Analysis and Consideration of the Relationship Between Audience Rating and Purchasing Behaviors of TV Programs

Chocolate has been increasing in Japan domestic consumption. It is eaten regardless of the age from the adult to the child. Variety is abundant, it is one of convenient and familiar sweets for Japanese people. There are many days when we watch television on a confectionery company that sells such chocolate on TV. But, in Japan people who watch television are getting less. According to the Ministry of Internal Affairs and Communications data of 2013, the average viewing time of real-time TV on weekdays was 168.3 min [1]. The weekday average for the last year was 184.7 min. It was 16.4 min (about 9%) decrease. The average for 2011 (including holiday data) was 228.0 min. It was found to be 59.7 min difference. The total advertising expenditure in Japan totaled 5,769.6 billion yen in 2011. Terrestrial broadcasting usage is 1,723.7 billion yen (about 30.2%) [3]. Total in 2013 is 5,976.2 billion yen. Terrestrial broadcasting usage is 1,719.1 billion yen (about 30.0%). The total of advertising expenditure increased slightly in two years. It does not change that it occupies much of advertisement expenditure as present condition. We can think that Japanese television is still the main information dis-semination medium. Therefore, even if the TV viewing went down, we clarify whether there is a relationship with purchasing. We revealed it by decision tree analysis.