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Case Studies
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The Brief:
Post-recall analysis
conducted by GMTV found that
people recalled more ads
during the morning than the
evening. Our brief was to
use FMRI to establish the
cause of this uplift, to
provide objective evidence
of this behaviour by looking
at how the brain responds to
advertising in the morning
versus evening.
The results: Comparison
of the brain’s response to
adverts presented either in
real-time during GMTV am
screening versus the same
material presented in the
evening (Study 1) or against
an individually selected
prime-time
appointment-to-view
programme in the evening
(Study 2) found that in both
cases, and regardless of
whether people were
self-confessed “sparrows” or
“night-owls”, memory
encoding, recall,
comprehension, attention and
liking of the adverts was
higher in the morning than
the evening.
The output: Naturally
occurring increases in
cortisol (nature’s cup of
coffee) in the morning
results in greater
absorption and memory of
advertising screened at this
time, compared to the
afternoon or evening. These
data have given our client
clear evidence of the
advantages of advertising at
breakfast time, when ads
have a greater effect on the
brain – and are helping them
make the case for increasing
revenue during the breakfast
day part.
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