ITV: Fusion - Planning and evaluating the implicit benefits of brand partnerships

This article explores how ITV, a UK commercial broadcaster, used a proprietary implicit research tool to demonstrate why financial brands would benefit from a continued partnership with the network's soap operas.

ITV: Fusion - Planning and evaluating the implicit benefits of brand partnerships

ITV and Neurosense

Challenge, Approach & Methodology

We wanted to show a financial brand how they would benefit from a longer term partnership that used both Coronation St and Emmerdale (which seemed to be reaching the same audience), how they would benefit when compared to their competitive set, as well as providing compelling evidence for extending the partnership at renewal.

We turned to implicit technology because it is able to measure emotions not contaminated by conscious or explicit thought. Our chosen partner,Neurosense, has worked...

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