Media and marketing experts have long sought a reliable method of forecasting responses from the general population to future products and messages.
According to a study conducted at the City College of New York (CCNY) in partnership with Georgia Tech, it appears that the brain responses of just a few individuals are a remarkably strong predictor.
By analyzing the brainwaves of 16 individuals as they watched mainstream television content, researchers were able to accurately predict the preferences of large TV audiences, up to 90 percent in the case of Super Bowl commercials. The findings appear in a paper entitled "Audience Preferences Are Predicted by Temporal Reliability of Neural Processing," which was just published in the latest edition of Nature Communications.
"Alternative methods such as self-reports are fraught with problems as people conform their responses to their own values and expectations," said Jacek Dmochowski, lead author of the paper and a postdoctoral fellow at CCNY at the time the study was being conducted.
However, brain signals measured using electroencephalography (EEG) can, in principle, alleviate this shortcoming by providing immediate physiological responses immune to such self-biasing. "Our findings show that these immediate responses are in fact closely tied to the subsequent behavior of the general population," he added.
Lucas Parra, Herbert Kayser Professor of Biomedical Engineering at CCNY and the paper's senior author explained that, "when two people watch a video, their brains respond similarly – but only if the video is engaging. Popular shows and commercials draw our attention and make our brainwaves very reliable; the audience is literally 'in-sync'."
In the study, participants watched scenes from The Walking Dead TV show and several commercials from the 2012 and 2013 Super Bowls. EEG electrodes were placed on their heads to capture brain activity. The reliability of the recorded neural activity was then compared to audience reactions in the general population using publicly available social media data provided by the Harmony Institute and ratings from USA Today's Super Bowl Ad Meter.
"Brain activity among our participants watching The Walking Dead predicted 40 percent of the associated Twitter traffic," said Parra. "When brainwaves were in agreement, the number of tweets tended to increase." Brainwaves also predicted 60 percent of the Nielsen ratings that measure the size of a TV audience.
The study was even more accurate (90 percent) when comparing preferences for Super Bowl ads. For instance, researchers saw very similar brainwaves from their participants as they watched a 2012 Budweiser commercial that featured a beer-fetching dog. The general public voted the ad as their second favorite that year. The study found little agreement in the brain activity among participants when watching a GoDaddy commercial featuring a kissing couple. It was among the worst rated ads in 2012.
The CCNY researchers collaborated with Matthew Bezdek and Eric Schumacher from Georgia Tech to identify which brain regions are involved and explain the underlying mechanisms. Using functional magnetic resonance imaging (fMRI), they found evidence that brainwaves for engaging ads could be driven by activity in visual, auditory and attention brain areas.
"Interesting ads may draw our attention and cause deeper sensory processing of the content," said Bezdek, a postdoctoral researcher at Georgia Tech's School of Psychology.
Apart from applications to marketing and film, Parra is investigating whether this measure of attentional draw can be used to diagnose neurological disorders such as attention deficit disorder or mild cognitive decline. Another potential application is to predict the effectiveness of online educational videos by measuring how engaging they are.
Georgia Tech Interviews
Jason Maderer | Eurek Alert!
Researcher identify secure, anonymous, easy way to pay for online content
13.05.2015 | Universität Luxemburg - Université du Luxembourg
Printed speakers make the photos sound
04.05.2015 | Technische Universität Chemnitz
Using ultrashort laser pulses, scientists in Max Planck Institute of Quantum Optics have demonstrated the emission of extreme ultraviolet radiation from thin dielectric films and have investigated the underlying mechanisms.
In 1961, only shortly after the invention of the first laser, scientists exposed silicon dioxide crystals (also known as quartz) to an intense ruby laser to...
The only professorship in Germany to date, one master's programme, one laboratory with worldwide unique equipment and the corresponding research results: The University of Würzburg is leading in the field of biofabrication.
Paul Dalton is presently the only professor of biofabrication in Germany. About a year ago, the Australian researcher relocated to the Würzburg department for...
Physicists have developed an innovative method that could enable the efficient use of nanocomponents in electronic circuits. To achieve this, they have developed a layout in which a nanocomponent is connected to two electrical conductors, which uncouple the electrical signal in a highly efficient manner. The scientists at the Department of Physics and the Swiss Nanoscience Institute at the University of Basel have published their results in the scientific journal “Nature Communications” together with their colleagues from ETH Zurich.
Electronic components are becoming smaller and smaller. Components measuring just a few nanometers – the size of around ten atoms – are already being produced...
Development and implementation of an advanced automobile parking navigation platform for parking services
To fulfill the requirements of the industry, PolyU researchers developed the Advanced Automobile Parking Navigation Platform, which includes smart devices,...
The world's first electrical car and passenger ferry powered by batteries has entered service in Norway. The ferry only uses 150 kWh per route, which...
20.05.2015 | Event News
18.05.2015 | Event News
12.05.2015 | Event News
28.05.2015 | Press release
28.05.2015 | Physics and Astronomy
28.05.2015 | Information Technology