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GMTV is the UK’s
leading breakfast
programme reaching
over 19 million
people a month.
Transmitting daily
between 6am and
9.25am, GMTV
competes for
advertising revenue
against other
independent channels
that broadcast 24
hours a day. GMTV
turned to
neuroscience to
educate advertisers
about the advantages
of reaching
consumers brains at
breakfast time.
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Over the past decade, the TV
industry has witnessed a
dramatic change in the way
people consumer media. The
age of passive viewing has
been superceded by digital
formats that permit
interactivity, on-demand
viewing and the ability to
manipulate content. In 2006,
Viacom set out to better
understand these changes in
consumer behaviour and how
they related specifically to
advertising by using
neuroscience to dig down to
the heart of how the brain
reacts to advertising.
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In Japan, interest is
growing in applying
neuroscience approaches to
studies attempting to learn
how sei-katsu-sha* respond
to products, brands,
advertising, and video
content. With this in mind,
Hakuhodo commissioned an
fMRI study using fMRI to
investigate how engagements
are formed between
sei-katsu-sha and brands and
which contact points are
critical in building
relationships with brands.
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MORE >>
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PRESENTATION >> |
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Modern
media-planning has
the challenge of
matching marketing
messages from
different industry
sectors with the
appropriate media
format. Read how PHD
has used fMRI to
measure the relative
effectiveness of
radio, TV and print
advertising across
different product
categories and how
they’re using this
information to
better advise their
clients on their
media planning.
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Neurosense was
responsible for the
design and analysis
of all the FMRI
studies featured in
Martin Lindstrom’s
international
bestseller, Buyology
– The Truth and Lies
behind why we buy.
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