Analysis system, analysis method, and program

Abstract

To appropriately identify an incremental reach as a scale of the number of contact persons coming into contact with second information without coming into contact with first information about various information published on cross-media.SOLUTION: According to the present invention, an analysis method acquires third data including existence / non-existence information of contact with first information about each of a plurality of object persons coming into contact with an information publishing medium for publishing information to be published including second information (20), calculates a third reach as a scale of the number of contact persons coming into contact with the information publishing medium to publish the information to be published including the second information without coming into contact with the first information (21), acquires access log information to the information publishing medium publishing the information to be published including the second information (30), calculates an appearance rate to the second information in the information publishing medium by using the access log information (40), and calculates an incremental reach as a scale of the number of contact persons coming into contact with the second information without coming into contact with the first information by using the third reach and the appearance rate (50).SELECTED DRAWING: Figure 2

Description

[Technical field]

[0001] The present invention relates to a system, method, and program that can appropriately specify the scale (reach) of the number of people who come into contact with various types of information in order to grasp the effect of information transmission through cross-media. [Background technology]

[0002] It is already well known to investigate the scale (reach) of the number of people who come into contact with various types of information, including television commercials and digital advertisements, and various methods for investigating this are known.

[0003] For example, there are cases where one wishes to identify the scale (reach) of the number of people who have come into contact with at least one of multiple types of information (e.g., a television commercial and a digital advertisement). In other words, for each of the first information and the second information, which have different delivery formats, when the scale of the number of people who have come into contact with the first information (first reach) is represented as P(A) and the scale of the number of people who have come into contact with the second information (second reach) is represented as P(B), the total reach P(A∪B), which is the union of these, may be calculated. In this case, to obtain P(A∪B) from P(A) and P(B), the intersection P(A∩B), i.e., the scale of the number of people who have come into contact with both the first information and the second information, is required.

[0004] One possible method for identifying the intersection set P(A∩B) above is to conduct a survey consisting of multiple items on a set of monitors and obtain data (so-called single-source data) showing the survey results for each item by monitor.

[0005] However, since it may not be possible to clearly grasp the number of people who came into contact with both the first and second information, or the number of people who came into contact with only one of the pieces of information, from the single-source data obtained, it is necessary to take necessary measures to appropriately identify them.

[0006] For example, according to the method described in Patent Document 1, as an example of a specific measure, a method is used in which, for each of a plurality of subjects set up for single-source data acquisition, the contact status of the first information and the frequency of arrival at the information publishing medium in which the second information is published are identified, and the scale of the number of people who have come into contact with both the first information and the second information is calculated from these identification results.

[0007] Specifically, for example, when the second information is published in one information publishing medium, a weight is specified for each of N targets according to the frequency of reach to one medium. Here, the weight is the ratio of the frequency of reach to one medium for each target to the total frequency of reach to one medium for all targets. Then, the ratio of those who have come into contact with the first information among the N targets is calculated taking into consideration the weight described above. Then, the scale of the number of people who have come into contact with both the first information and the second information can be calculated by multiplying the calculated ratio by the scale of the number of people who have come into contact with the second information, and further, the total reach is calculated from the calculation result.

[0008] This calculation method calculates the number of people who came into contact with both the first and second information, as well as the total reach, based on the premise that "the more frequently a medium is reached (i.e., the higher the weight), the higher the probability of coming into contact with the second information."

[0009] On the other hand, in order to grasp the effect of information transmission through cross-media, there are cases where incremental reach is specified as the net increased reach. In other words, when calculating the total reach P(A∪B), which is the union of P(A) and P(B), a method is required to specify the incremental reach as the size of the number of people who have not been exposed to the first information but have been exposed to the second information. [Prior art documents] [Patent documents]

[0010] [Patent Document 1] Patent No. 6556971 Summary of the Invention [Problem to be solved by the invention]

[0011] Therefore, the present invention has been made in consideration of the above circumstances, and an object of the present invention is to achieve the following objects.

