Commercial slot allocation device, allocation method, and allocation program

Abstract

To provide a CM frame allocation device, allocation method and allocation program with which it is possible to conduct flexible and effective advertisement planning that matches client needs.SOLUTION: A CM frame allocation device according to one embodiment of the present disclosure comprises an input unit to which a CM frame allocation request is inputted, and an acquisition unit that acquires an allocation candidate for a mixed CM frame in which a time CM frame and a spot CM frame are mixed, as a CM frame, in response to the CM frame allocation request. For example, a CM frame allocation request is a request for allocation of a spot CM frame, and the acquisition unit acquires an allocation candidate for a mixed CM frame in which a spot CM frame and a time CM frame are mixed, in addition to an allocation candidate for the spot CM frame. Alternatively, a CM frame allocation request is a request for allocation of a time CM frame, and the acquisition unit acquires an allocation candidate for a mixed CM frame in which a time CM frame and a spot CM frame are mixed, in addition to an allocation candidate for the time CM frame.SELECTED DRAWING: Figure 4

Description

[Technical field]

[0001] The present disclosure relates to a CM slot allocation device, an allocation method, and an allocation program. [Background technology]

[0002] Patent Document 1 describes an advertising space selection system for selecting an advertising space in a single advertising medium for each of a plurality of brands. This advertising space selection system has an advertising space data storage means, an input means, a selection means, and an output means. The advertising space data storage means stores data representing the acquisition cost for acquiring each advertising space, the number of spaces in each advertising space, and the contact probability for advertisements displayed in each advertising space for each advertising space, for each advertising space. The input means inputs the initial budget for each brand and optimization conditions for optimizing the selection of advertising spaces for each brand for each brand. The selection means selects advertising spaces for each brand in accordance with the input optimization conditions based on the input budget, advertising space acquisition cost, number of spaces, and contact probability. The output means outputs information on advertising spaces for each selected brand. [Prior art documents] [Patent documents]

[0003] [Patent Document 1] JP 2002-150107 A Summary of the Invention [Problem to be solved by the invention]

[0004] However, Patent Document 1 leaves room for improvement in terms of flexible and effective CM planning that matches client needs.

[0005] Therefore, an object of the present disclosure is to provide a CM slot allocation device, allocation method, and allocation program that are capable of performing flexible and effective CM planning that matches client needs. [Means for solving the problem]

[0006] According to an embodiment of the present disclosure, a CM slot allocation device receives a CM slot allocation request. Will be The broadcasting system is characterized by comprising an input unit, and an acquisition unit that acquires, in response to a request for allocation of the CM slot, an allocation candidate for a mixed CM slot that is a mixture of a time CM slot and a spot CM slot, as the CM slot. Effect of the Invention

[0007] According to one aspect of the present disclosure, it is possible to provide a CM slot allocation device, allocation method, and allocation program that enable flexible and effective CM planning that matches client needs. [Brief description of the drawings]

[0008] [Figure 1] 1 is a diagram illustrating an example of a schematic configuration of a CM slot allocation system according to an embodiment. [Diagram 2] 2 is a functional block diagram showing an example of an internal configuration of a CM slot allocation device. FIG. [Diagram 3] FIG. 13 is a diagram showing an example of a quote consisting of only a spot CM frame. [Figure 4] FIG. 4 is a diagram showing a first example of an estimate for a mixed CM in which a time CM frame is mixed with the spot CM frame of FIG. 3; [Diagram 5] FIG. 4 is a diagram showing a second example of an estimate for a mixed CM in which a time CM frame is mixed with the spot CM frame of FIG. 3; [Figure 6] 1 is a diagram illustrating an example of functional configurations of a client terminal, a broadcast distribution device, a viewer rating management device, a CM slot allocation device, and the like according to an embodiment. [Figure 7] FIG. 2 is a diagram illustrating an example of the hardware configuration of a client terminal, a broadcast distribution device, a viewer rating management device, a CM slot allocation device, and the like according to an embodiment. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0009] For example, in television broadcasts, commercial messages (CMs) are broadcast as advertisements. In television CMs, messages are repeatedly conveyed through audio and video, thereby giving viewers an impression of products, services, etc.

[0010] Television commercials are usually distributed through media time transactions, where advertising companies sell media time provided by television stations as advertising space to advertisers. Television commercials are broadly divided into time commercials and spot commercials.

[0011] A time commercial is a commercial that is broadcast during a program in exchange for the advertiser bearing the program production costs, etc. (a commercial that is broadcast in a time slot that is bought and sold together with the program). A time commercial may also be called a program commercial, program commercial, sponsored commercial, etc.

[0012] A spot commercial is a commercial that is not sponsored by a program and is mainly broadcast between programs (a commercial broadcast in a commercial time slot set by a TV station). Spot commercials are divided into station break (SB: Station Break) broadcast between programs, and participation (PT: Participation Commercial) (or participating commercial), which is inserted into a program but does not bear a sponsorship indication.

[0013] Except for a few major companies, there is little experience with time commercials, and there are very high barriers to entry for those wanting to use them as an advertising medium for the first time, both in terms of cost and business practices.

