Method for determining demand and pricing of advertising time in the media industry
View Patent ↗The present invention utilizes customer/user generated data and market available data to provide a framework and guidance for a seller to price advertising time and space for programs offered by a media outlet, and to project future demand for advertising time and space. The invention determines the number available advertising spots (avails) that exist in a market, the projected rating of the avail, the historical advertising avail sales price, and a reasonable target price for each avail. It utilizes avail request information from individual advertising agency clients, sellout data from broadcast media, together with ratings and projections from published rating services (such as Neilsen and CMR) to produce a series of reports that provide needed information to create projections of future inventory, demand and pricing ranges. The reports include avail demand and analysis reports, market blueprint reports, market CPP tolerance reports, pricing grids, and market share trend reports.
1. A method for creating a market cost per point (CPP) tolerance report for a selected time period, comprising the steps of:
selecting a plurality of programming dayparts that together comprise a broadcast day, and inputting an identifier of each said daypart into a computerized database;
selecting a demographic profile, and inputting said demographic profile into said computerized database in association with each said daypart;
obtaining a market potential dollar amount for the selected time period determining a percent revenue contribution for each said daypart by using the equation:
% Revenue Cont=(Revenue per daypart)/(total revenue during that time period),
and storing said percent revenue contribution in said database in association with each said daypart; determining actual revenue dollars for each daypart by using the equation:
Actual Revenue Dollars=(Market Potential*Percent Revenue Contribution)/100,
and storing said actual revenue dollars in said database in association with each said daypart; and
obtaining a demographic rating for each said daypart, and inputting said demographic rating into said computerized database in association with each said daypart;
obtaining a total number of avails for each said daypart in said time period, and inputting said total number of avails into said database in association with each said daypart;
determining the total rating points for each daypart by using the equation:
Rating Points=(#Avails)*(Demographic rating),
and storing said total rating points in said database in association with each said daypart;
determining a high sellout percentage figure, and inputting each said high sellout percentage figure into said database in association with each said daypart;
determining a low sellout percentage figure, and inputting each said low sellout percentage figure into said database in association with each said daypart;
determining a high % sellout CPP for each said daypart by using the equation:
High % SO CPP=(Actual Revenue for daypart)/[(Rating Points)*(High Setlout/100)],
and storing said high percent SO CPP value in said database in association with each said daypart; and
determining a low % sellout CPP for each daypart by using the equation:
Low % SO CPP=(Actual Revenue for daypart)/[(Rating Points)*(Low Sellout/100)],
and storing said low percent SO CPP in said database in association with each said daypart, and
outputting a market CPP tolerance report in a user viewable media, wherein said market CPP tolerance report includes said percent revenue contribution for each said daypart and said actual revenue dollars for each said daypart, and wherein said market CPP tolerance report includes said rating points for each said daypart, said high % sellout CPP for each said daypart and said low % sellout CPP for each said daypart.
2. A method for creating a market cost per point (CPP) tolerance report for a selected time period, comprising the steps of:
selecting a plurality of programming dayparts that together comprise a broadcast day, and inputting an identifier of each said daypart into a computerized database;
selecting a demographic profile, and inputting said demographic profile into said computerized database in association with each said daypart;
obtaining a market potential dollar amount for the selected time period determining a percent revenue contribution for each said daypart by using the equation:
% Revenue Cont=(Revenue per daypart)/(total revenue during that time period),
and storing said percent revenue contribution in said database in association with each said daypart;
determining actual revenue dollars for each daypart by using the equation:
Actual Revenue Dollars=(Market Potential*Percent Revenue Contribution)/100,
and storing said actual revenue dollars in said database in association with each said daypart; and
determining a projected market growth percent figure, and inputting said projected market growth percent figure into said database in association with each said daypart; and
determining a projected market potential for each said daypart by using the equation:
Projected Market Potential=(Market Potential)*[(Market Growth/100)+],
and storing said projected market potential in said database in association with each said daypart,
outputting a market CPP tolerance report in a user viewable media, wherein said market CPP tolerance report includes said percent revenue contribution for each said daypart and said actual revenue dollars for each said daypart, and wherein said market CPP tolerance report includes said projected market potential for each said daypart.
3. A method for creating a market cost per point (CPP) tolerance report as described in claim 2 including the further steps of:
determining projected revenue dollars for each said daypart by using the equation:
Projected Revenue Dollars=(Projected Market Potential*% Revenue Contribution)/100),
and storing said projected revenue dollars in said database in association with each said daypart, and wherein said market C-′PP tolerance report includes said projected revenue dollars for each said daypart.
4. A method for creating a market cost per point (CPP) tolerance report as described in claim 3 including the further steps of:
determining a projected high % sellout CPP for each daypart by using the equation:
Projected High % SO CPP=(Projected Revenue for daypart)/[(Rating Points)*(High Sellout/100)],
and storing said projected high percent SO CPP in said database in association with each said daypart;
determining a projected low % sellout CPP for each daypart by using the equation:
Projected Low % SO CPP=(Projected Revenue for daypart)/[(Rating Points)*(Low Sellout/100)],
and storing said projected tow percent SO CPP in said database in association with each said daypart, and
wherein said market CPP tolerance report includes said projected high % sellout CPP for each said daypart, wherein said market CPP tolerance report includes said projected low % sellout CPP for each said daypart.
