ADVERTISEMENT SCHEDULING IN BROADCAST TELEVISION PRODUCTION SCHEDULING, APRIL 26, 2016 ANDELYN RUSSELL KARA ODUM CHLOE SHIH HONGLI YANG
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1 ADVERTISEMENT SCHEDULING IN BROADCAST TELEVISION PRODUCTION SCHEDULING, APRIL 26, 2016 ANDELYN RUSSELL KARA ODUM CHLOE SHIH HONGLI YANG
2 HONGLI 1 BACKGROUND
3 HONGLI 1 BACKGROUND KEY PLAYERS
4 HONGLI 1 BACKGROUND KEY PLAYERS TV NETWORK
5 HONGLI 1 BACKGROUND KEY PLAYERS TV NETWORK + AD AGENCY
6 HONGLI 1 BACKGROUND KEY PLAYERS TV NETWORK + TV ADVERTISING AD AGENCY SCATTERED DEMAND vs. VIEWERSHIP GUARANTEES
7 HONGLI 1 BACKGROUND KEY PLAYERS TV NETWORK + TV ADVERTISING AD AGENCY SCATTERED DEMAND vs. VIEWERSHIP GUARANTEES
8 HONGLI 1 BACKGROUND KEY PLAYERS TV NETWORK + HOW IT WORKS TV ADVERTISING AD AGENCY SCATTERED DEMAND vs. VIEWERSHIP GUARANTEES
9 HONGLI 1 BACKGROUND KEY PLAYERS TV NETWORK SELL AT CPM + HOW IT WORKS TV ADVERTISING AD AGENCY REQUEST IMPS SCATTERED DEMAND vs. VIEWERSHIP GUARANTEES
10 HONGLI 1 BACKGROUND KEY PLAYERS TV NETWORK SELL AT CPM + HOW IT WORKS TV ADVERTISING SCATTERED DEMAND AD AGENCY REQUEST IMPS vs. VIEWERSHIP GUARANTEES OUR PROJECT CBS Prime Time (8-11 pm, Weeknights) No competitor s ad Viewers stay for entire show 30 sec per ad 2 ad blocks per show Deadline to finish assigned impressions Underdeliver vs. Overdeliver
11 CHLOE 2 OUR DATA Show Name of television show Advertiser Company that is requesting advertising from CBS Week Indicates which week the show was on; Values 1-4 Budget per Week Company s weekly budget for advertising Day Day of the week; Monday through Friday Imp Requested per Week Number of impressions/views that a company requests CBS to satisfy per week Numbered Day Enumerated day of the week; Values 1-4 Time Time slot of television show Cost to Advertise Cost for advertiser to advertise on a particular show Viewership Total views of a particular show during a particular showtime CPM Cost per thousand impressions Table 1. Viewership Dataset Variables on CBS Shows Table 2. Ad Requests Dataset Variables from TV Advertisers
12 CHLOE 2 OUR DATA M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods Figure 1. Visualization of Viewership Data for Week 1
13 CHLOE 2 OUR DATA Advertiser Figure 2. Visualization of Ad Requests Data Budget per Week Imp Requested per Week 30.9 M 1.6 M 21.4 M 1.1 M 17.1 M 0.9 M
14 CHLOE 3 OUR GOAL M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods
15 CHLOE 3 OUR GOAL 8-9 PM M T W R F Supergirl NCIS Survivor Big Bang Theory Amazing Race NCIS: NO Criminal Minds Mom Hawaii Five-0 Limitless Code Black Elementary Blue Bloods AD BLOCK PM Scorpion AD BLOCK PM NCIS: LA 8.7 M
16 CHLOE 3 OUR GOAL M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods
17 CHLOE 3 OUR GOAL M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods ADS
18 CHLOE 3 OUR GOAL M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods ADS
19 CHLOE 3 OUR GOAL M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods ADS
20 CHLOE 3 OUR GOAL M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods ADS