[0012] In other words, the present invention aims to provide a system and method that appropriately identifies the incremental reach of various pieces of information posted on cross-media as the number of people who have not been exposed to the first piece of information but have been exposed to the second piece of information, in order to grasp the information transmission effect through cross-media. [Means for solving the problem]

[0013] In order to achieve the above object, the analysis system according to the first aspect of the present invention comprises: A system for calculating the number of people who are not in contact with first information but are in contact with second information for various types of information published in cross media, A third data acquisition unit that acquires third data including information on whether or not a person has come into contact with the first information for each of a plurality of subjects who have come into contact with an information-publishing medium in which published information including the second information is published; a third reach calculation unit that calculates a third reach as a size of the number of contacts of people who have come into contact with an information publishing medium in which published information including the second information is published but have not come into contact with the first information, based on information on whether or not they have come into contact with the first information, using the third data; an access log information acquisition unit that acquires access log information of an information publishing medium in which published information including the second information is published; an appearance rate calculation unit that calculates an appearance rate of the second information in the information publishing medium using the access log information; an incremental reach calculation unit that calculates an incremental reach as a size of a number of contacts who have not come into contact with the first information and have come into contact with the second information, using the third reach calculated by the third reach calculation unit and the appearance ratio calculated by the appearance ratio calculation unit; The present invention is characterized by comprising:

[0014] The analysis system according to the second aspect of the present invention is the analysis system according to the first aspect of the present invention, A first data acquisition unit that acquires first data collected to identify the scale of the number of people who have come into contact with the first information; a first reach calculation unit that calculates a first reach, which is a scale of the number of people who have come into contact with the first information, based on the first data; a total reach calculation unit that calculates a total reach as a union of the first reach and a second reach, which is the scale of the number of people who have come into contact with the second information, by adding up the first reach and the incremental reach; The present invention is characterized by comprising:

[0015] The analytical system according to the third aspect of the present invention is the first or second aspect of the present invention, The first information and the second information are advertising information relating to the same product or service, and the first information and the second information are featured in different media.

[0016] An analysis system according to a fourth aspect of the present invention is any one of the first to third aspects of the present invention, The access log information acquired by the access log information acquisition unit is characterized in that it includes information for counting the number of views of an information publishing medium in which published information including the second information is published and the number of views of the second information.

[0017] The analysis system according to the fifth aspect of the present invention is any one of the first to fourth aspects of the present invention, The occurrence ratio calculation unit is characterized in that it uses the access log information to calculate, as the occurrence ratio, the ratio of the number of views of the second information to the number of views of an information publishing medium in which published information including the second information is published.

[0018] An analysis system according to a sixth aspect of the present invention is any one of the first to fifth aspects of the present invention, The incremental reach calculation unit is characterized in that it uses the third reach calculated by the third reach calculation unit and the appearance rate calculated by the appearance rate calculation unit to calculate a value obtained by multiplying the third reach by the appearance rate as an incremental reach, which is the size of the number of contact persons who have not come into contact with the first information and have come into contact with the second information.

[0019] The analytical method according to the seventh aspect of the present invention comprises the steps of: A method for calculating the number of people who are not exposed to first information but are exposed to second information about various types of information published in cross media, comprising: The computer executes A third data acquisition step of acquiring third data including information on whether or not a person has come into contact with the first information for each of a plurality of subjects who have come into contact with an information-publishing medium in which published information including the second information is published; a third reach calculation step of calculating a third reach as the size of the number of contacts of people who have come into contact with an information publishing medium in which published information including the second information is published but have not come into contact with the first information, based on information on whether or not they have come into contact with the first information, using the third data; an access log information acquisition step of acquiring access log information of an information publishing medium in which published information including the second information is published; an appearance ratio calculation step of calculating an appearance ratio of the second information in the information publishing medium using the access log information; an incremental reach calculation step of calculating an incremental reach as a size of the number of contacts who have not come into contact with the first information and have come into contact with the second information, using the third reach calculated in the third reach calculation step and the appearance ratio calculated in the appearance ratio calculation step; The present invention is characterized by comprising:

[0020] The analytical method according to the eighth aspect of the present invention is the seventh aspect of the present invention, The computer executes A first data acquisition step of acquiring first data collected to identify the scale of the number of contacts with the first information; a first reach calculation step of calculating a first reach, which is the scale of the number of people who come into contact with the first information, based on the first data; a total reach calculation step of calculating a total reach as a union of the first reach and a second reach, which is the scale of the number of people who have come into contact with the second information, by adding up the first reach and the incremental reach; The present invention is characterized by comprising:

