Seven want to see inside your brain — Televised Revolution
Amid Seven’s 2013 announcements today comes word that the network have entered into a deal with a market research company, Neuro-Insight, that engages in brain-imaging research to determine how viewers respond to both programs broadcast on the network as well as promotions that run on the network.
As stated in the media release, the four main areas of brain activity measured are attention, emotional response, memory encoding and engagement.
I state this as someone who has little understanding of neural science, but I do wonder whether the research can measure the disconnect between an immediate emotional response and later behavioural patterns. So, for example, back in the day when I used to watch a lot more of Sunrise, I used to get irritated by the in-show product placement of the McCafe spots. if my brain was examined as those spots went to air, there would be nothing but negative response to the commercial. And yet, I’m quite certain that at that time, I frequented McCafe’s more often than at any other point since. It was those darn choc frappe’s.
As scary as the idea of this sort of research may seem, expect to see further research in this area as marketers seek greater insight into consumer engagement and behaviours.
The media release:
SEVEN’S EXCLUSIVE VIEWER INSIGHT
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17 OCTOBER 2012 — Channel Seven has secured an exclusive contract with market-leading research group Neuro-Insight.
The deal gives the Network and its Seven West Media brands exclusive access to the unique brain-imaging research technology, which measures how the brain responds to communications.
“This is an exciting deal for Seven with a company that is doing great things globally, in the US, UK and Germany,” says Director Network Sales Adam Elliott.
“This deal will help us to provide deeper insights into our programs, which will in turn help our clients maximize their investment,” he added.
Neuro-Insight’s research measures electrical activity in the brain, scientifically evaluating consumer reactions to content at a level that the viewer would not be aware of consciously.
“Many of the functions of our brain take place at a sub-conscious level, particularly how we engage with media content and how we respond to advertising. These can be very powerful in shaping how we feel about products and brands, however, these responses cannot be picked up through conventional research,” explains Neuro-Insight’s Director of Sales and Marketing Peter Pynta.
The four main areas of brain activity measured are attention, emotional response, memory encoding and engagement.
