The Mediabrain - the impact of the reader-magazine relationship proven by brain research

The MediabrainThe impact of the reader-magazine relationship proven by brain research Dennis Hoogervorst, Manager Sales Intelligence FIPP Research Forum, April 15, 2011

3 questions, 36 women, 1 MRI scannerReading the reader

Why?We have assumed the existenceof a reader-magazine relationshipand its importance for a longertime, but never really proved it

You can’t ask if a favorite magazineis a best friend; an emotional bond iscreated by unconscious processesTraditional research does not comply

Trust DistrustWhat people are saying to buy has nothing to dowith what they actually will buyNeural activity during a scan is a muchbetter predictor of behavior changeThe subconscious decides

Neurosciense: the fifth revolutionfMRI* makes it possible to literallyread what is going on in someonesbrain while seeing certain stimuli *Functional Magnetic Resonance Imaging (fMRI) is a type of specialized MRI scan, which measures the change in blood flow related to neural activity in the brain

Content page Print Ad DifferenceHow?Mapping the brain• Use of neural ‘mappers’; stimuli are shown which are known to generate certain emotions or behavior• During the displaying of stimuli the blood supply (=the activity of the brain) is mapped• In a network of brain regions is marked which voxels (the ‘pixels’ of the brain) were active to what extent• Then the activity of this network is measured as a result of a particular stimulus, such as a brand or advertising 7

The scanner knows what people want better than they do themselvesScientific research• The study was conducted by Neurensics*, led by prof. dr. Victor Lamme; October/November 2010• 36 women 25-49 years old; 60 minutes in a MRI scanner• 3 substudy’s; 4 magazines, 4 television shows *Neurensics is Europes first neuro-economic research agency, a partnership between brand consultancy EQ Brands and the University of Amsterdam

It’s a different kind of research60 minutes, 3 questions1. Is a reader-magazine relationship comparable to an interpersonal relationship?2. Is the reaction of the brain to print ads moderated by the reader-magazine relationship?3. Is there a difference in response in the brain to a commercial break on television vs print?

other mags1.Similarity analysis: favorite magazine vs photos of lovers/friendsThere is a strong reader-magazinerelationship (not comparable to aninterpersonal relationship)Readers see their own magazine as very different than anyother magazine. The relationship is not as between two people,therefore the processes in the brain are too complicated.

2.Brain Rating: a magazine cover is shown, followed by an adAds in the own magazine attractmore attention, create more desire,provide more trust in the advertiserand are better processed in memoryAs a direct engagement effect a reader processes ads in her favoritemagazine much better than advertising in another magazine.

3.Interrupting magazine content by ads vs TV shows by commercialsA TV spot is sexier and generatesmore desire, but also more distrust;the brain processes print ads betterBoth print ads and TV commercials attract considerableattention. Irritation occurs when a TV program is interrupted;these negative emotions surpass the positive ones.

Trust Desire ProcessionConclusion and adviceA strong reader-magazine relationshipexists, based on trust, whichadvertisers can benefit from• Ads with a fit will be more effective than randomly planned ads• Not only sex sells; all evolutionarily attractive associations do

Questions? More information? d.hoogervorst@sanomamedia.nl @dhoogervorst www.researchblog.nl

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The Mediabrain - the impact of the reader-magazine relationship proven by brain research

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