Television is the most effective medium of advertising and has the highest levels of viewer engagement, according to a new study from NeuroFocus.
The research, devised in conjunction with and the Cable and Telecommunications Association for Marketing, suggests that TV presents a more effective commercial environment than the Internet or mobile devices.
TV earns high marks for emotional engagement, commercial recall and intent to purchase while small-screen media is less immersive.
The research reveals that TV is particularly good at striking an emotional chord and conveying a sense of novelty. However, the mobile experience does help to boost recall.
As part of the study, NeuroFocus measured galvanic skin response, EEG activity, heart rate and eye movements, mapping a somatic profile of each panelist as they watched a pair of test ads.
One was a promo for a fast-paced cable drama, while the other was a heart-warming retail spot. Both spots ran in a standard sit-com environment.
In a bid to take the study to the next level, the physical data for each panelist was then correlated with Nielsen’s TV ratings and online/mobile usage data.
This sort of fusion analysis could give marketers greater insight into how consumers use one media platform to augment their experience on another screen. But marketers argue they still need to establish some kind of baseline in terms of our understanding of how the different forms of media impact the consumer.
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