Prediction of Rating Points Remainders in the Company Implementing the Placement of Media Ads

This work is devoted to forecasting the remains of rating points on TV channels in a company selling media advertising. The existing number of problems in the process of media planning, especially in the placement of advertising, was the reason for writing work in this area. The object of this study is the organization, the media operator of the advertising market, LLC "New Service Company Plus" (NSC). As the subject of the study is the process of forecasting the remains of rating points on federal channels. The main goal of this work was the creation of an advertising analytics model that will allow optimizing the process of placing content on TV channels, as well as making timely decisions about the redistribution of inventory between the federal and regional parts, which in turn will help manage the profitability of the company. To achieve this goal, the following tasks were accomplished: • Conducting research on the media advertising market, including analysis of problem areas of a typical media planning process; • Development of a conceptual model for forecasting the remains of rating points by the example of the company "NSC Plus"; • Forming a system of quality criteria for the model and preparing statistical data for building a model; • Realization of modeling using real data and evaluation of the quality of the developed model. Approbation of the model showed the following results: • Reduction of time for advertising; • Increase the accuracy of the decision to redistribute resources between the federal and regional parts of TV channels; • Reduction of average inventory balances. In the future, it is planned to continue working with the model to improve it. Key words: the remains of rating points, linear programming, objective function, optimal transfers.