JP7677818B2 - CROSS-MEDIA CONTACT ANALYSIS SYSTEM, CROSS-MEDIA CONTACT ANALYSIS METHOD, AND PROGRAM - Google Patents

Description

The present invention relates to a system, method, and program that can appropriately identify the contact rate for various types of information in order to grasp the effect of information transmission through cross-media.

In recent years, as television viewer ratings have fallen, the advertising effectiveness of television commercials alone has been on the decline, and in order to increase the effectiveness of information transmission, it has become important to place advertisements using multiple media other than television, such as magazines, newspapers, and the Internet, in other words, to utilize cross-media. By using multiple advertising media, it is expected that the effectiveness of advertising can be increased by exposing consumers to advertisements in multiple places. In order to grasp the information transmission effectiveness of cross-media, it is important to investigate the contact situation with each media, specifically the scale of the number of contacts. For example, Patent Document 1 discloses a method for estimating the contact situation with a certain medium by utilizing the contact situation with other media that distribute the same content as that medium over the Internet.

On the other hand, it is known that single-source data can be used to measure, for example, people who have been exposed to only television commercials, people who have been exposed to other media, and people who have been exposed to both, and it is considered effective to use this to grasp the cross-media exposure situation. In particular, it is desirable to grasp the cross-media exposure situation for specific content on a nationwide scale by using single-source data measured in a specific area.

Patent Publication No. 2021-005825

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 that uses single-source data and television viewership measured in a specific area to appropriately determine cross-media exposure rates for specific content, in particular exposure rates of {television only exposure, television and internet exposure, internet only exposure}.

In order to achieve the above object, the cross-media contact analysis system according to the first invention comprises:
A system for estimating a contact rate for cross-media posted information, comprising:
A standard ratio calculation unit that calculates the ratio of {television only contact, television and internet contact, internet only contact} by prefecture based on the actual measurement value as a standard ratio;
a viewer ratio calculation unit that calculates the ratio of {television only contacts, television and internet contacts, internet only contacts} in a specific area for a specific content based on an actual measurement value as a viewer ratio;
an audience ratio estimation unit that estimates an audience ratio for the specific content outside the specific area based on the audience ratio for the specific area calculated by the audience ratio calculation unit and the reference ratio for each prefecture calculated by the reference ratio calculation unit;
a contact rate estimation unit which performs a normalization process on the viewer ratings by prefecture obtained by the viewer rating calculation unit and the viewer rating estimation unit, i.e., the viewer ratings calculated as the ratio of {television only contact, television & internet contact, internet only contact} by prefecture for the specific content, based on a certain rule, and calculates the contact rate of {television only contact, television & internet contact, internet only contact} by prefecture for the specific content by multiplying the normalized viewer rating by the television viewer rating of the specific content by prefecture ;
The present invention is characterized by comprising:

A cross-media contact analysis system according to a second aspect of the present invention includes the steps of:
and a national contact rate estimation unit which estimates the nationwide contact rate for the specific content (television only contact, television and internet contact, internet only contact) by combining the contact rates for each prefecture obtained by the contact rate estimation unit.

A cross-media contact analysis system according to a third aspect of the present invention comprises the steps of:
The audience ratio estimation unit calculates a ratio (= audience ratio/reference ratio) between the audience ratio of the specific area calculated by the audience ratio calculation unit and the reference ratio of the specific area calculated by the reference ratio calculation unit, and multiplies the ratio by the reference ratio for the area other than the specific area calculated by the reference ratio calculation unit, thereby calculating the audience ratio for the specific content outside the specific area.

The cross-media contact analysis method according to the fourth aspect of the present invention comprises:
A method for estimating a contact rate for a cross-media listing, the method being executed by a computer,
A step of calculating a standard ratio for each prefecture based on the actual measurement values, i.e., the ratio of people exposed to television only, people exposed to television and the Internet, and people exposed to the Internet only;
a viewer ratio calculation step of calculating the ratio of {television only contacts, television and internet contacts, internet only contacts} in a specific area for a specific content based on the actual measurement value as a viewer ratio;
an audience ratio estimation step of estimating an audience ratio for the specific content outside the specific area based on the audience ratio for the specific area calculated in the audience ratio calculation step and the reference ratio for each prefecture calculated in the reference ratio calculation step;
a reach rate estimation step of performing a normalization process on the viewer ratings by prefecture obtained in the viewer rating calculation step and the viewer rating estimation step, i.e., the viewer ratings calculated as the ratio of {television only exposure, television & internet exposure, internet only exposure} by prefecture for the specific content, based on a certain rule, and multiplying this normalized viewer rating by the television viewer rating of the specific content by prefecture to calculate the reach rate of {television only exposure, television & internet exposure, internet only exposure} by prefecture for the specific content;
The present invention is characterized by comprising:

