The neuroscience winner in advertising: creativity

This event report outlines analysis conducted by Nielsen, the research firm, into what drives effectiveness among the top-performing Super Bowl ads.

The Super Bowl offers once-a-year scale to market researchers. With 100 million US viewers for a contest that's broadcast worldwide in 34 languages, the NFL championship is a big-time laboratory for marketing scientists.

Sean Casey, President, Nielsen Social

And when combined with analytical tools that can track micro-seconds of engagement, the contest promises a combination of mass audience and precision analytics – a pairing that can help identify the edge that propels audience engagement.

The stakes are daunting. For the 2016 Super Bowl between the Denver Broncos and the Carolina Panthers, "There were 11 million pounds of chips consumed, 50...

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