[0021] The analysis program according to the ninth aspect of the present invention comprises: A program for calculating the number of people who are not in contact with the first information but are in contact with the second information for various types of information published in a cross media, the program being configured to: A third data acquisition step of acquiring third data including information on whether or not a person has come into contact with the first information for each of a plurality of subjects who have come into contact with an information-publishing medium in which published information including the second information is published; a third reach calculation step of calculating a third reach as the size of the number of contacts of people who have come into contact with an information publishing medium in which published information including the second information is published but have not come into contact with the first information, based on information on whether or not they have come into contact with the first information, using the third data; an access log information acquisition step of acquiring access log information of an information publishing medium in which published information including the second information is published; an appearance ratio calculation step of calculating an appearance ratio of the second information in the information publishing medium using the access log information; an incremental reach calculation step of calculating an incremental reach as a size of the number of contacts who have not come into contact with the first information and have come into contact with the second information, using the third reach calculated in the third reach calculation step and the appearance ratio calculated in the appearance ratio calculation step; The present invention is characterized in that the above-mentioned is executed.

[0022] The analysis program according to the tenth aspect of the present invention is the analysis program according to the ninth aspect of the present invention, A first data acquisition step of acquiring first data collected to identify the scale of the number of contacts to the first information; A first reach calculation step of calculating a first reach, which is the scale of the number of people who come into contact with the first information, based on the first data; a total reach calculation step of calculating a total reach as a union of the first reach and a second reach, which is the scale of the number of people who have come into contact with the second information, by adding up the first reach and the incremental reach; The present invention is characterized in that the above-mentioned is executed. Effect of the Invention

[0023] According to the present invention, in order to grasp the information transmission effect by cross-media, it becomes possible to appropriately specify the incremental reach as the net increased reach. Furthermore, when specifying the total reach as the scale of the number of contacts to at least one of the first information and the second information, by using the incremental reach, it becomes possible to appropriately specify the total reach, which is the union of the first reach (scale of the number of contacts to the first information) and the second reach (scale of the number of contacts to the first information). [Brief description of the drawings]

[0024] [Figure 1] 1 is a schematic diagram showing the scale of the number of people who come into contact with various types of information in a cross-media contact analysis system according to an embodiment of the present invention. [Diagram 2] 1 is a functional block diagram illustrating a cross-media contact analysis system according to an embodiment of the present invention. [Diagram 3] FIG. 2 is a flowchart illustrating a data processing procedure in the cross-media contact analysis system according to an embodiment of the present invention. [Figure 4] FIG. 11 is a diagram showing an example of calculation of total reach in the cross-media contact analysis system according to an embodiment of the present invention. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0025] Hereinafter, the embodiment of the present invention will be described in detail with reference to the drawings. Note that the embodiment described below is merely an example given to facilitate understanding of the present invention, and does not limit the present invention. In other words, the present invention may be modified or improved from the embodiment described below without departing from the spirit of the present invention.

[0026] In the following description, "television commercial" and "radio commercial" include not only advertising information distributed via radio broadcasting or data broadcasting, but also advertising information broadcast on Internet television and IP simulcast radio, etc.

[0027] In the following explanation, "digital advertising" refers to advertising information distributed through information and communication networks, such as web advertising, including websites that post information about the advertised product or service, and advertising posted on portal sites, SNS (Social Network Service) sites, video sites, etc., such as targeted advertising whose content changes depending on the site user (viewer), ad network advertising, and DSP (Demand-Side Platform) advertising, and further including banner advertising. "Digital advertising" also includes advertising displayed by a browser, and also includes advertising displayed by launching a mobile application (so-called "app").

[0028] In the following explanation, "exposure" refers to the act of coming into contact with information, regardless of whether the information is perceived or recognized. Examples of exposure include watching television, listening to the radio, using (browsing) a website, using (browsing) a dedicated site through a mobile application, subscribing to newspapers and magazines, and viewing advertisements displayed outdoors or in public facilities. "Viewing" includes not only viewing broadcast programs and advertisements in real time, but also so-called time-shift viewing, in which programs and advertisements are recorded or audio-recorded and then played back and viewed within a certain period after broadcast, or viewed on the web.

[0029] In addition, in the following explanation, "reach" includes the aforementioned "contact," as well as the physical arrival at a certain place / location (specifically, for example, a location where an information-containing medium is installed) and the transition to a certain state (specifically, for example, a state in which the information-containing medium is held or used in a particular manner).

