Mars Tests TV Ads With Neuroscience Tools

Sources: WARC, Journal of Advertising Research, and the Advertising Research Foundation

Authors: Dr. Duane Varan (MediaScience), Dr. Steven Bellman, Dr. Magda Nenycz-Thiel, Bruce McColl, Dr. Rachel Kennedy (Ehrenberg-Bass Institute for Marketing Science), and Laurent Larguinat (Mars, Inc.)

Researchers from both the marketing industry and academia examined a dataset of over 100 ads for 20 brands owned by Mars Inc., and conducted lab-based tests with a sample topping 1,000 participants.

The Mars-sponsored study examined the effectiveness of skin conductance, IBI (the time between heartbeats in milliseconds), and facial expression detection (more specifically, smiling). And, from one tool to the next, the results offered a variety of consumer insights.

Please click here to watch the presentation of these results.

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