Measuring the Magic of the Movies
Doug Pulick, SVP Strategic Insight and Analytics, NCM Media Network
Brightfish Research ...
Measuring Emotional Engagement Via Biometrics
When an emotional response is generated in the emotional centers of our brai...
Ad Analysis Process

Recruited the
Sample Audience

Monitored Their
Biometric Signals

Emotional
Engagement

3
4
Emotional Engagement Comparison

Emotional Engagement

100

0

3

5

8 10 13 15 18 20 23 25 28 30 33 35 38 40 43 45 48 50 ...
Performance Metric : Brand Resonance
Brand Resonance = Emotional Affinity
Brand Resonance refers to the unconscious biomet...
Brand Resonance: Cinema vs. TV
Cinema Impact = + 82%
TV Impact = + 28%

Cinema Lift vs. TV Lift = + 193%

71%
50%
39%

Ret...
9
For Both Program and Ad Conten, Viewers
were Emotionally Engaged Significantly
Longer by the Big Screen

11
For Both Program and Ad Content, Viewers
were Emotionally Engaged Significantly
Longer by the Big Screen

12
NCM

The Emotional Response

“The essential difference
between emotion and
reason is that
emotion leads to action
while re...
Bioscoop creëert sterke emotionele betrokkenheid volgens NCM
Bioscoop creëert sterke emotionele betrokkenheid volgens NCM
Bioscoop creëert sterke emotionele betrokkenheid volgens NCM
Bioscoop creëert sterke emotionele betrokkenheid volgens NCM
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Bioscoop creëert sterke emotionele betrokkenheid volgens NCM

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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.

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  • Mention HIMYM is top rated program for engagement
  • I think that spot works on so many different levels from a creative perspective: the atmosphere, the absence of dialogue, the unusual length, the humor… But I think the overriding reason why it works so well is the way it integrates the product brand name with a brilliant atmospheric parody of an iconic movie. And it does that by effectively tapping into our emotional reservoir of memories as it relates to the iconic images of a nearly 40 year old movie. Those images help to set the table for us to embark upon an emotional journey that, in the end, stands us on our heads. And that is the power and the magic of the movies. We’re there by choice in a frame of mind that says, “Tell me a story.”
  • Bioscoop creëert sterke emotionele betrokkenheid volgens NCM

    1. 1. Measuring the Magic of the Movies Doug Pulick, SVP Strategic Insight and Analytics, NCM Media Network Brightfish Research Day September 6th 2012
    2. 2. Measuring Emotional Engagement Via Biometrics 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. Skin Conductance “My skin tingles with anticipation.” Heart Rate Breathing “My heart leaps with joy.” “It takes my breath away.” Motion “It moved me.”
    3. 3. Ad Analysis Process Recruited the Sample Audience Monitored Their Biometric Signals Emotional Engagement 3
    4. 4. 4
    5. 5. Emotional Engagement Comparison Emotional Engagement 100 0 3 5 8 10 13 15 18 20 23 25 28 30 33 35 38 40 43 45 48 50 53 55 58 60 Time (seconds) 80 TV 60 Cinema Neutral 40 20 • 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 5
    6. 6. Performance Metric : Brand Resonance Brand Resonance = Emotional Affinity Brand Resonance refers to the unconscious biometric sample scores read when respondents are shown a brand logo after exposure to an advertisement. © Innerscope Research, Inc. 2011 7
    7. 7. Brand Resonance: Cinema vs. TV Cinema Impact = + 82% TV Impact = + 28% Cinema Lift vs. TV Lift = + 193% 71% 50% 39% Retail Ad: TV - Control 39% Retail Ad: TV Exposed Retail Ad : FirstLookControl Retail Ad: FirstLook – Exposed *values represented as percentiles against Innerscope database of 1,500+ ads © Innerscope Research, Inc. 2011 8
    8. 8. 9
    9. 9. For Both Program and Ad Conten, Viewers were Emotionally Engaged Significantly Longer by the Big Screen 11
    10. 10. For Both Program and Ad Content, Viewers were Emotionally Engaged Significantly Longer by the Big Screen 12
    11. 11. 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

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