体育赛事背景广告曝光参数建模与预测  

Modeling and prediction of exposure parameters for background advertisments in sports events

作　　者：向玉山[1] XIANG Yushan(Youth College of Political Science of Inner Mongolia Normal University, Hohhot 010051, China)

机构地区：[1]内蒙古师范大学青年政治学院,内蒙古呼和浩特010051

出　　处：《现代电子技术》2016年第21期75-77,82,共4页Modern Electronics Technique

摘　　要：体育赛事背景广告曝光参数受到比赛地点、赞助商类型等综合作用,变化十分复杂。为了提高广告曝光参数的预测精度,提出相关向量机的体育赛事背景广告曝光参数预测模型。收集体育赛事背景广告曝光参数的相关数据,采用相关向量机拟合背景广告曝光参数与影响因素间的映射关系,构建体育赛事背景广告曝光参数回归函数,采用中超足球赛事背景广告曝光数据对有效性进行验证。结果表明,相关向量机可以描述背景广告曝光参数的变化规律,获得较高精度的背景广告曝光参数预测结果。Since the exposure parameters of background advertisments in sports events are affected by the race venues and sponsor types synthetically, their change is complicated. In order to improve the prediction accuracy of the advertising exposure parameters, a relevance vector machine based prediction model of background advertising exposure parameters of sports events is proposed. The regression function of background advertising exposure parameters of sports events was constructed by collec- ting the relevant data of the background advertising exposure parameters of sports events, and using the relevance vector ma- chine to fit the mapping relation between exposure parameters and influence factors. The validity was verified by means of the background advertising exposure data of background advertisements in Chinese Super League Football. The results show that the relevance vector machine can describe the change law of the background advertising exposure parameters, and obtain the high- precision prediction results of background advertising exposure parameters.

关 键 词：体育赛事 背景广告 曝光参数 预测模型 

分 类 号：TN911.1[电子电信—通信与信息系统] TP181[电子电信—信息与通信工程]