Viewer choice results in value: Using neuroscience to test the efficacy of a new advertising format
Devra Jacobs, Peter Leimbach, Brian Levine, Carl Marci, M.D., Mike Mulvihill and Naomi Nuta Innerscope Research, FOX Sports, Innerscope Research
Introduction
Americans appear to have a love/hate relationship with television commercials. On the one hand, the annual presentations of both the Super Bowl and the Academy Awards are two of the most watched programs on television and are showcases for television commercials that will be discussed and written about for months and even years afterward. Surveys have indicated that a large portion of...