[0030] <<Various types of acquired data in this embodiment>> Various data to be acquired in this embodiment and methods for acquiring each piece of data will be described below. In this embodiment, the first information and the second information are both advertising information related to the same product or service. That is, the first information is a television commercial related to a certain product or service, and the second information is a digital advertisement (information distributed via an information and communication network) related to the same product or service, and the first information and the second information are information that are distributed in different formats.

[0031] In addition, the form of distribution of the first information and the second information is not limited to television and the Web, but may be broadcast over the radio, or may be displayed on an information display device installed outdoors, such as digital signage, or on an information display installed in a store, or on an outdoor signboard, or may be displayed in the pages of a newspaper, magazine, etc.

[0032] Furthermore, the contents represented by the first information and the second information are not limited to advertisements, and may be content other than advertisements (for example, news, articles, or programs, etc.).

[0033] In this embodiment, the "scale of the number of contacts" refers to the reach, specifically, the ratio of the number of people who came into contact with the first information / second information to the number of people in the population of each survey. However, this is not limited to this, and the absolute number of people who came into contact with the first information / second information may also be the "scale of the number of contacts."

[0034] A survey on the scale of exposure to primary information (i.e., a television commercial for a certain product or service) is a survey of television viewing conditions, and will be referred to as a primary survey hereafter. Primary surveys are conducted, for example, by a research company that investigates television viewing ratings for each time slot on each day.

[0035] The first survey is conducted on a panel N randomly selected from a set population according to statistical methods, and the television viewing behavior of each panel N is surveyed by a mechanical method. To explain in more detail, a known measuring device (not shown) for measuring television viewing time, viewing channels, etc. is installed in the home of each panel N. The television viewing behavior of each panel N is surveyed every day during the survey period using this measuring device.

[0036] A survey on the scale of the number of people who came into contact with the second information (i.e., digital advertisements related to the same product or service as the first information) is a survey to measure the effectiveness of digital advertisements, and will be referred to as a second survey hereinafter. Note that in this embodiment, the second survey is not conducted, so a detailed explanation will be omitted. Furthermore, in this embodiment, in addition to the first and second surveys, a survey (another survey) regarding the contact status of multiple media is conducted on multiple subjects. This survey is a survey to grasp the contact status of each subject with the first information and the contact status with the information publishing medium, and will be referred to as the third survey hereinafter. Here, the information publishing medium is a medium on which the published information including the second information is published, and in this embodiment, it is a predetermined website (specifically, a portal site, a video site, an SNS site, etc.). Furthermore, in this embodiment, the published information published in the information publishing medium is an advertisement whose content changes depending on the person who reaches the information publishing medium (site viewer), and is so-called targeted advertising.

[0037] It should be noted that the information medium is not limited to a website, but may be, for example, an information display device installed outdoors such as digital signage, an information display device installed in a storefront, an outdoor signboard, a newspaper or magazine (including electronic versions of these), or broadcast media such as radio, etc. In addition, a page for a web service displayed on a mobile screen when an app is launched may also be an information medium.

[0038] Furthermore, the information published in the information publishing medium is not limited to targeted advertisements whose content changes depending on the user, but may be, for example, pure advertisements (such as banner advertisements) that are commonly delivered regardless of who reaches the information publishing medium.

[0039] << How to identify the number of people who have come into contact with each piece of information >> Next, a method for identifying the scale of the number of people exposed to each piece of information described above will be described with reference to Fig. 1. Fig. 1 is a schematic diagram (more specifically, a Venn diagram) showing the scale of the number of people exposed to each piece of information. Note that, in the following, a specific example will be described in which a TV commercial about a certain product X is used as the first information, and a digital advertisement about the same product X is used as the second information.

[0040] The scale of the number of people who came into contact with a TV commercial for Product X (first information) (first reach) can be determined from the first data obtained by conducting the first survey, and specifically, it can be calculated by dividing the number of people in panel N who have watched a TV commercial for Product X (first information) by the number of people in all panels N. Here, if the event of having watched a TV commercial for Product X (first information) is event A, the scale of the number of people who came into contact with a TV commercial for Product X (first information) (first reach) is expressed as P(A), as shown in Figure 1.

