![]() ![]() This data can now be used to decode which ads had the strongest emotional impact on the audience during the event itself, including the context of the big game – a very different methodology to most rankings, which test ads in isolation. This allows Ipsos to measure, passively and in real time, emotional engagement throughout the whole event, including every commercial aired in the NYC area. Each viewer was fitted with a Shimmer wrist bracelet and finger sensor to passively capture galvanic skin response (GSR). Participants could bring friends and family in order to recreate a realistic viewing environment, with snacks and beverages. An audience of 40 people were recruited to watch the entire Super Bowl at a private screening event in New York City, including commercials. The ranking uses a unique set-up that measures passive emotional response in real-time and in the context of the game itself. Doritos, Google and Michelob Ultra were the big winners in Ipsos’ annual ranking of Super Bowl commercials. ![]()
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