Neuro-Insight is globally recognised research that looks at brain activity and how the brain responds to brand messages in the sub-conscious state. This has been proven to impact future decision making behaviour.
Neuro-Insight was chosen to conduct the study as they are market leaders in this space and there was no research globally that could provide the answers we were after.
We had 240 general sporting fans – they were not necessarily avid or extreme fans across our four major codes, NRL, Soccer, AFL and Netball. Each respondent was given a headset and we recorded their brain activity as they watched each sports program.
Neuro-Insight measures the brains subconscious and emotional responses which provides a direct correlation of real time behaviour across the left and right hemispheres.
Neuro-Insight proved that advertising within live sport broadcast is at least 12% more effective than a TV ad-break alone.