[0014] Spot commercials are comparatively more cost-effective than time commercials, so it can be said that the barriers to their use are low. Spot commercials are planned (purchased, estimated) based on household viewer ratings assuming pre-determined advertising patterns. Advertising patterns include, for example, reverse L-shaped, all-day, Y-shaped, U-shaped, I-shaped, late-night, and all-day daytime patterns.

[0015] In this way, due to the difference in the nature of time commercials and spot commercials, there is a tendency for a clear division to be made between clients who use time commercials and clients who use spot commercials. If there are unsold media slots for both time commercials and spot commercials, it will be an unsatisfactory situation both in terms of advertising agency sales and in terms of effective use of media slots.

[0016] Therefore, the inventor came up with the idea of ​​presenting clients with allocation candidates for mixed commercial slots (SPOT&TIME mix planning) that combine time commercial slots and spot commercial slots, in order to perform flexible and effective commercial planning that matches client needs. By having clients adopt (select) the allocation candidates for mixed commercial slots, it is possible to reduce unsold time commercial slots and spot commercial slots and to make effective use of time commercial slots and spot commercial slots.

[0017] For example, for a salesperson of a media slot of an advertising agency, the burden of selling out a time CM slot as a media slot is large, and some of the time CM slots may inevitably remain unsold. In this regard, according to the present disclosure, by using a time CM slot mixed with a spot CM slot, it is possible to prevent the time CM slots from remaining unsold and to effectively use the time CM slots.

[0018] Hereinafter, embodiments of the present disclosure will be described in detail with reference to the accompanying drawings. In the following description, the same parts are denoted by the same reference numerals. Since the same parts have the same names, functions, etc., detailed description will not be repeated.

[0019] Fig. 1 is a diagram showing an example of a schematic configuration of a commercial slot allocation system 1 according to an embodiment. The commercial slot allocation system 1 shown in Fig. 1 includes a client terminal (user terminal) 10, a broadcast distribution device 20, a viewership management device 30, and a commercial slot allocation device 40. The client terminal 10, the broadcast distribution device 20, the viewership management device 30, and the commercial slot allocation device 40 are connected to each other via a network 50. Furthermore, the commercial slot allocation method and allocation program according to an embodiment are realized by causing a computer (CPU: Central Processing Unit) included in the commercial slot allocation system 1 to execute various processing steps.

[0020] The above system configuration is an example and is not limited to this. For example, although each device is configured to include one of each in FIG. 1, the number of each device is not limited to this, and multiple devices may exist. The CM slot allocation system 1 may be configured to not include some devices, or to have the function of one device realized by multiple devices.

[0021] The functions of a plurality of devices may be realized by one device. For example, at least two of the broadcast distribution device 20, the audience rating management device 30, and the CM slot allocation device 40 may be implemented on one server.

[0022] The client terminal 10 is used to perform various input operations related to the allocation, selection, purchase, etc. of commercial slots, in particular, time commercial slots, spot commercial slots, and mixed commercial slots that are a combination of time commercial slots and spot commercial slots, which will be described later.

[0023] The client terminal 10 may be a mobile terminal (mobile communication terminal) such as a mobile phone, a smartphone, or a tablet terminal, or may be a fixed communication terminal such as a personal computer (PC) or a server. In other words, the client terminal 10 in the present disclosure can be read as a communication device.

[0024] The client terminal 10 may communicate with a network (such as the Internet) via wired and / or wireless (such as Long Term Evolution (LTE), New Radio (NR), Wi-Fi (registered trademark), etc.).

[0025] The broadcast distribution device 20 is a device that distributes broadcasts to a television (TV). Here, the television (television receiver) may be a device having a function of receiving at least one of terrestrial broadcasts, broadcasts by a broadcasting satellite (BS) / communications satellite (CS), Internet broadcasts (Internet television), and the like. For example, the television may be a multi-function television, a smart TV, an IP (Internet Protocol) TV, a set-top box, or the like.

[0026] It should be noted that broadcasting refers to the transmission of telecommunications intended for direct reception by the public, and may include radio broadcasting, internet broadcasting, etc.

[0027] The audience rating management device 30 is a device that tally up the actual audience ratings of programs broadcast on television. The audience ratings may be stored in a predetermined time unit (e.g., second, minute, hour). The audience rating management device 30 may transmit information related to the audience ratings to another device (e.g., CM slot allocation device 40) via the network.

[0028] The audience rating management device 30 may be a device managed by, for example, a television audience rating investigator. The audience rating management device 30 may acquire and manage data of viewing history from a measuring device connected to the television of a specific household (for example, a household cooperating in the survey). The audience rating may be calculated or predicted from the data.

[0029] The audience rating management device 30 may record the audience rating (target individual audience rating) for each predetermined target (user corresponding to a predetermined attribute).

[0030] In this disclosure, the targets are assumed to be gender and age categories used in the field of marketing (C (Child) demographic, T (Teen) demographic, M (Male)1-M3 demographic, F (Female)1-F3 demographic), but are not limited to this classification.

[0031] FIG. 2 is a functional block diagram showing an example of the internal configuration of the CM slot allocation device 40. As shown in FIG.

