CCC Marketing adds "Interest Segments" to "MarketWatch Target Heatmap," a TV commercial advertising analysis tool for TV stations, advertising agencies, and advertisers!

2022.01.31 Press Releases
CCC Marketing Co., Ltd.

- TV viewing and purchasing data from approximately 460,000 people nationwide can now be combined with analysis of approximately 60 interest groups, including travel and education -

CCC Marketing Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura) has been providing the TV commercial advertising analysis tool "Market Watch Target Heatmap" (hereinafter "MKW TH") to TV stations, advertising agencies, and advertisers nationwide since October 2021. We are pleased to announce that, starting January 31, 2022, approximately 60 interest groups, including entertainment, education, cooking, and travel, derived from purchasing data on books, videos, magazines, and miscellaneous goods, have been added as "interest segments" to the "MKW TH" segment list.

"MKW TH" is a BI 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 460,000 people nationwide. You can set up approximately 4,500 analysis segments, such as processed foods, daily necessities, and cosmetics, and analyze and plan the reach and content rates of your commercial advertising slots. It has been well received by TV stations, advertising agencies, and advertisers nationwide as a BI tool that creates new value from television, starting from purchases, regardless of gender or age.

■Adding "interest segments" to TV commercial planning targets
In response to requests from users of "MKW TH," we are adding "interest segments" that derive approximately 60 different interest groups, such as entertainment, education, cooking, and travel, from purchasing data on books, videos, magazines, and miscellaneous goods.

[Example of using "Interest Segments"]
　It will be possible to plan TV commercials for the following interest groups:
　　Entertainment (foreign and Japanese film rentals/purchasers, boys' manga subscribers, etc.)
・Education (subscribers of "childcare-related books," "elementary school to high school study guides," etc.)
・Cooking (e.g., cooking magazine subscribers)
・Outdoors/travel (subscribers of "outdoor-related books," purchasers of "travel-related books and magazines," etc.)
・Skill improvement (purchasers of "language books," "business books," etc.)　
60 other types

■ Supporting TV stations with an "analysis sheet" created by a television marketing consultant
To speed up data-based proposals for our contracted TV stations across the country, we will provide analysis sheets that allow them to discover targets that are "most reachable within an area" and "highest target concentration within an area" without having to search through the more than 5,000 segments included in "MKW TH" one by one.

■ Features of "Market Watch Target Heatmap"
1. Abundant analysis segments: Analysis and planning are possible across 32 areas nationwide and approximately 5,000 different 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 reverse L and U-shape

■ Example of how to utilize commercial advertising sales
Station E's case: "We would like to propose to a film distribution company that they place a commercial on our station. "
(1) Station E is the best place to advertise because it is No. 1 in terms of total number of viewers interested in movies (foreign films), average coverage rate, and number of slots (6:00-23:59, all-day zone, within the top 5 slots).

(2) We propose a plan that allows you to place commercials in the top slots shown in the diagram below.

■ Overview of "Market Watch Target Heatmap"

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, 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 and household annual income, occupation, driver's license status,
Whether you own a car, whether it's a domestic or foreign car, hobbies and interests (food, social media, etc.)

3) Interests: Approximately 60 segments (nationwide total)
　　　Interests in outdoor activities, travel, childcare, engineering, entertainment, education, cars, games, and skill development

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 in descending order of total, average, and number of slots.
Download function: A function that allows you to download data in images, CSV, etc.

*We also offer menus to meet various requests.
*We will provide a free trial version for a limited time to anyone who is interested, so please feel free to contact us.

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

Materials related to this matter

CCC Marketing adds "Interest Segments" to "MarketWatch Target Heatmap," a TV commercial advertising analysis tool for TV stations, advertising agencies, and advertisers!

Inquiries regarding this matter
[Inquiries from the press]
CCC Marketing Co., Ltd. Public Relations Officer: Nakagawa 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