior corresponding to the intended purpose. Techniques for measuring the advertising effectiveness, which is the effect of such broadcast advertisements, are known.

[0003] For example, Patent Document 1 discloses an advertisement effectiveness measurement device that measures the effectiveness of an advertisement based on the number of actions of viewers that are estimated to have been caused by the advertisement. The advertising effectiveness measurement device of Patent Document 1 is configured to allocate the measured advertising effectiveness between an advertisement related to the advertisement that is broadcast immediately after the advertisement is broadcast and the other advertisement. The advertising effectiveness is allocated based on the ratio of the differences between the broadcast time of the advertisement and the time of the action that occurred for the advertisement and the other advertisement, respectively. [Prior art documents] [Patent documents]

[0004] [Patent Document 1] Patent No. 7212707 Summary of the Invention [Problem to be solved by the invention]

[0005] However, in a device such as that disclosed in Patent Document 1, when allocating advertising effectiveness, it was difficult to accurately calculate the advertising effectiveness of broadcast advertisements simply by considering the difference between the broadcast time of each advertisement and the time when the action occurred.

[0006] One aspect of the present disclosure is to improve the accuracy of calculating the advertising effectiveness of a broadcast advertisement. [Means for solving the problem]

[0007] One aspect of the present disclosure is an evaluation device that evaluates the advertising effectiveness of each of a plurality of broadcast advertisements based on an index common to the plurality of advertisements, and includes an acquisition unit, a setting unit, and a calculation unit. The acquisition unit is configured to acquire, for each advertisement, a measurement value of the index for a first period before the advertisement is broadcast and a second period after the advertisement is broadcast. The setting unit is configured to set, for each advertisement, a reference value of the index based on the measurement value of the index for the first period. The calculation unit is configured to calculate, for each advertisement, an evaluation value of the advertising effectiveness by summing up the increments of the measurement value from the reference value for each of a plurality of sections included in the second period.

[0008] When the multiple advertisements include a first advertisement and a second advertisement whose second periods at least partially overlap, the calculation unit allocates to each of the first advertisement and the second advertisement an increment for each of one or more sections included in an overlapping period between the first advertisement and the second advertisement, among the second periods after the broadcast of the first advertisement and the second advertisement, in a ratio based on a first elapsed time that is the time elapsed since the broadcast of the first advertisement and a second elapsed time that is the time elapsed since the broadcast of the second advertisement, and a time change in the increment for at least one advertisement among the multiple advertisements excluding both the first advertisement and the second advertisement. The calculation unit is configured to calculate an evaluation value of advertising effectiveness for each of the first advertisement and the second advertisement using the allocated increment for one or more sections included in the overlapping period. The second period of at least one advertisement does not overlap with the second periods of both the first advertisement and the second advertisement.

[0009] With this configuration, it is possible to calculate the evaluation value of the advertising effectiveness of each of the plurality of advertisements based on the elapsed time since the advertisement was broadcast, thereby improving the accuracy of calculating the advertising effectiveness of the broadcast advertisements.

[0010] In one aspect of the present disclosure, the calculation unit may determine, for each of one or more sections in the overlapping period, a first contribution, which is a degree by which a first advertisement contributes to the magnitude of the increment, and a second contribution, which is a degree by which a second advertisement contributes to the magnitude of the increment, with respect to the increment in the corresponding section, based on the first elapsed time, the second elapsed time, and a time change in the increment of at least one advertisement. The calculation unit may be configured to allocate the increment to the first advertisement and the second advertisement based on a ratio between the first contribution and the second contribution.

[0011] With this configuration, it is possible to calculate the evaluation value of the advertising effectiveness of each of the multiple advertisements based on the ratio of the degree to which each advertisement contributes to the increase in the amount of advertising, thereby improving the accuracy of calculating the advertising effectiveness.

[0012] In one aspect of the present disclosure, the calculation unit may calculate a first reference contribution rate based on a first elapsed time and a change in the increment of at least one advertisement over time. The calculation unit may calculate a second reference contribution rate based on a second elapsed time and a change in the increment of at least one advertisement over time. The calculation unit may calculate the first contribution rate by correcting the first reference contribution rate based on the viewing amount of the first advertisement. The calculation unit may calculate the second contribution rate by correcting the second reference contribution rate based on the viewing amount of the second advertisement.

[0013] According to this configuration, the first contribution degree and the second contribution degree can be calculated taking into account the viewing volume of the first advertisement and the second advertisement, thereby improving the accuracy of calculating the advertising effectiveness.

[0014] In one aspect of the present disclosure, the calculation unit may calculate the first contribution rate by further correcting the first reference contribution rate based on an area coverage rate of the first advertisement. The calculation unit may be configured to calculate the second contribution rate by further correcting the second reference contribution rate based on an area coverage rate of the second advertisement. The area coverage rate may be the ratio of households to which the advertisement was broadcast in a specified area to all households in the specified area.

[0015] According to this configuration, it is possible to calculate the evaluation value of the advertising effectiveness of each of the first advertisement and the second advertisement taking into account the area coverage rates of the first advertisement and the second advertisement, thereby improving the accuracy of calculating the advertising effectiveness.

[0016] In one aspect of the present disclosure, the predetermined area may be an area that is predetermined on a prefecture-by-prefecture basis. In one embodiment of the present disclosure, the first contribution may be calculated as a product of the first reference contribution, the viewing amount of the first advertisement, and the area coverage rate of the first advertisement. The second contribution may be calculated as a product of the second reference contribution, the viewing amount of the second advertisement, and the area coverage rate of the second advertisement.

[0017] According to this configuration, the first and second reference contribution degrees can be calculated taking into account the viewing volume and area coverage rate of the first and second advertisements, thereby improving the accuracy of calculating the advertising effectiveness.

[0018] In one aspect of the present disclosure, for each of one or more sections in the overlapping period, each of the first reference contribution and the second reference contribution may be calculated based on an increment in the corresponding section of the second period of at least one advertisement.

[0019] In one aspect of the present disclosure, the at least one advertisement may include two or more advertisements, and for each of the one or more sections in the overlapping period, the first reference contribution and the second reference contribution may each be calculated by summing the increments of the two or more advertisements in the corresponding sections.

[0020] According to this configuration, the evaluation value of the advertising effectiveness can be calculated based on the increase in the amount of advertising for other advertisements, thereby improving the accuracy of calculating the advertising effectiveness. In one aspect of the present disclosure, the second period after the broadcast of the advertisement may be set based on the measurement value in the first period before the broadcast of the advertisement and the measurement value after the broadcast of the advertisement.

[0021] In one aspect of the present disclosure, the second period after the broadcast of the advertisement may be set based on the difference between the average value of the measurement value in the first period before the broadcast of the advertisement and the measurement value after the broadcast of the advertisement. In one aspect of the present disclosure, the second period after the broadcast of the advertisement may be set based on the period from the start time of the broadcast of the advertisement to the time when the measured value of the advertisement's index reaches its maximum and then the difference disappears.

[0022] According to this configuration, the second period can be set based on the measurement value for the first period, thereby improving the accuracy of calculating the advertising effect. In one aspect of the present disclosure, the reference value may be set based on an average value of the measurement values ​​in the first period.

