The TV landscape has changed inextricably over the past decade.   Digital has truly taken hold, shaping not just our TV viewing but our households in general.  Broadband, DVDs, gaming and digital radio are becoming increasingly intertwined into our everyday activities and as such, our media consumption is evolving.  We expect more from media.  Far from being passive recipients, we require the right to interact with, demand and manipulate the content around us to best suit our circumstances, needs and preferences.

Viacom set out to better understand these changes in consumer behaviour and how they related specifically to advertising.  In 2006, they released the results of a  study with Neurosense Ltd, using neuroscience to dig down to the heart of how the brain reacts to advertising.  In particular, they focussed on ad versus programme content, the impact of ads that were scheduled congruent or incongruent with programming and whether the claimed susceptibility of participants towards programming was in line with their actual experience.

The study identified seven ‘neural networks’ of the brain that marketing needs to influence in order to be effective.  These included emotions, engagement and both long and short-term memory.  In addition, nine areas of the brain were scanned for activity.  24 volunteers were monitored watching four programmes containing both congruent and incongruent ads.

The research concluded that in the related areas of the brain, advertising stimulates brain activity more than programming. Advertising that was related to the programme content also worked more efficiently and provoked higher levels of liking, positive emotion and both long and short-term memory.  The study also established a void between claimed and actual behaviour – often programmes people claimed to dislike generated higher levels of brain activity.

Ultimately, Viacom concluded that creatively tailored ads that were congruent with the break were the most effective and ultimately, this should impact not only creative and planning but also how we review the campaigns that have been bought.