Are consumers really hearing the message you paid ungodly sums to transmit to them?
A new report uses neuroscience to get to the bottom of that question. The report, by Aki Technologies, gauged brainwave activity among consumers who watched the Super Bowl. During the game, consumers were outfitted with EMOTIV headsets primed to detect six emotions: excitement, interest, stress, engagement/boredom, attention and relaxation.
Here’s what the research found:
Receptivity increased with game volatility: During the game, researchers found attention didn’t peak in the first break in action as many expected. Attention peaked after Cooper Kupp’s 11-yard touchdown in the second quarter.
Viewers were most receptive during the Super Bowl halftime. Commercial breaks didn’t meaningfully change receptivity, but the halftime show significantly boosted attention, engagement, interest and excitement.
Context is crucial. Excitement increased most when participants consumed alcohol. Still, it actually fell for those watching the game in public (at a bar or restaurant).
A consumer’s response varies by demographics. During Oprah Winfrey’s interview with Prince Harry and Meghan Markle, women were 14.3% more receptive to mobile advertising. Interestingly, during the Academy Awards, men were 9% less receptive to mobile advertising than women, but after the slap, men’s receptivity grew 5% faster than that of women.
Stephanie Klimaszewski, senior vice president marketing at Aki Technologies, said the purpose of the report is to help marketers make more informed and strategic media investments. “By understanding audience receptivity in response to big media events like the Super Bowl, and other major news and cultural events, like the January 2021 invasion of the Capitol, unseasonable weather and the Academy Awards, marketers can gain new insight into audience receptivity to advertising during marketable moments."