A cross-media contact analysis method according to a fifth aspect of the present invention is the cross-media contact analysis method according to the fourth aspect of the present invention,
a national contact rate estimation step of estimating a national contact rate for the specific content (television contact only, television and internet contact, internet contact only) by combining the contact rates by prefecture obtained in the contact rate estimation step;
The present invention is characterized by comprising:

A cross-media contact analysis program according to a sixth aspect of the present invention includes:
A program for estimating a contact rate for cross-media information,
On the computer,
A standard ratio calculation step of calculating the ratio of {television only contact, television and internet contact, internet only contact} by prefecture based on the actual measurement value as a standard ratio;
a viewer ratio calculation step of calculating the ratio of {television only contacts, television and internet contacts, internet only contacts} in a specific area for a specific content based on the actual measurement value as a viewer ratio;
an audience ratio estimation step of estimating an audience ratio for the specific content outside the specific area based on the audience ratio for the specific area calculated in the audience ratio calculation step and the reference ratio for each prefecture calculated in the reference ratio calculation step;
a reach rate estimation step of performing a normalization process on the viewer ratings by prefecture obtained in the viewer rating calculation step and the viewer rating estimation step, i.e., the viewer ratings calculated as the ratio of {television only exposure, television and internet exposure, internet only exposure} by prefecture for the specific content, based on a certain rule, and multiplying this normalized viewer rating by the television viewer rating of the specific content by prefecture to calculate the reach rate of {television only exposure, television and internet exposure, internet only exposure} by prefecture for the specific content;
The present invention is characterized in that the above-mentioned is executed.

A cross-media contact analysis program according to a seventh aspect of the present invention is a program for analyzing a cross-media contact in a sixth aspect of the present invention,
On the computer,
a national contact rate estimation step of estimating a national contact rate {television only contact, television and internet contact, internet only contact} for the specific content by combining the contact rates by prefecture obtained in the contact rate estimation step;
The present invention is characterized in that the above-mentioned is executed.

According to the present invention, by using single-source data and television viewership measured in a specific area to appropriately identify cross-media contact rates for specific content, particularly contact rates for {television only contact, television and internet contact, internet only contact}, it becomes possible to grasp the effect of information transmission through cross-media.

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. 1 is a schematic diagram for explaining a data processing procedure Step 1 in a cross-media contact analysis system according to an embodiment of the present invention. 1 is a schematic diagram for explaining data processing procedure Step 2 in a cross-media contact analysis system according to an embodiment of the present invention. FIG. 1 is a schematic diagram for explaining the data processing procedure Step 3 in the cross-media contact analysis system according to an embodiment of the present invention. FIG. 1 is a schematic diagram for explaining data processing procedure Step 4 in a cross-media contact analysis system according to an embodiment of the present invention. FIG. 1 is a schematic diagram for explaining data processing procedure Step 5 in the cross-media contact analysis system according to an embodiment of the present invention. FIG.

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, "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 website through a mobile application, subscribing to newspapers or magazines, viewing advertisements displayed outdoors or in public facilities, etc.

<<Functional configuration of the data processing system according to this embodiment>>
Next, a functional configuration of the cross-media contact analysis system according to the present embodiment will be described with reference to Fig. 1. Fig. 1 is a functional block diagram for explaining the cross-media contact analysis system.

As shown in FIG. 1, the system includes a reference ratio calculation unit 10, a viewer ratio calculation unit 20, a viewer ratio estimation unit 30, a contact rate estimation unit 40, and a national contact rate estimation unit 50. Each functional unit is described in detail below.