[0023] According to this configuration, the increase in the measurement value can be calculated based on the average value of the measurement value for the first period, thereby improving the accuracy of calculating the advertising effect. In one aspect of the present disclosure, the setting unit may be configured to set the reference value of the fourth advertisement to the same value as the reference value of the third advertisement when the plurality of advertisements include a third advertisement and a fourth advertisement, wherein a first period of the fourth advertisement broadcast after the third advertisement overlaps with a second period of the third advertisement.

[0024] With this configuration, the reference value can be calculated based on the first period that does not include periods that overlap with the second periods of other advertisements, thereby improving the accuracy of calculating the advertising effectiveness of the broadcast advertisements.

[0025] In one aspect of the present disclosure, the at least one advertisement may be one or more advertisements that aired earlier than both the first advertisement and the second advertisement. With this configuration, the increase in each of one or more sections included in the overlapping period can be allocated to each of the first and second advertisements based on the time change in the increase in the past advertisements during the second period that were not affected by the advertising effectiveness of the first and second advertisements, thereby improving the accuracy of calculating the advertising effectiveness.

[0026] In one aspect of the present disclosure, the second time period of each of the at least one advertisement may not overlap with the second time periods of any other advertisements of the plurality of advertisements. With this configuration, the increase in each of one or more sections included in the overlapping period can be allocated to each of the first and second advertisements based on the change over time in the increase in the advertisement in the second period in which the influence of the advertising effectiveness of other advertisements is suppressed, thereby improving the accuracy of calculating the advertising effectiveness.

[0027] One aspect of the present disclosure is an evaluation method for evaluating the advertising effectiveness of each of multiple broadcast advertisements based on an index common to the multiple advertisements, the method including: a computer acquiring, for each advertisement, measurement values ​​of the index for a first period before the advertisement is broadcast and a second period after the advertisement is broadcast; setting, for each advertisement, a reference value of the index based on the measurement value of the index for the first period; and calculating, for each advertisement, the sum of the increments from the reference value of the measurement values ​​for each of multiple sections included in the second period as an evaluation value of the advertising effectiveness. When the plurality of advertisements include a first advertisement and a second advertisement whose second periods at least partially overlap, the calculating includes allocating to each of the first advertisement and the second advertisement an increment for each of one or more sections included in an overlapping period between the first advertisement and the second advertisement, among the second periods after the broadcast of the first advertisement and the second advertisement, in a ratio based on a first elapsed time that is the time elapsed since the broadcast of the first advertisement and a second elapsed time that is the time elapsed since the broadcast of the second advertisement, and a time change in the increment for at least one advertisement among the plurality of advertisements, excluding both the first advertisement and the second advertisement. The calculating also includes calculating an evaluation value of advertising effectiveness for each of the first advertisement and the second advertisement using the allocated increment for one or more sections included in the overlapping period. The second period of at least one advertisement does not overlap with the second periods of both the first advertisement and the second advertisement.

[0028] This evaluation method provides the same effects as the above-mentioned evaluation device. In one aspect of the present disclosure, a computer program may be provided for causing a computer to execute at least part of the above-described evaluation method. [Brief explanation of the drawings]

[0029] [Figure 1] FIG. 2 is a block diagram showing the configuration of an evaluation device. [Figure 2] FIG. 10 is a diagram illustrating an evaluation value of advertising effectiveness. [Figure 3] FIG. 10 is a diagram illustrating increments of evaluation indexes in multiple sections. [Figure 4]FIG. 10 is a diagram illustrating a method for evaluating a reference value when multiple advertisements are broadcast within a short period of time. [Figure 5] 10 is a flowchart showing the processing of the evaluation device. [Figure 6] FIG. 10 is a diagram illustrating an example of the transition of the measured values ​​of the evaluation index when two advertisements are broadcast within a short period of time. [Figure 7] FIG. 10 is a diagram illustrating the measured values ​​of evaluation indexes for each prefecture during the overlapping period. [Figure 8] FIG. 10 is a diagram illustrating a reference contribution degree. DETAILED DESCRIPTION OF THE INVENTION

[0030] Hereinafter, exemplary embodiments of the present disclosure will be described with reference to the drawings. [1. First embodiment] [1-1.Configuration] [1-1-1. Overall structure] 1 is a device that evaluates the advertising effectiveness of advertisements broadcast on broadcast media such as television, the Internet, etc. The evaluation device 1 is installed in an information terminal such as a smartphone, a tablet terminal, or a personal computer.

[0031] The evaluation device 1 includes a processor 10, a memory 20, a storage 30, a user interface 40, and a communication interface 50. The processor 10 is configured to execute processing in accordance with a computer program recorded in the storage 30 .

[0032] The memory 20 is used as a working area when the processor 10 executes processing. Examples of the memory 20 include a RAM (Random Access Memory), a ROM (Read Only Memory), and a flash memory.

[0033] The storage 30 stores computer programs and data used when executing processes according to the computer programs. Examples of the storage 30 in a smartphone, tablet terminal, etc. include an embedded multi-media card (eMMC) and a universal flash storage (UFS). Examples of the storage 30 in a personal computer include a hard disk drive (HDD) and a solid state drive (SSD).

[0034] The user interface 40 is a general term for an interface for receiving various input operations from a user and an interface for outputting various information to the user. Examples of the user interface 40 include a keyboard, a mouse, a touch panel, a display, etc.

[0035] The communication interface 50 is an interface that can communicate various types of data with other devices in accordance with a predetermined standard. [1-1-2. Advertising effectiveness] As shown in FIG. 2, for one advertisement, the evaluation value V of the advertising effectiveness of the broadcast of that advertisement is calculated based on the measurement value M of a predetermined evaluation index measured during a predetermined period including the period before and after the broadcast. To calculate the evaluation value V, a reference value BL is set based on the measurement value M of the evaluation index during the period before the advertisement is broadcast. The reference value BL is set for each advertisement. The evaluation value V of the advertising effectiveness is calculated as the sum of the increments of the measurement value M from the reference value BL during the period after the advertisement is broadcast. Hereinafter, the measurement value M of the evaluation index will also be simply referred to as the measurement value M. The evaluation value V of the advertising effectiveness will also be simply referred to as the evaluation value V.

[0036] An evaluation index is an index related to advertising effectiveness. The advertising effectiveness of each of multiple advertisements is evaluated based on an evaluation index common to the advertisements. The evaluation index can be expressed, for example, as a numerical value representing the magnitude of consumer behavior regarding the product or service promoted by the advertisement. Examples of evaluation indexes include the number of visits to a website related to the product or service promoted by the advertisement, the number of page views (PV), the number of app downloads, and the number of searches on a search engine.

[0037] The predetermined period includes a reference period BT and an effective period ET. The validity period ET is the period after the advertisement is broadcast. The validity period ET represents the period during which the advertisement effect is valid. The period during which the advertisement effect is valid may be understood as the period during which the advertisement effect continues. For example, if the validity period ET is set to 10 minutes, this means that the advertisement effect will last for 10 minutes after the advertisement is broadcast. In this embodiment, as an example, the validity period ET is set to 10 minutes, but the validity period ET is not limited to 10 minutes and may take other values. For example, the validity period ET may be set to 20 minutes.

[0038] The validity period ET includes a plurality of intervals. The plurality of intervals are defined by dividing the validity period ET. The length of each interval is not particularly limited, but in this embodiment, as an example, the validity period ET is divided into a total of ten intervals S1 to S10, each one minute long.