[0041] The scale of the number of people who came into contact with digital advertising for Product X (secondary information) (secondary reach) can be determined from the second data obtained through the implementation of the second survey, and specifically, it can be calculated by dividing the number of viewers V of digital advertising for Product X (secondary information) by the total population of Japan (or the number of internet users). Here, if the event of having viewed digital advertising for Product X (secondary information) is defined as event B, the scale of the number of people who came into contact with digital advertising for Product X (secondary information) (secondary reach) is expressed as P(B), as shown in Figure 1.

[0042] As described above, the first reach P(A) and the second reach P(B) can be specified individually. On the other hand, in order to confirm the effectiveness of advertising for product X (for example, awareness of product X), it is necessary to specify the scale of the number of people who came into contact with at least one of the television commercials and digital advertisements for product X, that is, the total reach. Here, the total reach is expressed as the union P(A∪B) as shown in Figure 1.

[0043] Here, the total reach P(A∪B) can be determined by adding up the first reach P(A) and the incremental reach P(B'), which is the scale of the number of people who have not been exposed to a TV commercial (first information) for Product X but have been exposed to a digital advertisement (second information) for Product X. As shown in Figure 1, the incremental reach P(B') is expressed as a portion (shaded area) of the second reach P(B).

[0044] On the other hand, from the third data obtained in this embodiment, a third reach P(C) can be calculated as the number of contacts who contacted a specific website on which posted information including a digital advertisement (second information) for Product X is posted but did not watch a TV commercial (first information) for Product X. As shown in Fig. 1, the third reach P(C) includes the incremental reach P(B').

[0045] In addition, the appearance rate of the digital advertisement (second information) of Product X can be calculated using the access log information of a specific website on which the published information including the digital advertisement (second information) of Product X is published. The appearance rate and the third reach P(C) can be used to derive the incremental reach P(B').

[0046] As a result, by adding up the first reach P(A) and the incremental reach P(B'), it becomes possible to appropriately calculate the total reach P(A∪B).

[0047] In the following, a series of data processing steps for calculating the incremental reach P(B') and the total reach P(A∪B) in this embodiment will be described in detail. <<Functional configuration of the data processing system according to this embodiment>> Next, the functional configuration of the cross-media contact analysis system according to this embodiment will be described with reference to Fig. 2. Fig. 2 is a functional block diagram for explaining the cross-media contact analysis system.

[0048] 2, this system includes a first data acquisition unit 10, a first reach calculation unit 11, a third data acquisition unit 20, a third reach calculation unit 21, an access log acquisition unit 30, an appearance ratio calculation unit 40, an incremental reach calculation unit 50, and a total reach calculation unit 60, and in particular, the functional block enclosed by the dotted line is the functional block for identifying the incremental reach. Each functional unit will be described in detail below. (First data acquisition unit) The first data acquiring unit 10 acquires measurement data of television viewing situations, i.e., first data, from each of the multiple panels N in the first survey. To explain in more detail, the first data acquiring unit 10 acquires the first data from each panel N by conducting the first survey as a survey on the scale of the number of people exposed to a television commercial (first information) for product X. Note that the time interval (cycle) at which the first data acquiring unit 10 acquires the first data, etc., can be set arbitrarily. (First Reach Calculation Department) The first reach calculation unit 11 calculates the first reach, which is the scale of the number of people who have come into contact with a TV commercial (first information) for product X, by analyzing the first data of each panel N acquired by the first data acquisition unit 10. In this embodiment, the first reach is the ratio of the number of people who have watched a specific TV commercial to the number of people in all panels N, and corresponds to P(A) in FIG. 1. (Third Data Acquisition Unit) The third data acquisition unit 20 identifies survey results from the survey data obtained from each of the multiple subjects in the third survey, and acquires single-source data indicating the survey results for each subject, i.e., third data. To explain in more detail, the third data acquisition unit 20 acquires the third data as single-source data by conducting the third survey as a survey regarding each of television viewing status and web usage status.

[0049] To explain a specific method for acquiring the third data, the third data acquisition unit 20 analyzes browsing information of a specified website on which a digital advertisement (second information) for Product X is posted and measurement data on television viewing status acquired from each subject, and identifies the exposure status to a television commercial for Product X (first information) (information on whether or not the first information was exposed), or more precisely, whether or not the television commercial was viewed, for each subject.

