Predicting Market Level Responses to TV Shows
How do different neuromarketing techniques relate to each other and to conventional research? To advance the field of neuromarketing requires that we validate neuromarketing techniques by demonstrating that the techniques uncover critical information about the effectiveness of different types of media above and beyond traditional measures.
In line with this notion, Roeland Dietvorst will present two relatively large consumer neuroscience studies that include an EEG analysis of a popular TV show in which he shows how to predict moment to moment viewer ratings. He demonstrates how EEG measures are predictive of social media buzz and he will explain how EEG can be used to optimize TV shows for viewer ratings.
The second study he will present, is about 35 TV commercials that were tested with EEG, fMRl, and eye-tracking, compared with market level response data, such as sales, brand tracking and online traffic for these commercials.
During the talk the different contributions of each measure in explaining media effectiveness will be discussed.
- How to predict moment-to-moment viewer ratings
- How different neuromarketing tools relate to market level response data
- Actionable insights to improve marketing and branding