or


[05/10/11 - 11:23 AM]
Innerscope Research and Fox Broadcasting Company Debut Biometric Study Scientifically Validating the Creation of Brand Equity through Immersive Media Exposure
The research found that TV has "the power to form need states - which make consumers receptive to brand messages - where none existed before."

[via press release from FOX]

Innerscope Research and Fox Broadcasting Company Debut Biometric Study Scientifically Validating the Creation of Brand Equity through Immersive Media Exposure

NEW YORK (May 10, 2011) - Innerscope Research, Inc. and Fox Broadcasting Company (FOX) today released new biometric research on the roles of television and online media in creating and extending brand equity. Using Innerscope's Brand Immersion Model, a framework for defining the relationship between the immersive platform of TV and the web's flexible platform, the research found that TV, through its unmatched ability to create new, unconscious emotional connections, has the power to form need states - which make consumers receptive to brand messages - where none existed before.

FOX and Innerscope Research tested this "connection creation" process by comparing exposure to brands unfamiliar to U.S. audiences within the context of TV and online rich media. They found that TV's heightened ability to engage and sustain unconscious emotional response confirmed it as the medium best able to create personal relevance and, therefore, brand equity.

More importantly, the FOX-Innerscope study found that while online advertising required brand relevance to be established in order to be effective, the most effective advertising leverages common content and brand synergy across the two media, extending the impact and value of both by invoking and reinforcing the environment where the original association was created. This highly innovative research offers a new way of looking at consumer response to brand advertising on the two platforms individually and when used in concert through the lens of biometrically measured engagement.

"Based on our clients' continued support and through various ROI measures, we know that advertising in highly engaging content on TV drives sales results, and we felt our online offerings were a supplement to TV's strength," said Toby Byrne, President of Advertising Sales, Fox Broadcasting Company. "This study gives real evidence that the best way to build brands is to be in both places with similar content, capitalizing on the already high-impact nature of television advertising."

This large industry study looked at 240 participants viewing 18 U.S. brands from the automotive, technology and entertainment categories, as well as six international brands that were unfamiliar to U.S. audiences, while naturally watching TV, surfing the web or a succession of the two, using Innerscope's patented neuroscience-based research approach. The resulting study gives marketers a scientifically validated rationale for the best means to connect with consumers when and where they are most receptive to engaging with brands.

Additional findings include:

· Television, an immersive environment that draws consumers into an onscreen experience that extends to the advertising seen within, creates relevance for brands at a rate far beyond that which the online platform - a flexible environment that requires consumers to actively direct their own experience - can when used alone. In general, television ads across the spectrum of familiarity evoked 38x more emotional engagement, a combination of intensity of and time spent in engagement, than the same brands seen in online rich media display advertising.

· Even when advertising in a contextually relevant web environment, e.g., an automotive ad on an auto information page, television engagement was 30x higher than the online rich media display alone.

· Brands with a greater need to sustain top-of-mind relevance with consumers, e.g., those with longer purchase cycles, particularly benefited from television's immersive environment:

· Movie promos seen on TV produced 24x more emotional engagement than the same movie ads seen in online rich media, while automotive brands seen on TV produced 42x more.

· Brand resonance, the lasting, positive effect of ad messaging post-exposure, was nearly tripled when measured after a brand was viewed on television compared to an online ad never associated with a TV campaign.

· Content synergy proved to be the most effective combination of television and online advertising; online ads for familiar brands seen on a FOX program website after on-air exposure to the program generated 48x the emotional response and four times the lasting brand resonance than online display alone.

"These exciting results quantify the impact of advertising on an unconscious level when brands are experienced on different platforms," said Dr. Carl Marci, CEO and Chief Science Officer of Innerscope. "A core component of brand equity is the strength of unconscious associations, which we saw significantly increase when advertisements on television and online were combined."

Innerscope's Brand Immersion Model is based on decades of academic research and over five years of biometric and eye tracking research into how consumers interact with content on different platforms. The model accounts for the complex intersection of environment, content engagement, screen size, platform approach and flexibility, as well as how these factors affect the creation of emotional connections to brands. It delivers advertisers groundbreaking insights that help optimize content in any platform individually and in combination.

About Fox Broadcasting Company

Fox Broadcasting Company (FOX) is a unit of News Corporation and the leading broadcast television network among Adults 18-49. FOX finished the 2009-2010 season at No. 1 for the sixth consecutive year - a broadcast television industry record - and continued to dominate all network competition in the more targeted Adults 18-34 and Teen demographics. FOX airs 15 hours of primetime programming a week, as well as late-night entertainment programming, major sports and Sunday morning news.

About Innerscope Research

Innerscope Research, Inc. is dedicated to solving difficult market research questions by measuring and analyzing unconscious emotional responses to media and marketing stimuli. With its breakthrough Biometric Monitoring System�, Innerscope accurately predicts consumer behavior, providing Fortune 100 advertisers and media 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.





