JP7633862B2 - Analysis system, analysis method, and program - Google Patents

Description

The present invention relates to a system, method, and program that can appropriately identify the scale (reach) of the number of people exposed to various types of information in order to grasp the effectiveness of information transmission through cross-media.

It is already well known that the scale (reach) of the number of people who come into contact with various types of information, including television commercials and digital advertisements, is investigated, and various methods for conducting such research are known.

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 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 find 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.

One possible method for identifying the intersection set P(A∩B) above is, for example, 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.

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 only one of the pieces of information, from the single-source data obtained, it is necessary to take the necessary measures to appropriately identify them.

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 number 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.

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

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 one medium is reached (i.e., the higher the weight), the higher the probability of coming into contact with the second information."

On the other hand, in order to grasp the effect of information transmission through cross-media, there are cases where an attempt is made to identify incremental reach 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 identify incremental reach as the size of the number of contacts who have not been exposed to the first information but have been exposed to the second information.

Patent No. 6556971

Therefore, the present invention was made in consideration of the above circumstances, and aims to achieve the following objectives:

In other words, the present invention aims to provide a system and method for appropriately determining the incremental reach of various pieces of information posted on cross-media as the number of people who have not come into contact with the first piece of information but have come into contact with the second piece of information, in order to grasp the effect of information transmission through cross-media.

In order to achieve the above object, an analysis system according to a 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 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;
The present invention is characterized by comprising:

An analysis system according to a second aspect of the present invention is an 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:

An analysis system according to a third aspect of the present invention is the analysis system according to 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.

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.

An analysis system according to a 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.

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.

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 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;
The present invention is characterized by comprising:

An analysis method according to an eighth aspect of the present invention is the seventh aspect of the present invention,
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:

An analysis program according to a ninth aspect of the present invention,
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.

The analysis program according to a 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.

According to the present invention, in order to grasp the effect of information transmission through cross-media, it becomes possible to appropriately identify the incremental reach as the net increased reach. Furthermore, when identifying the total reach as the scale of the number of people who have contacted at least one of the first information and the second information, by using the incremental reach, it becomes possible to appropriately identify the total reach, which is the union of the first reach (scale of the number of people who have contacted the first information) and the second reach (scale of the number of people who have contacted the first information).

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. 1 is a functional block diagram illustrating a cross-media contact analysis system according to an embodiment of the present invention. 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. 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.

The following describes in detail the form for carrying out the present invention 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.

In the following explanation, "television commercials" and "radio commercials" 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.

In the following explanation, "digital advertising" refers to advertising information distributed through information and communication networks, such as web advertising, and includes websites that post information about the advertised product or service, as well as advertisements 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 includes banner advertising. "Digital advertising" also includes advertising displayed by a browser, and also includes advertising displayed by launching a mobile application (so-called "app").

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

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 medium is installed) and the transition to a certain state (specifically, for example, a state in which the information medium is held or used in a particular manner).

<<Various 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, both the first information and the second information are 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 distributed in different formats.

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

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

In this embodiment, the "scale of the number of contacts" refers to the reach, and more 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 "scale of the number of contacts" may also be the absolute number of people who came into contact with the first information/second information.

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

The first survey is conducted on panel N randomly selected from a set population using statistical methods, and the television viewing habits of each panel N are surveyed using mechanical methods. To explain in more detail, known measuring equipment (not shown) that measures television viewing time and channels viewed is installed in the homes of each panel N. Using this measuring equipment, the television viewing habits of each panel N are surveyed every day during the survey period.

A survey on the scale of the number of people who came into contact with the second information (i.e., a digital advertisement 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, since the second survey is not conducted in this embodiment, a detailed explanation will be omitted.

In addition, in this embodiment, a survey (another survey) regarding the contact status of multiple media is conducted on multiple subjects, separate from the first survey and the second survey. 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.). In addition, 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.

In addition, 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 installed in a storefront, an outdoor signboard, a newspaper or magazine (including electronic versions of these), or broadcast media such as radio. In addition, a page for a web service that is displayed on a mobile screen when an app is launched can also be an information medium.

In addition, the information published on 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 distributed to all users regardless of who reaches the information publishing medium.

<< How to identify the number of people who came 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 television 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.

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 through the implementation of 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.

The scale of the number of people who came into contact with the digital advertisement (second information) for product X (second 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 the digital advertisement (second information) for product X by the total population of Japan (or the number of internet users). Here, if the event of having viewed the digital advertisement (second information) for product X is event B, the scale of the number of people who came into contact with the digital advertisement (second information) for product X (second reach) is expressed as P(B), as shown in Figure 1.

As described above, the first reach P(A) and the second reach P(B) can be identified individually. On the other hand, in order to confirm the effectiveness of advertising for Product X (e.g., awareness of Product X), it is necessary to identify 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, i.e., the total reach. Here, the total reach is expressed as the union P(A∪B) as shown in Figure 1.