21 CHLOE 3 OUR GOAL M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods ADS
22 CHLOE 3 OUR GOAL M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods ADS
23 CHLOE 3 OUR GOAL M T W R F NCIS Survivor Big Bang Theory 8-9 PM Supergirl Amazing Race 9-10 PM Scorpion NCIS: NO Criminal Minds Mom Hawaii Five PM NCIS: LA 8.7 M Limitless Code Black Elementary Blue Bloods ADS
24 ANDE 4 FORMULATION Q pmpt Tj 8-9 PM pj: required viewers Q: shows are related machines pmpt: changing show after a week 9-10 PM PM 8-9 PM T W NCIS Supergirl Survivor Scorpion NCIS: NO Criminal Minds NCIS: LA 8.7 M Limitless Code Black NCIS Supergirl Survivor Scorpion NCIS: NO Criminal Minds NCIS: LA 8.7 M Limitless Code Black Jobs: advertising requests M Tj Must fulfill requests 9-10 PM PM
25 CHLOE 5 EXPLORING 3 ALGORITHMS 1 Dynamic Programming 2 Brand & Bound 3 LRPT-FM
26 CHLOE 5 EXPLORING 3 ALGORITHMS 1 Dynamic Programming 2 Brand & Bound 3 LRPT-FM
27 HONGLI 6 BRAND & BOUND Cost: No preference Revenue: Min CPM Capacity Feasible solution: CPM vs Visibility Not too relevant in this case
28 HONGLI 6 BRAND & BOUND Table 3. Results of Scheduling Problem using Branch & Bound
29 HONGLI 6 FEASIBLE SOLUTION Table 5. Feasible Solution for Branch & Bound Algorithm
30 KARA 7 LONGEST & SHORTEST PROCESSING TIMES Longest Remaining Processing Times on Fastest Machine Ads with the most impressions go on the most popular shows Helps ensure that advertisers get their guaranteed views If not enough ad slots, then it minimizes the number of missed views Shortest Remaining Processing Times on Fastest Machine Ads with the least impressions go on the most popular shows Best for Q pmtn Cj
31 KARA 7 LONGEST & SHORTEST PROCESSING TIMES ADS IMP REQUESTS TV SHOW VIEWERSHIP LARGEST SORT Sort in decreasing order SMALLEST
32 KARA 7 LONGEST & SHORTEST PROCESSING TIMES ADS IMP REQUESTS TV SHOW VIEWERSHIP SORT SORT LARGEST SMALLEST Sort in decreasing order
33 KARA 7 LONGEST & SHORTEST PROCESSING TIMES ADS IMP REQUESTS TV SHOW VIEWERSHIP SORT SORT LARGEST SMALLEST Sort in decreasing order
34 KARA 7 LONGEST & SHORTEST PROCESSING TIMES ADS IMP REQUESTS TV SHOW VIEWERSHIP ASSIGN REMAINING IMPS XX XX XX
35 KARA 7 LONGEST & SHORTEST PROCESSING TIMES ADS IMP REQUESTS TV SHOW VIEWERSHIP ASSIGN TARDINESS YY YY YY
36 KARA 7 RESULTS Week # Ads needed Free Impressions Percent of Total Impressions ,000, % ,000, % ,000, % ,200, % Table 6. Results of Scheduling Problem using LRPT-FM
37 KARA 8 CONCLUSION Problem is iterative Multiple assignment process to create a viable schedule Dynamic programming theoretically works but the specific conditions of the case don t hold Branch and Bound helps maximize revenue Identifies potential schedules with higher CPM Creates a schedule favoring higher price per unit ads LRPT-FM Has minimum number of free views while actively fulfilling ad contracts
38 ANDE 9 NEXT STEPS
39 THANK YOU PRODUCTION SCHEDULING, APRIL 26, 2016 ANDELYN RUSSELL KARA ODUM CHLOE SHIH HONGLI YANG
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