Innerscope Research: Media Effectiveness Study
Dr. Carl Marci's presentation at TV Day revealed the results of a comprehensive biometric and eye tracking study by Innerscope Research. The study found that television was the most effective medium at delivering high emotional and cognitive responses to advertising.
Innerscope observed 100 male and female participants aged 18-49 as they experienced the advertising of 24 national brands within the following media environments:
- TV ads were viewed within a 30-minute episode of Two and a Half Men
- radio ads were heard while listening to 15 minutes of Toronto's CHUM FM during a virtual drive
- online ads were viewed while surfing msn.ca for 15 minutes
- and newspaper ads were viewed while reading the Vancouver Sun's Life section for 30 minutes.
The study biometrically measured consumers' unconscious emotional responses. These measures were captured with a lightweight wireless vest that monitors skin sweat, heart rate, respiration and movement. Eye tracking and measures of intensity and synchrony were condensed and analyzed to determine moment-by-moment, as well as overall, emotional engagement.
The study found that television spots were more effective at generating high emotional engagement and aided next-day recall than online video, online display, radio and newspaper.
Results showed that television ads delivered:
- Three times higher emotional engagement and three times higher aided next-day recall than radio ads.
- 1.8 times higher emotional engagement and 1.4 times higher aided next-day recall than online video ads.
- Five times higher aided next-day recall than online display ads.
- 5.5 times more total emotional engagement and comparable aided next-day recall than newspaper ads.
To view or download this presentation, click here.
To view or download the research paper, click here.