[0032] The CM slot allocation device 40 includes an input unit 41, an acquisition unit 42, a presentation unit 43, and an allocation unit 44.

[0033] The input unit 41 receives, for example, a request for allocation of a CM slot from the client terminal 10. The request for allocation of a CM slot may be, for example, at least one of a request for allocation of a time CM slot and a request for allocation of a spot CM slot. The request for allocation of a CM slot includes a target GRP (Gross Rating Point). The target GRP may be read as a designated GRP. GRP means a total audience rating (household audience rating), and is calculated by measuring the household audience rating during the time period when a TV CM is broadcast every time the TV CM is broadcast, and totaling the household audience ratings for a certain period (for example, one week). In this specification, the price (cost) of a CM slot (time CM slot, spot CM slot, mixed CM slot) may mean a cost per rating (Cost Per Rating) indicating the fee per 1 GRP (1%) of audience rating. The request for allocation of a time CM slot may include the name of the program to be targeted, the purchase price, and other specific information. The request for allocation of a spot CM slot may include, for example, the ratio of the purchase price for each region and each station, and other specific information.

[0034] In response to a request for allocating a commercial slot input to the input unit 41, the acquisition unit 42 acquires allocation candidates for a mixed commercial slot (SPOT&TIME mix planning) that is a mixture of a time commercial slot and a spot commercial slot as a commercial slot.

[0035] More specifically, when a spot CM slot allocation request is input to the input unit 41, the acquisition unit 42 acquires allocation candidates for a mixed CM slot that is a mixture of a spot CM slot and a time CM slot, in addition to allocation candidates for the spot CM slot. At this time, the acquisition unit 42 can acquire allocation candidates for the mixed CM slot such that the price of the allocation candidate for the mixed CM slot is lower than the price of the allocation candidate for the spot CM slot, on the premise that the target GRP is reached or a requirement equivalent thereto is achieved. This makes it possible to reduce the total cost for acquiring the target GRP to a level lower than that assumed by the client when the allocation request for the spot CM slot is input. Alternatively, the acquisition unit 42 can acquire allocation candidates for the mixed CM slot such that the price of the allocation candidate for the mixed CM slot is within a predetermined range (e.g., ±5%) of the price of the allocation candidate for the spot CM slot.

[0036] Furthermore, the acquisition unit 42 can determine what type of time CM slot to mix with the spot CM slot based on the purchase price ratio for each region and station included in the spot CM slot allocation request, and acquire allocation candidates for a mixed CM slot that mixes the spot CM slot with a time CM slot.

[0037] On the other hand, when an allocation request for a time CM slot is input to the input unit 41, the acquisition unit 42 acquires allocation candidates for a mixed CM slot that is a mixture of a time CM slot and a spot CM slot, in addition to the allocation candidates for the time CM slot. In this case, the acquisition unit 42 can acquire allocation candidates for the mixed CM slot such that the price of the allocation candidate for the mixed CM slot is lower than the price of the allocation candidate for the time CM slot, on the premise that the target GRP is reached or a requirement equivalent thereto is achieved. This makes it possible to reduce the total cost for acquiring the target GRP to less than what the client assumed when inputting the allocation request for the time CM slot. Alternatively, the acquisition unit 42 can acquire allocation candidates for the mixed CM slot such that the price of the allocation candidate for the mixed CM slot is within a predetermined range (for example, ±5%) of the price of the allocation candidate for the time CM slot.

[0038] In this way, mixed commercial slots (SPOT&TIME mix planning) can reduce the total cost to acquire the target GRP compared to what the client assumed when requesting the allocation of commercial slots. For example, this can be achieved by mixing (substituting) a time commercial slot with a spot commercial slot when the price of a time commercial slot for a particular program is lower than the price of a spot commercial slot. Another reason is that the unit price (cost) per GRP is likely to rise because the ratio of TV stations (share of purchase price) is specified for spot commercial slots. In other words, because the share of spot commercials for each TV station is specified, relatively expensive spot commercial slots are also purchased. As a result, the overall GRP unit price (price per GRP) of the spot commercial slots becomes higher. In comparison, if the price of a time commercial slot is low, it is possible to reduce the total cost to acquire the target GRP by mixing (substituting) that time commercial slot.

[0039] In the allocation candidates for the mixed commercial slots acquired by the acquisition unit 42, the allocated time per unit commercial in the time commercial slot may be set to be longer than the allocated time per unit commercial in the spot commercial slot. For example, the allocated time per unit commercial in the time commercial slot may be 30 seconds, and the allocated time per unit commercial in the spot commercial slot may be 15 seconds.

[0040] The presentation unit 43 presents the allocation candidates for the mixed CM slot acquired by the acquisition unit 42, for example by displaying information on the display of the client terminal 10. When an allocation request for a time CM slot is input to the input unit 41, the presentation unit 43 presents the allocation candidates for the time CM slot and the allocation candidates for the mixed CM slot in a comparable manner. At that time, the prices of the allocation candidates for the time CM slot and the allocation candidates for the mixed CM slot may be presented in a comparable manner. When an allocation request for a spot CM slot is input to the input unit 41, the presentation unit 43 presents the allocation candidates for the spot CM slot and the allocation candidates for the mixed CM slot in a comparable manner. At that time, the prices of the allocation candidates for the spot CM slot and the allocation candidates for the mixed CM slot may be presented in a comparable manner.

