Every year, there is a burst of neuromarketing-related activity coinciding with the Super Bowl. After all, that game features commercials that people actually watch, and the cost of airing each ad is the highest of any program throughout […]
Most of us have gotten over our short-lived obsession with the 2009 Super Bowl ads, but at neuromarketing firm Sands Research technologists have been slaving away analyzing all 72 of those commercials. Sands measures viewers’ EEG activity to gauge both emotional and cognitive responses to ads. In addition, they collect questionnaires before and after the ads are viewed.
What makes an effective TV commercial? Dr. Stephen F. Sands, Chairman and Chief Science Officer, says,”We have found that an engaging story that maintains the viewer’s attention throughout the commercial, like this year’s Bridgestone Tire’s Taters (Mr. and Mrs. Potato Head) commercial or Coke’s Heist spot with the animated insects stealing a bottle of Coca-Cola, provides an overall strong and sustained brain response and a better measurement of favorable brand opinion.” Here are Sands Research’s top 10: […]
Yesterday, I commented on Advertising Age’s 2008 Super Bowl ad coverage that included neuromarketing firm Sands Research and their EEG-based ad analysis (see Your Brain on Super Bowl Ads.) Sands has actually published a ranking of every single 2008 Super Bowl commercial based on the cumulative level of brain activation by each ad as measured by their EEG equipment. The ads which scored the highest and lowest are: […]
Some pundits question whether neuroscientists scanning brains with fMRI while people watch advertisements is a valid way of measuring ad effectiveness. GoDaddy.com's buxom babe was declared a flop by neuroscientists, but drove more web traffic than any other ad.