Tla Neuroinsights D1

Effectiveness Of Advertising In
Live Sports Broadcast –
Neuro-Insight

WE COMMISSIONED NEURO-INSIGHT TO SCIENTIFICALLY
VALIDATE THE EFFECTIVENESS OF ADVERTISING WITHIN LIVE
SPORTS BROADCAST.

Brief

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.

Execution

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.

The End Result

Neuro-Insight proved that advertising within live sport broadcast is at least 12% more effective than a TV ad-break alone.

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Neuro-Insight study

Tla Website Neuro Insights

SPORT HAS A UNIQUE NEUROSTATE

 

AD-BREAK ALONE HAS A GLOBAL PROCESSING BIAS,
UNIQUELY, SPORT VIEWERS USE BOTH SIDES OF THE BRAIN

FANS LEAN IN
TO SPORT

 

SPORT HAS A POWERFUL INFLUENCE
ON THE COMPANY IT KEEPS.
0%
more effective than a TV ad-break alone

Testimonial

Our research project with TLA was a world neuroscience first. We discovered that viewers' responses to Sport advertising were at least 12% more effective than a TV ad-break alone. This pioneering study also revealed distinctive brain responses towards different creative formats, supporting the use of this platform as key opportunity for a variety of brand information.

Lead researcher, Neuro-Insight

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