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

ABSTRACT

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 authors9 knowledge, the dataset is the largest ever studied: more than 100...