TV and the Brain

Audio-visual moving images consumed in a relaxed and often shared context make TV immensely powerful. Advances in academic topics such as neuro-science, implicit memory and low-involvement processing are helping us make sense of what we've instinctively known for years about TV Advertising; i.e. that it rocks!

More Brainwaves

  • In 2011 we did further work into the area of effectiveness commissioning Ebiquity to carry out an independent econometric analysis of 3,000 ad campaigns across 9 different categories. Alongside this, Thinkbox worked with researchers at Neuro-Insight to come up with evidence about the link between the creative effectiveness of commercials and their marketplace performance using a selection of campaigns from Ebiquity’s database. Heather Andrew, Director of Neuro-Insight (UK) explains the findings using their unique brain-imaging methodology.
  • In June 2010, Thinkbox released the results from our first foray into neuroscience. This pioneering study combined two cutting edge techniques to ascertain a) how creativity works in TV advertising and b) how the impact of media placement – particularly the relationship between TV and online – impacts upon the brain. Here you find out more about fMRI and SST, explore the methodology, and have a good look at the results that came out of this research.
  • Paul Feldwick argues why and how any organisation that wants to create more effective advertising will have to change some fundamental assumptions about advertising, communication and creativity.
  • In recent years we’ve clearly come to understand a lot more about precisely how TV affects consumers, and to gain some actionable insights from this work, but we still don’t have the full picture. The metrics industry has struggled to keep up. So what should we look at next?
  • Neuroscience is entering the world of brand communications and market research in a big way. Dr Gemma Calvert and Professor Steve Williams from Neurosense explain what it is, what it can do and who is using it.

Associated Content

  • 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. The research used 'state of the art' Neuroscientific procedures that enables us to look inside the human brain and assess the level of response to advertising. The results have far reaching implications for advertisers and communication planners.
  • Using cutting edge neuroscientific techniques, Viacom examined the effects that advertising has on the brain and how those reactions differ from between ads and programme content.
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