[0039] Section S1 is the section from 0 to 1 minute after the advertisement is broadcast (in other words, the first minute after the advertisement is broadcast). Section S2 is the section from 1 to 2 minutes after the advertisement is broadcast (in other words, the next minute after section S1). Similarly, for an integer i between 1 and 10, section Si is the section from (i-1) to i minutes after the advertisement is broadcast (in other words, the next minute after section S(i-1)).

[0040] The reference period BT is a period before the broadcast of an advertisement. The reference period BT is a period during which the advertising effect of the broadcast of the advertisement does not extend. In this embodiment, as an example, the length of the reference period BT is the same as the length of the valid period ET. However, the length of the reference period BT may be different from the length of the valid period ET.

[0041] The reference value BL is the sum of the measurement values ​​M in the reference period BT divided by the length of the reference period BT. In other words, the reference value BL is the average value of the measurement values ​​M in the reference period BT. As shown in FIG. 3, the evaluation value V of the valid period ET is the sum of the increments L of the measured value M from the reference value BL in each of the multiple intervals included in the valid period ET. The increment L in each interval is the difference between the measured value M in that interval and the reference value BL. However, in intervals where the measured value M is smaller than the reference value BL, the increment L is not a negative value but is instead zero. In this embodiment, as an example, the increment L in interval Si is referred to as increment Li. The evaluation value V of the advertising effectiveness is expressed as the sum of the increments Li in multiple intervals. When the period of the evaluation value V is not specified below, the evaluation value V may be understood to be the evaluation value V of the valid period ET. When the period of the evaluation value V is specified, the evaluation value V corresponds to the integral of the increments in the specified period. As described above, when the increment L in the valid period ET is expressed as a discrete value for each interval, the integral of the difference between the measured value M and the reference value BL corresponds to the sum of the increments L for each interval in that period.

[0042] 3, the reference value BL is 2.1. The measured value M in the section S2 is 7, and the increment L2 in the section S2 is 4.9, which is the difference between the measured value M and the reference value BL.

[0043] On the other hand, the measured value M in section S5 is "1", and the difference between the measured value M and the reference value BL is a negative value "-1.1", so the increment L5 is "0.0". When advertisements whose advertising effectiveness is evaluated based on a common evaluation index are broadcast multiple times in a short period of time, the reference value BL of each of the multiple advertisements is the sum of the measurement values ​​M of the advertising broadcasts during the reference period BT, divided by the length of the reference period BT, for the advertising broadcasts having a reference period BT that does not include a period overlapping with the validity period ET of other advertising broadcasts.

[0044] For example, as shown in Fig. 4, consider a case where a first advertisement 60 and a second advertisement 70 are broadcast, and the second advertisement 70 is broadcast after the first advertisement 60. The advertising effectiveness of the first advertisement 60 and the second advertisement 70 is evaluated based on a common evaluation index.

[0045] In this case, the reference period BT1 of the first advertisement 60 does not include a period that overlaps with the validity period ET2 of the second advertisement 70. On the other hand, the reference period BT2 of the second advertisement 70 includes a period that overlaps with the validity period ET1 of the first advertisement 60. Therefore, the reference value BL of the first advertisement 60 and the reference value BL of the second advertisement 70 are both the sum of the measurement values ​​M in the reference period BT1 divided by the length of the reference period BT1. In other words, the reference value BL of the first advertisement 60 is also set as the reference value BL of the second advertisement 70.

[0046] If an advertisement is broadcast in multiple broadcast areas, the reference value BL is set for each broadcast area. Examples of broadcast areas include regional units such as Kanto and Tokai, and prefecture units such as Tokyo and Kanagawa.

[0047] [1-2. Processing] Below, we will explain, using the flowchart in Figure 5, Figures 6, 7 and 8, the series of processes that the processor 10 performs to calculate the advertising effectiveness of each advertisement when a second advertisement 70 is broadcast immediately after a first advertisement 60 is broadcast.

[0048] The first advertisement 60 and the second advertisement 70 are advertisements that are broadcast in the same broadcast area in the same campaign. The advertising effectiveness of the first advertisement 60 and the second advertisement 70 is evaluated based on a common evaluation index. The content of the first advertisement 60 and the second advertisement 70 may be the same or different. The broadcast times of the first advertisement 60 and the second advertisement 70 are different from each other.

[0049] When an instruction is input from the user via the user interface 40, the processor 10 starts the processing shown in FIG. First, in S100, the processor 10 acquires advertisement information of the first advertisement 60 and the second advertisement 70. The advertisement information includes the advertisement broadcast time, the viewing volume P, the broadcasting media company, the broadcast area, and the area coverage rate C. The processor 10 may acquire advertisement information that is stored in advance in the storage 30, or may acquire advertisement information from outside the evaluation device 1 via the communication interface 50.

[0050] The viewing volume P represents a viewing rate or a parameter related to the viewing rate. The viewing rate is a real-time viewing rate and does not include a time-shifted viewing rate. The viewing volume P may be, for example, a GRP (Gross Rating Point) representing the total viewing rate by household, or a TRP (Target Rating Point) representing the total viewing rate by individual.

[0051] The area coverage rate C is the ratio of households to which an advertisement is broadcast in a specified area to all households in the specified area. In this embodiment, as an example, the area coverage rate C is the ratio of households to which an advertisement is broadcast by a target media company to the total number of households in a target prefecture. For example, if a target media company broadcasts an advertisement to all households in Tokyo, the area coverage rate C for Tokyo is 100%.

[0052] FIG. 6 shows an example of the advertisement information of the first advertisement 60 and the second advertisement 70. For the first advertisement 60, the broadcast time is "09:00." The first viewing volume Pa of the first advertisement 60 is "4.3." The media company is "XXX Station." The broadcast area is "Tokai." The first area coverage rate Ca of the first advertisement 60 is "100%" in all of Aichi, Gifu, and Mie.

[0053] For the second advertisement 70, the broadcast time is "09:07." The second viewership Pb of the second advertisement 70 is "3.1." The media company is "YYY Station." The broadcast area is "Tokai." Regarding the second area coverage rate Cb of the second advertisement 70, Aichi is "100%." ​​Gifu is "80%." Mie is "90%."

[0054] Next, in S102, the processor 10 acquires a measurement value M of an evaluation index related to the advertising effectiveness of the first advertisement 60 and the second advertisement 70 during the campaign period in which the advertisements are broadcast. The processor 10 may acquire the measurement value M of the evaluation index stored in advance in the storage 30, or may acquire the measurement value M of the evaluation index from outside the evaluation device 1 via the communication interface 50.

[0055] The measured value M of the evaluation index represents the measured value M at regular intervals during the campaign period. For example, the processor 10 acquires the measured value M of the evaluation index every minute from the start of the campaign period. The measured value M is, for example, the number of website visits, page views, number of app downloads, or number of searches by search engine in one minute. In FIG. 6, the change in the measured value M of the evaluation index over time is shown by a solid line.

[0056] Subsequently, in S104, the processor 10 sets the valid period ET and the reference period BT to predetermined values. In this embodiment, as an example, the validity period ET is set to 10 minutes. That is, the validity period ET1 of the first advertisement 60 and the validity period ET2 of the second advertisement 70 are both set to 10 minutes.

