TORONTO, April 19, 2012 /CNW/ - The Television Bureau of Canada TVB announced today from TV Day 2012 the results of a comprehensive biometric and eye tracking study, revealing significant cross-platform connections between television advertising and online advertising. The research, presented to the leaders of Canada's marketing and advertising communities, was aimed at determining if responses to online ads differ when they are primed by exposure to ads for the same brands on TV, Radio, or Newspaper.
Conducted by Innerscope Research, Inc., the leader in measuring biometrics to provide emotion-based insight for media and marketing companies, this new TVB study finds that television advertising creates a significant "priming" effect, making audiences more receptive to online advertising.
"These findings provide valuable and irrefutable evidence that when ad dollars are spent on television in conjunction with online ads, the effect is compounded," said Theresa Treutler, President & CEO of the Television Bureau of Canada. "Innerscope provides further scientific proof that - now more than ever - money spent on television advertising is money well spent."
The study looked at the following questions: Is there a synergistic effect across platforms? Are consumers more receptive to online ads if they have been primed by the brand on another platform first?
Results showed the following key findings:
TV as a platform generates a unique emotional uplift that can impact any subsequent online activity*. The exposure to an ad on TV increases the emotional response to Online Ads for the same brand.
- Percentile Difference of 14 for Online Pre-Roll Ads
- Percentile Difference of 18 for Online Display Ads
Neuroscience research shows that when individuals are exposed to any stimulus they unconsciously experience emotions first, followed by an array of thought, feelings and actions - all of which are influenced by our initial, subconscious emotions. Innerscope's precise, objective measurement provides an unbiased look at consumers' true emotional responses, so that more creative and cost-effective marketing decisions can be made.
Data was collected on over 180 male and female participants as they experienced brand advertising within one of three media platform scenarios, each of which included : 1) Watch a 30-minute episode of The Big Bang Theory on TV, then visit Sympatico.ca, CTV.ca, theglobeandmail.ca, and Chfi.com; 2) Read a section of The Globe and Mail newspaper for 30 minutes, then surf online to the same four websites; 3) Listen to 98.1 CHFI on the radio for approximately 30 minutes, then visit the websites.
Innerscope biometrically measured consumers' unconscious emotional responses with its breakthrough Biometric Monitoring System™. These measures were captured with both a lightweight wireless biometric belt that monitors skin sweat, heart rate, respiration and movement and state-of-the-art eye tracking technology.
About Television Bureau of Canada
The Television Bureau of Canada is the industry association for commercial television broadcasters in Canada. TVB is in the business of providing leading edge research, information about television advertising and video services to its member stations, network, sales rep organizations, agencies and advertisers.
About Innerscope Research, Inc.
Innerscope Research, Inc. is dedicated to solving difficult market research questions by measuring and analyzing subconscious emotional responses to media. With its breakthrough Biometric Monitoring System™, Innerscope accurately predicts consumer behaviors, providing Fortune 100 companies with an unprecedented level of consumer insight. Founded by Harvard and MIT scientists, Innerscope leverages the latest advances in biometrics, neuroscience and eye tracking to measure moment-to-moment emotional engagement, the primary driver of behavior and choice. For more information, visit www.innerscope.com.
*Exposure to ad on Radio increases emotional response to Online ad, to a lesser extent (+8% for Online pre-roll ads; +4% for Online display ads). Exposure to ad in Newspaper has no impact on emotional response Online Ads for same brand.
Image with caption: "TV Day Logo (CNW Group/TVB of Canada Inc.)". Image available at: http://photos.newswire.ca/images/download/20120419_C7226_PHOTO_EN_12525.jpg
For further information:
Theresa Treutler | President & CEO, TVB | [email protected] or 416.923.8813
Duncan Robertson | Director of Media Insights & Research, TVB | [email protected] or 416.413.3866
Rachel Sockut | Director, Marketing & PR, Innerscope Research | [email protected] or 617.904.3316