• by Joe Mandese  @mp_joemandese, May 13, 2010

This just in: Fox Broadcasting Co. has announced a two-year initiative to research and test how human beings interact physiologically and neurologically with different media screens (ie. TV, online, mobile, etc.). Fox said it will work with Boston-based Innerscope Research, which uses various biometric technologies to gauge how people interact with various screen content. Fox said the research will focus on “engagement measures for on-air and cross-platform promotions,” utilizing Innerscope’s “Brand Immersion Model,” which helps explain physiological responses to advertising and media content.

“We’ve seen repeated confirmation through various ROI measures that television’s role in building brands and influencing other media is unequaled,” stated Jon Nesvig, President of Sales for Fox Broadcasting Company. “With Innerscope, we hope to take our knowledge and the industry’s understanding of the science behind consumers’ connection to media and brands further, and in the process, work with our clients to plan and utilize television and cross-platform promotions to their best effect.”