[0041] The allocation unit 44 officially allocates (confirms the purchase) the mixed CM slot allocation candidate selected by operation of the client terminal 10 from among the mixed CM slot allocation candidates presented by the presentation unit 43. When a time CM slot allocation request is input to the input unit 41, the allocation unit 44 officially allocates (confirms the purchase) the CM slot allocation candidate selected by operation of the client terminal 10 from among the time CM slot and mixed CM slot allocation candidates presented by the presentation unit 43. When a spot CM slot allocation request is input to the input unit 41, the allocation unit 44 officially allocates (confirms the purchase) the CM slot allocation candidate selected by operation of the client terminal 10 from among the spot CM slot and mixed CM slot allocation candidates presented by the presentation unit 43.

[0042] Up to this point, the case has been described in which the CM slot allocation request from the client terminal 10 is a time CM slot allocation request or a spot CM slot allocation request. In contrast, if the CM slot allocation request from the client terminal 10 is a mixed CM slot request that mixes time CM slots and spot CM slots, then in response to this mixed CM slot request, multiple mixed CM slot allocation candidates that have been optimized based on various perspectives in terms of parameters such as the mixing degree, ratio, and price of the time CM slots and spot CM slots may be obtained and presented, and a mixed CM slot selected from them may be officially allocated (purchase may be confirmed).

[0043] Here, we will explain the relationship between the advertising reach rate of 15-second and 30-second materials. Generally, if you increase the ratio of 30-second materials (which are often used mainly in time commercial slots), the advertising reach rate tends to decrease. Also, when you look at the effective frequency of 15-second and 30-second materials, 30-second materials have a stronger impact than 15-second materials, so there is a tendency for fewer exposures to be required to make the commercial known (for example, 5-6 exposures with 15-second materials compared to 30-second materials).

[0044] We will also explain the relationship between advertising awareness rates of 15-second and 30-second materials. Generally, 15-second materials are easier to gain advertising awareness rates than 30-second materials, but because the effective frequency is lower, the difference in advertising awareness rates between 15-second and 30-second materials tends to narrow. Also, when looking at the relationship between TV commercial awareness rates (%) and favorability (%) for 15-second and 30-second materials, the impact of TV commercial awareness on favorability is greater for 30-second materials than for 15-second materials.

[0045] As such, there are differences between 30-second materials, which are often used mainly in time commercial slots, and 15-second materials, which are often used mainly in spot commercial slots, in terms of advertising reach rate, effective frequency, advertising awareness rate, TV commercial awareness rate, favorability, etc. Also, 30-second materials are generally more expensive than 15-second materials. Therefore, 15-second and 30-second materials each have their own unique advantages and disadvantages.

[0046] By the way, there are two methods for delivering produced commercial material to a TV station: physically delivering the storage medium or posting the commercial data file online, but each method has different delivery dates to the TV station and points to keep in mind when creating the material to be delivered.In addition, there are two types of commercial broadcast formats, time and spot, and the information that must be decided and provided differs for each format.

[0047] Next, we will explain the costs incurred from the completion of the commercial material until it is delivered to the TV station. In the case of a time commercial, if it is delivered to the one station that broadcasts the sponsored program, the commercial will be aired on all stations that broadcast that program, but in the case of a spot commercial, the commercial material must be delivered individually to all stations that will broadcast the commercial. For this reason, for time commercials, which are often delivered to only a few stations, it is often cheaper to deliver the material physically, while for spot commercials, which are delivered to many stations, it is often cheaper to deliver the data.

[0048] Therefore, when acquiring allocation candidates for a mixed CM slot that is a mixture of a time CM slot and a spot CM slot, the acquisition unit 42 of the CM slot allocation device 40 preferably calculates the delivery cost for each of the time CM slot and the spot CM slot by dividing the cases into physical delivery and data delivery and a combination of these. In this case, when the presentation unit 43 of the CM slot allocation device 40 presents the allocation candidates for a mixed CM slot that is a mixture of a time CM slot and a spot CM slot, it preferably presents the delivery cost for each of the allocation candidates for the mixed CM slot (each of the time CM slot and the spot CM slot). In this way, by making it possible to select (purchase) one of the allocation candidates for the mixed CM slot based on the delivery cost of the allocation candidates for the mixed CM slot in addition to the price of the allocation candidates for the mixed CM slot (the price of the CM itself), it is possible to further improve the convenience for the client.

[0049] FIG. 3 is a diagram showing an example of an estimate consisting of only spot CM slots. In the example of FIG. 3, estimates of spot CM slots for five TV stations AAA, BBB, CCC, DDD, and EEE existing in an X area (for example, prefecture-based), and five TV stations FFF, GGG, HHH, III, and JJJ existing in a Y area (for example, prefecture-based). In the example of FIG. 3, the target GRP is set to 1000 GRP. For each TV station in each area, the cost (unit price per GRP), the ordered GRP (actual GRP compared to the target GRP), the ordered amount (calculated by multiplying the cost and the ordered GRP), and the share (ratio of purchase price for each region and station) are specified. The share (how much money to put into which station in which region) is included in and specified in the spot CM slot allocation request.

