For
Immediate Release
SANDS RESEARCH 2009 SUPER BOWL NEUROMARKETING STUDY
MATCHES CREATIVE ARTS EMMY AWARDS
El Paso, Texas - Earlier
this year, Sands Research Inc., a leading provider of
neuromarketing research studies, completed an extensive
study into all 72 television commercials aired during
NBC’s 2009 Super Bowl XLIII broadcast. Each of the TV
spots were ranked by the Company’s Neuro-Engagement
Factor™ (NEF) scoring system which is based upon
measuring EEG (brain wave) activity from viewers and
Sands Research’s proprietary software and algorithms
that measures the viewer’s attention levels.
Three out of the top five
commercials identified from that Super Bowl study were
nominated for the coveted Academy of Television Arts and
Sciences’ Creative Arts Emmy Award.
This past weekend,
top ranked Coca-Cola’s “Heist” from Wieden + Kennedy,
won the 2009 Emmy Award for outstanding commercial at
the Creative Arts Emmy Awards.
“We have found that an
engaging story that maintains the viewer’s attention
throughout the commercial, like this year’s Coca-Cola’s
“Heist” spot with the animated insects stealing a bottle
of Coke, provides an overall strong and sustained brain
response and a better measurement of favorable brand
opinion” stated Dr. Stephen Sands, Chairman and Chief
Science Officer at Sands Research.
Sands Research is a
pioneer in using EEG technology for recording the
central nervous system’s response to television
advertisements using both cognitive brain activity and
emotion.
Combined with pre-
and post- questionnaires, the Company provides a
comprehensive, objective analysis of a viewer’s
engagement to the material being presented by an
advertiser.
“In hundreds of commercials with thousands of
participants tested by Sands Research to date, we have
seen that a good ad will always have a large spike in
brain activity within the first 800 milliseconds of the
ad and sustain a high plateau across the length of the
commercial, keeping the material interesting and the
viewer engaged until the very last second” added Sands.
“Coca-Cola has a history
of presenting engaging advertising and storylines that
retain the viewer.
One of the highest
scoring commercials we have tested is a 2007 Coca-Cola
commercial called Grand
Theft Auto which had a NEF(Neuro-Engagement Factor) of
4.76.
Participants asked
us to see it several times even after their test
session, it was so engaging” relayed the Sands Research
Chairman.
In addition to Coca-Cola
“Heist”, the other two Emmy nominated commercials
identified by Sands Research as highly engaging ads were
CareerBuilder's "Tips” also by W+K and Budweiser's
"Circus" from DDB in Chicago.
They were ranked 4th
and 5th
respectively as the most engaging advertisements in the
Sands Research Super Bowl study.
The complete NEF™ ranking
of all the 2009 Super Bowl TV Ads can be found at the
Sands Research website:
http://www.sandsresearch.com/SBXLIIIMain.aspx
Dr. Sands presented the
Company’s 2009 Super Bowl findings at the Advertising
Research Foundation (ARF) conference in New York this
past Spring and Sands Research is preparing for the 2010
Super Bowl presented by CBS where television spots are
being sold for an average $2.6 to $2.7 million.
Sands Research
will again provide neuro-engagement analysis and ranking
for all advertisements run during the high profile
sporting event.