[0050] Here, the first information and the second information are, for example, advertisement information relating to the same product or service. (Third reach calculation section) The third reach calculation unit 21 calculates the third reach as the size of the number of people who have come into contact with a specific website carrying a digital advertisement (second information) for Product X but have not come into contact with the TV commercial (first information) for Product X, based on the contact status (contact or no contact information) with the TV commercial (first information) for Product X, using the third data acquired by the third data acquisition unit 20. The third reach corresponds to P(C) in FIG. 1. (Access log information acquisition unit) The access log information acquiring unit 30 acquires access log information of a predetermined website on which a digital advertisement (second information) for Product X is posted. This access log information includes information for counting the number of views of an information publishing medium on which published information including the digital advertisement (second information) for Product X is posted and the number of views of the digital advertisement (second information) for Product X.

[0051] Here, the access log information acquiring unit 30 may acquire the access log information of a specific website on which a digital advertisement (second information) for product X is posted, for example, from a web server device that manages the website via a communication network. Also, if there are multiple websites on which a digital advertisement (second information) for product X is posted, the information may be acquired from multiple web server devices. (Occurrence rate calculation section) The appearance ratio calculation unit 40 uses the access log information acquired by the access log information acquisition unit 30 to calculate, as an appearance ratio, the ratio of the number of times the digital advertisement (second information) for product X is viewed to the number of times the information publishing medium in which the published information including the digital advertisement (second information) for product X is published.

[0052] That is, the appearance ratio calculation unit 40 counts the number of views CX of the digital advertisement (second information) for product X from the access log information of a specified website on which the digital advertisement (second information) for product X is posted, and calculates the ratio (CX / CZ) to the number of views CZ of the entire specified website as the appearance ratio. (Incremental reach calculation section) The incremental reach calculation unit 50 uses the third reach P(C) calculated by the third reach calculation unit 21 and the appearance ratio calculated by the appearance ratio calculation unit 40 to calculate the value obtained by multiplying the third reach P(C) by the appearance ratio as the incremental reach P(B'), which is the size of the number of contacts who have not been exposed to the first information (a television commercial for product X) but have been exposed to the second information (a digital advertisement for the same product or service as the first information). (Total Reach Calculation Department) The total reach calculation unit 60 calculates the total reach P(A∪B), which is the union of the first reach P(A) and the second reach P(B), by adding up the first reach P(A) calculated by the first reach calculation unit 11 and the incremental reach P(B') calculated by the incremental reach calculation unit 50. In other words, the total reach P(A∪B) is specified as the scale of the number of people who have come into contact with at least one of the first information and the second information. <<Data Processing Procedure According to the Present Embodiment>> Next, a data processing procedure for identifying the incremental reach and the total reach in the cross-media contact analysis system according to this embodiment will be described with reference to Fig. 3. Fig. 3 is a flow chart for explaining the data processing procedure of this system.

[0053] Below, we will explain a specific example of calculating the scale of the number of people who have come into contact with at least one of a television commercial (first information) for a certain product X and a digital advertisement (second information) for said product X as the total reach P(A∪B). Furthermore, below, we will cite a website that displays various digital advertisements (strictly speaking, targeted advertisements), including digital advertisements for product X, as an example of a medium on which digital advertisements for product X (second information) are displayed.

[0054] In calculating the total reach P(A∪B), the first and third surveys are first conducted as a premise. Then, a series of data processing steps for calculating the total reach P(A∪B) are carried out according to the procedure in Figure 3.

[0055] In step S01, measurement data of television viewing situations, that is, first data, is obtained from each of a plurality of panels N in a first survey.

[0056] In step S02, the first data acquired from each panel N is analyzed to calculate the number of people in the panel N who have viewed a television commercial for the product X, that is, the first reach P(A).

[0057] In step S03, a third survey is conducted to obtain data on television viewing behavior and web usage behavior from each of the multiple subjects, and the obtained data is analyzed to obtain single-source data, that is, third data.

[0058] In FIG. 3, step S01 of acquiring the first data is followed by step S03 of acquiring the third data. However, there is no particular limitation on the timing of these steps. Step S03 may be performed before step S01, or both steps S01 and S03 may be performed at the same time.

[0059] In step S04, using the third data acquired in step S03, a third reach P(C) is calculated as the number of people who came into contact with a specific website containing a digital advertisement (second information) for Product X but did not come into contact with the specific TV commercial (first information) based on their exposure status (information on whether or not they were exposed to the first information) to the TV commercial for Product X.

