Applied neuroscience: Fox Sports - Measuring Double Box television ads

This case study shows how Fox Sports, the US TV channel, used biometric testing to evaluate the effectiveness of a new 'double box' ad format.

Applied neuroscience: Fox Sports – Measuring Double Box television ads

Peter Leimbach and Dr Carl MarciFox Sports and Innerscope Research

Admap: Applied neuroscience

This article is from the September 2014 issue of Admap, which focuses on the application of neuroscience in marketing.

This case study for Fox Sports shows how Innerscope applied biometrics, via an integrated consumer neuroscience approach, to evaluate the effectiveness of an innovative new media format for television advertising.

Business problem

Sustaining viewer attention during television advertising has become increasingly challenging as viewers have more distractions. Fox Sports was planning to launch an all-sports...

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