[0050] The allocation of spot commercial slots is performed, for example, as follows: A budget allocated for advertising and optimization conditions for optimizing the selection of television broadcasting ad slots such as spot slots are input for each brand, and ad slots for each brand are selected in accordance with the optimization conditions based on the budget, the cost of acquiring the ad slots, the number of slots, and the contact probability. In addition, under conditions such as the budget, the cost of acquiring the ad slots, and the number of ad slots, ad slots for each brand are automatically selected so that optimization indices such as reach, GRP (cumulative rating point), and TRP (target rating point) are maximized when the optimization conditions are followed.

[0051] FIG. 4 is a diagram showing a first example of an estimate for a mixed CM (SPOT&TIME mix planning) in which a time CM frame is mixed with a spot CM frame in FIG.

[0052] In the example of Figure 4, the order GRP and order amount for spot commercials to the five TV stations AAA, BBB, CCC, DDD, and EEE in the X area are compressed without changing the cost and share (the order GRP is compressed from 1000.0 to 900.0, and the order amount is compressed from 100,000,000 to 90,000,000). Instead, the programs KKK and LLL are added as time commercial slots, and the earned GRP (70.0) and order amount (7,000,000) for program KKK, as well as the earned GRP (30.0) and order amount (3,000,000) for program LLL, compensate for the compressed amount of spot commercials.

[0053] Also, in the example of Figure 4, the order GRP and order amount for spot commercials to the five TV stations FFF, GGG, HHH, III, and JJJ in area Y are compressed without changing the cost and share (order GRP is compressed from 1000.0 to 900.0, and order amount is compressed from 50,000,000 to 45,000,000).Instead, programs MMM and NNN are added as time commercial slots, and the earned GRP (40.0) and order amount (2,000,000) of program MMM, and the earned GRP (60.0) and order amount (3,000,000) of program NNN compensate for the compressed amount of spot commercials.

[0054] FIG. 5 is a diagram showing a second example of an estimate for a mixed CM (SPOT&TIME mix planning) in which a time CM frame is mixed with a spot CM frame in FIG.

[0055] In the example of Figure 5, the order GRP and order amount for spot commercials to five TV stations AAA, BBB, CCC, DDD, and EEE in the X area are compressed without changing the cost and share (order GRP is compressed from 1000.0 to 800.0, and order amount is compressed from 100,000,000 to 80,000,000). Instead, programs OOO, PPP, and QQQ are added as time commercial slots, and the earned GRP (90.0) and order amount (9,000,000) of program OOO, the earned GRP (70.0) and order amount (7,000,000) of program PPP, and the earned GRP (40.0) and order amount (4,000,000) of program QQQ make up for the compressed amount of spot commercials.

[0056] In the example of Fig. 5, the order GRP and order amount are compressed for the spot commercials to the five TV stations FFF, GGG, HHH, III, and JJJ in the Y area without changing the cost and share (the order GRP is compressed from 1000.0 to 800.0, and the order amount is compressed from 50,000,000 to 40,000,000). Instead, the programs RRR, SSS, and TTT are added as time commercial slots, and the earned GRP (30.0) and order amount (1,500,000) of the program RRR, the earned GRP (120.0) and order amount (6,000,000) of the program SSS, and the earned GRP (50.0) and order amount (2,500,000) of the program TTT compensate for the compressed amount of the spot commercials.

[0057] For example, when a spot CM slot allocation request is input to the input unit 41, the acquisition unit 42 of the CM slot allocation device 40 acquires allocation candidates (estimates) for mixed CM slots that mix spot CM slots with time CM slots, as shown in Figures 4 and 5, in addition to allocation candidates (estimates) for spot CM slots as shown in Figure 3. At this time, the acquisition unit 42 of the CM slot allocation device 40 acquires allocation candidates for mixed CM slots that mix spot CM slots with time CM slots, such as shown in Figures 4 and 5, so that the price (estimate) of the allocation candidates for mixed CM slots (e.g., Figures 4 and 5) is lower than the price (estimate) of the allocation candidates for spot CM slots (e.g., Figure 3).

[0058] Also, in Figures 3 to 5, the acquisition unit 42 of the CM slot allocation device 40 can determine what kind of time CM slot to mix with the spot CM slot based on the purchase price ratio (share) for each region and station included in the spot CM slot allocation request, and acquire allocation candidates for a mixed CM slot that mixes the spot CM slot with the time CM slot.

[0059] In this way, the CM slot allocation device, allocation method, and allocation program of this embodiment obtain allocation candidates for a mixed CM slot (SPOT&TIME mix planning) that combines time CM slots and spot CM slots as the CM slot in response to a CM slot allocation request. This allows for flexible and effective CM planning that matches client needs.

