体育赛事背景广告曝光参数测算软件的设计与实现

The Design and Realization of Software System Measuring Exposure Parameters of Background Advertisements in Sport Events

在我国,赛事收入的最主要来源是赞助收入。赞助商广告牌的曝光参数(时间、频次、位置)是评估赞助价值的主要依据。在体育赛事中由于赞助广告牌是作为背景广告出现的,所以,目前国内外通用的赞助价值评估方法是基于背景广告曝光率的计算方法,通过人工观察进行测算,其不足之处在于费时、费力,易出差错。以体育赛事背景广告曝光参数测算为主要研究对象,主要目的在于改进人工测算的不足,在对软件设计原理及需求做详细分析的基础上,通过文献资料法、访谈法、系统分析法、程序语言设计等方法探讨如何设计与开发体育赛事背景广告曝光参数测算软件,其中软件主要实现了赛事背景广告曝光参数测定,赛事转播机位测定及测算结果查询导出的功能,安装与运行环境简单,操作方便,通过对中超赛事的测试,证实软件测算较以往人工测试快捷、准确、自动化程度高,效果良好。从理论和实践上证明体育赛事背景广告曝光参数测算软件的设计与开发具有一定的意义,是一种背景广告曝光参数测定的有效工具。

In China,sponsorship revenue is the important source of income for sport events. The exposure parameter （including time,frequency and location） of sponsor billboard is the main basis for the evaluation of sponsorship value. As the sponsor billboard emerges as a background during a sport event, the general method to assess the sponsorship value at home and abroad is based on observing and recording approach. Therefore, this method is time--consuming, laborious and easy to cause errors. The measuring method of exposure parameters of background advertisement is the subject of this study. The main purpose of this paper is to develop a kind of measurement software to overcome the disadvantages of manual calculation method on the basis of a detailed analysis of the principles of software design and demands, and to discuss how to design and develop a measuring software system of exposure parameters for background advertisement in sport events by means of literature review, interviews, systematic analysis and programmed language design. The software system mainly realizes the measurement of exposure parameter of background advertisement in sport events, the camera positioning of television broadcast and the function of checking and exporting out the measured results. The software system is easy to operate and its installation and running environment are simple. The practical test in the event of China＇s Super Football shows that it is faster, more accurate and automatic than the manual measuring method. From the theoretical and practical view, it is proved that the new measuring software of exposure parameters of background advertisement is an effective tool,whose design and development has certain significance.