Neuroscience study reveals music videos outperform television advertising impact

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vevo neuroscience study.jpgAn audience’s passion for music creates the most effective advertising environment for brand marketers, according to a neuroscience study conducted by a leading market research company for VEVO, the world’s leading all-premium music video and entertainment platform and UM, the Interpublic media agency in the States.

The Neuroscience Research Study was undertaken by Neuro-Insight, a market research company that uses unique brain-imaging technology to measure how the brain responds to communications.

The research shows that music videos are better than television when it comes to audiences remembering ads – with the emotional intensity created by music video programming translating into the highest ad impact.

The study found:

  • Online content outperformed conventional TV, scoring higher on engagement, emotion and memory
  • Music videos scored the highest on emotional intensity while online TV scored the highest on engagement
  • Music videos had the highest memory encoding during ad-breaks – the true indicator of success for brands. Conversely, online TV underperformed on this metric, demonstrating that content engagement alone doesn’t equate to ad effectiveness.

VEVO’s senior VP international, Nic Jones, unveiled the research during a Masterclass presentation in conjunction with MCM Media on Harnessing the Power of Premium Online Video.

Says Jones: “This research highlights what we’ve often hypothesized – that people have a stronger connection with music than they do with TV content, and that ads associated with online music video content benefit from that positive emotional connection.”

Neuro-Insight collected data from 100 participants during a two week period in July/August with testing carried out in a home environment to mimic personal behaviours. TV viewers watched episodes of their favorite shows, while online views saw their favorite music videos, TV shows and TV clips. Ads were inserted as conventionally served in each media.

VEVO is available to advertisers as part of MCM Media’s Digital Entertainment Network – the biggest premium online video offering in the country syndicated across 57 online sites. Its reach is 147% the size of all the commercial TV catchup services combined (Nielsen Netview).