TV advertising: TV on the mind

David Brennan

While there is much work to do to 'calibrate' neuroscience as a media research tool with actual behaviour, TV's impact is largely on the emotional, subconscious mind, and the results of studies such as Thinkbox/Neuro Insight's suggest there is far more going on when people are exposed to TV ad than they are able to articulate.

TV advertising: TV on the mind

David Brennan Thinkbox

A new study that measured TV viewing's stimuli on the brain shows that creative TV advertising that tells a story triggers deep emotional associations with brands

The application of neuroscience to market research means we don't have to ask people to tell us what is going on in their heads – a research approach that is often inaccurate and subject to misrepresentation. This is especially important when we want to conduct research on the effects of television, which often affects us on an emotional, implicit and subconscious level. So, rather...

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