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...