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TvV yayıncılığında reklam satış planlarının optimizasyonu ve gelir yönetimi

Advertisement sales plan optimization and revenue management on TV broadcasting

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  1. Tez No: 496309
  2. Yazar: İLKAY GÜLTAŞ
  3. Danışmanlar: PROF. DR. MEHMET NAHİT SERARSLAN
  4. Tez Türü: Doktora
  5. Konular: Endüstri ve Endüstri Mühendisliği, Industrial and Industrial Engineering
  6. Anahtar Kelimeler: Belirtilmemiş.
  7. Yıl: 2013
  8. Dil: Türkçe
  9. Üniversite: İstanbul Teknik Üniversitesi
  10. Enstitü: Fen Bilimleri Enstitüsü
  11. Ana Bilim Dalı: Endüstri Mühendisliği Ana Bilim Dalı
  12. Bilim Dalı: Endüstri Mühendisliği Bilim Dalı
  13. Sayfa Sayısı: 116

Özet

Televizyon yayıncıları izleyici kitlesinden bir ücret talep etmeden yayın yapmaktadırlar. Televizyonların gelirleri incelendiğinde ise en büyük payı reklam gelirlerinin aldığını söylemek mümkündür. Tüm dünyada genel kabul görmüş reklam satışı uygulamaları ABD'deki uygulamalardan etkilenmiştir. Böyle olsa da, Türkiye'deki uygulama dünyadaki en dinamik uygulamalardan biri olarak farklı yapısı ile göze çarpmaktadır. İlk bölüm çalışmanın amacını ve bu konu hakkında daha önce yapılmış çalışmaların özetlerini içeren bir literatür araştırmasını içermektedir. İkinci bölümde televizyon yayıncılığının yapısından, reklam ve reyting kavramından bahsedilmiş, reytingin hesaplanmasına değinilmiş ve televizyon izleyici ölçümleri ile reyting ilişkilendirilerek reytingin tüm televizyon ekonomisindeki önemi anlatılmaya çalışılmıştır. Çalışmamızın 3. bölümünde ABD'de uygulanan sistem üzerinden hareket edilerek literatürde daha önce ele alınmış bir probleme yeni bir çözüm yaklaşımı geliştirilmesi amaçlanmıştır. ABD'de müşteriler standart formlar yardımı ile çeşitli özel ve genel isteklerini yayıncı kuruluşlara bildirirler. 3. Bölümde ele aldığımız problemde müşterilerden gelen bilgiler ışığında müşteri isteklerini karşılama seviyesini artıracak, müşteri isteklerini karşılayamamaktan kaynaklı ödenecek olası cezaları en küçükleyecek ve kullanılan reklam süresi stoklarını en küçükleyecek bir matematiksel model geliştirilmiştir. 4. Bölüm, Türkiye'deki uygulamanın ışığında TV yayıncılarının karşılaştıkları ana problem olan“reklam rezervasyonu problemi”ne çözüm geliştirmeyi amaçlamak¬tadır. Türkiye'de televizyon yayıncılarının en önemli problemi programların reklam kuşaklarına bazen yüzlerce reklam rezervasyonunun gelmesi ve bir rezervasyon kümesinden hangi reklamları seçerek gelirlerini en büyüklemesidir. 4. Bölüm televizyon yayıncılarının bir rezervasyon kümesinden hangi reklamları seçerek gelirlerini en büyükleyebileceklerini ortaya koyacak bir matematiksel model geliştirmeyi amaçladığımız bölüm olmuştur. Çalışmamızın 5. ve son bölümünde ise geliştirilen her iki matematiksel model değerlendirilmiştir. Çalışmamızın sonuçlarına yer verdiğimiz bu bölüm aynı zamanda gelecek araştırmalar için öneriler de içermektedir

Özet (Çeviri)