(Reference ratio calculation section)
The reference ratio calculation unit 10 calculates the ratio of {those exposed to television only, those exposed to television and the Internet, those exposed to the Internet only} by prefecture as the reference ratio based on the actual measurement data. Here, the actual measurement data is data obtained by investigating the use of media viewing and the usage time, etc., of survey subjects by prefecture, and in this embodiment, the survey targets television and the Internet (websites, etc.) as media, and investigates "those exposed to television only,""those exposed to television and the Internet in combination," and "those exposed to the Internet only," and converts the data into data.

(Audience ratio calculation unit)
The viewer ratio calculation unit 20 calculates the ratio of {television only contact, television & internet contact, internet only contact} in a specific area for a specific content based on the actual measurement data. Here, the actual measurement data is obtained by measuring and digitizing the television and internet contact status of survey subjects for a specific content in a specific area as single source data.

Specifically, television exposure is conducted by periodically investigating the television viewing status of specific subjects using mechanical methods. To explain in more detail, known measuring equipment that measures television viewing time and channels viewed is installed in each subject's home, and the television viewing status is investigated every day during the investigation period using this measuring equipment. Exposure to programs or television commercials broadcast by specific television stations during specific time periods is then investigated.

On the other hand, regarding internet exposure, the number of people exposed to a given web advertisement is investigated by acquiring the web logs of each subject's computer, smart device, etc. From the single-source data measured in this way, the proportion of people in a specific area exposed to {television only, television and internet, internet only} is calculated as the viewer ratio.

In addition, in this embodiment, the measured data is measured in a specific area, but it may be measured in a specific area including one metropolis and six prefectures.

(Viewer ratio estimation unit)
The audience ratio estimation unit 30 estimates the audience ratio for the specific content outside the specific area based on the audience ratio for the specific area calculated by the audience ratio calculation unit 20 and the reference ratio for each prefecture determined by the reference ratio calculation unit 10.

In more detail, the audience ratio estimation unit 30 calculates the ratio (= audience ratio/reference ratio) between the audience ratio for a specific area (e.g., Tokyo and six prefectures) calculated by the audience ratio calculation unit 20 and the reference ratio for a specific area (e.g., Tokyo and six prefectures) calculated by the reference ratio calculation unit 10, and multiplies the ratio by the reference ratio for areas other than the specific area (e.g., Tokyo and six prefectures) calculated by the reference ratio calculation unit 10 to calculate the audience ratio for the specific content outside the specific area (e.g., Tokyo and six prefectures).

From the above, the viewer ratio calculation unit 20 and the viewer ratio estimation unit 30 calculate the viewer ratio for the specific content as the percentage of those in the specific area and outside the specific area, i.e., those exposed to television only, those exposed to television and the Internet, and those exposed to the Internet only, by prefecture.

(Contact rate estimation department)
The contact rate estimation unit 40 estimates the contact rate for the specific content by prefecture (television only contact, television and internet contact, internet only contact) based on the prefecture-by-prefecture viewing rates obtained by the audience ratio calculation unit 20 and the audience ratio estimation unit 30 and the television audience ratings for the specific content.

In more detail, the contact rate estimation unit 40 performs a normalization process on the viewer ratios by prefecture obtained by the viewer ratio calculation unit 20 and the viewer ratio estimation unit 30, i.e., the viewer ratios calculated as the ratios of {television only contacts, television & internet contacts, internet only contacts} by prefecture for the specific content, based on a certain rule. Specifically, when {television only contacts, television & internet contacts, internet only contacts} are written as {TV, TV & NET, NET}, each element is normalized by dividing it by SUM (= TV + TV & NET). In other words, the normalized viewer ratios are calculated as {TV/SUM, TV & NET/SUM, NET/SUM}.

The contact rate estimation unit 40 multiplies this normalized viewer rating by the television viewer rating for the specific content by prefecture to calculate the contact rate for the specific content by prefecture for {television only contact, television and internet contact, internet only contact}.

Here, the television ratings are the television viewing status of a specific target person for the specific content, periodically surveyed by mechanical methods. To explain in more detail, known measuring equipment that measures television viewing time and channels viewed, etc., is installed in each target person's home, and the television viewing status is surveyed every day during the survey period using this measuring equipment. Then, the exposure status to programs or television commercials broadcast on a specific television station in a specific time slot is surveyed. In other words, the scale of the number of viewers (i.e., the number of exposures) for a program or television commercial broadcast on a specific television station in a specific time slot, or more precisely, the viewership rating, is identified.

