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What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads

neurological measures on tv ads

Demonstrating Neuromeasures’ Potential On 100 Mars Brand Ads with Single-Source Data

MediaScience is the leading provider of lab-based audience research, incorporating a range of neuro-measures including biometrics, facial expression analysis, eye tracking, EEG, and more. With state-of-the-art labs in New York, Chicago, and Austin, MediaScience is discovering actionable insights in advertising, technology, media, and consumer trends.

Dr. Duane Varan, the global authority of neuromarketing research, founded Audience Labs (formerly the Interactive Television Research Institute) during his tenure at Murdoch University in Perth, Australia, in 2001. In 2005, he launched the Beyond : 30 Project, a consortium exploring the changing media and advertising landscape, and in 2008, he was approached by Disney Media Networks to set up a dedicated custom research lab on a broader scale – and so MediaScience was born. Though he officially left Murdoch in 2015, he continues to maintain some research links with the University of South Australia and has been widely recognised for his innovative contributions to teaching and the neuromarketing industry as evidenced by a long list of awards and over 90 published academic papers in his field.

Study Abstract

Below is an abstract from one of Dr. Varan’s papers about What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads from the Journal of Advertising Research.

This study demonstrates the potential of certain neurological measures—in particular, biometrics—to identify television advertisements that successfully lead to sales. The researchers, who represent academia and industry, used direct measures of what they believe matters most to marketers: in-market sales response (from single-source data). To the authors’ knowledge, the dataset is the largest ever studied: more than 100 consumer-packaged-goods advertisements for 20 Mars, Inc., brands, combined with laboratory testing from more than 1,000 respondents. The goal of the research, funded by Mars, was to identify evidence-based measures to inspire improved advertising practice and to explore the factors behind advertising effectiveness.

Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Laurent Larguinat, Bruce McColl, Duane Varan Journal of Advertising Research Mar 2017, 57 (1) 53-66; DOI: 10.2501/JAR-2016-051

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Learn more about Neuromarketing Research here.