  [may 2011]  
S
M
T
W
T
F
S


· SHOWATCH
(series past and present)
· DEVWATCH
(series in development)
· MOVIEWATCH
(tv movies and mini-series)





[11/13/24 - 02:02 PM]
Hit Detective Drama, "Shetland," Returns December 11 for Season Nine on BritBox
A double missing person's case blurs the lines between the personal and the professional, as Calder and Tosh are drawn into a labyrinthine investigation.

[11/13/24 - 01:59 PM]
Dascha Polanco and Paige Hurd Each to Star in New "Ripped from the Headlines" Originals for Lifetime
The former stars in "Terror Comes Knocking: The Marcela Borges Story" on January 11; while the latter leads "Girl in the Garage: The Laura Cowan Story" on January 18.

[11/13/24 - 01:08 PM]
ESPN to Exclusively Present 2025 MLB Opening Day Doubleheader Featuring Both World Series Champion Los Angeles Dodgers and American League Champion New York Yankees
The doubleheader begins on ESPN at 3 p.m. ET on Thursday, March 27 when Aaron Judge and the Yankees host Christian Yelich and the Milwaukee Brewers, who won the National League Central in 2024.

[11/13/24 - 11:30 AM]
"Doctor Odyssey" Series Premiere Swells +482% Over Live+Same Day Audience in Adults 18-49
Plus: "9-1-1" kicked off season eight with an action-packed three-episode story arc rising +156% in Total Viewers (12.64 million vs. 4.93 million) and +519% in Adults 18-49 (2.91 rating vs. 0.47 rating) over its initial Live+Same Day audience.

[11/13/24 - 11:12 AM]
ESPN NBA Schedule Update: Golden State Warriors Visit New Orleans Pelicans on November 22
This matchup replaces the previously scheduled Indiana Pacers vs. Milwaukee Bucks game.

[11/13/24 - 11:01 AM]
Video: "The Night Agent" Season 2 - Official Teaser - Netflix
Based on the novel by Matthew Quirk, "The Night Agent" is a sophisticated, character-based, action-thriller centering on a low level FBI Agent, Peter Sutherland (Gabriel Basso), whose efforts to save The President in Season 1 earn him an opportunity to become a Night Agent in Season 2.

[11/13/24 - 11:00 AM]
CBS Announces Winter Premiere Dates for 2024-25 Primetime Season
"Hollywood Squares," starring award-winning actress and talk show host Drew Barrymore as the center square, and hosted by Nate Burleson, premieres Thursday, January 9 (8:00-9:00 PM, ET/PT).

[11/13/24 - 10:08 AM]
Video: Trailer and Key Art Debut - Hulu Exclusive "Family Guy" Holiday Special
The special episode premieres on Monday, November 25 only on Hulu as a part of the year-round "Family Guy" 25th Anniversary Celebration!

[11/13/24 - 10:01 AM]
Onyx Collective's Sexy Legal Drama "Reasonable Doubt" Renewed for Season Three on Hulu
"Reasonable Doubt" centers on Los Angeles-based high-powered criminal defense attorney Jacqueline "Jax" Stewart (Emayatzy Corinealdi) as she deals with past traumas, a struggling marriage, motherhood and a murder case, all while trying to keep her life together.

[11/13/24 - 10:01 AM]
Video: "Say Nothing" - Official Trailer 2 - FX
FX's limited series is a gripping story of murder and memory in Northern Ireland during The Troubles.

[11/13/24 - 10:00 AM]
Video: Let The Games Begin! Prime Video Releases Official Trailer and Key Art for Holiday Special "Amazon Wish List Games"
All five episodes of the special are set to debut on Prime Video on November 20.

[11/13/24 - 09:01 AM]
Disney Channel's "Fa-La-La-Lidays" and Disney Jr.'s "Magical Holidays" Unwrap Festive Programming for the Whole Family
Highlights of "Disney Channel's Fa-la-la-lidays" include new animated holiday episodes of "Big City Greens" and "ZOMBIES: The Re-Animated Series."

[11/13/24 - 09:00 AM]
Video: "The Later Daters" - Official Trailer - Netflix
Six older singles shake off the dust and wade back into the dating pool with the help of their family and friends and a renowned relationship expert in this uplifting docuseries that proves it's never too late to find lasting love.

[11/13/24 - 09:00 AM]
CBS Presents "Blue Bloods: Celebrating a Family Legacy," An "Entertainment Tonight" Special, to Air Friday, Nov. 29
This one-hour special, celebrating 293 episodes of "Blue Bloods," includes new exclusive interviews with the stars and recurring guest stars who share favorite memories and behind-the-scenes moments from the past 14 years.

[11/13/24 - 09:00 AM]
Acorn TV to Debut "Acorn TV X TED: Transform Your Thinking"
The new series will consist of six episodes, each featuring five TED Talks with a common theme.