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A multiobjective approach for maximizing the reach or GRP of different brands in TV advertising
Author(s) -
Evangelista Vivian M.,
Regis Rommel G.
Publication year - 2020
Publication title -
international transactions in operational research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.032
H-Index - 52
eISSN - 1475-3995
pISSN - 0969-6016
DOI - 10.1111/itor.12481
Subject(s) - mathematical optimization , pareto principle , computer science , multi objective optimization , integer programming , scheduling (production processes) , pareto optimal , point (geometry) , operations research , mathematics , geometry
This paper focuses on a multiobjective optimization problem in TV advertising from an advertising agency's perspective, which involves deciding on which commercial breaks to air the ads of various brands to jointly maximize reach or gross rating point (GRP) for the different brands subject to budget constraints, brand competition constraints, and other scheduling constraints. We present a multiobjective integer programming formulation of this problem and develop and implement algorithms for generating provably Pareto‐optimal solutions. We also develop reduction and visualization procedures to aid a decision maker in choosing suitable subsets of the Pareto‐optimal solutions obtained. Numerical experiments on five TV advertising problems involving 20–40 objective functions and thousands of decision variables and constraints demonstrate the effectiveness of the proposed formulation and solution methods in generating Pareto‐optimal objective vectors that reflect brand priorities and that are well distributed along the Pareto front.