Turner uses neuroscience to track March Madness ROI
Geoffrey Precourt Warc
Turner Broadcasting is using neuroscience to help marketers determine the return on partnership investments.
Its laboratory is the TV screen, and the airing of the NCAA Men's Division I Basketball Tournament – more commonly known as "March Madness".
For the last three years, Turner has worked with Nielsen Consumer Neuroscience and its predecessor firm, Innerscope Research, Inc., to determine what additional value corporate partners receive for their active engagement in March Madness.
As Jay Leon, Turner VP/Sports Research, explained to a gathering at the Advertising Research Foundation's (ARF)...