(National Contact Rate Estimation Department)
The nationwide contact rate estimation unit 50 estimates the nationwide contact rates of {television only contact, television and internet contact, internet only contact} by combining the contact rates for each prefecture obtained by the contact rate estimation unit 40.

In more detail, the national contact rate estimation unit 50 multiplies the contact rates of {television only contact, television & internet contact, internet only contact} calculated by the contact rate estimation unit 40 for the specific content by prefecture by the population of each prefecture to calculate the number of {television only contact, television & internet contact, internet only contact} by prefecture, and adds these up to calculate the national number of {television only contact, television & internet contact, internet only contact}. Then, by dividing by the national population, the national contact rate of {television only contact, television & internet contact, internet only contact} can be calculated.

As explained above, this system uses single-source data and television viewership measured in a specific area to properly identify cross-media exposure rates for specific content, in particular exposure rates for {television only exposure, television and internet exposure, internet only exposure}, which is expected to enable proper understanding of the information transmission effect through cross-media.

<<Data Processing Procedure According to the Present Embodiment>>
Next, a data processing procedure of the cross-media contact analysis system according to this embodiment will be described with reference to Fig. 2. Fig. 2 is a flow chart for explaining the data processing procedure of this system.

In step S01, the ratio of {television only exposure, television and internet exposure, internet only exposure} is calculated as a standard ratio by prefecture based on the actual measurement data. The actual measurement data here is data obtained by investigating media exposure during a specific period of time for survey subjects by prefecture, i.e., which media they were exposed to during which period.

Figure 3 shows an example of the standard ratio for Hokkaido and the six prefectures and one metropolis calculated based on actual measurement data. In the example in Figure 3, the calculation is as follows:

・ Hokkaido standard ratio = {234,552,23}
・Standard ratio for the 1 metropolitan area and 6 prefectures = {1,285,4,143,175}
Next, in step S02, the ratio of {television only contact, television and internet contact, internet only contact} in a specific area for a specific content is calculated as the viewer ratio based on the actual measurement data. Here, the actual measurement data is measured in a specific area, but for example, the specific area may be measured in one metropolitan area and six prefectures.

Figure 4 shows an example of the viewer ratings for one metropolis and six prefectures, calculated based on actual measurement data. In the example in Figure 4, the calculation is as follows:

・Viewing ratio in the 1 metropolitan area and 6 prefectures = {130,5,143}
Next, in step S03, the audience ratio for the specific content outside the specific area is estimated based on the audience ratio for the specific area calculated in step S02 and the reference ratio for each prefecture obtained in step S01.

Specifically, the viewer ratio is estimated by calculating the following steps (i) to (ii).

(i) Calculate the ratio (=viewership ratio/reference ratio) between the viewership ratio for the specific area (e.g., Tokyo and six prefectures) calculated in step S02 and the standard ratio for the specific area (e.g., Tokyo and six prefectures) calculated in step S01.

(ii) The ratio calculated in (i) above is multiplied by the reference ratio calculated in step S01 for the specific area (e.g., Tokyo and six prefectures) to calculate the viewing ratio for the specific content outside the specific area (e.g., Tokyo and six prefectures).

From steps S02 and S03 above, the proportion of people in the specific area and outside the specific area, i.e., people exposed to television only, people exposed to television and the Internet, people exposed to the Internet only, by prefecture, is calculated as the viewer ratio for the specific content.

Figure 5 shows an example of an estimated viewer ratio for Hokkaido. In the example in Figure 5, the calculation was performed using steps (i) to (ii) above.

(i) Calculate the ratio (=viewership ratio/reference ratio) between the viewership ratio for the Tokyo metropolitan area and the six prefectures calculated in step S02 (=130, 5, 143) and the reference ratio for the Tokyo metropolitan area and the six prefectures calculated in step S01 (=1285, 4143, 175).

Ratio = {130/1285, 5/4143, 143/175}
(ii) The ratio calculated in (i) above is multiplied by the standard ratio for Hokkaido calculated in step S01 to calculate the audience rating for Hokkaido for the specific content.

・Hokkaido viewing ratio = {234×(130/1285), 552×(5/4143), 23×(143/175)}
= {24, 1, 19}
Next, in step S04, based on the prefecture-by-prefecture viewer ratings obtained in steps S02 and S03 and the television viewer ratings for the specific content, the exposure rate for the specific content by prefecture (television only exposure, television and internet exposure, internet only exposure) is estimated.