[0060] Furthermore, according to the present disclosure, by presenting candidates for allocation of mixed CM slots that combine time CM slots and spot CM slots to clients and having them adopt (select) them, it becomes possible to create the following cycle of (1) to (4). (1) Carry out effective TV planning (commercial planning) that matches client needs. (2) For advertising agency media salespeople, this will enable them to eliminate losses caused by unsold time commercial slots and to create more time that would previously have been required to sell off time commercial slots. (3) By creating time, it is expected that advertising agency media salespeople will be able to improve their purchasing and procurement capabilities for media slots. (4) It will increase client satisfaction with TV planning (CM planning) and improve the productivity of the advertising agency as a whole.

[0061] The commercial slot allocation device, allocation method, and allocation program shown in the above-mentioned embodiment are applied to television commercials, but are not limited thereto. The above-mentioned embodiment of the present disclosure may be applied to radio commercials, commercials distributed over the Internet, and the like. Those skilled in the art can understand the above-mentioned embodiment by reinterpreting the description. For example, when applied to radio commercials, the audience rating of the present disclosure may be reinterpreted as the audience rating.

[0062] In the present disclosure, "GRP" may be interpreted as other indicators related to total viewership ratings.

[0063] This disclosure also covers content in which "viewership rate" is replaced with a specific index (or the degree of improvement of a specific index, offset, etc.). The specific index may be an index for judging advertising effectiveness, an intermediate index for improving the advertiser's key performance indicators (KPIs), etc., and may include, for example, recognition rate, reach, ROAS (Return On Advertising Spend), ROI (Return on Investment), etc. At least a part of the description of "viewership rate" may be replaced with any of the above specific indexes.

[0064] 6 is a diagram showing an example of a functional configuration of the client terminal 10, the broadcast distribution device 20, the viewer rating management device 30, and the commercial slot allocation device 40 according to an embodiment. As shown in FIG. 6, the client terminal 10, the broadcast distribution device 20, the viewer rating management device 30, and the commercial slot allocation device 40 each have a control unit 110, a storage unit 120, a communication unit 130, an input unit 140, and an output unit 150. Note that FIG. 6 shows an example of functional blocks of the client terminal 10, the broadcast distribution device 20, the viewer rating management device 30, and the commercial slot allocation device 40, and may have other functional blocks not shown in FIG. 6. Also, the configuration may not include some functional blocks.

[0065] The control unit 110 controls the client terminal 10, the broadcast distribution device 20, the audience rating management device 30, and the commercial slot allocation device 40. The control unit 110 can be configured by a controller, a control circuit, or a control device that is explained based on a common understanding in the technical field related to the present invention.

[0066] The storage unit 120 stores information used by the client terminal 10, the broadcast distribution device 20, the audience rating management device 30, and the commercial slot allocation device 40. The storage unit 120 can be configured, for example, by a memory, storage, storage device, or the like that is described based on a common understanding in the technical field related to the present invention.

[0067] The communication unit 130 performs communication (e.g., mutual communication) between the client terminal 10, the broadcast distribution device 20, the audience rating management device 30, and the CM slot allocation device 40. The communication unit 130 can be configured with a transmitter / receiver, a transmission / reception circuit, or a transmission / reception device that is explained based on a common understanding in the technical field related to the present invention. Note that the communication unit 130 may be configured with a transmission unit and a reception unit.

[0068] The input unit 140 accepts inputs from the client terminal 10, the broadcast distribution device 20, the viewership management device 30, and the commercial slot allocation device 40. The input unit 140 may also be connected to a predetermined device, storage medium, etc., and accept data input. The input unit 140 may output the input result to, for example, the control unit 110. The input unit 140 may be configured with input devices such as a keyboard, a mouse, and buttons, input / output terminals, input / output circuits, etc., which are explained based on common understanding in the technical field related to the present invention. The input unit 140 may also be configured to be integrated with a display unit (for example, a touch panel).

[0069] The output unit 150 performs output in the client terminal 10, the broadcast distribution device 20, the viewership management device 30, and the commercial slot allocation device 40. For example, the output unit 150 may be configured to include a display unit that displays images, an audio output unit that outputs audio, and the like. The display unit may be configured, for example, by a display device such as a display or monitor that is described based on a common understanding in the technical field related to the present invention. Furthermore, the audio output unit may be configured by an output device such as a speaker that is described based on a common understanding in the technical field related to the present invention.

[0070] The block diagrams used to explain the above embodiments show functional blocks. These functional blocks (components) are realized by any combination of hardware and / or software. The means for realizing each functional block is not particularly limited. That is, each functional block may be realized by one physically combined device, or may be realized by two or more physically separated devices connected by wire or wirelessly.

[0071] For example, the devices (client terminal 10, broadcast distribution device 20, viewer rating management device 30, commercial slot allocation device 40, etc.) in one embodiment of the present disclosure may function as a computer that performs the commercial slot allocation process of the present disclosure. Fig. 7 is a diagram showing an example of a hardware configuration of the client terminal 10, broadcast distribution device 20, viewer rating management device 30, commercial slot allocation device 40, etc. according to one embodiment. The above-mentioned client terminal 10, broadcast distribution device 20, viewer rating management device 30, commercial slot allocation device 40, etc. may be physically configured as a computer device including a processor 1001, a memory 1002, a storage 1003, a communication device 1004, an input device 1005, an output device 1006, a bus 1007, etc.