[0057] In this embodiment, as an example, the reference period BT is set to the same value as the valid period ET. That is, the reference period BT1 of the first advertisement 60 and the reference period BT2 of the second advertisement 70 are both set to 10 minutes.

[0058] Next, in S106, the processor 10 sets the reference value BL for each of the first advertisement 60 and the second advertisement 70. In this embodiment, the second advertisement 70 is broadcast after the first advertisement 60 is broadcast. The reference period BT1 of the first advertisement 60 does not include a period that overlaps with the validity period ET2 of the second advertisement 70. On the other hand, the reference period BT2 of the second advertisement 70 includes a period that overlaps with the validity period ET1 of the first advertisement 60. Therefore, the reference value BL of the first advertisement 60 is also set as the reference value BL of the second advertisement 70.

[0059] The processor 10 sets the sum of the measurement values ​​M in the reference period BT1 divided by the length of the reference period BT1 as the reference value BL for the first advertisement 60 and the second advertisement 70. In other words, the reference value BL is the average value of the measurement values ​​M in the reference period BT1.

[0060] Next, in S108, the processor 10 determines whether or not there is a non-overlapping period NT, which is a period that does not overlap with the validity period ET of another advertisement, among the validity periods ET of the first advertisement 60 and the second advertisement 70. If the processor 10 determines in S108 that there is no non-overlapping period NT (S108: NO), it skips S110 and proceeds to S112.

[0061] On the other hand, if the processor 10 determines in S108 that there is a non-overlapping period NT (S108: YES), the processor 10 proceeds to S110 and calculates an evaluation value V of the advertising effectiveness of each of the first advertisement 60 and the second advertisement 70 in the non-overlapping period NT. That is, the advertising effectiveness of the first advertisement 60 in the non-overlapping period NT1 of the valid period ET1 is the evaluation value V in the non-overlapping period NT1. The advertising effectiveness of the second advertisement 70 in the non-overlapping period NT2 of the valid period ET2 is the evaluation value V in the non-overlapping period NT2.

[0062] Specifically, the processor 10 calculates the evaluation value V in the non-overlapping period NT for each broadcast area. The processor 10 calculates the sum of the evaluation values ​​V in the non-overlapping period NT for all broadcast areas as the evaluation value V in the non-overlapping period NT.

[0063] 6, the validity period ET1 of the first advertisement 60 is 10 minutes from "9:00" to "9:10." The validity period ET2 of the second advertisement 70 is 10 minutes from "9:07" to "9:17."

[0064] That is, the first advertisement 60 has a non-overlapping period NT1 from "9:00" to "9:07." The second advertisement 70 has a non-overlapping period NT2 from "9:10" to "9:17."

[0065] Therefore, the evaluation value V of the first advertisement 60 in the non-overlapping period NT1 is the sum of the increments L for each section in the period from 9:00 to 9:07, totaled for all broadcast areas. Similarly, the evaluation value V of the second advertisement 70 in the non-overlapping period NT2 is the sum of the increments L for each section in the period from 9:10 to 9:17, totaled for all broadcast areas.

[0066] Next, in S112, the processor 10 determines whether or not there is an overlapping period OT, which is a period that overlaps with the validity period ET of another advertisement, among the validity periods ET of the first advertisement 60 and the second advertisement 70. If the processor 10 determines in S112 that there is no overlapping period OT (S112: NO), it outputs the evaluation value V of the non-overlapping period NT1 as the evaluation value V of the advertising effectiveness in the validity period ET1 of the first advertisement 60. Furthermore, the processor 10 outputs the evaluation value V of the non-overlapping period NT2 as the evaluation value V of the advertising effectiveness in the validity period ET2 of the second advertisement 70. Thereafter, the processing of FIG. 5 ends.

[0067] On the other hand, if the processor 10 determines in S112 that there is an overlapping period OT (S112: YES), the processor 10 proceeds to S114. In this embodiment, the other advertisement whose validity period ET overlaps with that of the first advertisement 60 is the second advertisement 70. Similarly, the other advertisement whose validity period ET overlaps with that of the second advertisement 70 is the first advertisement 60.

[0068] The processor 10 calculates the evaluation value V for each broadcast area during the overlap period OT. At this stage, the evaluation value V reflects the advertising effectiveness of both the first advertisement 60 and the second advertisement 70.

[0069] In this embodiment, the broadcast area of ​​both the first advertisement 60 and the second advertisement 70 is "Tokai." The broadcast area "Tokai" includes the prefectures of "Aichi," "Gifu," and "Mie." Therefore, the processor 10 calculates the evaluation value V for each of "Aichi," "Gifu," and "Mie" during the overlap period OT. Figure 7 shows the evaluation values ​​V for each of "Aichi," "Gifu," and "Mie" during the period from "9:07" to "9:10," which corresponds to the overlap period OT.

[0070] Next, in S116, the processor 10 determines the reference contribution degree W of the first advertisement 60 and the second advertisement 70. The reference contribution degree W is determined for each campaign. That is, the reference contribution degree W of the first advertisement 60 and the reference contribution degree W of the second advertisement 70 are the same.

[0071] As shown in FIG. 8, the reference contribution W is determined for each section of the valid period ET, which is divided into a plurality of sections. In other words, the reference contribution W is determined based on the time elapsed since the advertisement was broadcast. In this embodiment, as an example, the valid period ET is divided into 1-minute intervals. The i-th section Si (i is an integer equal to or greater than 1) of the multiple sections in the valid period ET is the section from (i-1) minutes to i minutes. Specifically, the first section S1 is the section from 0 minutes to 1 minute, and the second section S2 is the section from 1 minute to 2 minutes. For example, if the valid period ET is 10 minutes, the valid period ET is divided into a total of 10 sections S1 to S10, each of which is 1 minute.

[0072] The reference contribution W is determined based on the change over time in the increment L in the validity period ET of at least one advertisement, excluding both the first advertisement 60 and the second advertisement 70, among the advertisements broadcast during the campaign period. In this embodiment, the reference contribution W is determined for each interval for one or more advertisements broadcast earlier than both the first advertisement 60 and the second advertisement 70, based on the increment L for each interval included in the validity period ET of each advertisement.

[0073] For example, if an advertisement related to the campaign has been broadcast three times during the campaign period before the first advertisement 60, the reference contribution Wi corresponding to the section Si is the sum of the increments Li of the section Si in each of the three broadcasts. The reference contribution Wi may also be the sum of the increments Li of the section Si in each of the three broadcasts divided by the number of broadcasts (i.e., the average value).

[0074] However, the broadcast of at least one advertisement (hereinafter referred to as the determining broadcast) used to determine the reference contribution W is a broadcast during the campaign period whose validity period ET of the advertisement does not overlap with the validity period OT of at least the first advertisement 60 and the second advertisement 70.

[0075] If there are no broadcasts during the campaign period that do not have overlapping OT periods, the broadcasts of multiple advertisements that aired at the same time will be used as the deciding broadcast. Specifically, multiple advertisements that have the same broadcast length and start times that are within one minute of each other will be considered to have aired at the same time and will be used as the deciding broadcast.

[0076] If there are no multiple advertisement broadcasts aired at the same time during the campaign period, multiple broadcasts will be used as the deciding broadcast, with one broadcast selected randomly each day. 8 shows the reference contribution degree W for each of the sections S1 to S10 determined by the above-described process. For example, the reference contribution degree W2 for the section S2 is "2000."