5. A computer readable storage medium including computer executable code for instructing a computer to perform a method for creating a market cost per point (CPP) tolerance report for a selected time period, comprising the steps of:
selecting a plurality of programming dayparts that together comprise a broadcast day, and inputting an identifier of each said daypart into a computerized database;
selecting a demographic profile, and inputting said demographic profile into said computerized database in association with each said daypart;
obtaining a market potential dollar amount for the selected time period determining a percent revenue contribution for each said daypart by using the equation:
% Revenue Cont=(Revenue per daypart)/(total revenue during that time period),
and storing said percent revenue contribution in said database in association with each said daypart;
determining actual revenue dollars for each daypart by using the equation:
Actual Revenue Dollars=(Market Potential*Percent Revenue Contribution)/100,
and storing said actual revenue dollars in said database in association with each said daypart; and
obtaining a demographic rating for each said daypart, and inputting said demographic rating into said computerized database in association with each said daypart;
obtaining a total number of avails for each said daypart in said time period, and inputting said total number of avails into said database in association with each said daypart;
determining the total rating points for each daypart by using the equation:
Rating Points=(#Avails)*(Demographic rating),
and storing said total rating points in said database in association with each said daypart;
determining a high sellout percentage figure, and inputting each said high sellout percentage figure into said database in association with each said daypart;
determining a low sellout percentage figure, and inputting each said low sellout percentage figure into said database in association with each said daypart;
determining a high % sellout CPP for each said daypart by using the equation:
High % SO CPP=(Actual Revenue for daypart)/[(Rating Points)*(High Setlout/100)],
and storing said high percent SO CPP value in said database in association with each said daypart; and
determining a low % sellout CPP for each daypart by using the equation:
Low % SO CPP=(Actual Revenue for daypart)/[(Rating Points)*(Low Sellout/100)],
and storing said low percent SO CPP in said database in association with each said daypart, and
outputting a market CPP tolerance report in a user viewable media, wherein said market CPP tolerance report includes said percent revenue contribution for each said daypart and said actual revenue dollars for each said daypart, and wherein said market CPP tolerance report includes said rating points for each said daypart, said high % sellout CPP for each said daypart and said low % sellout CPP for each said daypart.
6. A computer readable storage medium including computer executable code for instructing a computer to perform a method for creating a market cost per point (CPP) tolerance report for a selected time period, comprising the steps of:
selecting a plurality of programming dayparts that together comprise a broadcast day, and inputting an identifier of each said daypart into a computerized database;
selecting a demographic profile, and inputting said demographic profile into said computerized database in association with each said daypart;
obtaining a market potential dollar amount for the selected time period determining a percent revenue contribution for each said daypart by using the equation:
% Revenue Cont=(Revenue per daypart)/(total revenue during that time period),
and storing said percent revenue contribution in said database in association with each said daypart;
determining actual revenue dollars for each daypart by using the equation:
Actual Revenue Dollars=(Market Potential*Percent Revenue Contribution)/100,
and storing said actual revenue dollars in said database in association with each said daypart; and
determining a projected market growth percent figure, and inputting said projected market growth percent figure into said database in association with each said daypart; and
determining a projected market potential for each said daypart by using the equation:
Projected Market Potential=(Market Potential)*[(Market Growth/100)+1],
and storing said projected market potential in said database in association with each said daypart,
outputting a market CPP tolerance report in a user viewable media, wherein said market CPP tolerance report includes said percent revenue contribution for each said daypart and said actual revenue dollars for each said daypart, and wherein said market CPP tolerance report includes said projected market potential for each said daypart.
7. A computer readable storage medium including computer executable code for instructing a computer to perform a method for creating a market cost per point (CPP) tolerance report as described in claim 6 including the further steps of:
determining projected revenue dollars for each said daypart by using the equation:
Projected Revenue Dollars=(Projected Market Potential*% Revenue Contribution)/100),
and storing said projected revenue dollars in said database in association with each said daypart, and wherein said market C-′PP tolerance report includes said projected revenue dollars for each said daypart.
8. A computer readable storage medium including computer executable code for instructing a computer to perform a method for creating a market cost per point (CPP) tolerance report as described in claim 6 including the further steps of:
determining a projected high % sellout CPP for each daypart by using the equation:
Projected High % SO CPP=(Projected Revenue for daypart)/[(Rating Points)*(High Sellout/100)],
and storing said projected high percent SO CPP in said database in association with each said daypart;
determining a projected low % sellout CPP for each daypart by using the equation:
Projected Low % SO CPP=(Projected Revenue for daypart)/[(Rating Points)*(Low Sellout/100)],
and storing said projected tow percent SO CPP in said database in association with each said daypart, and
wherein said market CPP tolerance report includes said projected high % sellout CPP for each said daypart, wherein said market CPP tolerance report includes said projected low % sellout CPP for each said daypart.