Measuring the Magic of the Movies

Doug Pulick, SVP Strategic Insight and Analytics, NCM Media Network

Brightfish Research Day

September 6th 2012

When an emotional response is generated in the emotional centers of our brain, we

experience that emotion in our bodies through the autonomic nervous system.

“My skin tingles with anticipation.”

“My heart leaps with joy.” “It takes my breath away.” “It moved me.”

Skin Conductance Heart Rate Breathing Motion

Measuring Emotional Engagement Via Biometrics

3

Ad Analysis Process

Monitored Their

Biometric Signals

Recruited the

Sample Audience

Emotional

Engagement

4

20

40

60

80

1000 3 5 8 10 13 15 18 20 23 25 28 30 33 35 38 40 43 45 48 50 53 55 58 60

Em

otio

na

l En

ga

ge

me

nt

TV

Cinema

Neutral

5

Time (seconds)

• 31/60 seconds are below neutral engagement for TV, only 2 seconds in cinema.

• Logo placement coincides with neutral engagement on TV, maximum engagement in cinema.

• At the end of the spot, TV engagement dropped 9% from the beginning, cinema increased 32%.

• In real world scenario, TV viewer would most likely change the channel /fast forward when below neutral engagement.

© Innerscope Research, Inc. 2011

Emotional Engagement Comparison

7

Performance Metric : Brand Resonance

© Innerscope Research, Inc. 2011

Brand Resonance refers to the unconscious biometric

sample scores read when respondents are shown a

brand logo after exposure to an advertisement.

Brand Resonance = Emotional Affinity

8

Brand Resonance: Cinema vs. TV

39%

50%

39%

71%

*values represented as percentiles against Innerscope database of 1,500+ ads

Retail Ad: TV - Control

Retail Ad: TV Exposed

Retail Ad : FirstLook- Control

Retail Ad: FirstLook – Exposed

© Innerscope Research, Inc. 2011

Cinema Impact = + 82%

TV Impact = + 28%

Cinema Lift vs. TV Lift = + 193%

9

11

For Both Program and Ad Conten, Viewers

were Emotionally Engaged Significantly

Longer by the Big Screen

12

For Both Program and Ad Content, Viewers

were Emotionally Engaged Significantly

Longer by the Big Screen

NCM The Emotional Response

“The essential difference

between emotion and

reason is that

emotion leads to action

while reason leads to conclusions.”

- Donald B. Calne, Neurologist and Author of

Within Reason: Rationality and Human Behavior