FOX Partners with Innerscope Research to Explore Television Advertising and Content Effectiveness
New research framework provides advertisers with insights into media environmental effects on brand building and message resonance using cutting-edge unconscious measures
NEW YORK - Fox Broadcasting Company (FOX) today announced that it is extending the network’s two-year partnership with Innerscope Research, Inc., through which it provides advertising clients with biometric engagement measures for on-air and cross-platform promotions, with the introduction of a new Innerscope model for understanding advertising and content effectiveness in an evolving media landscape. Innerscope’s Brand Immersion Model, introduced at MEDIAPOST’s Digital Out-of-Home Forum, is a new framework based on the unconscious measures of emotion using biometrics, neuroscience and eye tracking that are the foundation of an advertising research program Innerscope designed for FOX.
This model will not only provide FOX advertisers with clearer insights and the tools to further evaluate the effectiveness of their creative placement in FOX content, but will also provide the advertising industry with enhanced understanding of the unique roles of television and digital media in brand equity creation and conversion.
“We’ve seen repeated confirmation through various ROI measures that television’s role in building brands and influencing other media is unequaled,” said Jon Nesvig, President of Sales for Fox Broadcasting Company. “With Innerscope, we hope to take our knowledge and the industry’s understanding of the science behind consumers’ connection to media and brands further, and in the process, work with our clients to plan and utilize television and cross-platform promotions to their best effect.”
Innerscope’s Brand Immersion Model developed from four years of research into how consumers interact with content on different platforms. The model accounts for the complex intersection of environment, content engagement, screen size, platform approach and flexibility, as well as how these factors affect the creation of emotional connections to brands. It will deliver to advertisers groundbreaking insights that will help optimize content in any platform.
FOX has commissioned an industry-level study that leverages the model to examine the role of unconscious emotional response in branded entertainment, product integrations and creative optimization across platforms.
“We’re excited to work with FOX to expand this framework, which helps to explain the complex media world in which we live on a conscious and unconscious level,’’ said Dr. Carl Marci, CEO and Chief Scientist at Innerscope, which remains the only neuroscience-based biometric company validated by the Advertising Research Foundation’s research review process.
FOX and Innerscope’s expanded and formalized partnership grows out of successful collaboration on earlier initiatives, including research for “American Idol,” sponsored programming in prime time shows and the exploration of new ad platforms.
About Innerscope Research
Innerscope Research, Inc. is dedicated to solving difficult market research questions by measuring and analyzing unconscious emotional responses to media and marketing stimuli. With its breakthrough Biometric Monitoring System™, Innerscope accurately predicts consumer behaviors, providing Fortune 100 advertisers and media companies with an unprecedented level of consumer insight. Founded by Harvard and MIT scientists, Innerscope leverages the latest advances in biometrics, neuroscience and eye tracking to measure moment-to-moment emotional engagement, the primary driver of behavior and choice. For more information, visit http://www.innerscope.com.
About Fox Broadcasting Company
Fox Broadcasting Company is a unit of News Corporation and the leading broadcast television network among Adults 18-49. FOX finished the 2008-2009 season at No. 1 for the fifth consecutive year – a feat that hasn’t been achieved since the mid-1990s. This season, FOX garnered its first fall season win ever among Adults 18-49 and continues to dominate all network competition in the key adult and teen demographics. FOX airs 15 hours of primetime programming a week as well as late-night entertainment programming, major sports and Sunday morning news. For more information, visit http://www.fox.com.
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