Specifically, the contact rate will be estimated based on the calculations made in the following steps (iii) to (iv).

(iii) The viewer ratings by prefecture obtained in steps S02 and S03, i.e., the viewer ratings calculated as the proportion of {television-only exposed people, television and internet exposed people, internet-only exposed people} by prefecture for the specific content, are normalized based on certain rules.

If the ratios of {television only, television and internet, internet only} are expressed as {TV, TV&NET, NET}, each element is normalized by dividing it by SUM (=TV + TV&NET). In other words, the normalized viewer ratings are calculated as {TV/SUM, TV&NET/SUM, NET/SUM}.

(iv) The normalized viewer rating calculated in (iii) above is multiplied by the television viewer rating for the specific content by prefecture to calculate the exposure rate for the specific content by prefecture (television exposure only, television and internet exposure, internet exposure only).

Figure 6 shows an example of the estimated contact rate for Hokkaido and the six prefectures and one metropolis. In the example in Figure 6, the calculation was done using steps (iii) to (iv) above.

(iii) Normalization is performed based on certain rules on the viewer ratings for the Tokyo metropolitan area and the six prefectures calculated in step S02 (=130, 5, 143) and the viewer ratings for Hokkaido calculated in step S03 (=24, 1, 19).

・Normalized viewer ratings for the Tokyo metropolitan area and the six prefectures = {130/135, 5/135, 143/135}
・Viewing in Hokkaido after normalization = {24/25, 1/25, 19/25}
(iv) The contact rate for the Tokyo, Tokyo and Hokkaido is calculated by multiplying the normalized viewer ratio calculated in (iii) above by the television viewer ratings for the specific content (Tokyo and Hokkaido: 4.0%, Hokkaido: 3.7%).

・Contact rate in Tokyo and six prefectures = {4.0×(130/135), 4.0×(5/135), 4.0×(143/135)}
= {3.9, 0.1, 4.2}
・Contact rate in Hokkaido = {3.7×(24/25), 3.7×(1/25), 3.7×(19/25)}
= [3.6, 0.1, 2.8]
Next, in step S05, the contact rates for each prefecture obtained in step S04 are combined to estimate the nationwide contact rate for {television only contact, television and internet contact, internet only contact}.

Specifically, the contact rate for the entire country will be estimated using the following steps (v) to (vii).

(v) The contact rate calculated for the specific content by prefecture in step S04 (television only, television and internet, internet only) is multiplied by the population of each prefecture to calculate the number of people (television only, television and internet, internet only) by prefecture.

(vi) The number of people {who were exposed to television only, those who were exposed to television and the internet, and those who were exposed to the internet only} calculated for each prefecture in (v) above is added together to calculate the number of people {who were exposed to television only, those who were exposed to television and the internet, and those who were exposed to the internet only} nationwide.

(vii) The number of people nationwide who are exposed to {television only, television and internet, internet only} calculated in (vi) above is divided by the national population to calculate the national exposure rate of {television only, television and internet, internet only}.

Figure 7 shows an example of a process for estimating national contact rates.

Once the series of steps explained above is complete, the data processing flow ends and the national contact rate is calculated. This makes it possible to properly identify cross-media contact rates for specific content, in particular the contact rates for {television only, television and internet, internet only}, which is expected to enable proper understanding of the information transmission effect of cross-media.

The data processing procedure described above may be implemented as a method executed by a computer, or may be implemented as a program to be executed by a computer.

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.

10 Standard ratio calculation section
20 Viewer ratio calculation section
30 Viewer ratio estimation unit
40 Contact rate estimation section
50 National Contact Rate Estimation Department

Claims (7)

