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Case Studies
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The Brief: The
current approach of pricing
TV advertising on audience
figures assumes that ads are
processed similarly
regardless of whether or not
they appear within an
appropriate or congruent
programming context. Using
FMRI to measure the extent
to which ads are encoded,
understood and liked if
placed in a congruent versus
incongruent programming
context, MTV Networks aimed
to provoke a shift from the
industry standard of pricing
to a more intelligent
bespoke approach.
The results: Ads placed
in an appropriate
programming context (e.g. a
Red Cross ad placed either
in the middle of a prime
time program such as South
Park (incongruent) or a
lunchtime drama (congruent)
were shown to be encoded,
liked, attended to and
processed in an emotionally
positive way to a far
greater degree than when in
an incongruent context.
The output: This first
FMRI study indicates that
pricing based on advertising
effectiveness through niche
placement is supported by
objective neurological
evidence. In a follow up
study, new data has been
obtained on the relative
effectiveness of position in
break, position within
break, the value of sponsor
idents, the value of long
versus short ads and the
effect of repetition. These
data form the basis for
neuroscientifically-informed
media planning by MTV
Networks.
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