[0060] In step S05, the access log information of a predetermined website on which a digital advertisement (second information) for Product X is posted is obtained. This access log information includes information for counting the number of views of the information publishing medium on which the published information including the digital advertisement (second information) for Product X is published and the number of views of the digital advertisement (second information) for Product X.

[0061] In step S06, using the access log information acquired in step S05, the ratio of the number of views of the digital advertisement (second information) for product X to the number of views of the information publishing medium in which the published information including the digital advertisement (second information) for product X is published is calculated as the occurrence rate.

[0062] In step S07, the third reach P(C) calculated in step S04 and the appearance ratio calculated in step S06 are used to multiply the third reach P(C) by the appearance ratio to calculate an incremental reach P(B'). This incremental reach P(B') is the scale of the number of contacts who have not been exposed to the first information (television commercial for product X) but have been exposed to the second information (digital advertisement for the same product or service as the first information).

[0063] In step S08, the first reach P(A) calculated in step S02 and the incremental reach P(B') calculated in step S07 are added together to calculate the total reach P(A∪B). This total reach P(A∪B) is the union of the first reach P(A) and the second reach P(B), and is the scale of the number of people who have come into contact with at least one of the first information and the second information.

[0064] Next, the calculation of the total reach P(A∪B) will be described with reference to the example shown in Figure 4. In Figure 4, the values ​​determined in the steps up to this point are as follows:

[0065] First reach P(A): 68.9% Third Reach P(C): 2.0% Appearance rate: 54.1% From the above values, Incremental reach P(B'): 1.1% (=2.0% x 0.541) Total Reach P(A∪B): 70.0%(=68.9%+1.1%) It is calculated as follows.

[0066] When the series of steps described above are completed, the total reach calculation flow ends and the total reach is calculated, which indicates the scale of the number of people who came into contact with at least one of the TV commercials and digital advertisements for Product X. Then, it becomes possible to confirm the effectiveness of the advertisements for Product X from the calculated total reach.

[0067] The data processing procedure described above may be realized as a method executed by a computer, or may be realized as a program to be executed by a computer. <<Other embodiments>> The data processing device and the data processing method of the present invention have been described above with specific examples. However, the above-described embodiment is merely an example, and other embodiments are also possible.

[0068] In the above embodiment, a specific website is listed as an information publishing medium on which the second information is published, and a third survey is conducted to obtain data indicating the status of contact with the specific website. However, other information publishing mediums and data indicating the status of contact with the information publishing medium are also possible, for example, the following cases (1) to (3) can be mentioned. (1) When the information display medium is an outdoor billboard, digital signage, or an advertising display monitor installed in a storefront (for example, an LCD monitor for electronic POP), data showing the number of approaches to the location or facility where the above-mentioned devices are installed is obtained. (2) In cases where the information medium is digitally distributed content (for example, electronic newspapers or magazines, or IP simulcast radio, etc.), data showing the number of accesses to the above content or the number of times an app to use the above content is launched may be collected. (3) When the information medium is a newspaper, magazine, television or radio program, data showing the number of times the information was read, viewed or listened to is collected. [Explanation of symbols]

[0069] 10 First data acquisition unit 11 First Reach Calculation Department 20. Third Data Acquisition Section 21 Third Reach Calculation Department 30 Access log information acquisition unit 40 Occurrence rate calculation section 50 Incremental reach calculation section 60 Total Reach Calculation Department

Claims

1. A system for calculating the number of people who are not in contact with first information but are in contact with second information for various types of information published in cross media, A third data acquisition unit that acquires third data including information on whether or not a person has come into contact with the first information for each of a plurality of subjects who have come into contact with an information-publishing medium in which published information including the second information is published; a third reach calculation unit that calculates a third reach as the size of the number of contacts of people who have come into contact with an information publishing medium in which published information including the second information is published but have not come into contact with the first information, based on information on whether or not they have come into contact with the first information, using the third data; an access log information acquisition unit that acquires access log information of an information publishing medium in which published information including the second information is published; an appearance rate calculation unit that calculates an appearance rate of the second information in the information publishing medium using the access log information; an incremental reach calculation unit that calculates an incremental reach as a size of a number of contacts who have not come into contact with the first information and have come into contact with the second information, using the third reach calculated by the third reach calculation unit and the appearance ratio calculated by the appearance ratio calculation unit; An analysis system comprising:

2. 2. The analysis system according to claim 1, A first data acquisition unit that acquires first data collected to identify the scale of the number of people who have come into contact with the first information; a first reach calculation unit that calculates a first reach, which is a scale of the number of people who have come into contact with the first information, based on the first data; a total reach calculation unit that calculates a total reach as a union of the first reach and a second reach, which is the scale of the number of people who have come into contact with the second information, by adding up the first reach and the incremental reach; An analysis system comprising:

3. The analysis system according to claim 1 or 2, An analysis system characterized in that the first information and the second information are advertising information regarding the same product or service, and the first information and the second information are published in different media.