A system for estimating a contact rate for cross-media posted information, comprising:
A standard ratio calculation unit that calculates the ratio of {television only contact, television and internet contact, internet only contact} by prefecture based on the actual measurement value as a standard ratio;
a viewer ratio calculation unit that calculates the ratio of {television only contacts, television and internet contacts, internet only contacts} in a specific area for a specific content based on an actual measurement value as a viewer ratio;
an audience ratio estimation unit that estimates an audience ratio for the specific content outside the specific area based on the audience ratio for the specific area calculated by the audience ratio calculation unit and the reference ratio for each prefecture calculated by the reference ratio calculation unit;
a contact rate estimation unit which performs a normalization process on the viewer ratings by prefecture obtained by the viewer rating calculation unit and the viewer rating estimation unit, i.e., the viewer ratings calculated as the ratio of {television only contact, television & internet contact, internet only contact} by prefecture for the specific content, based on a certain rule, and calculates the contact rate of {television only contact, television & internet contact, internet only contact} by prefecture for the specific content by multiplying the normalized viewer rating by the television viewer rating of the specific content by prefecture;
A cross-media contact analysis system comprising: The cross-media contact analysis system according to claim 1,
a national contact rate estimation unit that estimates a national contact rate for the specific content (television only contact, television and internet contact, internet only contact) by combining the contact rates by prefecture obtained by the contact rate estimation unit;
A cross-media contact analysis system comprising: The cross-media contact analysis system according to claim 1 or 2,
A cross-media contact analysis system characterized in that the audience ratio estimation unit calculates the ratio (= audience ratio/reference ratio) between the audience ratio for the specific area calculated by the audience ratio calculation unit and the reference ratio for the specific area calculated by the reference ratio calculation unit, and multiplies the ratio by the reference ratio for other than the specific area calculated by the reference ratio calculation unit to calculate the audience ratio for the specific content outside the specific area. A method for estimating a contact rate for a cross-media listing, the method being executed by a computer,
A step of calculating a standard ratio for each prefecture based on the actual measurement values, i.e., the ratio of people exposed to television only, people exposed to television and the Internet, and people exposed to the Internet only;
a viewer ratio calculation step of calculating the ratio of {television only contacts, television and internet contacts, internet only contacts} in a specific area for a specific content based on the actual measurement value as a viewer ratio;
an audience ratio estimation step of estimating an audience ratio for the specific content outside the specific area based on the audience ratio for the specific area calculated in the audience ratio calculation step and the reference ratio for each prefecture calculated in the reference ratio calculation step;
a reach rate estimation step of performing a normalization process on the viewer ratings by prefecture obtained in the viewer rating calculation step and the viewer rating estimation step, i.e., the viewer ratings calculated as the ratio of {television only exposure, television & internet exposure, internet only exposure} by prefecture for the specific content, based on a certain rule, and multiplying this normalized viewer rating by the television viewer rating of the specific content by prefecture to calculate the reach rate of {television only exposure, television & internet exposure, internet only exposure} by prefecture for the specific content;
A cross-media contact analysis method comprising: The cross-media contact analysis method according to claim 4, wherein the cross-media contact analysis method is executed by a computer.
a national contact rate estimation step of estimating a national contact rate for the specific content (television contact only, television and internet contact, internet contact only) by combining the contact rates by prefecture obtained in the contact rate estimation step;
A cross-media contact analysis method comprising: A program for estimating a contact rate for cross-media information,
On the computer,
A standard ratio calculation step of calculating the ratio of {television only contact, television and internet contact, internet only contact} by prefecture based on the actual measurement value as a standard ratio;
a viewer ratio calculation step of calculating the ratio of {television only contacts, television and internet contacts, internet only contacts} in a specific area for a specific content based on the actual measurement value as a viewer ratio;
an audience ratio estimation step of estimating an audience ratio for the specific content outside the specific area based on the audience ratio for the specific area calculated in the audience ratio calculation step and the reference ratio for each prefecture calculated in the reference ratio calculation step;
a reach rate estimation step of performing a normalization process on the viewer ratings by prefecture obtained in the viewer rating calculation step and the viewer rating estimation step, i.e., the viewer ratings calculated as the ratio of {television only exposure, television and internet exposure, internet only exposure} by prefecture for the specific content, based on a certain rule, and multiplying this normalized viewer rating by the television viewer rating of the specific content by prefecture to calculate the reach rate of {television only exposure, television and internet exposure, internet only exposure} by prefecture for the specific content;
A cross-media contact analysis program characterized by executing the above. 7. The cross-media contact analysis program according to claim 6,
On the computer,
a national contact rate estimation step of estimating a national contact rate {television only contact, television and internet contact, internet only contact} for the specific content by combining the contact rates by prefecture obtained in the contact rate estimation step;
A cross-media contact analysis program characterized by executing the above.