[0077] Next, at S118, the processor 10 calculates the evaluation value V of each of the first advertisement 60 and the second advertisement 70 during the overlap period OT by allocating an increment L based on the ratio between the first contribution Ta of the first advertisement 60 and the second contribution Tb of the second advertisement 70 corresponding to each section included in the overlap period OT.

[0078] The first contribution degree Ta is the degree to which the first advertisement 60 contributes to the magnitude of the increment L. The first contribution degree Ta is determined based on the first reference contribution degree Wa of the first advertisement 60 corresponding to the target section, the first viewing volume Pa of the first advertisement 60, and the first area coverage rate Ca of the first advertisement 60. In this embodiment, the first contribution degree Ta is the product of the first reference contribution degree Wa, the first viewing volume Pa, and the first area coverage rate Ca.

[0079] The second contribution Tb is the degree to which the second advertisement 70 contributes to the magnitude of the increment L. The second contribution Tb is determined based on the second reference contribution Wb of the second advertisement 70 corresponding to the target section, the second viewing volume Pb of the second advertisement 70, and the second area coverage rate Cb of the second advertisement 70. In this embodiment, the second contribution Tb is the product of the second reference contribution Wb, the second viewing volume Pb, and the second area coverage rate Cb.

[0080] Therefore, the first contribution Ta and the second contribution Tb can be determined by the following equations (1) and (2).

[0081]

number

[0082]

number

[0083] As an example, a method of allocating the increase Lg for the Gifu area in the section from "9:08" to "9:09" in FIG. 7 to the increase Lga of the first advertisement 60 and the increase Lgb of the second advertisement 70 will be described below.

[0084] For the section from "9:08" to "9:09," the elapsed time from the broadcast of the first advertisement 60 is 8 to 9 minutes. Therefore, the first reference contribution degree Wa of the first advertisement 60 for this section is "400," which corresponds to the reference contribution degree W of "8-9 minutes" in FIG. 8.

[0085] Similarly, the time elapsed since the broadcast of the second advertisement 70 is from 1 minute to 2 minutes. Therefore, the second reference contribution degree Wb of the second advertisement 70 in this period is “2000”, which corresponds to the reference contribution degree W of “1-2 minutes” in FIG. 8.

[0086] The first viewing amount Pa, the first area coverage rate Ca, the second viewing amount Pb, and the second area coverage rate Cb are acquired in S100. According to FIG. 6, the first viewing volume Pa is "4.3". The first area coverage rate Ca is "100%". The second viewing volume Pb is "3.1". The second area coverage rate Cb is "80%". According to FIG. 7, the increase Lg for the Gifu area in the section from "9:08" to "9:09" is "60".

[0087] Using these values ​​and the values ​​of the first reference contribution rate Wa and the second reference contribution rate Wb, the increase Lga of the first advertisement 60 is "15.4" according to the following formula (3). The increase Lgb of the second advertisement 70 is "44.6" according to the following formula (4). In other words, the increase Lg of "60" for the Gifu area in the section from "9:08" to "9:09" is allocated to the increase Lga of "15.4" for the first advertisement 60 and the increase Lgb of "44.6" for the second advertisement 70 based on the ratio between the first contribution rate Ta and the second contribution rate Tb.

[0088]

number

[0089]

number

[0090] By performing the above-described process for each section included in the overlapping period OT, the increment L for each section can be allocated between the first advertisement 60 and the second advertisement 70. After that, the processor 10 ends the process of FIG.

[0091] In this way, the processor 10 allocates the increment L based on the ratio between the first contribution Ta of the first advertisement 60 and the second contribution Tb of the second advertisement 70 corresponding to each section included in the overlap period OT.

[0092] [1-3.Effects] According to the embodiment described above, the following actions and effects can be obtained. (1a) For the first advertisement 60 and the second advertisement 70, if there is an overlapping period OT within their respective effective periods ET that overlap with the effective periods ET of other advertisements, the increment L for each of one or more sections in the overlapping period OT is calculated by allocating it based on the ratio between the first contribution degree Ta of the first advertisement 60 and the second contribution degree Tb of the second advertisement 70. The evaluation value V of the advertising effectiveness of each of the first advertisement 60 and the second advertisement 70 in the overlapping period OT is calculated by summing the increments L allocated for each of the first advertisement 60 and the second advertisement 70 in each section.

[0093] The first contribution degree Ta is determined based on the first reference contribution degree Wa. The second contribution degree Tb is determined based on the second reference contribution degree Wb. The first reference contribution degree Wa and the second reference contribution degree Wb are determined based on the time change of the increment L in the validity period ET of at least one advertisement, excluding both the first advertisement 60 and the second advertisement 70, among the multiple advertisements broadcast during the campaign period.

[0094] According to this process, the increment L of each of the first advertisement 60 and the second advertisement 70 in each section of the overlapping period OT is assigned by weighting based on the performance values ​​of the increments L of other advertisements broadcast during the campaign period, thereby improving the accuracy of calculating the advertising effectiveness of the broadcast advertisements.

[0095] (1b) The reference contribution W corresponding to the i-th section (i is an integer greater than or equal to 1) among the multiple sections is determined based on the sum of the increments L of the i-th section in at least one broadcast episode.

[0096] This process reduces the difference in advertising effectiveness due to the difference in the amount of time that has passed since the advertisement was broadcast, making it possible to determine a more appropriate standard contribution degree W. (1c) The broadcast of at least one advertisement (in other words, the broadcast for determination) used to determine the standard contribution W is a broadcast that does not have an overlapping period OT with the effective period ET of the broadcast during the campaign period.

[0097] Such a determining broadcast time is less susceptible to the advertising effectiveness of other advertisements, and therefore it is possible to determine a more appropriate standard contribution W than by including broadcast times of advertisements with an effective period ET that have an overlapping period OT.

[0098] If there is no broadcasting time during the campaign period that does not have an overlapping OT period, the broadcasting time of multiple advertisements that were broadcast at the same time will be used as the deciding broadcasting time. Such a deciding broadcast time can reduce the difference in advertising effectiveness due to the difference in the time at which multiple advertisements are broadcast, and therefore a more appropriate reference contribution W can be determined.

[0099] If there are no multiple advertisement broadcasts aired at the same time during the campaign period, multiple broadcasts will be used as the deciding broadcast, with one broadcast selected randomly each day. According to such a process, bias in the deciding broadcast times is suppressed, and therefore an appropriate reference contribution degree W can be determined.

[0100] (1d) The increment L is the difference between the measured value M of the evaluation index and the reference value BL in each of the multiple sections included in the effective period ET. The reference value BL is the average value of the measured value M in the reference period BT. The reference period BT is the period before the advertisement is broadcast, and therefore is a period during which the advertising effect of the advertisement does not extend.

[0101] With this configuration, the extent to which the evaluation index has increased as a result of the broadcast of the advertisement compared to before the advertisement was broadcast can be calculated as an increment L. Therefore, an evaluation value V of the advertising effectiveness can be calculated based on the increment L.

[0102] (1e) As shown in Figure 4, if a second advertisement 70 is broadcast after a first advertisement 60, the reference value BL of the first advertisement 60 and the reference value BL of the second advertisement 70 are both calculated by dividing the total value of the measurement value M of the first advertisement 60 in the reference period BT1 by the length of the reference period BT1. In other words, the reference value BL of the first advertisement 60 is also set as the reference value BL of the second advertisement 70.