[0072] In the present disclosure, the terms "apparatus," "circuit," "device," "unit," "server," etc. may be interchangeable. The hardware configurations of the client terminal 10, the broadcast distribution apparatus 20, the viewer rating management apparatus 30, the CM slot allocation apparatus 40, etc. may be configured to include one or more of the apparatuses shown in the drawings, or may be configured to exclude some of the apparatuses.

[0073] For example, although only one processor 1001 is shown, there may be multiple processors. Also, the processes may be performed by one processor, or the processes may be performed by two or more processors simultaneously, sequentially, or in other manners. Also, the processor 1001 may be implemented by one or more chips.

[0074] Each function of the client terminal 10, broadcast distribution device 20, viewership management device 30, commercial slot allocation device 40, etc. is realized by loading specific software (programs) onto hardware such as a processor 1001 and memory 1002, whereby the processor 1001 performs calculations and controls communication via a communication device 1004, reading and / or writing of data in the memory 1002 and storage 1003, etc.

[0075] The processor 1001 controls the entire computer by running an operating system, for example. The processor 1001 may be configured with a central processing unit (CPU) including an interface with peripheral devices, a control device, an arithmetic unit, a register, etc. Each unit such as the control unit 110 described above may be realized by the processor 1001.

[0076] Moreover, the processor 1001 reads out programs (program codes), software modules, data, etc. from at least one of the storage 1003 and the communication device 1004 into the memory 1002, and executes various processes according to the programs. As the programs, programs that cause a computer to execute at least a part of the operations described in the above-mentioned embodiments are used. For example, the control unit 110 may be realized by a control program stored in the memory 1002 and operated by the processor 1001, and the other functional blocks may be realized in a similar manner.

[0077] The memory 1002 is a computer-readable recording medium, and may be configured by at least one of, for example, a Read Only Memory (ROM), an Erasable Programmable ROM (EPROM), an Electrically EPROM (EEPROM), a Random Access Memory (RAM), and other suitable storage media. The memory 1002 may also be called a register, a cache, a main memory, etc. The memory 1002 may store executable programs (program codes), software modules, etc. for implementing a method according to an embodiment.

[0078] Storage 1003 is a computer-readable recording medium, and may be composed of at least one of a flexible disk, a floppy disk, a magneto-optical disk (e.g., a compact disk (CD-ROM (Compact Disc ROM)), a digital versatile disk, a Blu-ray (registered trademark) disk), a removable disk, a hard disk drive, a smart card, a flash memory device (e.g., a card, a stick, a key drive), a magnetic stripe, a database, a server, and other suitable storage media. Storage 1003 may be called an auxiliary storage device. Note that the above-mentioned storage unit 120 may be realized by memory 1002 and / or storage 1003.

[0079] The communication device 1004 is hardware (transmission / reception device) for performing communication between computers via at least one of a wired network and a wireless network, and is also called, for example, a network device, a network controller, a network card, a communication module, etc. The communication device 1004 may include a SIM card. Note that the above-mentioned communication unit 130 may be realized by the communication device 1004.

[0080] The input device 1005 is an input device (e.g., a keyboard, a mouse, etc.) that accepts input from the outside. The output device 1006 is an output device (e.g., a display, a speaker, etc.) that performs output to the outside. The input device 1005 and the output device 1006 may be integrated into one (e.g., a touch panel). The above-mentioned input unit 140 and output unit 150 may be realized by the input device 1005 and the output device 1006, respectively.

[0081] Furthermore, each device such as the processor 1001 and the memory 1002 is connected by a bus 1008 for communicating information. The bus 1007 may be configured by a single bus, or may be configured by different buses between the devices.

[0082] Furthermore, the client terminal 10, the broadcast distribution device 20, the viewer rating management device 30, the CM slot allocation device 40, etc. may be configured to include hardware such as a microprocessor, a digital signal processor (DSP: Digital Signal Processor), an ASIC (Application Specific Integrated Circuit), a PLD (Programmable Logic Device), an FPGA (Field Programmable Gate Array), etc., and some or all of the functional blocks may be realized by the hardware. For example, the processor 1001 may be implemented by at least one of these pieces of hardware.

[0083] (Modification) In addition, terms explained in this disclosure and / or terms necessary for understanding this disclosure may be replaced with terms having the same or similar meanings.

[0084] The information, parameters, etc. described in this disclosure may be expressed using absolute values, may be expressed using relative values ​​from a predetermined value, or may be expressed using other corresponding information. Furthermore, the names used for parameters, etc. in this disclosure are not limiting in any respect.

[0085] The information, signals, etc. described in this disclosure may be represented using any of a variety of different technologies. For example, the data, instructions, commands, information, signals, bits, symbols, chips, etc. that may be referred to throughout the above description may be represented by voltages, currents, electromagnetic waves, magnetic fields or magnetic particles, optical fields or photons, or any combination thereof.

