Why multicultural TV audiences respond to different drivers
The tools of neuroscience have become invaluable resources to television researchers, according to Thomas Grayman, Viacom's VP/Strategic Insights Innovation.
And a neuroscience initiative in the summer of 2016, undertaken at Viacom's Spike network (soon to renamed the Paramount Network), demonstrated just how useful this technology can be in identifying pockets of interest among different multicultural audiences.
Spike, the notable host of such programming as "Lip Sync Battle", moved away from a male-centric positioning about 18 months ago. It reaches nearly 100 million American households, and targets 18-49-year-olds, with a...