[0103] According to this process, the reference value BL of each advertisement is calculated based on the reference period BT that does not overlap with the validity periods ET of other advertisements, thereby improving the accuracy of calculating the advertising effectiveness of the broadcast advertisements.

[0104] (1f) The first contribution Ta is the product of the first reference contribution Wa, the first viewing volume Pa, and the first area coverage rate Ca. The second contribution Tb is the product of the second reference contribution Wb, the second viewing volume Pb, and the second area coverage rate Cb.

[0105] The evaluation value V of the advertising effectiveness of each of the first advertisement 60 and the second advertisement 70 during the overlapping period OT is calculated by allocating the increment L corresponding to each section included in the overlapping period OT based on the ratio between the first contribution degree Ta of the first advertisement 60 and the second contribution degree Tb of the second advertisement 70.

[0106] According to this process, the advertising effectiveness can be allocated by weighting based on the actual values ​​of the viewing volume P and the area coverage rate C. This improves the accuracy of calculating the advertising effectiveness of the broadcasted advertisement.

[0107] [1-4. Correspondence between terms] In the above embodiment, the evaluation index corresponds to an example of an index common to multiple advertisements, the reference period BT corresponds to an example of a first period, and the valid period ET corresponds to an example of a second period. The first advertisement 60 corresponds to an example of a third advertisement, and the second advertisement 70 broadcast after the first advertisement 60 corresponds to an example of a fourth advertisement.

[0108] The processing of S102 corresponds to an example of processing executed as an acquisition unit, the processing of S106 corresponds to an example of processing executed as a setting unit, and the processing from S110 to S118 corresponds to an example of processing executed as a calculation unit.

[0109] 2. Other Embodiments Although the embodiments of the present disclosure have been described above, it goes without saying that the present disclosure is not limited to the above-described embodiments and can take on various forms.

[0110] (2a) In the above embodiment, the validity period ET is set to 10 minutes in S104. However, the validity period ET may be set to a value other than 10 minutes or may be set by another method. After being set in S104, the validity period ET may be reset by another method.

[0111] For example, the validity period ET may be set based on the measurement value M during a predetermined period before the advertisement is broadcast and the measurement value M after the advertisement is broadcast. Specifically, after the reference value BL is set, the validity period ET may be set based on the difference between the measurement value M after the advertisement is broadcast and the reference value BL.

[0112] Alternatively, the validity period ET may be set based on the period from the start time of the advertisement broadcast to the time when the difference between the measurement value M after the advertisement is broadcast and the reference value BL disappears after the advertisement is broadcast, after the measurement value M of the advertisement reaches its maximum value with respect to the elapsed time after the advertisement is broadcast.

[0113] (2b) In the above embodiment, the reference contribution W is determined based on one or more advertisements that were broadcast earlier than both the first advertisement 60 and the second advertisement 70. However, the reference contribution W may be determined based on one or more advertisements that have validity periods ET that do not overlap with the validity periods ET of both the first advertisement 60 and the second advertisement 70. In other words, it does not matter whether the advertisements used to determine the reference contribution W are advertisements that were broadcast before the broadcast of the first advertisement 60 and the second advertisement 70, or advertisements that were broadcast after the broadcast of the first advertisement 60 and the second advertisement 70.

[0114] (2c) In the above embodiment, the first contribution Ta is determined based on the first reference contribution Wa of the first advertisement 60 corresponding to the target section, the first viewing volume Pa of the first advertisement 60, and the first area coverage rate Ca of the first advertisement 60. The second contribution Tb is determined based on the second reference contribution Wb of the second advertisement 70 corresponding to the target section, the second viewing volume Pb of the second advertisement 70, and the second area coverage rate Cb of the second advertisement 70.

[0115] However, the first contribution Ta may be determined based on the first reference contribution Wa without using at least one of the first viewing amount Pa and the first area coverage rate Ca. The second contribution Tb may be determined based on the second reference contribution Wb without using at least one of the second viewing amount Pb and the second area coverage rate Cb. In other words, in formulas (1) and (2), the first viewing amount Pa may be equal to the second viewing amount Pb, and the first area coverage rate Ca may be equal to the second area coverage rate Cb.

[0116] (2d) In the above embodiment, for the first advertisement 60 and the second advertisement 70, if the validity period ET of each advertisement includes an overlapping period OT, the evaluation value V of the advertising effectiveness of each advertisement, including the first advertisement 60 and the second advertisement 70, during the overlapping period OT is calculated by allocating the increment L corresponding to each section included in the overlapping period OT based on the ratio between the first contribution degree Ta of the first advertisement 60 and the second contribution degree Tb of the second advertisement 70.

[0117] The first contribution Ta may be determined based on the first reference contribution Wa, and the second contribution Tb may be determined based on the second reference contribution Wb. The first standard contribution rate Wa and the second standard contribution rate Wb are determined based on the increment L in each of one or more sections included in the validity period ET of at least one advertisement, excluding both the first advertisement 60 and the second advertisement 70, among the multiple advertisements broadcast during the campaign period.

[0118] The first reference contribution rate Wa and the second reference contribution rate Wb are determined for each section included in the overlap period OT. In other words, the first reference contribution rate Wa is determined based on a first elapsed time, which is the time elapsed since the first advertisement 60 was broadcast. The second reference contribution rate Wb is determined based on a second elapsed time, which is the time elapsed since the second advertisement 70 was broadcast.

[0119] Therefore, the increment L corresponding to each section included in the overlap period OT may be allocated to each of the first advertisement 60 and the second advertisement 70 at a ratio based on the first elapsed time and the second elapsed time.

[0120] (2e) In the above embodiment, the process of allocating the increment L to two advertisements, the first advertisement 60 and the second advertisement 70, when there is an overlapping period OT during which the validity periods ET of the two advertisements overlap. However, the number of advertisements whose validity periods ET overlap is not limited to two, and may be three or more.

[0121] When there is an overlapping period OT in which the effective periods ET of N advertisements (N is an integer of 2 or more) overlap with each other, the increment L for each of one or more sections in the overlapping period OT may be calculated by allocating it based on the ratio of the contribution Tj (j is an integer of 1 to N) of each advertisement. The evaluation value Vj of the advertising effectiveness of each advertisement in the overlapping period OT may be calculated by summing up the increments Lj allocated to each advertisement in each section.

[0122] Contribution Tj is the degree to which the jth advertisement out of N advertisements contributes to the magnitude of increment L. For example, the increment Lj, which is the increment L of each section allocated to each advertisement based on the ratio of the contribution Tj of each advertisement, can be determined by the following formula (5):

[0123]

number

[0124] The contribution Tj of each advertisement may be determined based on the reference contribution Wj of each advertisement. The reference contribution Wj of each advertisement may be corrected based on at least one of the viewing volume Pj and the area coverage rate Cj of each advertisement. For example, the contribution Tj of each advertisement may be calculated by multiplying the reference contribution Wj of each advertisement by at least one of the viewing volume Pj and the area coverage rate Cj of each advertisement.

[0125] For example, if the contribution Tj of each advertisement is calculated by multiplying the standard contribution Wj of each advertisement by both the viewing volume Pj and area coverage rate Cj of each advertisement, the increment Lj allocated to each advertisement can be determined by the following equation (6).

