Viewer choice results in value: Using neuroscience to test the efficacy of a new advertising format

This paper presents research on the efficacy of the 'double box', a new TV advertising format which allows Fox Sports viewers in the US to continue watching a smaller, silent presentation of live action sports during commercial breaks.

Viewer choice results in value: Using neuroscience to test the efficacy of a new advertising format

Devra Jacobs, Peter Leimbach, Brian Levine, Carl Marci, M.D., Mike Mulvihill and Naomi Nuta Innerscope Research, FOX Sports, Innerscope Research

Introduction

Americans appear to have a love/hate relationship with television commercials. On the one hand, the annual presentations of both the Super Bowl and the Academy Awards are two of the most watched programs on television and are showcases for television commercials that will be discussed and written about for months and even years afterward. Surveys have indicated that a large portion of...

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