|
Great entertainment engages and delights the brain with content that is new, exciting, relevant, and memorable. Neurological testing allows producers to develop material the brain loves and remembers. It helps sponsors choose the most effective platforms. It guides media planners and buyers to develop the most efficient schedules. It enables distribution channels to select or create content with the strongest neurological appeal and promote it through the most neurologically-optimized messages and materials.
Neurological testing can reveal critical information across many categories: character analysis; subconscious responses to music, titles and special effects (including 3D); animation; core components essential for successful sequels; and marketing campaigns. In the broadcasting and cable sectors, the effects of priming and commercial placement can also be measured with unprecedented accuracy and reliability.
NeuroFocus offers a range of studies to analyze the effectiveness of entertainment content and strategies, including:
- Advertising Priming Studies – Precisely identifies the subconscious dynamic produced when consumers are exposed to advertising within specific contexts and content
- Program Testing – Provides a complete millisecond-by-millisecond assessment of the neurological effectiveness of a program
- Product Placement – Identifies the recognition and effectiveness of products placed within programming content
- Promotions and Sponsorships Study – Pinpoints the neurological effectiveness and brand lift of promotions and/or sponsorships placed within programming content
 |
|
MEL BERNING Executive Vice President, Ad Sales for AETN
“Priming has been one of the television and advertising industries’ most compelling but elusive issues for some time. Understanding the effects that program content has on viewers’ response to advertising--and to an extent, vice versa--is a persistent question that everyone wants answered, definitively. But conventional research methods are hard-pressed to get at the heart of that issue. Neurological testing, on the other hand, delved right to the source--the subconscious--and delivered the answers. That breakthrough was the catalyst for our decision to commission a NeuroLab from NeuroFocus.” |
 |
|
Case Study: A&E Intervention
Are audiences negatively primed toward advertising by programming content which is strongly emotional? |
|
|
Case Study: ESPN Sponsorship
Neurological assessment of NBA Brand Sponsorship |
|