[0126]

number

[0127] (2f) Multiple functions possessed by one component in the above embodiments may be realized by multiple components, or one function possessed by one component may be realized by multiple components. Multiple functions possessed by multiple components may be realized by one component, or one function realized by multiple components may be realized by one component. Part of the configuration of the above embodiments may be omitted. At least part of the configuration of the above embodiments may be added to or substituted for the configuration of another of the above embodiments.

[0128] (2g) The present disclosure can be realized in various forms other than the evaluation device described above, such as a system including the evaluation device as a component, a computer program for causing a computer to function as the evaluation device, a non-transitory tangible recording medium such as a semiconductor memory on which the computer program is recorded, an evaluation method, etc.

[0129] [Technical idea disclosed in this specification] [Item 1] An evaluation device that evaluates the advertising effectiveness of each of a plurality of broadcast advertisements based on an index common to the plurality of advertisements, an acquisition unit configured to acquire, for each advertisement, measurement values ​​of the index during a first period before the advertisement is broadcast and during a second period after the advertisement is broadcast; a setting unit configured to set a reference value of the index for each of the advertisements based on the measured value of the index during the first period; a calculation unit configured to calculate, for each advertisement, a sum of increments of the measurement value from the reference value in each of a plurality of sections included in the second period as an evaluation value of the advertising effectiveness; Equipped with The calculation unit If the plurality of advertisements includes a first advertisement and a second advertisement whose second time period at least partially overlaps, allocating the increment in each of one or more sections included in an overlapping period that overlaps between the first advertisement and the second advertisement, among the second period after the broadcast of the first advertisement and the second period after the broadcast of the second advertisement, to each of the first advertisement and the second advertisement in a ratio that is based on a first elapsed time that is the elapsed time since the broadcast of the first advertisement and a second elapsed time that is the elapsed time since the broadcast of the second advertisement, and a change over time in the increment in the second period of at least one advertisement among the plurality of advertisements, excluding both the first advertisement and the second advertisement; the advertising effectiveness evaluation value for each of the first advertisement and the second advertisement is calculated using the increment allocated to the one or more sections included in the overlapping period; The second time period of the at least one advertisement does not overlap with the second time period of both the first advertisement and the second advertisement.

[0130] [Item 2] The evaluation device according to item 1, The calculation unit determining, for each of the one or more sections in the overlapping period, a first contribution, which is a degree to which the first advertisement contributes to the magnitude of the increment, and a second contribution, which is a degree to which the second advertisement contributes to the magnitude of the increment, for the increment in the corresponding section, based on the first elapsed time, the second elapsed time, and a time change in the increment of the at least one advertisement; an evaluation device configured to allocate the increment to the first advertisement and the second advertisement based on a ratio of the first contribution rate and the second contribution rate.

[0131] [Item 3] The evaluation device according to item 2, The calculation unit calculating a first reference contribution based on the first elapsed time and the change in the increment over time of the at least one advertisement; calculating a second reference contribution based on the second elapsed time and the change in the increment over time of the at least one advertisement; calculating the first contribution rate by correcting the first reference contribution rate based on the viewing amount of the first advertisement; The evaluation device is configured to calculate the second degree of contribution by correcting the second reference degree of contribution based on the viewing amount of the second advertisement.

[0132] [Item 4] Item 3. The evaluation device according to item 3, The calculation unit calculating the first contribution rate by further correcting the first reference contribution rate based on an area coverage rate of the first advertisement; The second contribution degree is calculated by further correcting the second reference contribution degree based on the area coverage rate of the second advertisement, The area coverage rate is the ratio of households in a specified area to which the advertisement was broadcast to all households in the specified area.

[0133] [Item 5] Item 4. The evaluation device according to item 4, The predetermined area is an area determined in advance on a prefecture-by-prefecture basis.

[0134] [Item 6] The evaluation device according to item 4 or 5, the first contribution rate is calculated as a product of the first reference contribution rate, the viewing amount of the first advertisement, and the area coverage rate of the first advertisement; The evaluation device calculates the second degree of contribution by multiplying the second reference degree of contribution by the viewing amount of the second advertisement and the area coverage rate of the second advertisement.

[0135] [Item 7] The evaluation device according to any one of items 3 to 6, For each of the one or more sections in the overlapping period, The evaluation device, wherein each of the first reference contribution rate and the second reference contribution rate is calculated based on the increment in the corresponding section of the second period of the at least one advertisement.

[0136] [Item 8] Item 7. The evaluation device according to item 7, the at least one advertisement includes two or more advertisements; An evaluation device wherein, for each of the one or more sections in the overlapping period, each of the first reference contribution and the second reference contribution is calculated by summing the increments in the corresponding sections of each of the two or more advertisements.

[0137] [Item 9] The evaluation device according to any one of items 1 to 8, The second period after the advertisement is broadcast is set based on the measurement value in the first period before the advertisement is broadcast and the measurement value after the advertisement is broadcast.

[0138] [Item 10] The evaluation device according to any one of items 1 to 9, The second period after the advertisement is broadcast is set based on a difference between an average value of the measurement value in the first period before the advertisement is broadcast and the measurement value after the advertisement is broadcast.

[0139] [Item 11] Item 10: The evaluation device according to item 10, The second period after the broadcast of the advertisement is set based on the period from the start time of the broadcast of the advertisement to the time when the difference disappears after the measured value of the index of the advertisement reaches its maximum.

[0140] [Item 12] The evaluation device according to any one of items 1 to 11, The reference value is set based on an average value of the measurement values ​​in the first period.

[0141] [Item 13] The evaluation device according to any one of items 1 to 12, the setting unit is configured to set the reference value of the fourth advertisement to the same value as the reference value of the third advertisement when the plurality of advertisements include a third advertisement and a fourth advertisement, the third advertisement and the fourth advertisement being broadcast after the third advertisement and having a first period that overlaps with the second period of the third advertisement.

[0142] [Item 14] The evaluation device according to any one of items 1 to 13, The at least one advertisement is one or more advertisements that were broadcast earlier than both the first advertisement and the second advertisement.

[0143] [Item 15] The evaluation device according to any one of items 1 to 14, The second time period of each of the at least one advertisement does not overlap with the second time period of any other advertisement of the plurality of advertisements.

[0144] [Item 16] 1. A method for evaluating the advertising effectiveness of each of a plurality of broadcast advertisements based on an index common to the plurality of advertisements, comprising: The computer obtaining, for each advertisement, a measurement of the metric during a first time period prior to airing the advertisement and during a second time period after airing the advertisement; setting a reference value for the index for each of the advertisements based on the measured value of the index during the first period; calculating, for each advertisement, a sum of increases from the reference value of the measurement value in each of a plurality of sections included in the second period as an evaluation value of the advertising effectiveness; Including, The calculating step includes: If the plurality of advertisements includes a first advertisement and a second advertisement whose second time period at least partially overlaps, allocating the increment in each of one or more sections included in an overlapping period that overlaps between the first advertisement and the second advertisement, among the second period after the broadcast of the first advertisement and the second period after the broadcast of the second advertisement, to each of the first advertisement and the second advertisement in a ratio that is based on a first elapsed time that is the elapsed time since the broadcast of the first advertisement and a second elapsed time that is the elapsed time since the broadcast of the second advertisement, and a change over time in the increment in the second period of at least one advertisement among the plurality of advertisements, excluding both the first advertisement and the second advertisement; calculating the evaluation value of the advertising effectiveness for each of the first advertisement and the second advertisement using the increment allocated to the one or more sections included in the overlapping period; The method of evaluation, wherein the second time period of the at least one advertisement does not overlap with the second time period of both the first advertisement and the second advertisement.

