Schedulin g T e le v i s i o n

g S lo ts Fo r Th e N at i o n a l
Adver t is in
w s N e t w o rk
Group 5: Broadcast Ne
Sohaib arif 21110231
Tehreem fatima
21110192

Amna ghauri 21110302

Abdullah shahzad
21110210

Hassan sultan 21110356

dil 21110015
 PROBLEM SUMMARY
Techcom wants to schedule a six-week advertising plan on national broadcast
network (NBN)

DESCRIPTION OF AVAILABLE DATA

• Preferred shows: bayside, newsline, the hour, cops and lawyers, the judge, friday night football, and ER
doctor

• Advertising slot duration: 15 to 30 seconds.

• Techcom’s advertisement budget: $60000
 OTHER DATA
• Performance scores, advertising
costs, and available inventory

• The minimum and maximum number

of advertising slots, and weighting
factor
 • Quantitative analysis & prescriptive analysis
• Application of integer programming model –
specifically binary integer programming

SOLUTION
APPROACH
& METHODOLOGY

METHODOLOGY • Several zoom meetings and discussions in whatsapp

group
• Formulated the problem
• Developed a model on excel
• Solved it using simplex LP solver.
 DECISION VARIABLES
XSW = Ad slot for show S, in week W (value can only be 1 or 0, selected or not)

OBJECTIVE FUNCTION;
MAXIMIZE Z

FORMULATIONS:
The objective function is theWHERE,
• 
development of a sales plan,S = 1 (bayside _30 seconds), 2(bayside _15 seconds), 3(newsline_ 30 seconds)
that would maximize total …14(er doctor _15 seconds)
performance score W (week) = 1 (3 week of october), 2 (4 week of october), 3 (1 week of
rd th st

november)… 6 (4th week of november)

PSW = performance score for show slot S, in week W

XSW = ad slot for show S, in week W (value can only be 1 or 0)

Gw = weighing factor for week W

 CONSTRAINTS
• At least 50% of the total slots are on NL, TH and FNF show
X3w+x4w+x5w+x6w+x11w+x12w ≥ 0.5. Sw

• A maximum one ad show per week for one ad slot (either 15 or 30 seconds)
•• ∑  x ≤ available inventory (s= 1 to 14)
6
w=1 sw

• ∑ x ≥ weekly minimum (w= 1 to 6), ∑ x ≤ weekly maximum (w= 1 to 6)

14
s=1 sw
14
s=1 sw

• Budget = 600000$

• Binary constraint of decision variables.

RESULTS ( Snapshots )
ANALYSIS
No slots were selected from The
Judge, The Bayside or The Hour.

Maximum number of slots selected

from Cops and Lawyers followed
by The Newsline.

Seven 30 second slots are selected

while six 15 seconds slots are
chosen in the span of 6 weeks.
Maximum number of spots were
chosen from week 4 of November. Both
objectively and intuitively it makes
sense since this week had the maximum
weighted score.
 Tornado Graph of Weighted Performance Score
&L 30 seconds (J10)
Impact by Input

Base Value=2079.6
1980

2140

2160
2100

2120

2180
2000

2020

2040

2060

2080
Value of Weighted Performance Score
 WHAT IF ANALYSIS
What-If Analysis Summary for Output Weighted Performance Score
Top 6 Inputs Ranked By Change in Actual Value
      Minimum Maximum  
      Output Input Output Input Input

Rank Input Name Cell Value Change (%) Value Value Change (%) Value Base Value
1 Newsline 30 seconds (J6) J6 1990 -4.31% 144 2169.2 4.31% 176 160

2 C&L 30 seconds (J10) J10 2025.2 -2.62% 122.4 2134 2.62% 149.6 136

3 C&L 15 seconds (J11) J11 2054.1 -1.23% 76.5 2105.1 1.23% 93.5 85

4 Newsline 15 seconds (J7) J7 2063.6 -0.77% 90 2095.6 0.77% 110 100

5 ER Doctor 15 seconds (J17) J17 2066.64 -0.62% 72.9 2092.56 0.62% 89.1 81

6 FnF 15 seconds (J15) J15 2070.1 -0.46% 34.2 2089.1 0.46% 41.8 38
GENERAL BENEFITS OF MODEL (FUTURE
INCLINATIONS)
Model helps the
Model accurately It provides us insight
decision maker
represents reality. and information.
formulate problems.

This model can be used

to communicate
In practical life it saves
It solves the complex problems and solutions
time and money in
problem in a timely to employees and
decision making and
fashion. respective stakeholders
problem solving.
of both NBN and
Techcom.

The model can be It can be modified

further expanded to easily if values and
other weeks of sales weights change in
plan. accordance to situations
LIMITATIONS
1. The limitation faced with the use of binary variables was
the inability to perform sensitivity analysis which prevented
us from knowing the point at variables were not contributing
towards the model

2. Creating a sensitivity analysis by relaxing the integer

constraint resulted in unreliable values. E.G. Only integer
value is required, and fractions are not possible.

3. $7050 are left after optimization. This value could be

utilized if the limitation of having to use only 15 second or
30 second time slots not existed. Then a higher overall score
could be achieved by choosing a more diverse range of time
slots
 PRIMARY ASSUMPTIONS
• Time value of money remains the same throughout the six-week sales plan.
• No unforeseen events occur during this time with regards to social, economic or political
factors.

• State and federal legislation remains constant

• Technological breakthroughs remain consistent
• Techcom choses no other network for purchasing of slots other than NBN i.E. The
advertising budget remains exclusively for NBN slot purchase.
 RECOMMENDATIONS
AND CONCLUSION
1. The $7050 left of the budget can be utilized in some other
departments or projects.
2. For shows and slots, that have a higher demand from
advertisers, more inventory slots should be kept by nbn.

3. Qualitative measures, such as improving audience strength

and desired demographics, should be taken to improve
respective performance scores of shows.
4. Similarly, measures can be taken by the marketing and
managing teams to improve audience traffic. This will
improve the respective weights and then the performance
scores.