New research by GMTV has discovered that people are more alert at breakfast time than in the evening. 

Using the pioneering scientific technique, ‘neuroscience’, and working with scientists from research company Neurosense, GMTV looked at what happened to volunteers’ brains when they were shown ads and programming at breakfast time compared to the evening. 

GMTV discovered that people’s brains were stimulated more readily at breakfast time, meaning that people liked, remembered and understood significantly more of what they were shown at breakfast time when compared to later in the day.  This was as true of people who considered themselves to be ‘night owls’ as it was of ‘skylarks’.

Ian Williams, Head of Business Development, GMTV said:

“These findings have significant ramifications for the industry.  Traditionally, some media planning agencies regarded the breakfast daypart as merely a method of adding frequency to TV campaigns.  Perhaps now, given this new research, the breakfast daypart will receive greater consideration as it proves that advertising messages work hardest first thing in the morning.”

Dr Gemma Calvert, co-founder, Neurosense said:

"There are many very good reasons why the brain is more receptive at breakfast-time.  We know sleep is a restorative process, during which the brain repairs itself after the rigours of the day but also, a hormone called cortisol, which is known as nature's cup of coffee, is acting on the brain long before we even put the kettle on."

The Neurosense researchers tapped directly into the volunteers’ brains using fMRI scanners (functional magnetic resonance imaging) - a non invasive technique which allows scientists to locate and measure blood flow and therefore brain activity associated with thoughts, feelings and actions - and noted how volunteers’ brains responded to the ads and programmes shown.

The research is believed to gain more accurate and truthful results than traditional ways of testing consumers (for example questionnaires and focus groups) as the individuals have no control over how their brain responds in the tests.

For more information, please contact:

Ian Williams, Head of Business Development, Ian.Williams@GM.TV

Steve Elliott, Head of Research, Steve.Elliott@GM.TV