[0145] [Item 17] Item 17. A computer program for causing a computer to execute the evaluation method according to Item 16. [Explanation of symbols]

[0146] 1...evaluation device, 10...processor, 60...first advertisement, 70...second advertisement, BL...reference value, BT...reference period, ET...validity period, M...measured value, L...increment, V...evaluation value, S1 to S10, Si...interval.

Claims

1. An evaluation device that evaluates the advertising effectiveness of each of a plurality of broadcast advertisements based on an index common to the plurality of advertisements, an acquisition unit configured to acquire, for each advertisement, a measurement value of the index during a first period before the advertisement is broadcast and during a second period after the advertisement is broadcast; a setting unit configured to set a reference value of the index for each of the advertisements based on the measured value of the index during the first period; a calculation unit configured to calculate, for each advertisement, a sum of increments of the measurement value from the reference value in each of a plurality of sections included in the second period as an evaluation value of the advertising effectiveness; Equipped with The calculation unit If the plurality of advertisements includes a first advertisement and a second advertisement whose second time period at least partially overlaps, allocating the increment in each of one or more sections included in an overlapping period that overlaps between the first advertisement and the second advertisement, of the second period after the broadcast of the first advertisement and the second period after the broadcast of the second advertisement, to each of the first advertisement and the second advertisement in a ratio that is based on a first elapsed time that is the elapsed time since the broadcast of the first advertisement and a second elapsed time that is the elapsed time since the broadcast of the second advertisement, and a change over time in the increment in the second period of at least one advertisement among the plurality of advertisements, excluding both the first advertisement and the second advertisement; the advertising effectiveness evaluation value for each of the first advertisement and the second advertisement is calculated using the increment allocated to the one or more sections included in the overlapping period; The second time period of the at least one advertisement does not overlap with the second time period of both the first advertisement and the second advertisement.

2. The evaluation device according to claim 1 , The calculation unit determining, for each of the one or more sections in the overlapping period, a first contribution, which is a degree to which the first advertisement contributes to the magnitude of the increment, and a second contribution, which is a degree to which the second advertisement contributes to the magnitude of the increment, for the increment in the corresponding section, based on the first elapsed time, the second elapsed time, and a time change in the increment of the at least one advertisement; An evaluation device configured to allocate the increment to the first advertisement and the second advertisement based on a ratio of the first contribution and the second contribution.

3. The evaluation device according to claim 2, The calculation unit calculating a first reference contribution based on the first elapsed time and the change in the increment over time of the at least one advertisement; calculating a second reference contribution based on the second elapsed time and the change in the increment over time of the at least one advertisement; calculating the first contribution rate by correcting the first reference contribution rate based on the viewing amount of the first advertisement; The evaluation device is configured to calculate the second degree of contribution by correcting the second reference degree of contribution based on the viewing amount of the second advertisement.

4. The evaluation device according to claim 3, The calculation unit calculating the first contribution rate by further correcting the first reference contribution rate based on an area coverage rate of the first advertisement; the second reference contribution rate is further corrected based on the area coverage rate of the second advertisement to calculate the second contribution rate; The area coverage rate is the ratio of households in a specified area to which the advertisement was broadcast to all households in the specified area.

5. The evaluation device according to claim 4, The predetermined area is an area determined in advance on a prefecture-by-prefecture basis.

6. The evaluation device according to claim 4, the first contribution rate is calculated as a product of the first reference contribution rate, the viewing amount of the first advertisement, and the area coverage rate of the first advertisement; The evaluation device, wherein the second contribution degree is calculated as a product of the second reference contribution degree, the viewing amount of the second advertisement, and the area coverage rate of the second advertisement.

7. The evaluation device according to any one of claims 3 to 6, For each of the one or more sections in the overlapping period, The evaluation device, wherein each of the first reference contribution and the second reference contribution is calculated based on the increment in the corresponding section of the second period of the at least one advertisement.

8. The evaluation device according to claim 7, the at least one advertisement includes two or more advertisements; An evaluation device wherein, for each of the one or more sections in the overlapping period, each of the first standard contribution and the second standard contribution is calculated by summing the increments in the corresponding sections of each of the two or more advertisements.

9. The evaluation device according to claim 1 , The second period after the advertisement is broadcast is set based on the measurement value in the first period before the advertisement is broadcast and the measurement value after the advertisement is broadcast.

10. The evaluation device according to claim 9, The second period after the advertisement is broadcast is set based on a difference between an average value of the measurement value in the first period before the advertisement is broadcast and the measurement value after the advertisement is broadcast.

11. The evaluation device according to claim 10, The second period after the broadcast of the advertisement is set based on the period from the start time of the broadcast of the advertisement to the time when the difference disappears after the measured value of the index of the advertisement reaches its maximum.

12. The evaluation device according to claim 1 , The reference value is set based on an average value of the measurement values ​​in the first period.

13. The evaluation device according to claim 1 , the setting unit is configured to set the reference value of the fourth advertisement to the same value as the reference value of the third advertisement when the plurality of advertisements include a third advertisement and a fourth advertisement, the third advertisement and the fourth advertisement being broadcast after the third advertisement and having a first period that overlaps with the second period of the third advertisement.

14. The evaluation device according to claim 1 , The at least one advertisement is one or more advertisements that were broadcast earlier than both the first advertisement and the second advertisement.

15. The evaluation device according to claim 1 , The second time period of each of the at least one advertisement does not overlap with the second time period of any other advertisement of the plurality of advertisements.

16. 1. A method for evaluating the advertising effectiveness of each of a plurality of broadcast advertisements based on an index common to the plurality of advertisements, comprising: The computer obtaining, for each advertisement, a measurement of the index during a first time period before the advertisement is broadcast and during a second time period after the advertisement is broadcast; setting a reference value for the index for each advertisement based on the measured value of the index during the first period; calculating, for each advertisement, a sum of increases from the reference value of the measurement value in each of a plurality of sections included in the second period as an evaluation value of the advertising effectiveness; Including, The calculating step includes: If the plurality of advertisements includes a first advertisement and a second advertisement whose second time period at least partially overlaps, allocating the increment in each of one or more sections included in an overlapping period that overlaps between the first advertisement and the second advertisement, of the second period after the broadcast of the first advertisement and the second period after the broadcast of the second advertisement, to each of the first advertisement and the second advertisement in a ratio that is based on a first elapsed time that is the elapsed time since the broadcast of the first advertisement and a second elapsed time that is the elapsed time since the broadcast of the second advertisement, and a change over time in the increment in the second period of at least one advertisement among the plurality of advertisements, excluding both the first advertisement and the second advertisement; calculating the evaluation value of the advertising effectiveness for each of the first advertisement and the second advertisement using the increment allocated to the one or more sections included in the overlapping period; The method of evaluating, wherein the second time period of the at least one advertisement does not overlap with the second time period of both the first advertisement and the second advertisement.

17. A computer program for causing a computer to execute the evaluation method according to claim 16.

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