CIMM Summit 2024 Research Spotlight: Quantifying Emotion & Mindset, Key Takeaways and Breakthroughs
The CIMM Summit 2024 stands as a key gathering for media industry professionals dedicated to the evolution of measurement and currency development. This event serves as a forum for exploring new metrics, advancing data collaboration, and enhancing analytical methodologies. Mediaprobe’s CEO Pedro Almeida presented “Turning Emotional Measurement Actionable.” In the case study, Pedro presented the Emotional Impact Score (EIS), proposing a transformative approach to measuring viewer engagement and leveraging it to improve content and advertising effectiveness in an era dominated by rapid media consumption changes.
The importance of context and the path to improving TV advertising effectiveness
Context plays a pivotal role in determining how viewers respond to advertisements. When the content engages audiences emotionally, this heightened engagement can impact their response to ads shown within that context.
The challenge faced by the industry consists of proving the value of TV advertising in a constantly evolving media landscape. Attention metrics like eye-tracking fail to demonstrate true audience engagement, and advertisers are increasingly questioning the effectiveness and quality of their reach.
The solution lies in determining TV’s ability in delivering engaged audiences through quality metrics that measure emotional engagement, and through that proving the true value of TV advertising.
Key takeaways
Relevance of Emotional Engagement
EIS is pivotal in demonstrating that the emotional connection viewers have with TV content directly influences the effectiveness of subsequent advertisements — the carry-over effect.
Scientific Backing
Mediaprobe leverages biometrics through galvanic skin response (GSR) technology at scale, making EIS a unique solution for impression quality measurement.
Experimental Case Study: Redefining pod structures based on EIS
It can be argued that TV in Portugal has excessively long commercial breaks with, for instance, 15-minute blocks inserted in the content, leading to degraded CPM.
To demonstrate to our client how emotional measurement can be leveraged to prescribe, test, and prove a better pod structure, we conducted experimental work aimed at proving the thesis that shorter and well-placed ad breaks improve content and advertising outcomes.
For our test subject, we decided to use “Isto É Gozar Com Quem Trabalha,” (English: This is making fun of people who work), a Portuguese television program presented by comedian Ricardo Araújo Pereira, produced and broadcast by SIC on Sunday nights. We tested a new structure for the program: from two 15-minute breaks with 44 ads, and a 30-second exclusive break with two ads to five ad breaks of different lengths (from two to five minutes, with two to 17 ads). These shorter blocks were designed to keep viewers engaged and, consequently, remain connected during breaks.
Results
The redefined structure led to the content garnering a +16% increase in Emotional Impact, while advertising had a +6% increase in EIS compared to the values of the default show structure.
Advertising experienced a +53% increase in the average unaided ad recall.
Last but not least, first-in-break ad positions within the redefined structure emerged as premium value positions, resulting in significant key brand metrics improvements.
Insights and Perspectives
The learnings were implemented in live pods during the broadcast of the prestigious SIC XXVIII Golden Globes Gala, as part of our ongoing collaboration with SIC and Group Impresa to transform and elevate the standards of content and advertising for Portuguese TV.
Pedro emphasized the necessity of evolving TV measurement to keep pace with changing viewer habits and media consumption. He stated, “In a world where attention is fragmented, understanding the audiences’ emotional engagement with content and advertising is essential for growth in media. This experiment demonstrated the value of optimizing ad breaks for emotional engagement, resulting in higher recall and premium CPMs.”
Conclusion
Mediaprobe’s presentation “Turning Emotional Measurement Actionable” at CIMM Summit 2024 highlighted the critical role of innovative metrics like EIS in sustaining TV’s value and advertising appeal. As the industry moves forward, tools that can measure and leverage emotional engagement will define the success of media strategies.
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