Broadcasting companies make most of their revenues from selling impressions through advertisement space during various programmes or shows. U.S. ad spending was about USD 140 billion in 2011, where it is approximately USD 500 billion worldwide. Of this, television accounts for approximately 35%. Advertisers are ready to pay up to approximately half a million dollars for a 20 or 30 second advertisement in a popular show. In North America and several European countries, most of the advertising space is sold before the broadcast season which is also called“upfront market”-- occurring for a couple of weeks in May --, following the announcement of program schedules and prices for the following year. During upfront market period, major advertisers and companies approach the TV networks with requests to purchase time for the entire season. A typical request consists of the dollar amount, the demographic in which the client is interested, the program mix, weekly weighting, unit-length distribution, and a negotiated cost per 1.000 viewers. Broadcast Companies must develop a detailed sales plan consisting of the schedule of advertisements to be aired to meet the requirements and they have to pay a penalty when it is unable to meet its commitment for client requests. This happens when a broadcast company sells a large amount of rating points during the upfront market and its shows turn out to be misses or when the broadcast company can not meet the weekly demand or demand per show. In addition, the plan should also meet the objectives of the company, whose goal is to minimize the penalties or to maximize the revenues for the available fixed amount of inventory. During upfront market, clients declare their special requests by using standard forms supplied by Broadcasting Companies. The problem of Broadcasting Companies is to prepare sales plans to meet clients' requirements. There are three most important requests of clients to be met. The first one is the target audience level. Clients generally appraise the audience level in terms of number of people that they want to reach. But audience levels per show per week are unknown. Broadcasting Companies have to use estimated data derived from past data by the media rating agencies to prepare a future plan for client specific requests. Second one is the weekly distribution. Because of seasonal factors, special days of the year such as Mother's Day or St.Valentine's day or the special weeks that an event is to happen, clients want their advertisements to be aired in these specific weeks or shows because of the demographic features of their target customers. The request form includes the distribution of the advertisements over various weeks. These distribution criteria may be specified as a fraction of the total number of equivalent length advertisements or sometimes as a percentage of the total amount of expenditure or number of people achieved in the plan. The third important request is the distribution of advertisements by shows. Clients generally specify the shows in the program schedule that they want their advertisements to be aired in. This is why their target customers are known to be potential viewers of these shows. Clients normally specify these requirements as fractions of the total number of equivalent length advertisements. To use minimum advertisement inventory to meet the client requests is also important for Broadcasting Companies. The inventory that is not used during upfront market period will be sold during the following broadcast period whish is also called scatter market. The scatter market sales prices per second of advertisement inventory are generally higher than the upfront market sale prices. Broadcasting Companies have also an offset option where they may use scatter market inventory rather than to pay penalty in terms of dollars. The problem of sales departments is to prepare a sales plan that meets all the client requirements after clients' sales requests are received. Broadcasting Companies legally accept to pay penalties in case of not meeting the client requests. A sales plan generally includes a complete schedule of advertisements to be aired, target audience levels, and legal terms and options to cut back or expand the plan. We try to model sales plan generation problem to improve accuracy in meeting client requirements, to minimize the penalty costs incurred not meeting the client requests, and to minimize the amount of premium inventory assigned to a plan. This dissertation is organized as follows. The next section provides a review of the related literature. We give a brief description of goal programming, chance constrained programming and represent our model for above problem and present computational studies that complement our analytical findings in Section 3. It is known that TV networks gain more than 95% of their revenue from selling commercial time slots from advertising breaks that are inserted into the programs. Selling commercial times through an upfront and scatter market has been standard practice for US-Based broadcasting industries but this is not the only way of doing business for all over the world. The upfront market typically occurs at the end of the month of May. The TV networks announce their program schedule for the next broadcasting year and accept offers from the advertisers and/or their media agencies which include specific requests. TV networks are faced to pay penalties for unmet requests of advertisers whose offers are accepted. The problem of a TV network is to decide how much of the total time inventory to sell during the upfront market. The remaining inventory after the upfront market will be sold throughout the broadcast season which is called the scatter market, where the prices per unit time are higher than the upfront market and there are no penalty costs to be paid. However, in Turkey, TV networks do not announce their program schedule for entire broadcasting year. Since television broadcasting business is highly competitive, TV networks want to control all the process week by week and want to interfere in program schedules fast. They do not sign long term contracts with program producers and they have power to cancel the contracts with producers whose programs do not attract enough audience. A TV network works based on requests that are taken from the advertisers or from their media agencies. These requests that are called reservations have not been scheduled yet. The reservations taken from an advertiser include the length of the commercial video (usually in seconds) and the target group to appeal. Since there are numerous of reservations taken for a show, the decision maker -- TV network -- should decide which reservations are more profitable to telecast. Additionally, TV advertisements began to lose market share in advertising business. According to the report of VERITAS Media in 2008, TV advertising share in the market continues to decline both in USA and in Europe. The fundamental reason behind this is the growth in internet advertising and the uncertainty in the delivery of the advertisement (i.e. TV channels can't determine the exact number of people watching them.) World Advertising Research Center (WARC) had forecasted that the amount of TV advertisements will decline. Moreover, advertisers want to pay according to the amount of target client group watching them. In order to cope with this situation, selecting clients according to the gain in terms of the highest profits and placing the order of a client at optimum time could be an aid for TV networks. In this study we have also developed a mathematical model for advertisement reservation problem and extended this model for some cases encountered in real business life. We have also discussed how these cases affect the decisions of a TV network. Section 4 provides a mathematical model for the selection problem and a detailed analysis of the problem is given. This section ensures an application of our methodology to a real life case which is taken from one of Turkey's leading TV channels. Finally section 5 concludes and states the remarks of this study where we describe some managerial implications and give some future directions.

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