To determine the total reach P(A∪B), the first reach P(A) can be added together with the incremental reach P(B'), which is the number of people who have not been exposed to a TV commercial for Product X (first information) but have been exposed to a digital advertisement for Product X (second information). As shown in Figure 1, the incremental reach P(B') is expressed as a portion (shaded portion) of the second reach P(B).

On the other hand, from the third data obtained in this embodiment, the third reach P(C) can be calculated as the number of people who have come into contact with a specific website on which the published information, including the digital advertisement (second information) for Product X, is published but have not viewed the television commercial (first information) for Product X. As shown in FIG. 1, the third reach P(C) includes the incremental reach P(B').

In addition, the appearance rate of the digital advertisement (second information) of the 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 the product X is published. The appearance rate and the third reach P(C) can be used to derive the incremental reach P(B').

As a result, by adding up the first reach P(A) and the incremental reach P(B'), it is possible to properly calculate the total reach P(A∪B).

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 below.
<<Functional configuration of the data processing system according to this embodiment>>
Next, a 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.

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. 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 who came into contact with 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 unit)
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 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.

To explain a specific method for acquiring the third data, the third data acquisition unit 20 analyzes browsing information of a specific 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.

Here, the first information and the second information are, for example, advertisement information relating to the same product or service.
(Third reach calculation unit)
The third reach calculation unit 21 calculates the third reach as the size of the number of contacts who have contacted a specific website carrying a digital advertisement (second information) for Product X but have not contacted 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.

Here, the access log information acquiring unit 30 acquires the access log information of a specific website on which the digital advertisement (second information) for the 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 the digital advertisement (second information) for the product X is posted, the access log information may be acquired from multiple web server devices.
(Occurrence ratio calculation unit)
The occurrence ratio calculation unit 40 uses the access log information acquired by the access log information acquisition unit 30 to calculate, as an occurrence ratio, 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.

That is, the occurrence rate 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) of this number to the number of views CZ of the entire specified website as the occurrence rate.
(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 related to the same product or service as the first information).
(Total reach calculation section)
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 incremental reach and total reach in the cross-media contact analysis system according to the present embodiment will be described with reference to Fig. 3. Fig. 3 is a flow chart for explaining the data processing procedure of this system.

Below, we will explain a specific example of the case where 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 is calculated as the total reach P(A∪B). In addition, below, we will cite a website on which 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 posted.

When 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 to calculate the total reach P(A∪B) are carried out according to the procedure in Figure 3.

In step S01, measurement data on television viewing conditions, i.e., first data, is obtained from each of the multiple panels N in the first survey.

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

In step S03, a third survey is conducted to obtain data on television viewing habits and web usage habits from each of the multiple subjects, and the obtained data is analyzed to obtain single-source data, i.e., third data.

In FIG. 3, step S03 of acquiring the third data is performed after step S01 of acquiring the first data, but the timing of performing these steps is not particularly limited, and step S03 may be performed before step S01, or both steps S01 and S03 may be performed at the same time.

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 on which a digital advertisement (second information) for product X is posted but who have not been exposed to the specific television commercial (first information) based on their exposure status to the television commercial (first information) for product X (information on whether or not they have been exposed to the first information).

In step S05, access log information of a specific website on which the 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 posting medium on which the posted 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.

In step S06, the access log information acquired in step S05 is used to calculate the occurrence rate, which is 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.

In step S07, the third reach P(C) calculated in step S04 and the appearance rate calculated in step S06 are used to multiply the third reach P(C) by the appearance rate to calculate an incremental reach P(B'). This incremental reach P(B') is the size of the number of people 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).

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 represents the scale of the number of people who have come into contact with at least one of the first information and the second information.

Next, we will explain how to calculate the total reach P(A∪B) with reference to the example shown in Figure 4. In Figure 4, the values determined in the previous steps are as follows:

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.

When the series of steps described above are completed, the total reach calculation flow ends and the total reach is calculated, indicating 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. The calculated total reach then makes it possible to confirm the effectiveness of the advertisements for Product X.

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>>
Although the data processing device and data processing method of the present invention have been described above using specific examples, the above-described embodiment is merely an example, and other embodiments are also possible.

In the above embodiment, a specific website is listed as an information publishing medium on which the second information is published, and the third survey is conducted to obtain data indicating the contact status with the specific website. However, there are other possible information publishing mediums and data indicating the contact status with the information publishing medium, such as the following cases (1) to (3).
(1) In cases where the information display medium is an outdoor advertising billboard, digital signage, or an advertising display monitor installed in a storefront (e.g., an LCD monitor for electronic POP), data is obtained indicating the number of approaches to the location or facility where the above-mentioned device is installed.
(2) In cases where the information medium is digitally distributed content (for example, an electronic newspaper or magazine, or IP simulcast radio, etc.), data indicating the number of accesses to the above content or the number of times an app to use the above content is launched is obtained.
(3) When the information medium is a newspaper, magazine, television or radio program, data showing the number of subscriptions, viewings or listenings is obtained.

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 (10)

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. 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: 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. 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. 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. 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. 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: 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: 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. 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.