CCC Marketing launches TV commercial advertising analysis tool "Market Watch Shoppers Heatmap for TV Planning" in 32 broadcast areas nationwide

2020.10.02 Press Releases
CCC Marketing Co., Ltd.

- Japan's largest! Approximately 4,500 segments that can be analyzed from purchasing data -

CCC Marketing Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura) is pleased to announce that it has begun offering the TV commercial advertising analysis tool "Market Watch Shoppers Heatmap for TV Planning" (hereinafter "MKW SH") from today.

MKW SH is a web tool that can analyze terrestrial TV viewing status in 32 broadcast areas across Japan in conjunction with purchasing data, based on marketing data*1 that combines TV viewing data and purchasing data from approximately 380,000 people nationwide. You can set up approximately 4,500 analysis segments, such as processed foods, seasonings, and soy sauce, and analyze and plan the reach and content rates of your commercial advertising slots. The service has been launched for TV stations, advertising agencies, and advertisers nationwide as a tool that can analyze and utilize the value of TV from a purchasing perspective, without relying on traditional demographics. To celebrate the launch, we will also be offering a free demo version until Monday, November 2, 2020.

Features of "Market Watch Shoppers Heatmap for TV Planning"

1. Abundant analysis segments: Analysis and planning are possible in 32 areas across the country and approximately 4,500 segments
2. Easy-to-understand indicators: Reach rate and content rate indicators can be sorted in three ways: "total," "average," and "number of frames."
3. Easy-to-read UI: TV stations within broadcast areas can be compared using heat maps
4. Practical condition settings: Equipped with a condition setting function that suits various advertising patterns, such as inverted L and U-shape

Example of commercial sales usage
Fukuoka area, Station B: "We would like to propose a laundry detergent manufacturer to advertise on our station. "

(1) Station B is the best place to advertise because it is No. 1* in terms of total number of synthetic laundry detergent purchasers, average content rate, and number of slots.

*Fukuoka area, 6:00-23:59, All-day zone, 1st to 4th place

(2) We will propose commercial advertising plans based on the first to fourth slots shown in the diagram below.

1. Target areas and TV stations: Affiliated commercial TV stations in 32 broadcasting areas nationwide (excluding independent TV stations)
2. Configurable analysis segments *The number of categories and segments varies depending on the area.
　　1) Purchasing: Approximately 4,500 categories (nationwide total) including medium, small and detailed classifications
　　　　Examples of intermediate categories (processed foods, confectionery, daily necessities, OTC medicines, cosmetics, etc.)
　　　　Examples of minor categories (seasonings, ice cream, laundry detergents, energy drinks, makeup cosmetics, etc.)
　　　　Examples of subcategorization (soy sauce, premium ice cream, fabric softener, mini drinks, mascara, etc.)
　　2) Attributes: Approximately 1,050 segments (nationwide total)
　　　　Gender and age, marital status, cohabitation status, presence and age of children living together, personal/household annual income, occupation, driver's license status, car ownership status, car (domestic or foreign), hobbies and interests (food, social media, etc.)
3. Other setting conditions (other than 2 above)
　　　Evaluation indicators: Reach rate, content rate
　　　Broadcasting station: All commercial broadcasting stations in the area
　　　Ranking: Rankings by specified day of the week and time period
　　　Zones: All day, reverse L, U-shape, Y-shape, I-shape
　　　Start and end times: 5:00 to 28:59 in one-hour increments
4. Other useful features
　　　Sorting function: A function that allows you to sort by total, average, or number of slots in descending order of index.
　　　Download function: A function that allows you to download data in images, CSV, etc.
　　　　*We also offer menus to meet various requests.


1. Offer period: October 5th (Monday) to November 2nd (Monday)
2. Conditions of provision
　(1) Demo period: 2 weeks
　(2) Provided functions: *Data download function will not be available. Please be aware of this.
　　◇Summary board of total, number of slots, average reach rate or content rate
　　◇Graphs and heat maps for the set segments


CCC Marketing believes that "unique data can be used to solve problems."" is our key message, and we aim to be a company that uses technology, communication skills, and proposal capabilities to solve the problems faced by a wide range of companies, based on the valuable and diverse data we receive from consumers.

*1 Statistical processing to prevent identification of individuals, as of the end of August 2020

Materials related to this matter
CCC Marketing launches TV commercial advertising analysis tool "Market Watch Shoppers Heatmap for TV Planning" in 32 broadcast areas nationwide

Inquiries regarding this matter
[Inquiries from the press]
CCC Marketing Co., Ltd. Public Relations Officer: Ando / TEL: 03-6800-4464

[Inquiries regarding "Market Watch"]
CCC Marketing Co., Ltd. TV Data Planning Unit Contact: Emoto, Nagashima, Kinoshita / Email: cccmktvdataplan@ccc.co.jp