[0086] Information, signals, etc. may be input and output via multiple network nodes. Input and output information, signals, etc. may be stored in a specific location (e.g., memory) or may be managed using a table. Input and output information, signals, etc. may be overwritten, updated, or added. Output information, signals, etc. may be deleted. Input information, signals, etc. may be transmitted to another device.

[0087] Furthermore, notification of specified information (e.g., notification that "it is X") is not limited to explicit notification, but may be made implicitly (e.g., by not notifying the specified information or by notifying other information).

[0088] Software shall be construed broadly to mean instructions, instruction sets, code, code segments, program code, programs, subprograms, software modules, applications, software applications, software packages, routines, subroutines, objects, executable files, threads of execution, procedures, functions, etc., whether referred to as software, firmware, middleware, microcode, hardware description language, or otherwise.

[0089] Software, instructions, information, etc. may also be transmitted and received via a transmission medium and / or signal waveform. For example, if the software is transmitted from a website, server, or other remote source using wired technologies (such as coaxial cable, fiber optic cable, twisted pair, Digital Subscriber Line (DSL)), and / or wireless technologies (such as infrared, microwave), then these wired and / or wireless technologies are included within the definition of a transmission medium.

[0090] As used in this disclosure, the terms "system" and "network" may be used interchangeably.

[0091] Each aspect / embodiment described in this disclosure may be used alone, in combination, or switched according to implementation. In addition, the processing procedures, sequences, flow charts, etc. of each aspect / embodiment described in this disclosure may be reordered unless inconsistent. For example, the methods described in this disclosure present elements of various steps using an example order, and are not limited to the particular order presented.

[0092] As used in this disclosure, the phrase "based on" does not mean "based only on," unless expressly stated otherwise. In other words, the phrase "based on" means both "based only on" and "based at least on."

[0093] Any reference to an element using a designation such as "first," "second," etc., used in this disclosure does not generally limit the quantity or order of those elements. These designations may be used in this disclosure as a convenient method of distinguishing between two or more elements. Thus, a reference to a first and a second element does not imply that only two elements may be employed or that the first element must precede the second element in some way.

[0094] When the terms "include," "including," and variations thereof are used in this disclosure, these terms are intended to be inclusive, similar to the term "comprising." Further, when used in this disclosure, the term "or" is not intended to be an exclusive or.

[0095] In this disclosure, where articles have been added by translation, such as a, an, and the in English, the disclosure may include that the nouns following these articles are in the plural form.

[0096] Although the invention according to the present disclosure has been described in detail above, it is clear to those skilled in the art that the invention according to the present disclosure is not limited to the embodiments described in the present disclosure. The invention according to the present disclosure can be implemented as modified and altered forms without departing from the spirit and scope of the invention defined based on the description of the claims. Therefore, the description of the present disclosure is intended to be illustrative and does not have any limiting meaning on the invention according to the present disclosure. [Explanation of symbols]

[0097] 1. Commercial slot allocation system 10 Client terminal (user terminal) 20 Broadcast distribution equipment 30 Viewing Rating Management Device 40 Commercial slot allocation device 41 Input section 42 Acquisition Department 43 Presentation section 44 Allocation Section 50 Network

Claims

1. an input unit for inputting a request for allocation of a CM slot; an acquisition unit that acquires, in response to the CM slot allocation request, allocation candidates for a mixed CM slot that is a mixture of a time CM slot and a spot CM slot as the CM slot; A CM slot allocation device comprising:

2. the CM frame allocation request is a spot CM frame allocation request, the acquisition unit acquires, in addition to the allocation candidates for the spot CM slots, allocation candidates for the mixed CM slots obtained by mixing the spot CM slots with the time CM slots; 2. The CM slot allocation device according to claim 1.

3. the acquisition unit acquires the allocation candidates for the mixed CM slots such that a price of the allocation candidates for the mixed CM slots is lower than a price of the allocation candidates for the spot CM slots.

3. The CM slot allocation device according to claim 2.

4. the request for allocation of the CM slot is a request for allocation of the time CM slot, the acquisition unit acquires, in addition to the allocation candidates for the time CM slots, allocation candidates for the mixed CM slots obtained by mixing the spot CM slots with the time CM slots; 2. The CM slot allocation device according to claim 1.

5. the acquisition unit acquires the allocation candidates for the mixed CM slots such that a price of the allocation candidates for the mixed CM slots is lower than a price of the allocation candidates for the time CM slots.

5. The CM slot allocation device according to claim 4.

6. The time allocated per unit CM in the time CM frame is longer than the time allocated per unit CM in the spot CM frame.

6. The CM slot allocation device according to claim 1,

7. an input step of inputting a request for allocation of a CM slot; an acquisition step of acquiring, in response to the request for allocation of the CM slot, an allocation candidate of a mixed CM slot, which is a mixture of a time CM slot and a spot CM slot, as the CM slot; A method for allocating a CM slot, comprising the steps of:

8. an input step of inputting a request for allocation of a CM slot; an acquisition step of acquiring, in response to the request for allocation of the CM slot, an allocation candidate of a mixed CM slot, which is a mixture of a time CM slot and a spot CM slot, as the CM slot; A CM slot allocation program that causes a computer to execute the above steps.

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