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Saturday, February 03, 2007

Brain Scans To Show Which Super Bowl Ads Score

A scientist and a research company will use brain scans of viewers to test the effectiveness of ads shown during Sunday's Super Bowl game.

FKF Applied Research, LLC and Marco Iacoboni of the UCLA Ahmanson Lovelace Brain Mapping Center will undertake their second annual ranking of the most effective Super Bowl ads using fMRI brain imaging.

They will monitor activity in regions of the brain known to help control whether a consumer will buy or reject a pitch, and will provide color images showing these reactions. The fMRI displays activity in parts of the brain responsible forelemental responses, including wanting, reward, surprise, fear, disgust, conflict, and attempts to control emotions, the researchers say.

Super Bowl XLI will pit the Chicago Bears against the Indianapolis Colts.

CBS said it's close to selling out ad time for the Super Bowl, which often draws imaginative ads that companies hope make a big impression on consumers. CBS reportedly is asking $2.6 million for a single 30-second Super Bowl spot. Coca-Cola, Emerald Nuts, Careerbuilder, FedEx and, Honda, Toyota and GM's Chevrolet division, have all bought Super Bowl ad time, according to reports.

FKF Applied Research and Iacoboni's group at the UCLA Ahmanson Lovelace Brain Mapping Center recruit advertising's prime target viewers, men and women ages 18-34, to watch the Super Bowl ads as they air during the game.

The subjects view the ads while in UCLA's high-field fMRI scanner, which measures real-time the activity in their brains.

"Many of the forces that determine how people feel and act are very automatic: they can't tell you exactly what is going on deep in their brain any more than they could tell you what is happening in their heart," says Joshua Freedman, assistant clinical professor of psychiatry at UCLA and co-founder of FKF Applied Research. "Pundits and polls certainly can'taccess this information either -- fMRI lets us see how people are actually reacting to the ad."

Freedman says that last year's Sierra Mist ad was a big hit in people's brains, but commentators overlooked it. "Research is confirming what seems obvious in hindsight -- buying or not buying isdetermined by activity in the peoples' brains," he says.

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Blogger Paris David said...

Yes, I can't wait to watch those Super Bowl ads...not the game..but go Bears!

Thanks for inspiring me with another blog post today!


4:43 PM  

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