Bioscoop creëert sterke emotionele betrokkenheid volgens NCM
15
Measuring the Magic of the Movies Doug Pulick, SVP Strategic Insight and Analytics, NCM Media Network Brightfish Research Day September 6 th 2012
-
Upload
brightfishbe -
Category
Business
-
view
297 -
download
0
description
NCM Media Networks onderzocht in 2012 de emotionele impact van bioscoopreclame door middel van biometrisch onderzoek van Innerscope Research Inc.. Ze onderzochten consumenten tijdens het bekijken van reclamespots in een gesimuleerde TV-omgeving en in de bioscoop.
Transcript of Bioscoop creëert sterke emotionele betrokkenheid volgens NCM
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