4. The analysis system according to any one of claims 1 to 3, An analysis system characterized in that the access log information acquired by the access log information acquisition unit includes information for counting the number of views of an information publishing medium in which published information including the second information is published and the number of views of the second information.

5. The analysis system according to any one of claims 1 to 4, The analysis system is characterized in that the occurrence ratio calculation unit uses the access log information to calculate, as the occurrence ratio, the ratio of the number of views of the second information to the number of views of an information publishing medium in which published information including the second information is published.

6. The analysis system according to any one of claims 1 to 5, The incremental reach calculation unit uses the third reach calculated by the third reach calculation unit and the appearance rate calculated by the appearance rate calculation unit to calculate an incremental reach, which is the size of the number of contacts who have not come into contact with the first information and have come into contact with the second information, by multiplying the third reach by the appearance rate.

7. A method for calculating the number of people who are not in contact with first information but are in contact with second information regarding various types of information published in cross media, the method being executed by a computer: A third data acquisition step of acquiring third data including information on whether or not each of a plurality of subjects who have come into contact with an information-publishing medium in which published information including the second information is published, the third data including information on whether or not the subject has come into contact with the first information; a third reach calculation step of calculating a third reach as the size of the number of contacts of people who have come into contact with an information publishing medium in which published information including the second information is published but have not come into contact with the first information, based on information on whether or not they have come into contact with the first information, using the third data; an access log information acquisition step of acquiring access log information of an information publishing medium in which published information including the second information is published; an appearance ratio calculation step of calculating an appearance ratio of the second information in the information publishing medium using the access log information; an incremental reach calculation step of calculating an incremental reach as a size of the number of contacts who have not come into contact with the first information and have come into contact with the second information, using the third reach calculated in the third reach calculation step and the appearance ratio calculated in the appearance ratio calculation step; An analytical method comprising the steps of:

8. The method of claim 7, wherein the method is executed by a computer. A first data acquisition step of acquiring first data collected to identify the scale of the number of contacts with the first information; a first reach calculation step of calculating a first reach, which is the scale of the number of people who come into contact with the first information, based on the first data; a total reach calculation step of calculating a total reach as a union of the first reach and a second reach, which is the scale of the number of people who have come into contact with the second information, by adding up the first reach and the incremental reach; An analytical method comprising the steps of:

9. A program for calculating the number of people who are not in contact with the first information but are in contact with the second information for various types of information published in a cross media, the program being configured to: A third data acquisition step of acquiring third data including information on whether or not a person has come into contact with the first information for each of a plurality of subjects who have come into contact with an information-publishing medium in which published information including the second information is published; a third reach calculation step of calculating a third reach as the size of the number of contacts of people who have come into contact with an information publishing medium in which published information including the second information is published but have not come into contact with the first information, based on information on whether or not they have come into contact with the first information, using the third data; an access log information acquisition step of acquiring access log information of an information publishing medium in which published information including the second information is published; an appearance ratio calculation step of calculating an appearance ratio of the second information in the information publishing medium using the access log information; an incremental reach calculation step of calculating an incremental reach as a size of the number of contacts who have not come into contact with the first information and have come into contact with the second information, using the third reach calculated in the third reach calculation step and the appearance ratio calculated in the appearance ratio calculation step; An analysis program characterized by executing the above.

10. 10. The analysis program according to claim 9, further comprising: A first data acquisition step of acquiring first data collected to identify the scale of the number of contacts to the first information; A first reach calculation step of calculating a first reach, which is the scale of the number of people who come into contact with the first information, based on the first data; a total reach calculation step of calculating a total reach as a union of the first reach and a second reach, which is the scale of the number of people who have come into contact with the second information, by adding up the first reach and the incremental reach; An analysis program characterized by executing the above.

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