This is Your Brain on Screens: The Movie

Measuring the Magic of the Movies

Doug Pulick, NCM Media Networks

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Today’s Advertising Dilemma

“The irony is that while there have never been more ways to reach consumers, it's never been harder to connect with consumers.”

- Brad Jakeman , President, Global Enjoyment Brands& Chief Creative Officer of PepsiCo

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Feel Do Think

Think Do Feel

The emotional centers of our brain process information prior to cognitive areas.

Old ViewNew

Understanding

Measuring Emotional Engagement

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.

“My skin tingles with anticipation.”

“My heart leaps with joy.”

“It takes my breath away.” “It moved me.”

Skin Conductance

Heart Rate Breathing Motion

Measuring Emotional Engagement Via Biometrics

Biometric

Belt

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Ad Analysis Process

Monitored Their Biometric Reaction to 7

Ads

Recruited the Sample Audience

Emotional Engagement

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0 3 6 9 12 15 18 21 24 27 30 35.5 41.5 47.5 53.5 59.5 65.5 71.5 77.5 83.5 89.5

20

40

60

80

100

TV

Neu-tral

Em

oti

on

al

En

ga

ge

me

nt

Emotional Engagement Comparison Branding Moment. Logo displayed @ :60

Time (seconds)

© Innerscope Research, Inc. 2011

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0 3 6 9 12 15 18 21 24 27 30 35.5 41.5 47.5 53.5 59.5 65.5 71.5 77.5 83.5 89.5

20

40

60

80

100

TV

Cin-ema

Neu-tral

Em

oti

on

al

En

ga

ge

me

nt

Emotional Engagement Comparison Branding Moment. Logo displayed @ :60

Time (seconds)

• 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%.

© Innerscope Research, Inc. 2011

FirstLook

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9© Innerscope Research, Inc. 2011

Emotional Affinity Plays into Brand Resonance

• Brand Resonance refers to the unconscious

biometric scores from respondents when shown

a brand logo after exposure to an

advertisement.

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Series1

39%50%

39%

71%

Brand Resonance: Cinema vs. TV

*values represented as percentiles against Innerscope database of 1,500+ ads

TV Impact = + 28%

Cinema Impact = + 82%

Cinema Lift vs. TV Lift = + 193%

Retail Ad: TV - Control

Retail Ad: TV Exposed

Retail Ad :FirstLook- Control

Retail Ad:FirstLook – Exposed

© Innerscope Research, Inc. 2011

NCM What’s on the Engagement Horizon?

• Digital Interaction: MNO, CinemaSync• In-Lobby Interaction: iPOPs & Lobby Promotions• In-Theater Interaction: Audience Games

Promote “Physical” Audience Engagement

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